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Work Background
MSC CruisesDirect Marketing Manager - Global HQ
May. 2024Ginevra, SvizzeraWithin the CRM team, the Direct Marketing Manager proposes, plans and executes direct channel campaigns (Email, Whatsapp & more) targeting specific CRM audiences along the Acquisition phase - from new leads collection to the booking. Key objectives:
- to maximize campaign effectiveness hitting the selected segment with relevant key messages at the right time (KPIS: Open Rate, CTR, Entrance to the funnel (CRM audience) etc...)
- to drive the business results being a trusted point of reference of local marketing managers & directors (KPIs: increase #bookings and profitability (€) and, in particular, increasing revenues generated by CRM audience) The Direct Marketing Manager (HQ/Global role): - is responsible to define the contact strategy, the CRM audience segmentation - is responsible for the design and execution of all the corporate campaigns - ensures the development of best in class messages with an engaging creativity, visual & copy - is responsible for the definition of the communication guidelines for the local and corporate campaigns - coordinates the campaign plans for all the markets ensuring the execution of the campaign plans for the centralized markets - is proactive during the continuous testing, learning, and optimization phases of the CRM communication - defines the metrics and targets for success, ensuring the monitoring of the campaigns execution - has a vision of growing consumer loyalty and increasing the lifetime value - manages with efficiency the assigned budget and coordinates the external partners - manages a team of 6 people defining growth plans, roles & responsibilities ensuring smooth and efficient processes/workflows
- oversees CRM and project teams, coordinate markets, ensuring business and communication goals are met.
MSC CruisesBrand&Product Marketing Specialist - Global HQ
Jan. 2022 - May. 2024Ginevra, SvizzeraLarger and enriched responsabilities vs previous role, reporting to Global Head of Brand and
Product (Geneva - Global HQ):
− Budget management of Brand area – multi-million budget per year
− Direct management of international creative agencies and production partners overseeing a
global multi-million budget - new global campaign development
− Alignment of key internal stakeholders (top management, country managers, local
marketing directors etc...) working closely with Delivery team.
MSC CruisesBrand&Product Analyst
Jul. 2018 - Jan. 2022Napoli, ItaliaJOB PURPOSE
In line with the strategic guidelines received from Corporate Marketing, the Brand&Product marketing Analyst delivers marketing campaigns and toolboxes to support sales and brand development working with internal and external agencies, Company's internal departments and local offices.
Reporting to: Brand Manager (Geneva - Global HQ) KEY RESPONSIBILITIES
• Analyses trends, competitors and consumers' profiles;
• Supports Corporate Marketing in creating and in delivering multi-channel campaigns to local offices;
• Works with internal and external agencies in order to deliver campaigns on time and on budget (briefing, scheduling, follow-up);
• Supports Corporate Marketing in the campaign production (execution of photo/video shootings), taking care of organisation and logistics;
• Supports Corporate Marketing in coordinating ongoing tactical activities.
• Coordination and development of new global multichannel brand campaign: - Redefining brand positioning (identified consumer segments, targeting, concept testing)
- Brief development for agency pitch
- Coordination of external creative agencies, production houses, media agencies
- Management of internal stakeholders (countries, marketing directors, top management)
- Development of ATL deliverables: TVC, Print, OOH, Digital OOH
- Support in adapting brand campaign creativity in BTL channels: Upper and Lower Funnel, B2C Website, CRM, Trade, Social Media, Onboard
Perfetti Van MelleAssistant Brand Manager
Jun. 2018 - Jul. 2018Lainate (MI)- Monitoring and analysing market data (main KPI’s) with the relative impact on brand trends;
- Support to innovation and renovation processes regarding Vigorsol and Mentos brands.
- Management of contacts with the external agencies (printer, factory, pack development etc…)
- Support to the activation of consumer promotion/ contest with prizes.
- Support to the development of new copy tv/ announcements or digital contents.
Lactalis Nestlé Prodotti Freschi (LNPF)Assistant Brand Manager
Feb. 2017 - Mar. 2018Milano, Italia- Monitoring and analysing market data (main KPI’s) with the relative impact on brand trends.
- Support to innovation and renovation processes regarding Fruttolo, Mio and Nesquik brands.
- Management of contacts with the external agencies (printer, factory, pack development etc…)
Universität St. Gallen-Hochschule für Wirtschafts-, Rechts- und SozialwissenschaftenWorkshop participant
Apr. 2016 - Apr. 2016St. GallenI joined the Marketing Capitals Conference in St.Gallen in order to be part of interesting workshops held by multinational and international companies such as Philip Morris.
Associazione Bianca GaravagliaIntern
Jun. 2014 - Feb. 2015Busto ArsizioI supported in drafting and executing the activation plan of a cause-related marketing campaign for a NGO in Busto Arsizio (VA).
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