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Work Background
Forbo Flooring SystemsGlobal Marketing Director
Mar. 2025Amsterdam, North Holland, Netherlands
PrivaGlobal Marketing Director
Mar. 2024 - Feb. 2025De Lier, South Holland, NetherlandsHigh-tech company developing software and solutions in the fields of climate control, energy saving and reuse of water. Leading a team of 10 talents to define and execute marketing strategies, develop value propositions, produce brand/product contents and customer stories, design sales materials, execute integrated campaigns for the launch of new products, organize customers’ events and tradeshows. Collected customer insights, defined value proposition and commercial naming, produced sales materials and executed marketing campaigns for the launch of Priva ONE, Priva ECO and Priva PIM. Oversaw the definition and implementation across all touch points of the “The Experts’ choice” brand promise. Introduced in the organization a product marketing function with implementation through PowerBI of product portfolio analysis and reporting. Organized Priva 65th anniversary celebratory events, GreenTech, GPEC Japan, HortiContact, FruitLogistica.
Ginger MarketingMarketing Consultant
Jun. 2023 - Feb. 2024Amsterdam, North Holland, NetherlandsMarketing and branding consultancy services. • Re-branding and re-positioning of a rental service in the home appliance industry.
• Definition of value proposition and marketing strategy for a SAAS focusing on online market research.
• Digital marketing strategy definition and execution for a SAAS platform focusing on online training.
AulabMarketing Director
Mar. 2021 - Mar. 2023ItalyAulab is a tech-education SAAS platform specialized in professional IT training, primarily coding and programming applied to web, apps and software development. Led a team of 13 talents to define marketing strategies, produce creative assets and execute integrated marketing campaigns for B2C and B2B lead generation, customers’ acquisition, brand building and up-sell in the EMEA region across paid, earned and owned channels. Directed consumer insights initiatives to optimize brand strategy/narrative based on the most responsive buyer personas. Managed all advertising, PR and brand marketing initiatives/budget to inspire and engage different customer segments across multiple countries. Oversaw all digital marketing performance programs, SEM/SEO, social media activation strategies to generate new leads and grow sell-out. Testes and successfully implemented new online and offline lead generation channels to reduce cost per lead (CPL) and cost of acquisition (CAC). Supported the acquisition of the company’s majority stake by Italy’s e-learning market leader Multiversity (part of private equity CVC Capital partners).
Kohler Co.Head of Marketing Communication
Feb. 2017 - Nov. 2020Shanghai City, ChinaKOHLER is a leading brand in the kitchen and bathroom industry with over 7 billion USD of yearly sales and 37,000 employees. Led a team of 8 talents and coordinated 16 country marketing teams to define marketing strategies, produce creative assets, execute and optimize integrated campaigns for new product launches. Managed all the regional ATL and BTL initiatives to grow awareness and consideration in APAC, working with country teams and key distribution partners on local go-to-market execution plans and budget allocation. Drove digital transformation in the APAC region by introducing a direct-to-consumer model: optimized consumer journey across 10 country websites with e-commerce activation on Lazada, Costco, PC Home, Shopee and Boonthavorn. Oversaw all digital marketing, SEM/SEO, social media activation strategies and programs in the region to boost qualified website / e-com traffic and meaningful engagements in each market. Successfully launched in APAC region the Manchester United sponsorship and the CRM loyalty program “Kohler Design Community”.
Arda domestic appliancesGeneral Manager
Jan. 2015 - Dec. 2016Shanghai City, China / Jiaxing (Zhejiang)Arda is a leading OEM manufacturer of home appliances for world's renown brands. In 2010 Arda launched its own brand, offering a complete solution that includes every appliance needed in a kitchen. Led a team of 60+ talents to drive revenue growth, expansion of the wholesale distribution network and retail presence in the Greater China region. Restructured the sales team, revised sales regulations and pricing policies to support wholesale distributors in developing local sales channels. Introduced a new KPI system and easy-to-monitor reporting system for sales team. Responsible for the division's complete P&L, business development, channel development, marketing department, supply chain department and after sales department.
Arda domestic appliancesMarketing Director
Jan. 2014 - Dec. 2016Shanghai City, ChinaLed a team of 10 talents to plan, execute and optimize marketing campaigns for the launch of new product ranges. Oversaw advertising, PR and marketing initiatives to grow brand awareness, cooperating with key distribution partners on local go-to-market execution plans. Coordinated the planning (positioning, pricing, competitors’ analysis, U&A analysis), development (design, engineering, testing, supply) and go-to-market launch (campaigns) for new product ranges. Optimized the product offering by introducing good/better/best product lines as well as a price-sensitive product line dedicated to the residential projects channel. Successfully launched the new website www.arda.cn and the official e-commerce stores on Tmall and JD. Directed all digital marketing, SEM/SEO and social media strategies to generate awareness and drive traffic to the website / e-com stores. Launched innovative digital tools to improve customer journey online and in the POSs. Developed sales materials and promotional activities’ guidelines to support distribution partners in expanding sales channels locally. Organized 4 tradeshows and 6 multi-city roadshows to support the partners’ network.
Yixing Graphic Design (Shanghai)General Manager
Oct. 2009 - Sep. 2013Shanghai City, ChinaYixing / Studio Pleiadi is an independent marketing and communication agency providing integrated branding, PR and creative services to European and Chinese brands. Key responsibilities: • P&L ownership;
• Business development and clients’ management;
• Strategy definition, creative development and media planning for integrated marketing campaigns;
• Projects’ budgeting, planning and supervision. Clients served:
Samsung | Haier appliances | Dr. Oetker Pizza Box | Continental Tires | Unilever (Pond’s) | Luxottica Group | Arda home appliances | Technogym | Marazzi tiles | Alcantara | Bonfiglioli | Generali Life Insurance | China Eastern Airlines | De Farro / Saint Years Group | ECL Excilon | Pantum / Apex.
CDE srl - Centro Diffusione Editoriale srlManaging Director
Apr. 2005 - Oct. 2009Bari Area, ItalyThe company focuses on publishing, marketing and promotion of trade/professional media on behalf of industry categories’ associations and trade unions. Key responsibilities: • P&L ownership
• HR management
• Marketing and business development
• Strategic planning and promotion execution of editorial projects: analysis of the industry, identification of positioning, target audience and pricing, development of marketing materials and sales kits for sales accounts
IWE srl - Info World Edition srlJunior + Senior Account / Project Manager
Mar. 2002 - Mar. 2005Milan Area, ItalyThe company focuses on publishing, marketing and promotion of trade/professional media on behalf of industry categories’ associations and trade unions. March 2004 – February 2005 | Project manager
March 2003 – February 2004 | Senior Account
March 2002 – February 2003 | Junior Account
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