Digital Marketing Social Media
Resume:
MARIA PERSICHELLA
Senior Marketing Manager
Miami, FL
***********.*****@*****.***
Authorized to work in the US for any employer
Open Banking - Digital Ecosystem Representative (Senior Marketing Manager) BNP Paribas
January 2020 to Present
• Develop digital channels to increase cooperation and secure commercial agreements with leading digital market operators in order to acquire new customers and develop the existing customer base and maximize synergies with the other Business Lines inside the Group Companies.
• Drive innovation projects and strategy to implement ecosystems and non-banking services.
• Develop new products/services with third party companies and run the commercial prospect management processes.
• Support the Commercial Plan from an omni-channel perspective and collaborate to define the IT Master Plan for relevant products and services ensuring compliance with the release plans.
• Benchmark and monitor product and service innovations introduced by competitors, analyze contributing variables, construct and maintain centralized monitoring tools for economic product trends. Marketing Manager
BNP Paribas
July 2014 to December 2019
• Drive service model design and application to various client profiles/segments, value creation, improve client satisfaction and optimize commercial contacts through multiple channels, and provide guidelines for preparation of commercial initiatives.
• Oversee preparation and periodic revision of the Commercial Plan, to ensure alignment of distribution/contribution results with defined offer and service models.
M
WORK EXPERIENCE
• Ensure coherence of external communication plan and internal departmental communication initiatives with service models and marketing and commercial initiatives, in cooperation with Communications Department and with regard to established communications budget.
• Supervise, together with the Communications Department, planning and implementation of appropriate communications activities.
• Digital marketing campaigns, such as digital customer acquisition, member-get-member campaigns, external partnerships to develop new clients, and improving customer retention through content-rich and client-focused audience engagement.
• Lead projects involving innovation challenges, new products and new processes. Key achievements:
• BNP Paribas International Hackathon: SPOC Italy for international cross-group programming competition (USA, France, UK, Belgium, Germany, Italy, Poland, Turkey, etc.) to drive development of innovative web and mobile applications aimed at improving client experiences.
The two Italian startups I worked with in 2016 both won the Global Challenge in Paris, and are now part of the BNP internal incubator program. (Website at http://international-hackathon.bnpparibas.com.) 1. Winner of BNP International Award for innovation. 2. Managed our acquisition campaigns through group and external partners like Amazon, ENEL (Italy’s market-leading public gas and electricity service provider), Cardiff (insurance) and Yoox (on-line luxury retail). 3. Rome Film Festival: Design of “Digital Layout” to demonstrate new digital and digital-hybrid service models; client acquisition promotions; ticket management.
4. “Diventa cliente” [“Become a client”]: Launched in April 2015, the first cross-network digital acquisition campaign, with a special focus on social profiling; live client test to demonstrate that digital marketing can drive interest on all service models; implementation of digital interaction model to meet new client expectations. 5. “Member Get Member”: Two coordinated retail channel client acquisition and retention campaigns to encourage existing clients to promote BNL to their friends and family; focus on trust and friendship as the keys to deepening current client relationships and developing new ones.
Marketing & Communication Coordinator
BNP Paribas
November 2011 to June 2014
• New Channels Development: Manage analysis, design, development and launch phases, coordinating with other departments (Legal, IT, Organization, Finance, etc.); prepare training materials; analyze sales results (campaigns, upgrade offers).
• Direct Marketing: Develop initiatives for the sale of BNL Finance products to prospective and captive clients (target analysis, offers and sales conditions, planning and purchasing of media space, commercial network support); develop product marketing campaigns for client portfolio (db analysis, coordinate outbound and inbounding programs, commercial network support).
• Trade Marketing: Commercial partner portfolio management and promotion (incentive and loyalty programs, promotional campaigns, co-branded advertising, merchandising, POS and event materials); management and revision of instruments to support the network and commercial partners (sales manuals, product cards, contract modules, user guides).
• Creative Services: Internal development of primary creative activities for “above the line” projects (TV, radio, press, web, flyers and POS materials) and “below the line” projects (sponsorships, promotions, direct marketing and events); total internal management of media planning and buying; coordinate external producer and dealer network; design, development and revision of institutional website, intranet and product/campaign landing pages. Product Manager, Product Development Coordinator
BNP Paribas
September 2007 to November 2011
• Monitor the achievement of product volume and market objectives set out in the Budget.
• Monitor development of assigned products portfolio to ensure competitiveness in terms of quality, cost level, offer differentiation and commercial characteristics, and ensure correspondence with the requirements of the governing agreements.
• Oversee innovation and advanced maintenance processes – routine and decommissioning – for products, ensuring their competitiveness, coordinating the various stages of development in cooperation with other departments and defining interventions on marketing mix levers with a focus on communication levers.
• Analyze AS400 functions for development and implementation.
• Define communication guidelines in cooperation with the BNL Communications Department and ensure their implementation.
• Support the Retail and Private Department and Communications Department in the implementation of commercial activities and communications related to BNLF products. Junior Product Manager, Financial Product Specialist BBVA
September 2004 to August 2007
• Study and analysis of product positioning; development and management of pertinent product ranges.
• Support corporate, institutional and product training communications of joint venture companies in context of product launches.
• Mapping and analysis of Business Management System functions.
• Ad interim (May 2005 - October 2006) - Manage client care functions: Identify and measure satisfaction indicators for clients, dealers and partners, comparing reported/perceived and expected satisfaction levels; ensure correct and timely handling of complaints and correct application of provisions for protection of client relationships. Brand Manager Assistant
Colgate-Palmolive
September 2003 to August 2004
• Worked with colleagues in Norway and the United States for the relaunch of manual and battery-powered toothbrush lines. These activities were performed entirely in English.
• Product plan and pricing strategy development.
• Planning and development of promotional activities.
• Market monitoring using applications in the IRI Warehouse System and Data Base. M.B.A. - International Marketing and Business Strategy Luiss Guido Carli University - Rome
2003
B.A. - Marketing And Communication
La Sapienza - Rome
2001
Erasmus Program - Mass Media and Digital Transformation Anglia Ruskin University - Cambridge
July 1998 to December 1998
Digital Marketing (6 years)
Partner Relationships (10+ years)
Start-Ups Innovation (3 years)
Strategic Partnerships (10+ years)
Strategic Planning (10+ years)
Marketing Communications (10+ years)
Banking (10+ years)
Social Media Marketing (6 years)
Marketing (10+ years)
Advertising
Media Planning
Business Analysis
Product Development
Project Management
Branding
https://www.linkedin.com/in/maria-persichella-0427914/ Gran Prix international de l'innovation, BNP Paribas International Hackathon 2015
EDUCATION
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LINKS
AWARDS
AdWords Google
October 2018
Wharton Executive Education - Fundamentals of Digital Marketing, Social Media and E-Commerce November 2018
Curtin University - Digital Branding and Engagement December 2018
CERTIFICATIONS
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