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I connect artists and their audiences. As a senior marketing executive with 14 years’ experience in crafting campaigns and digital strategies for artists, music tech and media I transform insights into storytelling and emotionally engaging campaigns. Combining the ability to strategically see the big picture with functional skills to drive complex global campaigns, I can manage creative chaos with a smile and lead the teams with whom I deliver results with a naturally inspiring predisposition. My expertise: • Global brand and marketing strategy and local executions • Digital marketing and social media strategy • Content creation and content marketing • Alignment of all messaging, positioning, and tone of voice across channels • Management of in-house creative teams and external agencies • Artist and label relations • International project management • Brand partnerships integration and synergies • Data and consumer insight analysis • Forecasting analysis, prioritisation and risk / opportunity assessment I’m passionate about sharing ideas, connecting people, and motivating teams.
I took the reins of brand and consumer communication at Deezer and created a comprehensive global brand with buy-in from all 5 major territories. My achievements in this 360˚ tech-startup role include: • Created a new brand strategy and positioning for the company, implementing new brand guidelines • Onboarded and aligned global and local teams evangelising internally on how to transform it into actual campaigns and communications in all areas from product, to new launches and partnerships • Led all creative development for content creation and for online and offline advertising campaigns (TV, outdoor, radio, digital acquisitions, Facebook, Instagram, snapchat, artists’ campaigns) • Created the company’s very first global integrated campaign, the second is on its way • Worked very closely with local teams on devising and executing local strategies and campaigns • Built a new team integrated it with the existing one, rebuilding trust and a new way of working • Increased unaided brand awareness by 11.5% in 5 major territories • Established new processes and supported the organisation through rapid change • Managed a team of 7 people in London and 8 dotted line reports in Paris and Berlin • Managed senior stakeholder expectations in an environment of rapidly shifting priorities With Deezer I evolved from having always been part of large corporations to a start-up environment. In this new environment I have been acquiring solid knowledge about digital marketing, Tech and Product working closely with both departments (which host stars in their own right). Leading the team is the greatest joy of this role, the balance between providing a strategic direction while letting everyone get on with their work allowing them space to grow and to create. It’s also a unique opportunity to really shape the business and to work as closely as ever with the marketing teams in the countries.
Created global campaigns for London Grammar, Andrea Bocelli, Empire Of The Sun, Eros Ramazzotti, and Japanese repertoire. Left to pursue further study. With the sale of part of EMI to Universal I moved to their international marketing department and had the immense honour of working with Jazz Summers and Ministry of Sound to launch a new unknown band called London Grammar and solve challenges like how to break a band into the Nordic when their music wasn’t available on Spotify.
Created global strategies and managed campaigns for David Guetta, Empire Of The Sun, Tiziano Ferro, Kings Of Convenience, Ricki-Lee, Evanescence, Goldfish, Miami Horror and many more: • Transformed David Guetta from a well-known French DJ to a global superstar while maintaining credibility and the respect of the dance community through two two-year campaigns • Worked closely with new digital partners to implement new campaigns and share best practices • Supported local MDs to sign new deals with three major priority acts where international marketing was key • Built a new international team of 3 and oversaw 4 non direct reports responsible for ROW At EMI through sweat, long hours and some tears I had an immense opportunity to grow when asked to head-up a new department in charge of all new releases coming from non-UK and non-USA repertoire owners (aka the Rest Of the World!). Almost five years of pure madness where I fast-learned everything there is to know about dance music, while juggling multiple projects (once I counted 31!) at the same time as being the international contact person for every Australian release, for the label Wind-up with whom we had a distribution and marketing deal, a huge Italian superstar, some Dutch artists, some Swedish ones, some Brazilian and many many more. I also shared the pressure and joys of deal-signing, supporting some countries’ MDs. And above all created wonderful friendships with artists and colleagues all around the whole world.
Developed global campaigns for Paul McCartney, Madonna, New Order, Pearl Jam, Eric Clapton, Pet Shop Boys, Led Zeppelin, Ramones. Warner was my first ‘real’ role in the industry and back then the home of R.E.M., my all-time favourite band. As the company was undergoing great change I got to work with Paul McCartney and MPL for two years on ‘The McCartney Years’, a collection of his solo work which I project managed, marketed and brought to the world. To the joy of my mother, my name is in the credits. I was also lucky enough to work with Pearl Jam on their live video recording ‘Immagine in Cornice’ (Picture In A Frame) directed by Danny Clinch and on many other new and catalogue releases from the wonderful repertoire of Rhino USA.
Executed the launch of the social multimedia campaign EXIT and its online, promotional, and on-the-ground activities across Europe. My role as the team coordinator was predominantly about project managing the creation of marketing materials. So I got to create relationships with 20 or so NGOs in Eastern Europe, at that time considered as emerging markets for MTV. I travelled to Sarajevo and Novi Sad and having not worked with NGOs before this was an incredible experience in a completely new world.
Coordinated the overall organisation and production of 28 live shows incl. Michael Bublé, Macy Gray, Peter Gabriel at Liverpool festival Summer Pops. While completing my master degree and wrapped up in 3 layers I worked for 6 weeks under the rain at Liverpool summer festival. Knowing absolutely nothing about events I was on site solving issues 18 hours per day every day: from artist hospitality to procurement, dealing with fire regulations, to the VIP experience. I learned some Scouse, enjoyed al dente pasta cooked just for me and loved being part of a huge machine which provided entertainment to the city.
I joined MTV initially as an intern at a time when in Italy it was a terrestrial channel and if you loved music nothing was cooler than that. Since I had prior experience in managing a website and an online community at the dawn of the internet I got a job in their online department. For almost two years I enjoyed the creative freedom we had and the infinite possibilities while being paid to do something I would have done for free with people who are till today some of my best friends.
I returned to further education to learn how to bring the best out of people, empower collaborations, and facilitate peak performance and growth within individuals, teams and in organisations.