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United Kingdom
Work Background
Fractional CRM, Client Engagement & Luxury Events strategic senior consultant
Jan. 2024London, England, United KingdomFreelance consultant.
GucciClient Engagement Manager Northern Europe
Apr. 2021 - Sep. 2023London, England, United KingdomResponsible for shaping and executing the client strategy for the Northern Europe Hub (32 DOS across UK, IE, NL, DK, SE, NO), adapting the brand’s overall strategy to local specificities. The role encompasses client engagement, strategic marketing, the curation of remarkable brand experiences and pioneering innovative initiatives tailored at UHNW individuals. I collaborate closely with cross- functional teams to ensure a cohesive approach and alignment with the overall business objectives. The guiding principles are: focus on ROI, elevate brand exposure and consistently maintain a competitive edge, all while fostering enduring client relationships and unwavering loyalty. - Hub Client Engagement Strategy
- Budgeting and calendarisation of initiatives/investments
- KPI framework and monitoring (data collection, retention, upgrade, recruitment, etc)
- In- store and Offsite client activations/events to support product launches, new store/pop-ups opening, campaigns, itinerant set (ideation, cadence, financial projection, target selection, post-event customer analysis, and thorough evaluation). Ex. create and lead the realisation of the Christmas experiences strategy.
- Brand experiences for top clients: ownership and development of local HNW engagement (ex. successful roll-out of The Royal Suite by Gucci at the Savoy, London); support EMEA teams with Fashion Shows, High Jewellery/High Watchmaking, International Red carpet events, etc
- Client knowledge
- Gifting (personal occasions; cultural celebrations)
- Communications and customer journeys (collaboration also with online and outlet teams)
- Reporting and analysis, to ensure enhanced business intelligence and agility
- Regular market visits
- Collaboration with third party business partners
- Support HR function in the design of the CRM framework for the EMEA Grade Program - Two direct reports, two in-store functional reports
GucciClienteling Manager UK & Ireland
Sep. 2018 - Mar. 2021London, United KingdomResponsible for sustaining the growth and improvement of the Clienteling function to enhance the brand’s perception and engagement in the local market (24 DOS). Focus on equipping the retail network with the knowledge and tools needed to optimise client portfolio development, fostering a sense of ownership, empowerment and accountability. - Improved capillarity of KPIs to empower all Client advisors, set up of yearly goals and actionable dashboards (focus on outreaches, private appointments, client retention, repurchase and upgrade)
- Strong collaboration across functional teams (Retail, Training, Merchandising) to develop 360 consistent plans in line with business needs - 75% of time spent in store/market visits
- Deployment of the company clienteling app´s new functionalities amongst retail teams and ensure high adoption
- Local autonomy in management of the market Clienteling budget
- Introduction of in-store clienteling budget and development of usage guidelines, for enhanced retail autonomy
- Pitch of Clienteling territory strategy to EMEA senior leadership; ideation and development of local brand engagement platforms to consistently engage with clients on a personal level (ex. The Royal Suite by Gucci at the Savoy, London)
- Improvement of client mapping and intelligence, with dedicated trackers and action plans
- Development of qualitative tools to enhance employees’ Clienteling skills (ex. City guide, Gifting guide, ..)
- Planning of client communications to support key retail moments; test and learn approach (ex. pilot of SMS campaigns)
- Partnership with UHNW conciergerie service
- EMEA pilot of Clients and prospects insight analysis studies - Member of the newly launched EMEA Changemakers committee to scout relevant local NGOs to partner with, extend all employees the opportunity to volunteer and embed charitable purposes in local actions/initiatives
- One direct report, three in-store functional reports
GucciClienteling Coordinator UK & Ireland (Pilot of new function)
Sep. 2016 - Aug. 2018London Area, United KingdomI had the privilege of spearheading the successful launch (pilot and structure) of the innovative Clienteling function within the UK&IE (as a first pilot market in Europe), guiding it through a transformative shift from a traditional retail focused approach to a client centric mindset. - Responsible of spreading the Clienteling vision, culture & approaches among all store teams, working closely with the Retail Area Manager and Store Managers to develop the Clienteling expertise and sustain its adoption.
