About me
An incredibly proactive and passionate fresh bilingual graduate with exceptional English/Italian communication and presentation skills, willing to work hard to become an outstanding Advertising Account Executive. After achieving a BA in Italy and a Master in the UK, the time to shine and to demonstrate her potential has come, feeling completely ready to kick off in the world of advertising. Passion, hard work, creativity and organization are priorities and best skills developed through an intense academic career.
Projects
- Integrated Marketing Communication Campaign Plannig Project - Pitching for DoveAs part of the final grade for the MA in Marketing Communications, the students are divided in teams for a competition which proves the creative, practical and communication abilities of the candidates. During a 3 days residential at Cambridge University College the teams are given a client brief used to develop a professional pitch in which the findings of the situation analysis and marketing communication strategies are identified and presented. My team (The Amazons) managed the second place
- Direct Marketing and Social Media in the Digital Age - Pitching for MAC ToledoFor the Direct Marketing and Social Media in the Digital Age module for the MA in Marketing Communications, me and my team developed a campaign for the brand MAC Toledo. The project includes market research and the development of an appealing direct and digital campaign that would attract customers to the Mac Toledo collection. The decision of the tools and calls to action have been tailored and chosen based on the target profile. The result has been a combination of online and offline promotions that would sell all the exclusive pieces of the Toledo collection with a Roi for MAC of 3.85.
- Integrated Marketing Communication Campaign Planning Project - Report on Disney StoreThe Integrated Marketing Communications Campaign Planning Project allowed me to bring together all the knowledge gained during my MA in Marketing Communications. This practice-based project is an assessment of a brand's current situation and future potential in relation to its marketing, brand and marketing communications strategies. My IMC project provides an in-depth, comprehensive integrated marketing communications six months plan for the most famous entertainment company worldwide, The Disney Company and its UK Disney Stores. To overcome the brands’ issue, the strategic decision – accurately evaluated through the use of a SWOT analysis – of reducing the amount of licences introducing a higher percentage of adult Disney Consumer Products across the 50 UK Disney stores will aim to the marketing objective of a 12% increase of sales by the end of the year 2015. This will be followed by the implementation of an Integrated Marketing Communication campaign which will aim to attract 14 500 new customers in 6 months and to achieve the following marketing communication objectives: To create awareness of the new products available at the Disney Store; To drive brand switch amongst those adult consumers that currently buy Disney Consumer Products in other (offline and online) retailers; To attract potential Disney fanatics to the store; To engage with existing adult customers. The target audience, identified with a deep secondary research and consumer insight analysis, has been divided in three key profiles: Disney Fans, Families and collectors. Moreover, an appealing message will follow the lines of the movie Peter Pan “Never Grow Up” theme and will be divided in three specific messages to be delivered using different and compelling communication tools for the three targets. Other target that has also been taken into account throughout the campaign is the internal audience of the Disney Store, the employees AKA Cast members. Communication with these will take place in every moment during the IMC campaign since they are an extremely important asset for the brand. The communications will inform them of any news concerning the campaign, the objectives to be reached and a mystery shopper will help guarantee the quality of the service delivered. With the help of frameworks, such as AIMIRITE and the De Palsmecker et al. Mixed Media Criteria, communication tools have been evaluated resulting in either their rejection or approval based on the appropriateness of the tools in the context. The end decision results in the use of a mix of advertising, direct marketing, digital marketing, sponsorship, PR (internal and external communications), shopper marketing and promotional marketing techniques. All the channels used have been targeted and personalized, where possible, to guarantee maximum levels of target reach. Lastly, the final budget helps understand the potential RoI of the campaign which results in £3 gained every £1 spent and sets extremely positive campaign expectations, both in terms of finance and objectives achieved. To prove if the campaign outcomes will or will not be as positive as expected, an evaluation plan has also been prepared. Through the use of pre, during and post-campaign evaluation techniques, the tools will all be evaluated in order to guarantee a full understanding of the campaign outcomes.
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Work history
Passionate Job Seeker
While actively looking for a job in the creative and advertising industry, I also have the chance to work on myself and enjoy what I am most passionate of in life.
Marketing Communications Intern
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• Assisted Business Development manager and collaborated with web designer to develop a new website for the company.
• Managed and presented workshop to develop content of the new website and share ideas with the company’s most important managers.
• Briefed CEO on website developments.
• Marketing research to understand the approach of other charities’ websites.
• Wrote many important documents to summarize information on website pages users and goals to send and discuss with web designer.
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Skills
- Advertising
- Marketing PR
- Promotions
- Account Management
- Brand Management
- Direct Marketing
- Email Marketing
- Market Research
- Marketing Strategy
- Pitching
- Project Management
- Social Media Marketing
- Integrated Advertising
- Integrated Campaign
- Communication Presentation
Education
Digital Marketing
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MA Marketing Communications
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The MA in Marketing Communications at Westminster Business School covers the selection and application of the main communication tools available to an organisation in pursuit of its marketing goals. The modules covered the main marketing communication techniques in the areas of Buyer Behavior, Marketing and Brand strategy, Marketing and Media Research, Advertising management and Brand Delivery, Promotional Marketing and Event Marketing, Public Relations and Direct and Digital Marketing. Each module gave me the chance to apply the knowledge on real brands via group projects and presentations.These required both strategic thinking and the development of extremely creative solutions. The final IMC project will proof my skills in strategic decisions, creativity and adeguate choice of communication tools for The Disney Store.
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Awards
Professional Diploma in Digital Marketing