About Elisa
I have been an independent freelancer since 2022. Prior to that, I spent 17 years working in Sales & Marketing in market-leading multinational companies (P&G, Mattel), of which 10 spent in Digital Marketing & eCommerce leadership roles.
I am currently working remotely from Italy, but I have dual citizenship (British & Italian) and I was based out of the UK for several years. I live close to 2 international airports and I am able to travel to my clients' location upon request for key projects or meetings.
In my last corporate role at Mattel, I built, recruited and led a Digital Marketing & eCommerce organisation of 35 people working across Europe, Middle East & Africa to take the Digital capabilities and execution of the company from basic to industry-leading. I also launched Mattel's direct-to-consumer eCommerce in five European markets.
In my freelance activity, I focus on helping clients define and deliver Digital Marketing & eCommerce projects that require a combination of strategic input with hands-on project management & change management.
It could be a high-impact change, such as vetting and onboarding a new agency, rethinking the eCommerce go-to-market strategy & capabilities, redesigning the media planning process, restructuring the organisation, launching a direct-to-consumer business proposition.
It could also be a more focused change, for instance selecting a technology partner for a specific need, improving an existing agency's scope of work & ways of working, or designing and rolling out a customised training programme.
I also work closely with Insights & Data teams to define strategic KPIs for marketing activities, deliver measurement dashboards and improve the actionability of Media Mix Modelling.
Italian
Native or bilingual
English
Native or bilingual
Remote only
Primarily works remotely
Experience
- Hen's MilkFounder & Principal ConsultantSeptember 2022 - Today (3 years and 9 months)Hen's Milk is the consulting solution designed to help Digital Marketing, eCommerce & Media leaders succeed in their efforts to drive change and transformation - no matter the size or digital maturity level of their organisation. Whether you need an extra pair of hands to get things done, a sparring partner who's been in your shoes, bespoke training materials for your team, or just someone who can efficiently keep you up-to-date on trends & developments in the industry - we can help. Let's have a chat if your line of work touches Digital Marketing, Media & eCommerce and you are thinking of...- Redesigning your organisation- Resetting your strategy- Revamping your roadmap- Reviewing your current agencies, partners, capabilities & SaaS contracts, or selecting a new one- Thinking of in-housing or outsourcing some areas of work- Launching or pivoting your DTC eCommerce business- Scaling up your business, pitching investors or large corporate clients- Refreshing your learning, development & innovation programmes- Or simply planning a team brainstorming session, offsite, strategy day.
- Mattel EMEADigital & Media & DTC eCommerce Senior Director EMEAMay 2021 - August 2022 (1 year and 3 months)Launched the Mattel.com DTC online shop as a global pilot in five European markets (UK, Germany, France, Italy & Spain) whilst maintaining my prior responsibility for Digital Marketing, Media & eRetail.
- Mattel EMEADigital & Media Senior Director, EMEAJanuary 2018 - May 2021 (3 years and 4 months)Maidenhead SL6, UKMy mission is to drive the digital transformation of Mattel EMEA into a digital first, brand-led, consumer-centric organisation. I lead a team of 16 people in charge of running strategic initiatives and building capabilities across Digital Engagement (Social, YouTube, Influencers), Digital Media, Websites, CRM & eRetail for Europe and, since 2019, Russia, Middle East & Africa. In addition, I am responsible for providing coaching and direction to 21 'dotted line' digital marketing managers who work in the top markets.
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Education
- Bachelor of ArtsUniversità di Torino2005BA Hons in Communication Science, Communication Science
- COB Certified eCommerce Manager, eCommerceDigital Skills Authority2014COB Certified eCommerce Manager, eCommerce