Experience

Hilding Anders Italy

• Italy
• Furniture and Home Furnishings Manufacturing
• 1 - 100 Employee

• Marketing Manager

  • Jul 2019 - Sep 2022

  Hilding Anders Italy – Pove del Grappa (VI) Swedish multinational company leader in the bedding sector (quality mattresses, pillows, slatted bases and beds), turnover of 1 billion euros. Italian turnover 11 million euros, 55 employees. Brands: Bedding, Curem, Jensen. Main activities: strategic and operational marketing planning, product development, communication. At the beginning of my activity I also managed the Lombardy agents. I reported to the Administrator; one… Show more Hilding Anders Italy – Pove del Grappa (VI) Swedish multinational company leader in the bedding sector (quality mattresses, pillows, slatted bases and beds), turnover of 1 billion euros. Italian turnover 11 million euros, 55 employees. Brands: Bedding, Curem, Jensen. Main activities: strategic and operational marketing planning, product development, communication. At the beginning of my activity I also managed the Lombardy agents. I reported to the Administrator; one collaborator. I made use of external structures: the web agency for site management, a graphics agency, a photographer, a freelance for interventions on social media. Last result: Turnover +16% in 2021 compared to 2019 and 2020, despite the regressive effects on the market due to the Covid-19 pandemic and the increase in raw material costs. Obtained through the definition of new product ranges for the three brands Bedding, Curem and Jensen with new related catalogs and price lists, as well as promotional activities. KEYWORDS: Drawing up of Marketing Plans. Strategic Marketing (opportunity, target-market and Value Proposition). Context analysis (sales data, market/competition, keywords and SWOT analysis). Definition of SMART objectives (Conversion of visitors into contacts, Lead Generation, Brand Awareness, Brand Loyalty, Traffic, Ionos SEO optimization, Engagement, Short term ROI). STP Model (Customer Base Segmentation, "Buyer Personas" Target and Positioning). The 4Ps (product, price, promotion, distribution). Editorial plan (subjects/calendar). Strategic planning (Media planning and results control via KPI). Data Driven approach (Google Trends/Analytics, Meta Business Manager). Show less Hilding Anders Italy – Pove del Grappa (VI) Swedish multinational company leader in the bedding sector (quality mattresses, pillows, slatted bases and beds), turnover of 1 billion euros. Italian turnover 11 million euros, 55 employees. Brands: Bedding, Curem, Jensen. Main activities: strategic and operational marketing planning, product development, communication. At the beginning of my activity I also managed the Lombardy agents. I reported to the Administrator; one… Show more Hilding Anders Italy – Pove del Grappa (VI) Swedish multinational company leader in the bedding sector (quality mattresses, pillows, slatted bases and beds), turnover of 1 billion euros. Italian turnover 11 million euros, 55 employees. Brands: Bedding, Curem, Jensen. Main activities: strategic and operational marketing planning, product development, communication. At the beginning of my activity I also managed the Lombardy agents. I reported to the Administrator; one collaborator. I made use of external structures: the web agency for site management, a graphics agency, a photographer, a freelance for interventions on social media. Last result: Turnover +16% in 2021 compared to 2019 and 2020, despite the regressive effects on the market due to the Covid-19 pandemic and the increase in raw material costs. Obtained through the definition of new product ranges for the three brands Bedding, Curem and Jensen with new related catalogs and price lists, as well as promotional activities. KEYWORDS: Drawing up of Marketing Plans. Strategic Marketing (opportunity, target-market and Value Proposition). Context analysis (sales data, market/competition, keywords and SWOT analysis). Definition of SMART objectives (Conversion of visitors into contacts, Lead Generation, Brand Awareness, Brand Loyalty, Traffic, Ionos SEO optimization, Engagement, Short term ROI). STP Model (Customer Base Segmentation, "Buyer Personas" Target and Positioning). The 4Ps (product, price, promotion, distribution). Editorial plan (subjects/calendar). Strategic planning (Media planning and results control via KPI). Data Driven approach (Google Trends/Analytics, Meta Business Manager). Show less



