Marketing Manager
Gaes Bhbl Italia
Rome, Italy
In charge of the marketing mix for the Franchising Network, the Agent Network and the Direct Channel (i.e.: through physicians and HMOs): 25 Franchising PoS; circa 80 Agents; circa 100 physicians in the Direct canne. Direct report to the Country Manager Italy; functional report to BHBL Gmbh’s CEO. Defines mix and pricing for the 2009 product line dedicated to the Franchising Network: product range extension to new hearing aids and accessories; realignment of the price structure to local (by PoS/Area) and National competitors;Manages the development (structure and coverage) of the Franchising Network, evaluating local market potential, defining opening/closure decisions and coordinating promotion and communication policies;Designs and implements commercial initiatives for the Franchising Network, by Area and PoS: CRM initiatives; communication on local media and National media (newspapers, magazines, trade journals, affinity-oriented press). 60% increase in product sold;Identifies, designs and implements promotional initiatives for the Direct Channel: promotes and cinducts Open House events to support specific PoS (around 10 initiatives, involving circa 300 physicians); hosts local and national conventions (circa 10 events), managing communication strategy, logistics and PR;Creates and coordinates communication strategy for all distribution channels: image repositioning; promotional material make-over (structure and content: brochures, client manuals, displays, banners, etc.); Coordinates the company-wide Re-Branding process, after GAES BHBL Italy S.r.l. had been acquired by the AuditionSanté Group: cooperates to redrafting the new guidelines for corporate image; drafts the internal and external communication strategies and the underlying budget; analyzes the operational processes of the Marketing and Commercial areas, to support the development of the new core IT platform.