The Head of Sell Out Transformation Department (Off Trade) at Heineken leads strategic initiatives to drive the growth and efficiency of the Sell Out field force. This role focuses on transforming and optimizing sales processes, leveraging digital tools and data-driven insights to enhance performance and build a stronger Sell Out Organization. The position involves collaborating with cross-functional teams (Trade Marketing, Sell-in, IT, Finance, Supply Chain, Procurement, etc.) implementing innovative solutions, and ensuring alignment with overall business objectives & Commercial agenda.Main activities include: • Central Budget Management for Sell Out activities and initiatives.• Collaborate with the Sell Out Director to define the Annual Plan (AP) and identify the strategic commercial initiatives for the year.• Define routing plan guidelines, setting central recommendations on frequencies and coverage for panels across different areas/zones based on pos potential, degree of autonomy & ROI evaluations• Coordinate relationships and ways of working with third-party agencies (merchandising, refill, auditing, logistics, store account outsourcing, etc.).• Define annual and quarterly targets for the Sell Out sales force, prioritizing key activities.• Monitor key KPIs and track progress against plans across different sales areas.• Lead transformation projects as the main point of contact (e.g., implementing new features on the salesforce automation tool)• Build and maintain central reporting, ensuring accurate communication and visibility of results

1) Project SFA: Integrated sell in & sell out processes to manage customer data, store visits, promo execution and picos at pos though a data driven automation system.2) Project CBP (JVC): Evolving processes for joint value creation (JVC) by putting in place a joint scorecard with common goals and objectives co-owned with the retailer. Implementing new features to support the CBP process by leveraging multiple configurable game scenarios (price lists, discounts, contracts, etc.)3) Data Prime Beer (DPB): Development of new data & analytics platform in order to improve Sales and Commercial KPI control and monitoring activitiesTechnologies involved: Salesforce Consumer Goods Cloud (CG Cloud), Data Prime Beer (Power BI), CBP (Kantar-XTEL)Role 1 - OpCo Project/ Implementation managerProject Planning, progress monitoring, coordination, reporting, risk management, planning oversees Interdependencies, on time delivery against milestones, Key contact for Global project teamRole2 - OpCo Business Champion1) Links OpCo business strategy, Global E-Business roadmap, and OpCo customer & employee experience2) Understands and adapts to key objectives and strategy3) Leads fit-gap analysis from local perspective4) Flags OpCo needs towards the global PO (who is in charge of the shared backlog and DevOps) and creates local user stories where needed (supported by in OpCo business consultant)5) Works with key stakeholders across the business to drive implementation and adoption6) Involved in local user story testing, and potentially blueprint user stories7) Trains local trainers & end users on system localizations8) OpCo point of contact for Global Product Owner9) Discusses with Global PO the prioritization of the user stories. Gives input for sprint planning10) Attends weekly stand-up with global and sprint reviews

B2B Self Service capabilities & Outbound campaign strategy & implementation Client: Global Pharmaceutical CompanyBusiness focus: Outbound campaign (B2B) & Self ServiceRole: Project Manager and Functional LeadProject approach/methodology: Hybrid AgileTechnology: Salesforce Service Cloud / Salesforce Customer Community (B2B)Design activities frame: (April 2021 - July 2021)Outbound campaign design: ▪ Client targeting: Defining which criteria is used to target and cluster clients within the area of action ▪ Product targeting: Definition of the in-scope products list focused on outbound campaign activities ▪ Promotional mechanism: Activities and guidelines through which it is possible to create different types of promotions and campaigns (e. g. volume discounts, price discounts etc.) ▪ Call plan: Ensures the best customer engagement by providing the right tactical inputs ▪ Sales cycle: Set of different steps for executing campaign (e.g.: offering presentation, 1st recall, 2nd recall, etc) ▪ Performance reporting / analytics: Performance Management, insight analysis, Trade / Commercial initiatives' ROI ▪ Plan of action: Organization of the actions to implement for the purpose of improving the field force activities and effectiveness, as well as rely on aligned incentive plan or Plan of Actions updates Self Service portal design: ▪ Identification of relevant services and content to provide to the target customers ▪ Definition of the necessary customization / profiling levels according to the different services identified ▪ Identification of target customers for whom the self-service channel should be activated ▪ Definition of the objectives to be achieved with the portal according to the different in scope customer segments ▪ Definition of the priority level on the basis of individual services. Implementation phase (July 2021 - December 2021)MVP implementation on SFDC technology (based on out-of-the-box functionalities)

Customer Relationship Management Strategy, Planning, and ImplementationClient: Global Pharmaceutical CompanyBusiness focus: Customer Service / Order to Cash processesProject approach/methodology: Hybrid AgileTechnology: Salesforce Service CloudAssessment phase (Jan 2020 - May 2020)Main activities includes:1) Comprehensive evaluation of current situation2) Challenge current situation with best/other practices3) Technical Software comparison4) Define requirements for a short-term CRM technology implementation5) Define a mid-term model evolutionImplementation phase (May 2020 - November 2020)Support the analysis and design of new function business processes. Identify and define detailed requirements. Serve as a liaison to the business community and participate in user and task analysis to maintain the business community' perspective. Main activities includes:- Sprint Planning scheduling- Epics and User Stories definition- Processes deep dive workshop- Data Model Definition- SFDC Setup (basic configuration support)- Review User Stories Definition of Done/Ready with PO- Prepare Unit Test Scripts for each CRP- Analyze UAT Issues - Prepare UAT Summary Report- Develop detailed work plan for all Training activities - Training Plan- Execute Training Sessions- Prepare and Maintain Hypercare Report

Digital Strategy - Digital Transformation programClient: Global Pharmaceutical companyProject: Digital Maturity AssessmentObjective: Measure client digital capabilities maturity and identify digital pain points & opportunities in order to provide digital evolution recommendationsMain activities includes:1) Discover Client Digital Context & Evolution Path: Define objectives of analysis; Assess each client digital channel, identify digital pain point2) Explore Digital best practices & performances: Benchmark and peers best practices; explore pharma competitors & cross industries digital best practices and KPI's per each client digital pillars3) Digitalization Rating & Evolution Recommendations: Rate Client Digital Maturity; Share a set of digital evolution recommendations; Prioritize digital transformation effortsProject: Design the new Digital Governance Portal Main activities includes: 1) Define the Governance Model (key processes, roles & responsibilities, RACI matrix) to facilitate the knowledge sharing between the affiliates and HQ 2) Develop a first pilot of the Governance Portal to consolidate the contents already available for Digital Measurement, Central Media Library and Policies 3) Start a pilot phase on 3 European countries

Master Data Management (MDM) projectClient: Retail national leading companyObjective: Reengineering and optimizing the coding stream processes, reviewing information system for data management. Main activities includes:1) AS-IS Analysis2) Data Collection3) Meeting with client in order to define the best solution4) Data Modeling5) Design – Build – Test

Account manager of Praestoapp startup. Among 12 selected innovative ideas out of 150 participants by the incubator SpeedMiUp in Milan. Praesto is an innovative service that enables its users to preorder their meal to find it ready at the restaurant for dine in or takeaway. During this period I was in charge of monitoring our website performance traffics, support in the analysis and development of the online and offline marketing activities (promotions set up, digital content management, social media actions, etc.) and support the CEO in the business development activities (attend meetings with business angels & VC, incubator & accelerator, etc.).