About
Experienced Global Marketing Leader with over 10 years of success in Entertainment and FMCG industries, adept at developing innovative marketing strategies, driving product development, and leading high-performing international teams. Proven track record in spearheading successful projects at Ferrero and Mattel, consistently delivering significant market penetration, sales growth, and cost savings.
Work
FINE BISCUITS COMPANY (a Ferrero company)
|GLOBAL MARKETING HEAD KELSEN BISCUITS PORTFOLIO
Bruxelles, Belgium
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Summary
Spearheaded global marketing strategy for the Kelsen Biscuits portfolio, defining long-term growth, brand positioning, and innovation pipelines while managing a diverse team.
Highlights
Defined and deployed a three-year brand plan, establishing long-term growth strategies, brand positioning, and communication frameworks to ensure financial sustainability.
Drove the 3-year innovation pipeline for the Specialty Cookies category, encompassing core brands and private labels.
Partnered with local marketing teams across China, HK, USA, and UK, and sales export to implement annual brand plans.
Managed and coached a team of 2 marketing professionals, fostering their development and strategic alignment.
FERRERO INTL
|Sr. GLOBAL PROJECT MANAGER KINDER SURPRISE
Luxembourg, Luxembourg
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Summary
Managed global project development and launch for Kinder Surprise, overseeing product innovation, market entry, and portfolio optimization across multiple European markets.
Highlights
Developed and launched 3 years of collections, producing 1,500 new surprises and 5 billion pieces globally.
Led the development and launch of the first surprise collection made from recycled rPET plastic in 5 EU countries.
Implemented the Portfolio Value Generation and Decomplexity project, achieving 40% surprises reduction, €15 million in savings, increased consumer liking, and regained purchase frequency.
Managed and coached a team of 3 project managers, ensuring efficient execution and strategic alignment.
MATTEL FRANCE
|Sr. BRAND ACTIVATION MANAGER INFANT & PRESCHOOL CATEGORY
Paris, France
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Summary
Drove brand penetration and sales growth for the Infant & Preschool category, developing and executing strategic marketing and allocation plans.
Highlights
Increased Fisher-Price brand penetration among the core target segment of first-time mothers by 0.4 percentage points.
Reversed declining brand sales, achieving +7% growth by strategically reshaping the brand plan and A&P allocation.
Implemented a differentiated listing strategy for Brick & Mortar and E-commerce in Auchan, driving sales growth across both channels.
MATTEL ITALY
|BRAND MANAGER DOLLS CATEGORY
Milan, Italy
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Summary
Managed brand strategy and marketing initiatives for the Dolls Category, focusing on market positioning and campaign execution to drive brand success.
Highlights
Developed and executed comprehensive marketing campaigns to enhance brand visibility and consumer engagement within the Dolls category.
Analyzed market trends and consumer insights to inform product positioning and promotional strategies.
Collaborated with sales teams to develop effective merchandising and retail activation plans.
Managed marketing budgets and resources to optimize campaign performance and achieve business objectives.
MATTEL ITALY
|BRAND MANAGER BARBIE
Milan, Italy
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Summary
Directed brand management and marketing efforts for the iconic Barbie brand, overseeing strategic planning and campaign implementation to maintain market leadership.
Highlights
Orchestrated integrated marketing campaigns for Barbie, contributing to sustained brand relevance and market presence.
Monitored competitive landscape and consumer feedback to adapt brand messaging and product offerings.
Coordinated with product development and sales teams to ensure cohesive market strategies.
Managed promotional activities and partnerships to maximize brand exposure and sales performance.
MATTEL ITALY
|ASSISTANT BRAND MANAGER
Milan, Italy
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Summary
Supported brand management activities for key product lines, assisting in campaign execution, market analysis, and promotional initiatives to drive brand growth.
Highlights
Assisted in the development and execution of marketing plans and campaigns for various brand portfolios.
Conducted market research and competitive analysis to identify consumer trends and inform strategic decisions.
Supported the coordination of advertising, public relations, and promotional events.
Contributed to budget tracking and reporting, ensuring efficient allocation of marketing resources.
Education
Università degli Studi del Molise
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Master Degree
COMMUNICATION
Grade: 110/110 cum laude
Università degli Studi del Molise
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Degree
COMMUNICATION
Grade: 110/110 cum laude
Languages
ITALIAN
ENGLISH
FRENCH
SPANISH
Certificates
Mastering Digital Marketing in an AI World
Issued By
London Business School
Digital Marketing & E-commerce
Issued By
Skills
Product Development
Food Product Development, Non-Food Product Development, Innovation Pipeline Management.
Project Management
Global Project Management, Cross-functional Team Leadership, Timeline Management.
Marketing Strategy
Brand Strategy, Long-term Growth Strategies, Market Penetration, A&P Allocation.
Campaign Development
360° Campaign Development, Multichannel Marketing, Brand Activation, E-commerce Strategy.
Data Analysis
Market Research, Consumer Insights, Performance Metrics.
Communication
Public Communication, Stakeholder Engagement, Brand Messaging.
Team Leadership
Team Management, Coaching, Performance Development, Cross-functional Collaboration.
Problem Solving
Strategic Problem Solving, Process Optimization, Decomplexity Initiatives.
Brand Management
Global Brand Management, Brand Positioning, Portfolio Management, Brand Growth.
Sustainability Initiatives
Sustainable Product Development, Recycled Materials (rPET).
Retail Strategy
Brick & Mortar Strategy, E-commerce Strategy, Listing Strategy.