Marketing Sales

Gisella Cardellini

*** ****** ****, ********;

Marketing Manager

Web portfolio URL: drive.google.com Blog: chinamarketingco m m u n i c a t i o n s . w o r d p r e s s . c o m

Weibo http://weibo.com/u/503-***-****

Marketing Manager with all-round experience in Marketing Strategies and Business Development, in Local and Global Markets, leading Marketing and Communications teams within Companies and for Agencies.

Orchestrating Marketing Campaigns that effectively develop new Market Channels and Branding by innovative

co-marketing framework, increasing Product Awareness, driving sales, attracting and maintaining customers.

Marketing Strategies & Campaigns Focus Group & Market Research

Corporate Communications Sales Collateral & Training Materials

Brand development Public & Media Relations

E-commerce/e business Product Launch & Positioning

Web & Print Content Development Event Planning & Execution

KEY EXPERTISE

PROFESSIONAL ASSOCIATIONS

Foreign Correspondents Club - Shanghai Expatriate Professional Women - Shanghai

Club Dirigenti Vendite Marketing - Italy PRIA - Public Relation Institute of Australia

LANGUAGES

English: Fluent in written and spoken Mandarin: Intermediate (HSK3)

Italian: Mother Tongue Spanish: Fluent in written and spoken

French: Good in written and spoken

PROFESSIONAL EXPERIENCE

LINGUAVIVA – Jao-Tong University Shanghai, China, June 2014 – Present

Linguaviva is an organisation specialized in education and strategic marketing planning.

Key responsibilities:

ENI S.p.A: Running a Business Communications Course in English for b2b Sales Managers.

One to One lessons in Visual Communications to an arts student.

Achievements:

Excellent assimilation of the European marketing channels by the sales managers. High valuation score

from the students.

EYEZCHINA CONSULTING – Marketing Associate Partner Shanghai, China, April 2012 – December 2014

EyezChina is a Chinese market entry-consulting firm focused on market research, marketing strategies & business development plans.

In charge of business analysis for new clients and implementation of marketing strategies.

Key responsibilities:

Brand Development for a new business service on the Indian market for an Immigration consultancy.

Comprehensive Market Research and Business Analysis for prospective clients.

Implementation of SEO and Revision of Website Content to improve traffic and usability.

Events planning for conferences, fairs and panel discussions.

Achievements:

Provided useful and actionable findings.

Increase in website traffic.

Creation of new business opportunities for the Immigration service.

GOLD-FINCHES CONSULTING – Marketing Director Melbourne, Australia, January 2010 - January 2012

Gold-finches is an Australian Network of Consultants providing expertise in Marketing, e-Marketing and Communications

Key responsibilities:

Managed multiple projects B2B – B2C from inception to completion for the following clients:

…Continued…

Gisella Cardellini

PROFESSIONAL EXPERIENCE (CONT)

Italian Chamber of Commerce and Industry in Melbourne

Market Research on the Motorcycle Sector in Australia, definition of promotional strategies, distribution

channels, trend analysis and growth forecasts.

Scoplast PTY LTD: (Interiors Decoration Company)

Brand Identity Management: Corporate Communications plan across printed and online tools . Copy writing

and launch the new logo and web site.

Watch and Grow Food Co (Pet Food Manufactory)

Competitive analysis and evaluation for website optimization. Devised guidelines for a P.R. strategy.

Achievements:

Forecast and guidelines on business and marketing channels for the motorcycle sector for potential

investment in Australia.

Built an identifiable brand identity coupled with the new website correctly positioned on internet.

Better search engine results that increased targeted site traffic for Watch & Grow Food .

COVIND S.P A – Marketing Manager Settimo Torinese, Italy, January - December 2009

COVIND S.P A is an International Group with turnover of 30,000,000 €, producing spare parts for Industrial Vehicles.

Key responsibilities B2B:

Strategic planning and management of marketing and communications programs for a variety of b-to-b clients,

(with a budget of 300.000 € and 4 people team). Brand management with creation of effective multi-channel

marketing campaigns online and offline, corporate positioning, product launches, advertising strategy, sales

collateral and tradeshow marketing, including the creation and launch of new Company website, platform

functions of C.R.M, e-catalogue and internal communications.

Achievements:

Identified growth opportunities through new business development strategies, increasing annual sales of

10% in Germany, Italy and East Europe.

Developed strategic marketing programs in conjunction with major clients in several Countries, to grow

brands awareness and business for Company and clients. Maintained 100% customer-retention rate.

Devised new procedures for CRM, to improve clients’ relationships resulting in time saving and effective

coordination between marketing, pricing and sales units, while reducing long-term costs.

Brand Campaign and Co-Marketing activities, contributing to increase in sales and product awareness and to

a strong commitment of the sales network to the company.

Managed and motivated teams to achieve better results .

