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Italian Sales & Marketing Specialist

Work Experience

Agorà - Associazione per lo Sviluppo della Formazione – Verona
From October 2002 - Today

Market:
Nationally renowned post diploma/degree Management School

Challenges:
Increasing the number of students for the master in Marketing and P.R.,
Development of new seminars and courses,
Teaching Sales Skills.
Consultancy
Process:
Repositioning of the master compared to the competition and the image of School
Introduction of specific arguments addressed to specific customer targets: Master in Marketing and P.R. for Accountant (summer edition 2003) Master in Marketing and P.R. for B2B (autumn edition 2003)
Set up of new business relations with organizations and Companies (Douglas, ADI – Designer Association, )
Set up of relations with important international teachers and experts for organizing new seminars.
Goals I
Achieved:
Start up of two Marketing and P.R. masters in 2003 (no one master was started in 2002 and the average of the previous years was one master per year)
Perspective of starting a new line of seminars about Strategic Design for Furniture Companies in January 2005
Excellent results in the teaching follow up questionnaire filled in by students

Arco Cosmetici – Bergamo (Milan) from May 2003 to January 2004

Market:
Medium Company producing cosmetics for the aesthetic professional channel
Challenges:
Developing distribution:
Enlarging the assortment by introducing new products in existing or new markets
Training and motivating the sales force and selecting new sellers for the free areas
Verifying the gross margin of products/lines
Consultancy
Process:
Development of the Information System for having real time sales information,
Customer analysis and evaluation of commercial strategies per areas, product/line, customer’s cluster
Definition of the Company positioning in the Perfumeries Market
Economic assortment analysis for the evaluation of products introduction/ exclusion
Training on the field of new and existing Agent and sales support for Agent with potential customers
Coaching to the owner for improving analysis skills
Goals I
Achieved:
Developing of distribution by:
Introduction of the Company to new “A” customers
Research, selection and training of ten new Agents all over Italy
Economical and strategic assortment redefinition per Channel with a perspective grow of the gross total margin of 15% (Gross margin 2002 22%)

Menotti Specchia Srl– Verona from February 2004 to July 2004

Market:
Manufacturer of wooden floors (B2B)
Challenge:
Developing the awareness of sales department about customer satisfaction
Consultancy
Process:
Set up of internal information system for having sales dates per product, customer cluster and geographical area
SWOT analysis for drawing trends and substantial of product lines and customer clusters.
Crossing of information coming from the Customer Satisfaction Research and the SWOT Analysis for planning focussed commercial actions
Reporting with drivers for improving the customer satisfaction
Coaching of the sales manager for the plan improving
Goals I
Achieved:
Re-engineering of commercial information process on a customer based view
Improvement of the management awareness of customer’s needs and opportunities by identifying appropriate customer clusters
Development of sales strategy drivers by coaching the sales manager

Syved Group Italia Srl – Udine from January 2004 to April 2004

Market:
Small Company in Pharmacies Channel
Challenge:
Testing the product acceptance in the Perfumeries Market
Consultancy
Process:
Market analysis on existing perfumeries assortment for finding out direct competitors, threats and opportunities related to the start up of sales in this Channel
Presentation of different scenarios related to distribution channels
Packaging and products name review accordingly to the characteristics of the chosen distribution channel.
Sales Area Test on potential customers in Triveneto.
Goals I
Achieved:
The market analysis and the sales test showed us strong entrance barriers in this market because of competition of many important big Companies. Beside the innovation level of the product was not convenient enough for being sold without in store promotions.

MAIN COMPANY’S EXPERIENCES


2000-2002 Key account in Perlier Spa – Div. Orlane – Turin

Market:
High level and selective perfumeries market
Tasks:
Reorganization and development of customers in Triveneto’s area with the re-qualification and the design of fidelity plans with the best customers
Goals
Achieved:
Re-qualification of trade with a customer selection’s and fidelity policy
Introduction of new and better qualified customers
Sales increase achieved plus 10% (Italy result for the same period – 5%)

1994-2000 Key account in Procter & Gamble Italia Spa –
Div. Cosmetics and Colours – Rome

Market:
Mass market and perfumeries
Tasks:
Introduction and development of Max Factor line in perfumeries channel, G.D. and wholesalers
Merchandising and Visual Merchandising in POP
Sales Promotion organization and forecast of area budget
Management
Wholesaler’s sales force meeting for new product’s presentation and sales incentive planning
Goals
Achieved:
Average turnover growing of 30% per year in my area (average Italy result for the same period around 20%)
High customer’s loyalty.

Education

1984-1988 Accounting Diploma– Collegio Salesiano Astori in Mogliano Veneto (Treviso).

1999-2000 Marketing and Public Relations Diploma – Management School Agorà – Verona.

1999-2004 Professional courses:

Management School SDA Bocconi – Il Sole 24 ore Formazione - Milan

- Trade Marketing
- Merchandising
- Sales Promotions
- Data warehousing and Customer Intelligence for marketing analysis
- Management Development
- Public Speaking


2001-2004 Marketing and Business Management Degree– Venice University Ca’ Foscari

Skills

I have a good knowledge of the italian market where I have been working for more than ten years in sales and marketing with multinational companies such as Procter & Gamble. Since 2002 I have been working as a consultant specialized in market analysis and sales management with the purpose of making my customer growing by understanding better their present market and developing new business.
The main point of my consultancy are:
Market analysis:
- Demand analysis for finding out potential customers
- Competition analysis and competitor’s positioning for finding out direct competitors
- Product assortment analysis
- Institutional and product’s positioning
- Cost analysis for products, trade channel, Geographic’s area for finding out margins and building the assortment strategy.

Sales Management:
- Sales force set up
- Trading strategies and Sales force incentive planning
- Sales training

Languages

- Italian: native
- English:Good level both written and spoken
- French:Medium level both written and spoken

Other

"Only the knowledge that makes us better is useful"
Sócrates

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