I work on ING brand and communication strategy with the aim of acquiring new customers.• Monitor brand health and track perception of brand values• Define objectives in terms of brand KPIs (awareness, consideration, image, adv recall, etc.) together with Research team• Define objectives related to business growth (e.g. #new current accounts) in collaboration with Product, Media, Social and Channels teams• Analyze competitors’ activities and KPIs, share relevant results and key learnings• Support new customers acquisition and brand values through integrated communication campaigns, both offline (TV and radio commercials, print, events) and online (banner display, search ads, comparison websites)• Implement international branding projects promoted by Head Office• Manage the relation with the creative agency, from the brief to the delivery• Collaborate with the other bank functions to identify relevant messages (Product, Channels, Research), verify their correctness (Legal, Compliance) and select the most potential touchpoints (Media, Social)• Measure results of communication campaigns and suggest possible improvements• Manage the adv production budget

In an Agile Way of Working, I developed communication and marketing plans for the products (Personal Loans, Mortgages, Insurances) and projects (cyber-security awareness, personal data and privacy consents update, KYC) assigned.• Develop product proposition in accordance with brand values, identify the most relevant messages and the most potential touchpoints• Define recurring communication plans to improve primary relationship, establish loyalty and reduce churn• Collaborate with the other bank functions to create the best plan (Research, Sales, Product, UX, IT) and verify that messages are legally correct (Legal, Compliance, DPO)• Roll out promotional initiatives (e.g. rewarding plans) to boost product penetration and customer cross-buy• Manage budget for the assigned projects• Share results and key learnings• Commercial support to physical channels and Customer Contact Centre• Ensure a differentiating brand experience and a consistent tone of voice along all client's touchpoints

Inside Pharmaceutical Diagnostic Business Unit I worked on Molecular Imaging radiotracers (used for PET and SPECT scans) reporting to the Global HQ based in UK.• Identify business opportunities through analysis of industry trends and customer purchase behaviours• Develop customer profiles, target personas, launch strategies, commercial and marketing plans• Ensure customer needs are represented in product development and Value Proposition is communicated consistently• Collaborate with Regional Field Marketing teams to support country priorities and commercial objectives• Coordinate localization of marketing assets, tools and training materials• Support the development of congresses

Inside Vision Care Business Unit (contact lenses) I worked on market leader brand DAILIES®.• Design and implement promotional campaigns, both offline and online• Develop or localize multi-channel advertising campaigns• Develop ad hoc activities for top clients and key accounts/chains (Salmoiraghi&Viganò, GrandVision)• Gfk data analysis to assess the impact of media plans and in-store promotions on market share• Sell-in analysis to determine ROI of in-store activities• Forecast of the redemption rate for DTC in-store activities according to sales trend and promotional conditions vs. PYs• Supplier management (creative and media agencies, typographies, graphic designers)• Tenders, purchases and billing control• Approval process of promotional material, both internal and towards the Ministry of Health• Create communication materials to optician customers and final consumers (sales aid, POP)• Support in budget management• Internal presentations and reports• Relationships with sales force and with EMEA representatives• Research data analysis (Ipsos, Vision Needs Monitor)• Events organization and supervision