About Silvia
Business & Marketing Executive| FMCG & OTC Healthcare
Senior business and marketing leader with more than 20 years of experience in Consumer Health, OTC and FMCG environments (including startups). Proven track record in driving profitable growth, expanding market share and leading brand and commercial transformation in competitive and regulated markets. Strong experience combining strategic marketing, commercial execution and digital transformation, with P&L responsibility, cross-functional leadership and omnichannel go-to-market strategies. Recognized for building high-performing teams, accelerating revenue growth and identifying new market opportunities across pharmacy, retail and e-commerce channels.
Italian
Native or bilingual
French
Conversational
English
Fluent
Can work on-site
Milan (up to 50km)
Experience
- Ceres Pharma ItalyHead of marketing & Digital TransformationJanuary 2024 - Today (2 years and 5 months)Lead brand strategy and growth initiatives across the Italian portfolio with full accountability for marketing investment and commercial impact. Directly reporting to the Country General Manager and HQ for specific projects. Main activities:• - Brand strategy and portfolio development: define and lead brand strategy across all company brands, with a strong focus on identifying growth opportunities through deep consumer research plan. Mapped emerging trends, consumerinsights, new product opportunities, and whitespace markets;• - Oversaw the development and execution of product positioning, pricing, innovation, and go-to-market strategies;• - Innovation: identify new product launch strategy;• - Leadership of digital transformation initiatives including social media and influencer ecosystem (combining traditional media and digital marketing / social / influencer campaigns);• - Development of omnichannel go-to-market strategy across pharmacy, retail and e-commerce: spearheaded the launch of new sales channels, defining market entry strategies for e-commerce platforms and offline retail (pharmacies), contributing to significant business expansion. Trade marketing activation definition;• - Design and implementation of integrated medical marketing strategy, strengthening scientific credibility andengagement with healthcare professionals;• - P&L accountability, driving profitable growth and ensuring effective budget allocation across brands;• - People management: 4 direct reports for marketing and external agencies. Results:• - Increased revenue and profitability: net sales +20% vs py, Ebitda >20%;• - Accelerated digital transformation, including the creation of comprehensive social media and influencer strategy to build online brand equity (Argivit new campaigns approach);• - Opened new sales channels (e-pharmacies), generating incremental sales (+1 mio€).
- MAM Baby ItalyHead of Marketing & Medical DetailingJanuary 2016 - January 2022 (6 years)Responsible for brand strategy, commercial support and medical activation for the Italian market, reporting directly to theCountry General Manager. Main activities:• - Definition of long-term brand and portfolio strategy (positioning, communication, innovation, channels & price strategy);• - Communication: developed and managed integrated communication plans across online and offline channels;• - Led the Digital / Social media strategy: focusing on SEO, SEM, social media, display advertising and key social mediaplatforms (Instagram, Facebook, TikTok, Pinterest). Influencers collaborations (including events);• - Market and consumer research management to evaluate brand performance on different target groups;• - Trade marketing strategy for pharmacy, baby stores and e-commerce channels: customer plan definition, including promotional activities, shelf management, results analysis;• - Innovation: identify new product launch strategy according to Headquarter objectives;• - Economics: follow-up of all the products (P&L, pricing strategy, sales forecasting);• - Design of medical marketing strategy to strengthen brand presence within the healthcare professional community;• - Built and led a team of 9 people (including Medical Reps and Training Manager), plus distributor medical representatives Results:• - Doubled net sales to €15M in a declining market while increasing market share (+3pts);• - Marketing plan results: market share growth (+3pts vs PY in a declining market – MAM is the only increasing brand);• - Developed integrated digital ecosystem improving brand engagement and online visibility;• - Strengthened distribution strategy across retail, pharmacy and online channels;• - Established a structured, motivated marketing & medical department from startup stage (9 direct reports + distributor).
- Novartis Consumer Health Spa / GSK Consumer HealthcareSenior Brand ManagerJanuary 2010 - January 2016 (6 years)Responsible for the management and growth of key OTC brands including Voltaren(€55M) and Narhinel (€13M), with full accountability for brand strategy, marketing investment and innovation initiatives:• - Development of long-term brand and portfolio strategy;• - Integrated marketing campaigns across TV, digital and retail (TVC, digital platform, print, trade campaigns...);• - Market research management for existing products and for new products / claim (U&A, qualitative and quantitative analysis, econometric study, portfolio analysis, consumer insight); market analysis;• - POS Promotion's definition to increase the distribution of products (sales coaching);• - Development of a new sales channel managing a cross functional team (Trade Marketing and Sales);• - Innovation: identification, launch of new products and involvement at European innovation process;• - Economics: follow-up of all the products (P&L, pricing strategy, sales forecasting). Results:• - Voltaren net sales increased+23%, 55mio€; Narhinel net sales increase +6%, 13mio€;• - Definition and development from scratch of a new TVC (market value share + 2 pts in the on-air period);• - Launch Voltalgan: € 1 million;• - Boost Narhinel awareness and trial (Narhinel aw +4 pts; usage + 2pts);• - Development of a new channel (baby stores) through commercial and promotional activities: +50% YoY growth, €1M sales.
Recommendations
Be the first to recommend Silvia
Help this freelancer shine by sharing your experience working together.
These freelancer profiles also match your criteria
Agatha Frydrych
Backend Java Software Engineer
4.7
(3)
2
Baptiste Duhen
Fullstack developer
4.6
(4)
5
Amed Hamou
Senior Lead Developer
4
(2)
7
Audrey Champion
Web developer
4.3
(3)
4
Education
- Certificate eCommerce, Marketplace e social commerce24ORE Business School24ORE2024Certificate eCommerce, Marketplace e social commerce
- Certificate in Digital MarketingSDA BOCCONI2023Certificate in Digital Marketing