Roberta De Marco Capizzi Email & Phone Number

Milano

Make ING recognized as “SuperBrand” for 9 years in a row, thanks to a differentiating positioning designed to make it stand out from the crowd Successfully relaunched ING Brand in Italy, with one of the most effective advertising campaign produced ( “Senza fare un tasso”) which, at the launch, has boosted brand spontaneous awareness by 10 points and consideration by 6 points Outpace the competition partnering with Creative, Social Media and Media Agencies to design attractive… Show more Make ING recognized as “SuperBrand” for 9 years in a row, thanks to a differentiating positioning designed to make it stand out from the crowd Successfully relaunched ING Brand in Italy, with one of the most effective advertising campaign produced ( “Senza fare un tasso”) which, at the launch, has boosted brand spontaneous awareness by 10 points and consideration by 6 points Outpace the competition partnering with Creative, Social Media and Media Agencies to design attractive marketing communications based on relevant consumer insights. On 2023, 12 awards achieved, included 3 Effies (Brand Pop, Finance and Renaissance), with “Senza fare un tasso” campaign with Elio e le Storie Tese +71% new customers in the last year thanks to an integrated media plan designed to push lead generation and support brand KPIs Maximize budget effectiveness (25 mln€ budget) monitoring impact of campaigns Energize & coach my team (12 people) to make their potential grow Show less

Milano

Zero negative impact on brand awareness and consideration after rebranding (from ING Direct to ING and from the iconic pumpkin to lion) pursued with an integrated visibility plan and outstanding/attention getting advertising contents More than 20% web lead growth year on year accomplished with effective adv contents (offline, online and social) to attract and engage target and maximize lead generation

Bring brand positioning to life managing visual identity, tone of voice and International projects as well as design offline and online campaign together with Creative Agency Maximize impact of marketing communications monitoring impact in terms of brand KPIs and lead generation

Milano

Coverage of all the strategic market segments optimizing detergents portfolio Market share and sell-out goals achieved designing distribution, pricing and promotions together with Trade Marketing/Sales Gain visibility on stores and web developing BTL materials and Social Media contents

Milano, Italia

Support Brand Managers’ and CMO’s strategic decisions developing market and financial analysis to be shared locally and globally (Nielsen and IMS databases)

Brescia, Italia

Execute sell-out strategies in 89 stores in Lombardy, monitoring as well competitor prices, products and promotions

Bring marketing activities to life in mass and pharma markets

Production and cost analysis

Business process analysis and business process reengineering for the department of radiology.

Leadership Learning Course, Leadership

International leadership training to identify the personal purpose and learn how to leverage on it to improve the leadership.

Master Asfor (Italian Association For Managerial Development), Marketing, Merit Scholarship

Master in Marketing, communication and sales management, in collaboration with some of the best University in Italy and Spain such.

Bachelor Degree, Management Engineering, Top Grade Cum Laude

Activities and Societies: Marisa Bellisario Award (La mela d’oro 2008) in the "Newly graduated" category

Degree, Management Engineering, Top Grade Cum Laude