Ferrero | Kinder Surprise Company February 2012 - at PresentI’m currently responsible for acquiring and reselling Intellectual Properties on behalf of all Ferrero business units on a global scale; Planning licensing strategies, negotiating licensing and co-branding contracts; Coordinating licensing and promotional activities across all markets; Managing complex commercial and contractual negotiations with major international rights owners: Mattel; Viacom, Hasbro, Fox, Universal, Dreamworks, Rainbow, Sony, Rovio, Smiley, Warner Boss and many others.
Brand partnership and licensing manager
Sanrio March 2011 - February 2012Managed co-branding and brand partnership programs for Hello Kitty and other Sanrio Intellectual Properties in Europe, Middle East and Africa (e.g. above/below the line, corporate communications, Press & PR, retail activation, consumer campaigns, media partnerships, digital strategy and charity programs). Led the brand development through special license agreements and brand collaborations across all categories, to generate emotional engagement with consumers along with increased revenues. Cooperated in all marketing actions with agents, distributors and key licensees to maximize the brand positioning together with business results, develop innovative products.
Leo Burnett June 2006 - June 2010Created a new brand and communication strategy and globally implemented a related innovative media to enhance Marlboro brand image and reinforce the bond with its consumers. Planned global consumer engagement platforms (events, pos, meeting points) to improve the image of L&M brand and foster community building among its target. Developed new packaging concepts for Chesterfield, Marlboro, Virginia Slim and other Philip Morris brands. Managed Pampero brand-communication strategy (events and online engagement) for the Italian market. Cooperated in the launch of the new Fiat 500 (digital and atl strategy) Organised and managed workshops for L&M, Indesit, Pampero in or-der to generate ground-breaking communication ideas. Created a strategic tool for Coca Cola to bring the company up-to-date on relevant consumer insights and marketing trends Managed advertising budgets for local and global clients.