Tempur Sealy Italia

• Brand Manager Sealy

  • May 2014 - Mar 2019

  American multinational company leader in the bedding sector, turnover of 3 billion euros. Italian turnover 15 million euros, 40 employees. Brands: Tempur and Sealy. Definition and management of the Italian Sealy range, with research, selection and subsequent management of the related subcontractor producers. In addition, the creation of a dedicated sales network (agents), setting and development of the sales and communication policy. In 2018 I also obtained the “Medical Device”… Show more American multinational company leader in the bedding sector, turnover of 3 billion euros. Italian turnover 15 million euros, 40 employees. Brands: Tempur and Sealy. Definition and management of the Italian Sealy range, with research, selection and subsequent management of the related subcontractor producers. In addition, the creation of a dedicated sales network (agents), setting and development of the sales and communication policy. In 2018 I also obtained the “Medical Device” certification. I reported to the Administrator; a collaborator dedicated to the website, external collaborators: graphic agency and point of sale materials, the photographer, the printer. Main results: The Sealy range manufactured in Italy, which I created and managed directly, achieved a 27% increase in value in 2018 (Turnover €1.9 MIO) over 2017. Occasional supplies also in the Hospitality channel without a real sales organization. Show less American multinational company leader in the bedding sector, turnover of 3 billion euros. Italian turnover 15 million euros, 40 employees. Brands: Tempur and Sealy. Definition and management of the Italian Sealy range, with research, selection and subsequent management of the related subcontractor producers. In addition, the creation of a dedicated sales network (agents), setting and development of the sales and communication policy. In 2018 I also obtained the “Medical Device”… Show more American multinational company leader in the bedding sector, turnover of 3 billion euros. Italian turnover 15 million euros, 40 employees. Brands: Tempur and Sealy. Definition and management of the Italian Sealy range, with research, selection and subsequent management of the related subcontractor producers. In addition, the creation of a dedicated sales network (agents), setting and development of the sales and communication policy. In 2018 I also obtained the “Medical Device” certification. I reported to the Administrator; a collaborator dedicated to the website, external collaborators: graphic agency and point of sale materials, the photographer, the printer. Main results: The Sealy range manufactured in Italy, which I created and managed directly, achieved a 27% increase in value in 2018 (Turnover €1.9 MIO) over 2017. Occasional supplies also in the Hospitality channel without a real sales organization. Show less



Sapsa Bedding

• Belgium
• Software Development
• 1 - 100 Employee

• Marketing Specialist

  • Jun 2013 - Nov 2013

  Production and marketing of latex and spring mattresses in the bedding sector. Turnover 10 million Euros, 50 employees. Brands: Sapsa Bedding and Sealy (under license). Called back to the company after the restructuring phase for the creation of a consumer promotional campaign in the cut-price area (TV La7, Radio Rai) which was joined by 60% of retailers. Production and marketing of latex and spring mattresses in the bedding sector. Turnover 10 million Euros, 50 employees. Brands: Sapsa Bedding and Sealy (under license). Called back to the company after the restructuring phase for the creation of a consumer promotional campaign in the cut-price area (TV La7, Radio Rai) which was joined by 60% of retailers.



Vodafone

• United Kingdom
• Telecommunications
• 700 & Above Employee

• Commercial Consultant

  • Jan 2012 - May 2013

  BtoB sale of integrated "Rete Unica" mobile and fixed-line telephone solutions. BtoB sale of integrated "Rete Unica" mobile and fixed-line telephone solutions.



