In charge of global Brand Management and CRM functions. Responsible for the brand strategy evolution and its implementation, translated into the brand key and yearly and long-term marketing action plans to accelerate the desire for the brand, thanks to a deep knowledge of clients insights and a structured and tactical customer engagement management. Implement transformational processes aimed at facilitating the coordination across functions and company’s stakeholders.

Responsible for the Brand & Product marketing functions and all Licenses communication activities at Diesel HQ Marketing Department. Drive the Digital Transformation to ensure that digital infrastructures, analytics and new technologies are implemented and leveraged at the best to drive decision and results.

Responsible for the APAC Marketing investments and activities (temporary assignment). Launch of the official brand store on Alibaba owned platform TMall.Development of the first local Chinese campaigns as spinoff of the global communication platform.

Globally responsible for Advertising campaigns development, online and offline Media investments and Product Marketing strategy. Ensure that the brand essence and relevant product stories are translated into effective marketing contents and reach efficiently the target.Main achievements:-Institution of the Product Marketing function, link between Merchandising, Style and Marketing departments and responsible for product stories definition and implementation throughout the sell-in and sell-out process, to ensure buying focus and effective storytelling.-Brand positioning and Brand Book development within the new Business Plan program -Development and production of the Make Love Not Walls campaign by Nicola Formichetti and David La Chapelle (agency: Anomaly), Go with The Fl(a)w platform (agency: Publicis Milano), setting the return of the brand to social commentary.

Responsible for the Global Media Planning & Buying (managed in house) in over 20 markets, with full budget responsibility. Management of integrated Brand and Product Marketing campaigns for all Diesel lines, with particular focus on cross-channel measurement.Main achievements:-Implementation of Adobe Campaigns for whole customer journey tracking and Adobe Analytics for web analytics & attribution modelling.-Implementation of the company’s first unique AdSever Double Click to allow full campaigns tracking.-Partnering with ICT and Ecommerce, launched the first step of the Digital Transformation program. Digital Assets Management implementation & ecommerce shooting internalization with product digital identity connected to communication streams. -Internalization of the Media Planning and Buying process, creation of a full dedicated team with specific digital capabilities to allow campaigns management and in-house tracking management. Campaigns highlights: delivery of Programmatic campaign with more than 400 dynamic creativities, first fashion campaign on Tinder, first ever fashion campaign (for the Underwear division) on porn sites generating more than a half-million visits in one day and 4M€ PR value