Experience

FÜFFA UnLtd

• Italy
• Advertising Services
• 1 - 100 Employee

• Chief Repurposing Officer

  • Jun 2019 - Present

  Life is good and deserves all of our attention to get the most out of it. I have the privilege to live in an enchanted spot with my wife, dogs and bikes. A full time job that I love everyday more...since I retired ! Life is good and deserves all of our attention to get the most out of it. I have the privilege to live in an enchanted spot with my wife, dogs and bikes. A full time job that I love everyday more...since I retired !



Bayer

• Chemical Manufacturing
• 700 & Above Employee

• Global Head Customer Insights

  • Feb 2016 - May 2019

  As the Customer Insights head in the Bayer Global Marketing Excellence team based in Berlin, I fostered company customer insights culture and trained marketeers across all Bayer businesses.

• Senior Strategy Advisor

  • Jul 2012 - Jan 2016

  Back in Bayer Consumer Care after 5 years in the Pharmaceutical division, I advise the European Region Head in the OTC strategy definition, business opportunities assessment, change management and roll out of regional initiatives.

• Global Brand Lead Men’s Health Care - Levitra/Andrology

  • Apr 2007 - Jun 2012

  Direct report to the Primary Care Head. Between 2 and 8 managers reported to this position in different stages of the business transition. As Global Brand Lead my responsibility is to integrate brand portfolio and identify the business synergies leading to increased profitability while achieving top line growth. Main brands are Levitra - globally 3rd in the Erectile Dysfunction market - Testogel and Nebido. The last two dominate the Hypogonadism market outside USA. Key achievements: - Definition and rollout of a novel global portfolio strategy with a clear focus on Urology that supported better brand differentiation and improved profitability of the existing and acquired business.- Achieved sales targets and exceeded profitability objectives despite severe cuts in spending budget. (Net Sales + 7%, Brand Margin +30% cagr 2006-2010).- Important market share gains in key markets despite anticipated generic entry- Focused Life Cycle Management, internal development of a new Oral Dispersible Tablet (ODT) formulation with innovative marketing mix, a new development for insufficient responders to PDE5i and in licensing in the MHC field.- Alignment of USA Levitra commercial partners (GSK and Merck) on strategy and marketing initiatives. - After three restructuring processes the MHC team has been further streamlined and the MHC franchise role in Bayer Pharmaceutical clearly defined.

• Head of Marketing Italy

  • Jan 2004 - May 2007

  Direct report to Country Division Head. 12 managers reported to this position.I was in charge of a complex brand portfolio (most popular brands are Aspirin, Supradyn multivitamins, Flector, Lasonil, Canesten and Alka Seltzer). These brands target both consumers and health care professionals and are mainly distributed through the pharmacy channel, more recently in mass market, too. My responsibility included a marketing budget of over 37 Million €, including 2 Million € invested in market research. Key achievements:- Significant increase of sales and market share for the key strategic brands- Innovative and breakthrough launch of the Aspirin Dry Granules - Successful integration of the acquired Roche marketing team - Markets segmentation and positioning of a complex portfolio with multi offer in the same therapeutic area- Development and introduction of media ROI evaluation and investment planning tool

• Director Global Strategic Marketing Prevention

  • Mar 2001 - Dec 2003

  Direct report to VP Global Strategic Marketing Analgesic based in USA Bayer as a global leader in Cardio Vascular Disease (CVD) Prevention with low dose Aspirin faced the challenge to drive market growth whilst avoiding giving benefit to generics and private label drugs.As Director of Global Strategic Marketing Prevention I was in charge of developing mid and long-term global strategy based on new scientific discoveries, regulatory constraints as well as emerging consumer trends working closely with a peer position in our Pharma Business Group to exploit synergies. My responsibility included country plan approvals, coaching of country marketing managers and business audits. Key achievements:- Approval of an innovative integrated marketing concept (Prescription + OTC) with a rationale for a potential market of 1.6 billion € that led to the creation of a new business unit;- Approval of a new 10 year strategic plan served as a base of current continued success - Strategic evaluation of the impact of a possible OTC channel switch from Pharmacy to Mass Market of our European self-medication portfolio.

• Pharbenia General Manager

  • Jan 1998 - Feb 2001

  In search of new business opportunities in a decreasing OTC market I took the challenge to drive Bayer’s new venture into the herbal remedy business in Italy.As General Manager of Pharbenia SRL I drove its creation as a joint venture between an established herbal remedy company and Bayer. Today Bayer S.p.A owns Pharbenia 100%.Key to its success was the introduction of an innovative Geo-Marketing approach which focused investments on partner pharmacies, doctors and consumers geographically proximate. Main accomplishments:- Sales increase from 2 to 7 million Euro in 3 years- Market leadership achieved in one key market segment

• Marketing Manager

  • Jan 1994 - Dec 1996

  Direct report to the General ManagerResponsible for both Mass Market (Baygon, Autan) and Pharmacy channel brands (e.g. Aspirin, Canesten, Lasonil) for a total of 100 Million € turnover and 20 Million € investment budget. Direct report to the General ManagerResponsible for both Mass Market (Baygon, Autan) and Pharmacy channel brands (e.g. Aspirin, Canesten, Lasonil) for a total of 100 Million € turnover and 20 Million € investment budget.

• Group Product manager

  • Oct 1989 - Jan 1993

  - Group Product Manager Aspirina, Canesten, Lasonil - New Projects Marketing Manager (Low calories food)- Senior Product Manager Home Care Products (Detergents and Laundry Additives) - Group Product Manager Aspirina, Canesten, Lasonil - New Projects Marketing Manager (Low calories food)- Senior Product Manager Home Care Products (Detergents and Laundry Additives)



Alivar SPA , Business Unit Prodotti da Forno Secchi

• Product Manager

  • Jan 1987 - Oct 1989

  - Product Manager for biscuits "Pavesini", a leading brand in the italian biscuit market. - Product Manager for biscuits "Pavesini", a leading brand in the italian biscuit market.



Wall Street English

• Spain
• Education Administration Programs
• 700 & Above Employee

• Sales Manager

  • Dec 1980 - Dec 1986

  Local leading foreign languages school, I was the Sales and Courses Manager in the family business. Local leading foreign languages school, I was the Sales and Courses Manager in the family business.