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How can an engineer become a "marketeer"?

There's no big difference in managing projects if you apply the same approach in designing a rocket engine rather than organizing a direct response campaign.
You must be aware of the boundaries conditions, the resources (financials, overheads, tools) and define the specific KPIs in order to manage and control the process at first, and the final outcome in the end.

In 10+ years I have matured experiences in B2B and B2C international and structured companies working in different industries, sales models and marketing strategies.

Specialties: Project management - market analysis - web marketing - process mapping and thinking - lead generation - customer journey - events planning, coordination and execution - co-marketing strategy and definition - negotiation with suppliers and partners - media planning - target oriented, interested in team work and all the aspects due to change management.

Work experience

Mar 2013Present

Marketing Director

PhotoSì - Album Epoca

To change the photography market both for consumers and retail, creating a brand with an iconic insight: PhotoSì - Your Life Is a Show. This is my mission in PhotoSì.

With a business model that spans from B2C to B2B2C and leveraging the marketing mix in retail, mass-retail, web and mobile channels, I'm focused on giving the best solution to the customer in terms of experience and satisfaction.

To create value for the professional photographers through high quality handcrafted products, state of the art technology and marketing tools. This is my mission in Album Epoca.

My direct responsibilities: business KPI definition and monitoring in order to achieve the company target, marketing planning and execution, sales performance of the web and mobile channel, product manager of the mobile application, corporate communication, ownership of the IT projects impacting on the consumer journey, management of a team of 13 people including the web marketing manager, the creative director and three marketing managers.

Sep 2007Mar 2013

Marketing Manager Italy - Home & Hospitality


I started as Direct Marketing Manager truly focused on lead generation with challenging KPIs and an assigned budget. The target of my activities was the high-end consumer market, very close to luxury and fashion industry since the brand and the product are an icon and represent a status. After two years I started managing also the marketing activities for the hospitality business segment: hotels, resort & leisure and cruises.

In 2009 I started assisting the commercial director in planning the sales activities, campaigns and salesforce. Leveraging all the lines of the P&L I gave my effort in reaching in 2012 the best branch division P&L in terms of profitability and growth.
My direct responsibilities: branch division marketing planning and execution, salesforce training, sales target definition, media planning and negotiation, web marketing, tradeshows. In this period time I have managed a team of three people.
Achieved competences: direct marketing, trade marketing, web marketing, sales pipeline management, direct sales model, business forecasting, P&L management.

Jan 2002Aug 2007

Brand Manager


Starting as Business Process Analyst and change agent, I have participated to the process of re-engineering the sales order process flow with the introduction of SAP R3.
In this role I was part of the Change Management Platform (HR Organization) and worked daily as analyst together with the Accenture team.
Achieved competences: data analysis and synthesis, organization planning, job definition, training, public speaking and teamwork.

After this experience in the headquarters of Iveco that lasted for 2 years, I moved to the Italian branch as Jr. Marketing Manager of the Heavy Range Business Unit.
Achieved competences: event planning and execution, public relations, branding, direct marketing campaigns definition and execution. I started to deal with suppliers and learned the fundamentals of communication tools.

After 18 months period time, a new challenge came to my path. For 6 months as Sales Support Specialist I had the chance to plan the commercial logistic flow of the branch for the Eurocargo Range planning the target of the dealers and area managers.
Achieved competences: logistic planning, sales budgeting, direct sales. In this period I also attended the Iveco Sales Academy.

Finally my first management role as Brand Manager for Iveco Italy. In this role I started managing a budget and a team. I was in charge of the website, the management of the events and activities both of the branch and the dealers' network, truck industry fairs organization (Samoter, Transpotec). Main events: 2006 Turin Olympic Winter Games, launch of the New Daily, launch of the new Stralis - All Blacks.
Achieved competences: budgeting, team management, supplier management and negotiation, lobbying.

Feb 2001Sep 2001

Research Scholar

Wayne State University

Design application R&D of a non contact strain and deformation measurement technique based on the analysis of digital images. Maing activities: programming the MTS testing machine to create stress fractures on samples of different materials, coding in C++ the software for digital image acquisition.
The output of the project has been published in the website Tesionline.
Achieved competences: data analysis, testing, C++ programming.



Iveco Sales Management Academy

SDA Bocconi

Company executive training course for managers and professionals of the sales area. 
Main topics: sales force management, key account management, sales pipeline management, sales leverages and marketing campaigns definition.


Laurea in Ingegneria Aerospaziale

Università degli Studi di Roma "La Sapienza"

Main courses and subjects: mechanics, thermodynamics, fluid dynamics, aerospace structures, flight dynamics, aerospace propulsion, computational fluid dynamics, aerospace materials. 
I specialized in applied mechanics and aerospace propulsion with an experimental thesis regarding the measurement of the mechanical characteristics of non-conventional materials such as alloys and composites.


Diploma di Maturità Classica

Liceo Ginnasio "Giulio Cesare" di Roma