Alessandra Miranda
Bruxelles
Summary
Marketeer with more than 10 years of experience, covering both local and global roles, in shaping and executing marketing strategies and product development - core and licensed - within high complex leading entertainment and FMCG companies. Digital expertise in running media campaign and e-commerce. Solid experience in managing and coaching teams.
Overview
17
17
years of professional experience
1
1
Certification
Work History
GLOBAL MARKETING HEAD KELSEN BISCUITS PORTFOLIO
FINE BISCUITS COMPANY (a Ferrero company)
BRUXELLES
08.2021 - Current
- Lead the 3 years brand plan, including the definition of the long term growth strategies, brand positioning and communication, innovation platforms and financial sustainability
- Drive the definition and the deployment of the 3YRs innovation pipeline for the Specialty Cookies category (core brand and private labels)
- Partner with the local marketing teams in core markets (China, Hong Kong & USA) and with sales export team for other geographies, to create the annual brand plan
- Cross responsibility of digital for Fine Biscuits Company
- Manage and coach a team of 2 persons
Sr. GLOBAL PROJECT MANAGER KINDER SURPRISE
FERRERO INTL
LUXEMBOURG
10.2017 - 07.2021
- Mid-long term global and regional brand strategies definition
- Lead the 3 years surprises development process (core and licensed)
- Global and regional activity grid and portfolio strategy definition
- Manage global and regional brand COGs and P&L
- Manage and coach a team of 3 persons
Sr. BRAND ACTIVATION MANAGER
MATTEL FRANCE
PARIS
04.2015 - 09.2017
- Drive consumer demand, build brand equity and ensure financial sustainability
- Define local brand strategies in accordance with global guidelines
- Shape, implement and monitor annual brands plans (ATL & BTL)
- Implement global brand campaigns and develop local ones
BRAND MANAGER DOLLS CATEGORY
MATTEL ITALY
MILAN
02.2013 - 03.2015
BRAND MANAGER BARBIE
MATTEL ITALY
MILAN
09.2011 - 02.2013
ASSISTANT BRAND MANAGER
MATTEL ITALY
MILAN
04.2008 - 09.2011
Education
Master Degree - COMMUNICATION
Università degli Studi del Molise
01.2007
Degree - COMMUNICATION
Università degli Studi del Molise
01.2005
Skills
- Marketing Strategies
- New Product Development
- Project Management
- PnL Management
- Data analysis
- Digital literacy
- Teamwork
- Communication
Certification
Google Digital Marketing & E-commerce, 2024
Accomplishments
- Developed 1st rPET sustainable collection at Ferrero
- Global value generation project for Kinder Surprise
- Back to growth core brand at Mattel France
- Drove change of TV partner at Mattel Italy
- Local licensed deal for seasonal products at Mattel Italy
- PR partnerships with multiple brands at Mattel Italy
Languages
- ITALIAN, native
- ENGLISH, proficient
- FRENCH, proficient
- SPANISH, basic
Personal Information
Date of Birth: 06/15/83
Languages
Italian
First Language
English
Advanced (C1)
C1
French
Advanced (C1)
C1
Spanish
Beginner
A1
Timeline
GLOBAL MARKETING HEAD KELSEN BISCUITS PORTFOLIO
FINE BISCUITS COMPANY (a Ferrero company)
08.2021 - Current
Sr. GLOBAL PROJECT MANAGER KINDER SURPRISE
FERRERO INTL
10.2017 - 07.2021
Sr. BRAND ACTIVATION MANAGER
MATTEL FRANCE
04.2015 - 09.2017
BRAND MANAGER DOLLS CATEGORY
MATTEL ITALY
02.2013 - 03.2015
BRAND MANAGER BARBIE
MATTEL ITALY
09.2011 - 02.2013
ASSISTANT BRAND MANAGER
MATTEL ITALY
04.2008 - 09.2011
Google Digital Marketing & E-commerce, 2024
Master Degree - COMMUNICATION
Università degli Studi del Molise
Degree - COMMUNICATION
Università degli Studi del Molise
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