- Driving the development of a Clienteling culture in store, coaching and training in store clienteling ambassadors and store staff (ongoing onboarding trainings to new retail joiners)
- Supporting the top down implementation of the Consumer Management corporate strategy, adjusting it to the market needs as well as facilitating the bottom up reporting/feedback - Planning, budgeting and implementation of clienteling activities and events, in line with the EMEA strategy
- Introduction of consistent KPI monitoring, client targeting and action plans to drive data collection, acquisition, repurchase and retention. Database extractions when needed.
- Supporting store managers and sales staff in building a strong customer base, identifying opportunities, analysing data and developing focused actions - Coordination of UHNW clients special projects/requests, in cooperation with key departments (ex. Company point of reference for a 1 year+ project linked to a UHNW client’s wedding)
- Strong relationships with business partners like Retail, PR & Comms, Merchandising, VM to strategically drive business growth and improve the customer experience
- Development of new tools
- Development of a network of local suppliers and set-up of process/payment guidelines
- Sharing of best practices and fostering 'internal' Clienteling
- One direct report, twenty in-store functional reports
GucciContinental Europe Clienteling Coordinator (Pilot of new function)
Feb. 2016 - Aug. 2016Milan Area, ItalyResponsible for kicking- off and rolling- out the newly created Clienteling function within the company in Continental Europe. This involves conducting weekly market visits, training in-store managers and the newly appointed in-store clienteling ambassadors. Additionally, the assessments, observations and feedback gathered in the field are used to improve existing tools/reporting and develop new ones.
GucciEMEAIR CRM Analyst
Mar. 2012 - Jan. 2016Milan Area, Italy- Direct marketing: regional budgeting, planning of mailing vs in store distribution, targeting and performance analysis of Direct Marketing Tools (ex. catalogues, lookbooks, ...)
- Marketing tools: regional development and monitoring of usage/performance of Marketing Tools for in store distribution (ex. client book, store city map, CRM cards,...)
- E- Direct Marketing: supporting the ww team in the definition of the calendar, development and implementation of regional newsletters directed to customers; coordinating the creation and targeting of regional digital communication to clients to promote local in store events and store opening/closure/ monitoring of the campaigns' performance. Working closely with third party CRM agencies
- Top Customer Activities/CRM programs: regional implementation and reporting of WW special loyalty programs; targeting, execution and ROI analysis of one- to- one top customers activities/ competitor analysis. Usage of Events Management tool.
- DB analysis and reporting: extraction of data from Microstrategy and Siebel
- Support to the EMEA Relational Marketing Manager: presentations for budget/forecast meetings, presenting to corporate Store Managers meetings. July 2013: Selected for a one month full time retail induction, experiencing all typologies of Gucci stores, in London, Manchester, Birmingham December 2014: public speaking intensive course
BitmamaProject Manager Intern (Fashion&Luxury)
Sep. 2011 - Nov. 2011Milan, Lombardy, ItalySame as below, together with the development of the MSc thesis by working on the Ermenegildo Zegna case study.
BitmamaProject Manager Intern (Fashion&Luxury)
Dec. 2010 - Mar. 2011Milan, Lombardy, ItalySupporting the Project Manager in:
- the development of fashion&luxury marketing and communication projects on the digital channel (e-commerce websites, product launch campaigns, Social Media, viral Marketing)
- managing clients' relations
- coordinating different projects and resources (developers, graphic designers, user experience architects, copywriters) by organising the working schedule, tracking budgets, monitoring the roll- out of each campaign
- managing the targeting, data extraction and dispatch of digital campaigns/newsletters through dedicated software
- maintenance activity of clients' e-commerce websites
- SEO, SEM activities
- performance analysis (Google Analytics)
sevendotsExternal consultant
Jun. 2010 - Aug. 2010Supporting the partners in the deployment of a product development project in the healthy nutrition/food market, performing ad hoc tasks related to research, tracking and mapping of the sources, compilation of written findings, analytical work, competitor analysis, participation to conference calls.
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