Experience

Kaplan Languages Group

• Education
• 1 - 100 Employee

• Head of Marketing - Global

  • Sep 2022 - Present

  Head of Marketing for the Kaplan Languages Group. Responsible for ESL, Alpadia, and Kaplan International Languages' regional marketing activities globally. Managing teams of 25+ professionals for both B2B and B2C targeting models.

• Head of Marketing - Europe

  • Oct 2021 - Aug 2022

  Head of Marketing for KLG's regional marketing activities in Europe.



Kaplan International Languages

• United Kingdom
• Language Schools
• 500 - 600 Employee

• Head of Marketing - EMEA

  • Nov 2020 - Oct 2021

  Head of Marketing managing a team of professionals and responsible for marketing activities in Europe, Russia, CIS, Turkey, the Middle East, and Africa.

• Senior Marketing Manager - Western Europe

  • Oct 2017 - Nov 2020

  Managing channels (online and offline) and teams for marketing activities in Western Europe (Italy, France, Spain, Belgium, Germany, Austria, Switzerland, and the Rest of Europe).Strategy, Planning and Budgeting• Integrated Global and Regional campaign strategy – focus on B2C for online lead-gen• P&L Management: defining budgets allocation, expenditure and adaption for seasonality needs• Responsible for branding, positioning, promotion strategy & targetingChannels, Campaigns and Performances Management• Digital marketing: PPC, CRM, SEO, Social Media, UX, Content and PR• Monitoring performances for all campaigns activities and ongoing reporting to senior management• Elaborating insights to share with the whole marketing team for future campaignsTeam, Stakeholder Management and Communication• Stakeholder management: responsible for relationships with Agents Sales, Sales offices, Agencies, Operations, Analytics team, as well as attending meetings with SMT including the COO• Proposing and embracing new projects as pilot markets• Working closely with sales team for each region to be aligned and maximize ROI and revenue• Communicative with all departments and schools to deliver strategic initiatives• Line management: hired, coached and performances monitoring of 6 marketing professionals Show less

• Marketing Manager - Southern Europe

  • Oct 2016 - Oct 2017

  Managing all marketing channels (online and offline) and a team of 3 people for Southern Europe (Italy, Spain, Portugal, and Angola).Strategy, Planning and Budgeting• Conducting market and competitor analysis, scouting of partners and innovative channels• Creating annual marketing plans according to markets potential and sales targets• Defining budgets allocation to channels for each market agreed with Head of Marketing and Sales• Controlling budget allocation and expenditure and adaption for seasonality needsChannels, Campaigns and Performances Management• Continuously expanding portfolio of key partners in country for B2B and B2C targeting• Adapting global campaigns to markets and briefing local campaigns following the brand equity• Monitoring performances for all campaigns activities and ongoing reporting to senior management• Elaborating insights to share with the whole marketing team for future campaignsTeam Management and Communication• Mentoring, coaching, energising, providing ideas and monitoring performances of my direct team• Working closely with sales team for each region to be aligned and maximize ROI and revenue• Communicative with all departments and schools to deliver strategic initiativesKey Achievements• B2C and B2B Increase in Net Revenue YoY (+19.2% Italy - +35.3% Spain)• Launch of new Sms system for sales and marketing purposes• Launch of a new PPC structure, Facebook Ads structure and Instagram account• Outreaching and managing Influencers Show less



Totaljobs

• United Kingdom
• Staffing and Recruiting
• 100 - 200 Employee

• Content Marketing Specialist

  • Jun 2016 - Oct 2016

  Responsibilities • Content management, SEO • Planning yearly strategy plan • Networking of influencers • Company blog administrator and editor - Writing articles, coordinating contributors • Managing freelancers • Responsible of the Social Media Channels - Paid and organic Responsibilities • Content management, SEO • Planning yearly strategy plan • Networking of influencers • Company blog administrator and editor - Writing articles, coordinating contributors • Managing freelancers • Responsible of the Social Media Channels - Paid and organic



