- Led Brand and Media strategy, managing a +€25M annual budget and a team of 10 plus external agencies ( Research, Creative, Social and Media ) - Designed and executed brand repositioning (2025) that increased consideration by 12pp and improved brand differentiation by 4pp (based on 2024 pilot testing) through identification of new potential targets, unmet needs, opportunities, new value proposition and services - Led Brand relaunch after the issue with Bank of Italy (2023/2024) with the “ Senza fare un tasso ” campaign delivering +10pp spontaneous awareness, + 6pp consideration and driving customer acquisition (+71% new customers on 2023, +41% new accounts on 2024) - Co -led a 5-year growth plan with Bain and Global Retail (2022) projecting +1M customers; defined marketing, media and offer investments with expected ROI targets - Delivered creative excellence across campaigns, resulting in several industry awards along the years. Top year on 2023 with 12 awards, included 3 Effies - Owned internal communications and employee engagement programs during COVID-19, improving measured engagement and retention metrics (digital events, town halls, wellbeing initiatives)

Mental Coach, Team Coach, Team Leader

CSEN,

2025

Credential ID: #29654/P

Trainer

CSEN

2024