Massimo Andreoni Email & Phone Number

Milan, It

1) Strategic consulting: supporting the redesign of the strategy, finalized to reach the company’s long term vision and business objectives. My support moves from a deep analysis of the market context and the company’s competitive position, in order to measure the current smarket position and detect future business perspectives. The identification of internal strengths and weaknesses and, at the same time, opportunities or potential threats, allows to define and plan the most appropriate added value initiatives, aimed at reinforcing the company’s organisation, its working methods, and to rebuild the approach to market. 2) Operational consulting. Supporting the implementation of all actions identified in the strategic consulting phase, or specific projects. Sustaining individual managers or teams to put into place commercial & marketing activities, targeting Sales Force, Dealers or Consumers. Monitoring of the implementation phase, and measurement of results through performance indicators.3) Coaching/Seminars: support to business & management issues, such as:Definition and formalisation of the company’s Vision;Marketing levers to create Value;Identification of the Customer Value Proposition;Change management;The organisation of effective meetings or team works;How to communicate effectively; The Balanche Sheet and the financial KPI;The digital approach;...

Milano

Pero (Mi)

Responsible for all distribution channels in Retail and Wholesale, for all the Group's brands and Business Units. Building long term plans, defining the partnership contract​ contents, budget allocation by priority. Managing added value initiatives to sustain our customers'​ business, I actively contributed to improve all key performance indicators.. Leading strategic projects to improve Michelin Business Model towards Wholesale and Retail, through multi-department teams and workshops with key customers to finalize the projects.Very frequent relations with the European hierarchy; I cooperated to the definition of the European strategy and participated to team works on strategic topics. Member of several Direction Committees, steering the Business Units or dedicated to specific business areas (Supply Chain, Credit, Demand to Cash).

Milan, Italy

In charge of the definition of the local marketing strategy, in synergy with European guidelines. Based on a long term planning, I managed brands with very different positioning, needing well tailored market approaches. Responsible for the pricing strategy, always in coherence with brands'​ positioning, share of market objectives and Group's targeted margin. Managing the complexity of local pricing policy integration with European pricing rules, and maintaining and defending at the same time the competitiveness versus main competitors. Handling major budgets for communications (above & below the line), handling relationships with creative & media agencies. Designing specific action plans linked to Michelin’s presence in F 1.Vast experience in events for launching new products;Implementing a Consumer Contact Centre, defining the perimeter of responsibilities, number of employees and marketing training.Member of the Business Unit's Steering Committee and other Management Committees.

Clermont-Ferrand, France

Assigned to a brand new department with the remit of coordinating the marketing strategy on an international level (focusing on Europe and North America), integrating the specific needs of very diverse panoramas. Permanent member of the Business Unit’s Steering Committee.:Defined the operations and tools needed for the synergy of processes at different branches; Started a price standardisation strategy, including the definition of a maximum/minimum price range; New product launches enabling Michelin to penetrate new segments and win market share.

Azzano San Paolo (Bg)

Pianificare il rilancio del marchio sul territorio italiano.

Milan

Managing of brands in the food market as Haagen-Dazs ice-cream, Gigante Verde maize and Brossard cakes.Creating an integrated communication plan for Haagen-Dazs, targeted to building awareness and conquering market share in the premium ice cream market segment. Launching new products, to be commercialized in the Organised Distribution. Handled commercial relationships with Haagen-Dazs logistic distributor.Member of the Directors' Committee and Crisis Manager.

Milan

Managing leading brands in their respective segments, I was responsible for volume and share, contribution and brand image. Successfully renewed several brands'​ positioning through specific advertising campaigns and use of all marketing mix levers.Experience in building media plans with external agencies. Brand image updating projects based on packaging restyling.Sales and consumers promotions successfully put in place.Eighteen months at the Headquarter in London working on several projects.

Laurea In Economia E Commercio, Gestione Ed Amministrazione Delle Imprese, 104/110

Tesi: "La strategia di comunicazione di una azienda leader del settore alimentare: premesse, caratteri e problematiche"

Laurea In Scienze Politiche, 103/110

Tesi: "Aspetti sociologici nelle strategie di comunicazione pubblicitaria"