Claudio Masini

Developing projects related to brands’ in-store presence and visibility: integrated mgnt of merchandising levers and key principles of visual communication (equipment, merchandising and communication materials), contribution to the development of category mgnt/space allocation projects.

Aim
- To organise and prepare food & beverage concession stands with a series of equipment, merchandising and communication materials identified with the objective to uphold the contractual rights acquired by the Company in terms of corporate brands’ presence and visibility.
Duties and Responsibilities
- Developing the corporate brands’ presence and visibility guidelines and defining all the tools, in line with rights derived from contracts entered into at an international level.
- Working out the action plan: preparing a breakdown of the budget allocated by the Company based on information obtained from the sales force.
- Preparing technical specifications, identifying potential vendors (at an international level) and managing the bidding process in conjunction with the Procurement & Purchase Administration Dept.
- Applying the presence and visibility guidelines and making the best use of graphic systems when developing tools.
- Providing manufacturing and procurement planning for equipment and developing action plan-based logistic processes.
Achievements
- 120 points of sales, located in 18 different venues where the Turin 2006 Olympic Winter Games were held, organised and prepared, according to standards and within the deadline, with more than 5,000 items (menu boards, poster panels, tables, stools, parasols, napkin holders, bottle display stands, cup dispensers, etc.) located/distributed within the scope of the budget allocated for this operation (€ 750,000).

Duties and Responsibilities
- Monitoring brand performance in terms of sell-in and sell-out volumes, market share, weighted distribution and trade spending. Developing corrective measures in light of inconsistencies with respect to the targets established (responsible for the budget, for the brands entrusted to me). Providing market and competition context analysis within the scope of the retail distribution channel.
- Providing support to the Trade Mktg Mgr when preparing the business plan.
- Strategic brand management for the sales sub-channels (retail distribution channel).
- Coordinating the launch of new products and the development of innovative projects.
- Handling communication with the sales force and preparing all sales support tools (including the Company’s product catalogue).
- Managing relations with BTL communication agencies.
Main Achievements
- Prepared two extraordinary plans which resulted in a number of new promotional packs being introduced onto the market, leading to a growth in market shares and sell-in volumes (+1% vs. BP e +4% vs. PY) in a year of stagnation for the segment.
- Developed a strategic in line palletization project for single bottles (PET 1.5 L), later successfully implemented.

Aim
- To implement a project aimed to identify the tools necessary to transform sales points (within the HORECA and retail distribution channels) into places where the Company can communicate and interact with customers through the integrated management of merchandising levers and key principles of visual communication.
Duties and Responsibilities
- Developing the corporate brands’ presence and visibility guidelines and defining all the tools, in line with rights derived from contracts entered into at a national level.
- Developing first all training materials, with the aim of creating a corporate culture within the Company, and later all sales support tools.
- Working out the action plan: preparing a breakdown of the budget allocated by the Company based on information obtained from the sales force.
- Preparing technical specifications, identifying potential vendors (at an international level) and managing the bidding process in conjunction with the Procurement & Purchase Administration Dept.
- Applying the presence and visibility guidelines and making the best use of graphic systems when developing tools.
- Providing manufacturing and procurement planning for equipment and developing action plan-based logistic processes.
Achievements
- Produced more than 1,500 pieces of equipment (plastic/cardboard racks, permanent metal beverage sections and primary shelf decorative structures) and activated 400 sales points (vs. target of 250) in the first six months following the implementation of a project based on an innovative merchandising concept for the European market (budget € 1.3 million). The project was later adopted as a best practice at a group-wide level (Coca-Cola HBC S.A.).

Duties and Responsibilities
- Monitoring brand performance in terms of sell-in and sell-out volumes, market share, weighted distribution and trade spending. Providing market and competition context analysis within the scope of the retail distribution channel.
- Managing trade promotion activities: from their design (developing the mechanics behind the promotions, often as part of a co-mktg project with other partner companies) to aspects related to planning and execution (coordinating agencies supplying services – merchandising, hostesses and shelf-stocking –, developing POP materials, etc.), while being responsible for the budget. Monitoring project ROIs.
- Providing support to the Trade Mktg Mgr when preparing the business plan.
- Strategic brand management for the sales sub-channels (retail distribution channel).
- Contributing to the development of category management projects.
- Coordinating the launch of new products and the development of innovative projects.
- Handling communication with the sales force and preparing all sales support tools (including the Company’s product catalogue).
- Managing relations with BTL communication agencies.
Main Achievements
- Designed and developed two highly successful trade promotion activities (an in-store promotion and a so-called gift on pack promotion), in co-mktg with Trudi and Adriano Salani Editore and in concomitance with the launch of the first Harry Potter film in Italy (Christmas 2001): as a result of its agreement with Warner Bros., The Coca-Cola Company was the only global marketing partner for the launch of the film. Sell-in volumes: +11% vs. BP e +16% vs. PY.

Duties and Responsibilities
Responsible for turnover in the area/district entrusted to me. Managing sales orders and dealing with clients. Overseeing trade spending. Positioning merchandising equipment and POP materials. Implementing trade promotion activities. As a manager, I coordinated two teams (5 sales promoters and 5 merchandisers).
Main Achievements
I always achieved my targets in terms of turnover (€ 400,000 at an area-based level/€ 2 million at a district-based level).