Luigi Pincelli

Experience

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  Mediaset

  Jun 1997 - Sept 1997

  Marketing Internship

  R.T.I. News Department - Video content management

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  LEA Ceramiche

  Dec 1997 - Mar 2000

  Marketing and Communication Manager

  • Development of commercial strategies, product lines launch and promotional activities• In charge of product development, with trend analysis, market data and leading the production cycle• Management of CRM, loyalty initiatives and trade marketing activities• In charge of ATL, BTL, web activities (corporate site and advertising campaigns) and participation to trade fairs

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  Vodafone

  Apr 2000 - Oct 2013

  Reporting directly to Vodafone Italy Brand & Advertising Director, managing a 12 people-team and the production budget. In charge of:• Brand strategy and positioning, according to international guidelines• Company communication strategy and execution for consumer, business and residential markets• Development and execution of advertising campaigns on all media, managing and coordinating advertising agencies partners• Development and execution of go to market plans and management of cross channel communications • Retail communications and stores image• International projects and relations with central Group Brand team• Integrated communication plans, brand consistency and channel integrationAchievements:- Leadership in Advertising Awareness, Brand Preference, Consideration and Image among mobile competitors.- Effective management of high-visibility brand strategy projects, gathering all the internal functions and always keeping maximum consistency in execution.- Differentiation projects addressing some of the main company assets (CRM, network)- Launch of innovative product propositions and business lines- Development and execution of innovative multiplatform projects (on-line and off-line)- Introduction of a new approach to btl comms and store image- Efficiency Show less • Brand strategy development and execution• New products’ strategy coordination and development• In charge of consumer advertising and B2B communications • Managing agencies relations and international coordination with central Group functionsAchievements:- Leadership in Advertising Awareness and Brand Profile- Succesful end to end management and execution of tv advertising formats aimed to keep top of mind recall- Effective launch of new products, propositions and business lines- Effective management of brand positioning switches Show less • Advertising campaigns (from briefing to coordination with agencies of the creative and executional steps)• Specific focus on TV commercials, with direct management of the whole process also live on production sets• Supporting company communication development and brand strategy execution • Collateral activities: dm, direct response, below the lineAchievements:- Rebranding of the company from local to global brand (Omnitel to Vodafone migration)- Effective management of complex and ambitious tv advertising projects Show less

  • Head of Advertising & Trade Communication

    Oct 2010 - Oct 2013

  • Head of Advertising & Communication

    Oct 2005 - Sept 2010

  • Advertising Manager

    Apr 2000 - Sept 2005
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  Zego

  Jan 2014 - Oct 2015

  Co-founder and Managing Partner

  Instant urban carpooling digital platform for real time sharing of private cars’ free seats. Company start-up, launch and go to market activities to provide urban smart mobility solutions through a peer-to-peer ride sharing app for smartphones.• Set up and development of product release: user experience design and technical coordination• Set up and development of regulatory framework and CRM processes• P.R., communication and promotional activities development and management• Managing institutional relations with public stakeholders (Italian Government, Local Administrations)• Partnerships development and funding pitches management Show less

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  PANARIAGROUP

  Oct 2015 - Oct 2024

  Group Marketing & Communications Director I Sustainability Leader

  Directly reporting to Group CEO, with responsibility for the Italian and the international markets. Leading a 13 people team and managing the marketing budget.BRAND STRATEGY: Managing multibrand portfolio and differentiation strategy, driving each brand to a distinctive positioning and to a constantly updated and tailored market approachCSR: Member of the CSR Committee, company senior management unit in charge of all sustainability strategies constantly supporting the Board on ESG. Set-up (company as industry first mover) of a Sustainability Plan on People, Planet and Prosperity. Project leader for strategy and annual development of the Sustainability Report (GRI compliance) with a communication plan targeted to main stakeholders, nurturing inside the company a sustainability culture also as a business differentiation item. World exclusive launch in 2022 of the first 100% carbon neutral ceramic product (THINk ZERO project)MARKETING STRATEGY: Defining strategies for launch and differentiation of product lines and for specific market/channels promotion. Managing marketing and communication plan for each brand along with specific activities (advertising, BTL, retail, digital, p.r and events) aimed at reaching the main category targets (dealer, influencer, end user). New business units and product lines launchCORPORATE: Managing Group corporate communications (p.r., media relations, events, sponsorships, digital) and differentiation projects on central assets; financial communication (company listing at the Italian Stock Exchange until June 2021). Strategy and execution of corporate assets: exclusive technologies (ultrathin surfaces with a reduced environmental impact, antibacterial products, carbon neutrality, the first dry laying installation system with ultrathin tiles, aimed at retrieving surfaces for circular economy), sustainability strategy INTERNATIONAL: Supporting Group foreign Business Units, leading central projects worldwide, exporting best practices. Show less