Sealy

• Furniture and Home Furnishings Manufacturing
• 500 - 600 Employee

• Marketing Specialist Italy

  • Feb 2000 - Apr 2011

  American multinational company, world largest manufacturer of “bedding” products, turnover of 1,5 billion Euros. Turnover Italy 30 million, 150 employees. Brands: Pirelli Bedding (until 2009) and Sealy. Activity aimed at communication, managing a budget of 2.5 MILLION €. Consumer promo-advertising campaigns (telepromotions and billboards on TV Rai, Mediaset, La7). Press campaigns published on the main interior design and current affairs magazines. Co-Marketing with retailers. -… Show more American multinational company, world largest manufacturer of “bedding” products, turnover of 1,5 billion Euros. Turnover Italy 30 million, 150 employees. Brands: Pirelli Bedding (until 2009) and Sealy. Activity aimed at communication, managing a budget of 2.5 MILLION €. Consumer promo-advertising campaigns (telepromotions and billboards on TV Rai, Mediaset, La7). Press campaigns published on the main interior design and current affairs magazines. Co-Marketing with retailers. - consumer promo-advertising campaigns (telepromotions on RAI, MEDIASET, LA7 TVs etc.) - internet campaigns Google “Adwords” (+ 1.000% “clicks” per month) - trade-promotions (fidelity collection "Gifts and Trips", “top” clients + 16% turnover increase) - events and exihibitions organization (“Salone del Mobile”, “Host” etc.) Show less American multinational company, world largest manufacturer of “bedding” products, turnover of 1,5 billion Euros. Turnover Italy 30 million, 150 employees. Brands: Pirelli Bedding (until 2009) and Sealy. Activity aimed at communication, managing a budget of 2.5 MILLION €. Consumer promo-advertising campaigns (telepromotions and billboards on TV Rai, Mediaset, La7). Press campaigns published on the main interior design and current affairs magazines. Co-Marketing with retailers. -… Show more American multinational company, world largest manufacturer of “bedding” products, turnover of 1,5 billion Euros. Turnover Italy 30 million, 150 employees. Brands: Pirelli Bedding (until 2009) and Sealy. Activity aimed at communication, managing a budget of 2.5 MILLION €. Consumer promo-advertising campaigns (telepromotions and billboards on TV Rai, Mediaset, La7). Press campaigns published on the main interior design and current affairs magazines. Co-Marketing with retailers. - consumer promo-advertising campaigns (telepromotions on RAI, MEDIASET, LA7 TVs etc.) - internet campaigns Google “Adwords” (+ 1.000% “clicks” per month) - trade-promotions (fidelity collection "Gifts and Trips", “top” clients + 16% turnover increase) - events and exihibitions organization (“Salone del Mobile”, “Host” etc.) Show less



Creativity - Sales Promotion Agency

• Account Executive

  • 1999 - 2000

  On behalf of some FMCG companies, I realized some important projects of sales promotion, such as "Finish Power Ball Tabs", "Knorr-Card", "Bertolli Gentile e Robusto" and others (creative strategy, promotional mechanics, briefing, technical planning, ministerial licences, logistics, redemption management). On behalf of some FMCG companies, I realized some important projects of sales promotion, such as "Finish Power Ball Tabs", "Knorr-Card", "Bertolli Gentile e Robusto" and others (creative strategy, promotional mechanics, briefing, technical planning, ministerial licences, logistics, redemption management).



Universal Music Group

• United States
• Musicians
• 700 & Above Employee

• Assistant Product Manager / Merchandiser Italy North-East

  • 1997 - 1999

  UNIVERSAL MUSIC (formerly Polygram Italia), Milan was a multinational company operating in the discography industry; t.o. approx. 90 M Euros, 150 employees. Brands: Deutsche Grammophon, Decca, Polydor, Mercury, A&M. Analysis of display techniques most widely used by the trade (traditional, specialized chains, GDO - large retail distributors), agreements concerning product displays in shops both for new and “mature” products (business relationships with buyers from major retail chains… Show more UNIVERSAL MUSIC (formerly Polygram Italia), Milan was a multinational company operating in the discography industry; t.o. approx. 90 M Euros, 150 employees. Brands: Deutsche Grammophon, Decca, Polydor, Mercury, A&M. Analysis of display techniques most widely used by the trade (traditional, specialized chains, GDO - large retail distributors), agreements concerning product displays in shops both for new and “mature” products (business relationships with buyers from major retail chains in the Italian music industry: Mediaworld, Virgin, Messaggerie Musicali, Ricordi).

• Buyer

  • 1996 - 1997

  Acquisition of goods and services for the Cinisello Balsamo plant.



POPAI UK & Ireland

• United Kingdom
• Retail
• 1 - 100 Employee

• Development Assistant

  • 1995 - 1996

  P.O.P.A.I. (Point of Purchase Advertising Institute) is an international association which groups goods manufacturing companies, distribution chains and advertising agencies and is aimed at qualifying communication initiatives at point of sales. P.O.P.A.I. (Point of Purchase Advertising Institute) is an international association which groups goods manufacturing companies, distribution chains and advertising agencies and is aimed at qualifying communication initiatives at point of sales.



Publimatica Italia

• Assistant to Sales Director

  • 1993 - 1995

  Local advertising network through interactive video terminals installed at points of sale. Local advertising network through interactive video terminals installed at points of sale.



Gexpo Srl

• Italy
• Freight and Package Transportation
• 1 - 100 Employee

• Exihibition Organization Assistant

  • 1984 - 1988

  Organization of exhibitions and trade fairs in various market sectors such as music, photography, furniture, medicine etc. Organization of exhibitions and trade fairs in various market sectors such as music, photography, furniture, medicine etc.