MARCOPOLO – Senior Account Gold Clients Turin, Italy, January - December 2008

Marcopolo is a Communication agency, in partnership with the University of Turin, focused on Advertising, New media, Events.

Key responsibilities:

Developed multiple marketing and communications projects for a variety of B2B and B2C clients.

SKF: developed and coordinated Marketing Strategies for European Directors; Created an Internal

Communications Campaign on the new SKF vision; Copywriting for sales collateral.

Associazione Torino Design Week: created and managed the business plan, the corporate identity and two

International Conferences “Verso Torino Design Week”, within the Turin World Design Capital Program.

Birks & Mayor Inc (Canadian Jewelry Company): Concept and management of a Communications Plan to

enter Italian market, including Advertising strategy and Events.

ThyssenKrupp: brand reputation analysis.

Achievements:

Implementation of Communications plan supporting brand loyalty and minimising conflicts with clients.

Obtained a sponsorship of 15.000 € from the Chamber of Commerce to create the b2b Event (with special

commendations from the Committee).

Built business relationships with several Design-Week boards across UE to continue the event in the future.

Provided strategic guidance for the launch of Birks and Mayor's jewelry lines in major Italian cities.

Invited as MarCom Mentor at the e-Marketing Course for SME’s, at the Chamber of Commerce in Milan.

MAILANDER – Project Marketing Manager Turin, Italy, January 2006 - December 2007

Mailander is one of the main Italian Communications and PR Agencies .

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Gisella Cardellini

PROFESSIONAL EXPERIENCE (CONT)

Key responsibilities: Marketing and Communications projects for several clients.

WIRSPA (West Indies Rum & Spirits Producers): M ultimedia Communications Campaign for the launch of

Barbados Rum in Europe.

Local Government: Feasibility studies for the Fairs System of the Emilia Romagna Region (5 million

inhabitants) including market analysis of sectors, positioning of Fairs brands and communications strategy.

TNT Global (Logistics Sector): Communications Plan, including survey of the competitor’s communications

campaigns, centred on media relations activities.

Birks & Mayors Inc.: Corporate Media Relations Strategy for key media to enter Italian market.

Iris-bus IVECO: Sensitization Campaign for the use of green buses.

Achievements:

Conceived and implemented the Italian strategy for a multimedia international campaign for WIRSPA

winning admission to an international competition for the launch of their rum ( with a budget of 1 ml €).

Developed strategic collaborations with International Communications Agencies in Spain, England, Canada

and Italy.

Approval for the implementation of feasibility study for the Regional Fair System.

Secured media endorsement for Birks and Mayors and positioned the company as an industry leader.

CORK 2005 Ltd – Marketing Analyst Cork, Ireland, September 2004 - December 2005

Culture and Arts Foundation for Cork, European Capital of Culture in 2005

Managed Marketing Analysis for the Event Brand Reputation, to ensure optimal service offer and to maximize

R.O.I.

Achievements:

Determined the impact of the event on the public opinion and forecasted ROI from tourism and tax income.

FIAT GROUP: KOINET, B2B Portal – Responsible of Marketing Turin, Italy, January 2000 - December 2002

Development of marketing and brand strategy for the business unit, including a new online Italian marketplace

service and its launch (with a budget of 500,000 €) . Organization and management of company’s presence in

trade shows and workshops.

Achievements:

Conducted analysis of best practices for the marketplace and solved problems with privacy legislation.

Conceived and launched a new Web auction portal to transform the obsolete site into a dynamic website .

Organised a campaign to promote the use of the marketplace with page view score increased by + 20%.

Coordinated inter-group campaign for opportunities with others business units.

EDUCATION and CREDENTIALS

2006 Lecturer at School of Management S.A.A, University of Turin, Master in Communication.

2003 - 2004 University of Bologna, Italy, and Indiana University, USA, International Master in Social

Entrepreneurship, Qualification achieved: Programme Officer.

1999 University of Turin, Italy, Bachelor of Economics & Business, Major: Marketing; score:

105/110 First Class.

1998 Philip Morris International Award: Competition for Campaign for human rights; 2nd Place classified.

Seminars and training

E-commerce in China, German Chamber, Shanghai 2014

Consumer Retail Trends, American Chamber, Shanghai 2014

Social media for business in China, Hong Kong University, Shanghai. 2013

Getting to ‘YES’ in Business Communications, American Chamber, Shanghai. 2012

Overcoming Marketing challenges in China, Australian Chamber, Shanghai. 2012

Strategic Corporate Communication, Public Relations Institute of Australia. 2011

I.T.SKILL

Software: Word, Excel, PowerPoint, Access.

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Gisella Cardellini

PROFESSIONAL EXPERIENCE (CONT)

Web/Multimedia: search optimization, supervision of Website design

Database management: C.S.M, CRM.

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