Anna Maria Altamura

MISSONI S.p.A. 1 September 2008
Prestigious Italian brand in Fashion and Design World – Retail value 480 Mil €
WORLDWIDE MARKETING, COMMUNICATION, PR DIRECTOR
Reporting: CEO. Direct reports: 20 in Milan and others around world. Responsible for: Missoni Brand and 13 Brand licenses (bridge line M, Home and furniture, Hotel, Eyewear, Shoes, Accessorizes, Umbrellas, Carpet, Fragrances and cosmetics ...)

MAIN ACCOUNTABILITIES AND RESULTS
- Creation and direction of a Worldwide Marketing, Communication and PR Office
o Management team, coaching, supervision, career development, review of direct reports ...)
- Brand Positioning, Strategy and Tactical Plan (Marketing, Communication, PR). Creative Direction. Media mix (Digital, press, unconventional, sponsorship, events ...)
o For main Brand and Licenses handled
o For every kind of media/content: digital, traditional and unconventional ADV, Corporate, catalogue, web, POP
o With every kind of interlocutor: licensees, customers, partners, PR Agency, suppliers, media, creative people ...
o At every moment: web, retail, in store event, special event, fashion show, press day, opening, special sales...
• Consistent decision, message, image
• Repositioning of the brand with considerable positive change in the brand perception
- Guidelines for Style/Product department, Sales, Licensees and Merchandising
o Brand and corporate identity
o Analysis of the most sold references
o Definition of the sales target
o Collection briefings to conceive new product lines
o Presidium of point of sales and definition of visual
o Creation of good base for new licensees (azimuth Yacht)
o Introduction of new monitoring tools of customers
• Sales increase in spite of economic crisis
- Customized commercial policy (prospects, customers, press ...) and CRM strategy
o New way of profiling target
o New web site and introduction of digital tools
o Client management strategy and programs, customer satisfaction surveys
• Database Retail implementation
• Strengthening of existing relations with current customers
• Customer base enlargement and Business development
- Budget responsibility
o Introduction of negotiation techniques and Working within the assigned budget
o Cost sharing with licensees and introduction of new value-added strategic partnerships (eg: Azimut Yacht, Toy watch ...)
o Coordination of every resource in every country
• Very strong budget saving
• More effective activities vs 2008
- Introduction and spreading of a new approach to the business. Process integration across interdisciplinary functions

TEACHING & LECTURING / COLLABORATION
- TEACHER of “Event Management” – New People Team – Milano 1 – 26 Mar 2010
- SPEAKER: The market of luxury goods, communication in a time of crisis”at “The Forum of Communication” – Rome Mar 2009
- TEACHER of “State-of-the-art tools for an effective Marketing Plan” – LRA Business MI Jun 2007 – Jun 2009
- LECTURE at the course “Point of Sale communication – a showroom” – LRA Business MI Mar 2007
- SPEAKER “Internet and Hotels: Marketing and communication trategies to make people find you on the web” – LRA Business – MI Feb 2007
- TEACHER at the course “Web Project management” at Istituto di Studi Direzionali Cattolica – MI 2002
- TEACHER on the course “Web Project Management” at FadArt Istituto Pavoniano Artigianelli –MI 2000
- COLLABORATION with Vincenzo Mollica (the most famous Italian journalist in art and cinema area)

STRATEGY & BUSINESS DEVELOPMENT DIRECTOR (I left RMG only because hunted for Missoni)

MAIN ACCOUNTABILITIES
Reporting to CEO, responsible for:
- Defining and managing the evolution of RMG (Strategy. Direction and development of Business, Processes and HR needs)
- Setting up and consolidating the fusion between JWT (traditionl adv) and RMG (digital, CRM ...) leading integrated cross functional promotion and positioning teams and ensures effective utilization of resources
- Introducing and spreading a new marketing and communication culture (measurable results and media neutral approach)
- Defining the best integrated marketing and communication strategy for RMG’s customers and prospects
- Reaching for every customer his goals, increasing the sales level or the brand awareness, promoting the traffic to store or to the web site, suggesting a new positioning or supporting a new product launch, increasing market share ..
o Acquisition of important new customers
o RMG won a lot of awards: http://www.youmark.it/company.php?id=167&view=p...