Kaplan International English

• Education Administration Programs

• Marketing Executive

  • Oct 2013 - Jun 2016

  My role as a marketing executive involves conceiving and creating content marketing campaigns for the Italian market, mostly focused on SEO, Social Media and Email Marketing. Responsibilities • Content management, SEO, website optimization - Old and new responsive website • Managing SEO budget and planning yearly strategy plan • Networking of bloggers and influencers - Outreach, negotiation, linkbuilding, developing long-term partnerships • Company blog administrator and editor - Writing and translating/adapting articles, posts optimization for SEO and leads generation • Running a section as expert in international career and education on an external affiliate website for SEO purposes and sales leads generation: scambieuropei.info/esperto-kaplan • Managing and diffusing campaigns to the Italian market throughout marketing channels (emails, social media, bloggers, influencers) for brand awareness and leads generation • Translation and proofreading content for brochures and website • Responsible of the Social Media Channels - Paid and organic • Email and CRM Strategy - Managing and copywriting of email marketing campaigns through internal and external databases for sales leads generation • Planning and attending fairs and events in Italy Key achievements: • Over 25% conversion rate on email marketing • 66% increase in leads year-on-year through comprehensive multi-channel marketing • 107% increase of Facebook fans in the last 12 months (May 2014-April 2015) • 30% increase in Unique visitors year-on-year • Developed long-term partnerships with leading influencers in my market Show less



University of Milan-Bicocca

• Italy
• Higher Education

• Teaching and Research Assistant

  • Jan 2010 - Jan 2013

  Promoting and helping in the assessment of the Master in Advanced Marketing Management. Teaching, classes managing and part of the board of examiners in the following subjects: • Business Management • Communication Management • Corporate Finance • Corporate Global Communication • Market-Driven Management • Marketing Promoting and helping in the assessment of the Master in Advanced Marketing Management. Teaching, classes managing and part of the board of examiners in the following subjects: • Business Management • Communication Management • Corporate Finance • Corporate Global Communication • Market-Driven Management • Marketing



Symphonya. Emerging Issues in Management

• Web Content Editor and Website Administrator

  • Nov 2007 - Jan 2013

  • Playing a pivotal role in the design and development of the online and paper edition of the journal • Diffusing the journal within scientific database such as Google Scholar, Scirus, and RePec • Managing the website http://symphonya.unimib.it/ • Implementing SEO techniques for the visibility of the journal • Successfully introduced Symphonya to the broader markets • Playing a pivotal role in the design and development of the online and paper edition of the journal • Diffusing the journal within scientific database such as Google Scholar, Scirus, and RePec • Managing the website http://symphonya.unimib.it/ • Implementing SEO techniques for the visibility of the journal • Successfully introduced Symphonya to the broader markets



Pescerosso, Communication Agency

• Communication Consultant

  • Feb 2011 - Feb 2011

  • Feasibility study for a NIKE's communication campaign in Milan area • Reporting the results and suggesting the decision to change strategies • Feasibility study for a NIKE's communication campaign in Milan area • Reporting the results and suggesting the decision to change strategies



Communication Agencies

• Mauritius
• Advertising Services
• 1 - 100 Employee

• Event Assistant

  • 2004 - 2011

  • Assistant at events for clients such as MINI, Telecom Italia, Max Mara, Pignatelli, Laruffa Editor • Managing the team and reporting the daily results to the agency manager at several events in Milan and Genoa • Assistant at events for clients such as MINI, Telecom Italia, Max Mara, Pignatelli, Laruffa Editor • Managing the team and reporting the daily results to the agency manager at several events in Milan and Genoa



Traiectoriae

• United States
• Business Consulting and Services
• 1 - 100 Employee

• Group Leader - Languages Study Trips

  • 2009 - 2010

  • Planning travel and group leader for high-school students in Spain and Ireland • Planning travel and group leader for high-school students in Spain and Ireland