Fachlicher Schwerpunkt dieses Freiberuflers

Marketing Leader | Digital Strategist | Innovative Thinker

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100 %
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100 %
20 km

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11/2019 - Heute

10 Monate

Guiding and motivating startups

Business Mentor
Startup Academy Switzerland, Basel (Switzerland)

Guiding and motivating startups in the field of services, creative industries and social entrepreneurship in the areas of Marketing Management and Digital Strategy from the business idea phase to its execution in the market.

04/2014 - 12/2017

3 Jahre 9 Monate

Oral Care Category Innovation Center

Senior Brand Manager
Colgate-Palmolive Europe, Basel (Switzerland)
  • Innovation leader responsible for Toothpaste & Mouthwash Categories, $ 142 M /year in EU delivering +1.8% organic growth
  • Successfully drove Colgate Plax digital engagement plan and always-on digital support model in EU as part of new business model. Delivery including equity story, brand purpose model and ownable visual assets
  • Reinvented mouthwash packaging in EU which was rolled-out globally as best practise (+10% sales vs PY)
  • Led production transition of key whitening formula from US to EU resulting in +6pts margin up (CEB $ 20M)
  • EU innovation representative for major strategic initiatives with Customer Engagement Team and Global Shopper Innovation Taskforce to drive in-store visibility & hence grow share
  • Delivered yearly founding the growth and simplifications goals (~$26-40 M) while ensuring 100% compliance to sustainability mindset

07/2012 - 03/2014

1 Jahr 9 Monate

Marketing and Sales

International Brand Manager - International Marketing Team
GABA International (Colgate-Palmolive Company) , Basel (Switzerland)
  • Responsible for elmex & meridol Toothbrush, Interdental & Mouthwash Categories, $ 53 M/year in EU including development of growth pathways and 5Ps guidelines to drive 90% assortment
  • Launch of first elmex hybrid manual/powered toothbrush becoming $ 1 M business in 12 months time
  • EU representative of Global Innovation Taskforce to identify opportunity spaces within specific indication
  • Brand ambassador for meridol equity bringing to life consistently its DNA, values and assets as well as enhancing communication and innovation roadmap 
  • Key contact point for suppliers globally responsible to manage the partnership (eg Trisa, Perident)

05/2011 - 06/2012

1 Jahr 2 Monate

Local Oral Care

Product Manager
Colgate-Palmolive Belgium, Brussels (Belgium)
  • Local business management of the Toothpaste and Mouthrinse categories, $15 M/year business
  • Responsible for translating the international category and brand strategy into country tactical and operational plans, monitor and execute its implementation 
  • Responsible to present marketing plans to local retail partners eg Carrefour, Colruyt and Delhaize
  • Led targeted activities for Colgate toothpaste generating record share (+2.0 pts share uplift at customer level)
  • Overachieved yearly toothpaste SKU simplification objective (60% reduction vs 50% target)
  • Promotions development, execution and optimization (+10% promotional efficiency achieved vs PY) 

09/2010 - 04/2011

8 Monate

International Marketing

International Brand Manager
GABA International (Colgate-Palmolive Company), Basel (Switzerland)
  • Supporting Toothpaste category management at EU level for the elmex equity, $190 M/year business
  • Led restage of elmex Intensive Cleaning toothpaste including Go-to-market bundle for professional and trade partners and consumer online campaign (+1.2 share pts vs YA)
  • Brand Ambassador for elmex equity bringing awareness and safeguarding its essence, presence and credit 
  • Delivered for DACH Region promotional display catalogue across multiple categories retail environments 
  • Supported international advertising campaign development
  • Delivered EU toothpaste sampling strategy and harmonization project ($10 M saving) 

01/2009 - 09/2010

1 Jahr 9 Monate

Oral Care

Assistant International Brand Manager
GABA International (Colgate-Palmolive Company), Basel (Switzerland)
  • Led launch of the breakthrough Arginine technology under the elmex SENSITIVE PROFESSIONAL brand for the DACH Region (dental, pharmacist and consumer bundle), $ 20 M sale, resulted in ownership of sensitive segment
  • Facilitating GABA process and product portfolio integration into Colgate’s structure following its acquisition 
  • Led EU centralization of POP and Go-to-market materials for GABA Oral Care product portfolio 
  • Managing contacts with GABA distributor markets including translating international communication into local one, in the right languages and local channels as appropriate
  • Developed advertising campaign and tag-ons for the elmex brand based on field test results for Germany and CEE Region in strong collaboration with WPP group and local teams 

01/2008 - 12/2008

1 Jahr

Home Care

European Category Manager Trainee
Colgate-Palmolive Europe, Geneva (Switzerland)
  • Supporting the European category definition and management, including new products’ launch roll-out
  • Led EU cleaners packaging harmonization resulting in simplification and cost optimization (+20%)
  • Coordinating the European markets for new product launches & Go-to-market plans and IMC campaigns
  • Contact person for the local brands teams across countries responsible to facilitate knowledge exchange, collect and consolidate local subsidiaries’ inputs aimed to develop international marketing communication activities 

07/2007 - 12/2007

6 Monate

Home Care

Marketing Intern
Colgate-Palmolive Italy, Rome (Italy)
  • Supporting to define and implement the local category strategy and Go-to-market plans
  • Development of packaging design & graphics and promotional activities based on key local insights identified
  • Delivered to senior management team regular reporting (product performance, KPI, trends, competitors)
  • Helping to launch of Colgate Ajax Professional Sprays including communication bundle including its BTL national campaign


Produkte / Standards / Erfahrungen

Technical Skills

  • SEO Tools (Google Analytics, Google Search Console), Google AdWords
  • Nielsen Answers, Kantar, Market Mix Modelling, Oracle Sales Analyzer, SAP, Nitro, IRI, Citrix
  • Statistical Analysis Software SPSS
  • MS Office


A multilingual, passionate Senior Marketing Leader with a certified degree in Digital Marketing and over 10+ years global experience in the in the fast moving consumer goods industry and startups. Proven track record of defining local and international category and brand strategies that deliver sustained commercial growth supporting 6 Hubs and 27 countries within Europe. Successfully motivating and leading cross-functional and cross-market teams, managing complex projects within a demanding environment and tight deadlines. Flexible, changemaker and committed team player with powerful “can-do attitude” and ability to move fast.

  • Proven results of innovation strategy & roadmap development from scouting new trends and insights to validation, resulting in the launch of 50+ new products
  • Developing and coordinating effective marketing category strategy, equity and brand positioning
  • Expert in cross-media communication campaigns development, digital strategy and implementation, including social media and mobile business planning
  • Successful at P&L management for both top line growth and bottom line profitability
  • Key contact point for both external and internal partners, including corporate headquarter staff and board members with outstanding communication and influencing skills on all hierarchy levels
  • Problem-solving oriented, strategic thinking with out-of-the-box attitude, enthusiastic, creative and pro-active with strong business and time management skills 

Full professional proficiency
Full professional proficiency
Intermediate working proficiency
Native proficiency
Intermediate working proficiency



Postgraduate Diploma in Digital Marketing

Digital Marketing Institute 


MSc in Marketing Management

ISTUD Business School 

2003 - 2007

Degree in Business and Economics

University degli Studi di Catania

1997 - 2002

Scientific Diploma

Galileo Galilei College


2007 - 2017

Internal and External Training (e.g. Driving Team Effectiveness, Advertising Tracking) 


A2 Intermediate German level

Inlingua Language School 


Business English Certificate Higher (C2 level)

The Cambridge Institute - IULM University