CLIENTS: Fashion: Pinko. Luxury: Calderoni (Gruppo Damiani), Azimut Yacht, Porta Nuova Real Estate. Electronic goods: Canon, Sony Ericsson mobile, Vodafone Mobile. Food and beverage: Philadelphia Kraft, Kit Kat, Sprite. GDO: Unieuro. Institutions: Regione Trentino. Fragrances: Estée Lauder. Consumer goods: Wilkinsons ...

ARC – a Leo Burnett Group
Integrated marketing services Agency with strong focus on Digital, CRM, retail, Direct Marketing, Database marketing
HEAD OF DIGITAL DPT and MULTICHANNEL STRATEGIC PLANNER
MAIN ACCOUNTABILITIES
Reporting to CEO,
- 2002 / 2004: Head of start up of ARC, the digital department of Leo Burnett
o Processes definition. Organization chart. HR Selection. Partners and suppliers selection
o Definition of the best integrated marketing and communication strategies and tactical plan for ARC’s customers and prospects
o New business Plan, negotiation, budgetary responsibility
• Excellent Brand qualification of ARC in digital marketing and communication sector
• Acquisition of important Brands
• Strengthening of the business
- 2005 / 2007:
o Consolidation of the company and Business development
o Set up and consolidation of ARC and Leo Burnett integration
o Definition of the best integrated marketing and communication strategies based on a media neutral approach (traditional and digital).
• Excellent Brand qualification of LEO BURNETT as a Company of Integrated Marketing and Communication services
• Introduction of a new communication and marketing approach in the Leo Burnett Group
• Creation of specific languages which could enable brands “to communicate” with their specific targets, in the right manner for each media, taking advantage of all the contact points between Brand and customers, involving consumers in a Brand and product experience, consistent with positioning and brand
• Awards: Gold award for integrated communication and Silver award for web site of Swiffer (P&G)
An adv spot describes product benefits and some examples of consuming. A webgame to enjoy the product and gain a sample and a discount. With the TV campaign we informed, with the game we offered a virtual experience, with the sampling the virtual experience became a real experience, with a discount we generated traffic to the stores.

CLIENTS: Automotive: Fiat 500. Banking: Banca Primavera, Generali, Gruppo SanPaolo, Locat. Brown: Ariston, Haier. Electronic Goods: BenQ, Nintendo. Food&beverage: DeCecco, Kellogs, McDonald’s, Ichnusa Heineken. Hotel: Domina Hotel, Boscolo Hotel, Relais sul lago, La Fonte SPA. Institutions: Regione Piemonte, Poste Italiane, Bocconi University, Centro Turistico Giovanile. Luxury: Artemide, Breil. Pharma: AstraZeneca, Novartis, Pierre Fabre. Telco: Albacom, TIM

PROJECT MANAGER
- Responsible for
o Introducing a marketing approach to the business
o Developing and implementing relevant and distinctive web strategies for Agency customers
o New business. Client management. Project management (budget, timing, human resources)
• Managed the very important projects for Travelonline, Area Banca, Cucina Italiana …

MKTG ICC - Strategic Internet Consulting Company – MI May 2000 - July 2001
MARKETING AND COMMUNICATION MANAGER
- Responsible for developing and supervising implementation of relevant web strategies
- Team and Client management
- Strategy and implementation of the first website in Italy for Online Trading Community (Commdirect of Commerzbank)

KIPNIP - Virtual community on web marketing topics, belonging to MKTG – MI
CONTENT COMMUNITY MANAGER
- Responsible for promoting Kipnip as the best place to talk about web marketing strategies
- Responsible for writing articles, editorials, and interviews to animate and moderate the discussion among readers
o Promoted Kipnip so well that it became the place where companies decided to plan their advertising

AIRBOOK - Online editorial agency, e-bookshop - TO 1998 – 2000
MARKETING & COMMUNICATION MANAGER
- Qualification and promotion of Airbook as the best online editorial agency, increasing Brand awareness and customer base
- Communication plan and media mix: digital, traditional comm., celebrities and VIP, events, conventions ...
- National initiative “A fable for the children of Kosovo”, under the aegis of UNICEF
o Now Airbook is the online book channel of Infostrada