Carmela Lonetti
Roma
Profilo professionale
KPI-focused with excellent budget management and strategic planning skills. Able to remain calm in stressful situations and easily adapt to new work environments thanks to team spirit and excellent listening and communication skills.
Panoramica
11
11
years of professional experience
Esperienza lavorativa
Product manager - Fillers
AbbVie (ITALIA)
Rome
2021.10 - ad oggi
- Develop and execute brand strategy based on Italian market, customer clusters and objectives to be achieved.
- Market analysis: identification of growth opportunities, verifying consumer trends and monitoring competitor performance.
- Optimize marketing budget by allocating resources to maximize campaign effectiveness.
- Coordination of HCPs events, congresses and workshops, from planning to execution.
- Develop promotional and educational materials for healthcare professionals and consumers.
- Building and strengthening strategic relationships with customers, suppliers, and stakeholders.
Consumer Marketing Manager – Medicine Aesthetic
ALLERGAN (ITALIA) SPA
Roma
2019.05 - 2021.10
- Drive Allergan into bold ambition to communicate own leadership in aesthetics medicine (for Juvederm, Coolsculpting) to Italian consumers for the first time
- Build and own a consumer strategy based on multi-channel approach in according with local needs and international guidelines
- Responsible for social influencer engagement, managing social media outlets (FB, Instagram, etc.), digital content development & management (websites, patient testimonials & assets), digital advertising (including OLV, social/retargeting)
- Responsible for managing a substantial working media budget, including social media, digital marketing and event.
- Build a Cross-functional approach and drive staff team to new business model based on “consumer/ patients” understanding; coordinate internal legal, regulatory, and medical teams working.
Senior Brand Manager Gaviscon
RECKITT BENCKISER (ITALIA) SPA
Milano
2017.11 - 2019.05
- Manage with full responsibility all brand activities following different segments dynamic (RX as prescribed and OTC).
- Identify short and long-terms opportunities to increase or reverse market trend
- Manage, lead and influence multifunctional team at both local and global level to investigate new product opportunities to be launched in Italian and Turkish markets.
- Rethink about brand growth model, with focus on media strategy by implementing new local communication campaigns (TV, Digital, Contextual) to anticipate consumer needs/insights.
- Increase RX relevance on science community by building and strengthening the relationship with KOL, HCPs through medical events, congress (International and National), detailing and scientific courses.
- Responsible of business plan and forecast review.
- Team Management: report of a junior brand manager
Brand Manager Veet
RECKITT BENCKISER (ITALIA) SPA
Milano
2016.06 - 2017.11
- Responsible for the brand strategy to increase relevance in the Italian market
- Develop a short- and long-term business plans addressed to product holes, new markets and profit estimates
- Improve Veet portfolio in order to optimize commercial and marketing strategies
- Responsible for all communication initiatives ATL & BTL, POS
- Identify E-commerce opportunities to maximise brand potential
Fields Sales Representative Healthcare
RECKITT BENCKISER (ITALIA) SPA
Roma
2012.12 - 2014.08
- Direct sell-in activity/negotiation, information and merchandising for RB HC portfolio (Gaviscon, Benagol, Benactive, Nurofen, Scholl, Durex)
- Responsible for the commercial development of the assigned area
- Manage of commercial dealing: from the sale strategy to negotiation, from the merchandising and visibility in store to the conclusion of new contracts
- Build relationships with pharmacists focusing on customer needs and company sales targets
Assistant Brand Manager Gaviscon
RECKITT BENCKISER (ITALIA) SPA
Milano
2012.06 - 2012.12
- Support Brand Manager into sell out analysis and marketing activities implementation
- Develop new strategy to launch Gaviscon tabs
- Work on local communication campaign (TV adv)
- Collaborate with Sales and Trade Marketing for POS material development
Assistant Scientific Training – Director (Lierac&Phyto)
ALÈS GROUP (ITALIA) SPA
Milano
2010.11 - 2011.07
- Support in developing brand positioning, scientific communication strategies and medical/pharmacies events
- Plan and implement cosmetic institutional convention
- Arrange projects and promotions, training programs and initiatives including product knowledge and selling techniques for cosmetic department managers
Istruzione
Post Master Degree - Marketing & Business Communication
Fondazione Accademia di Comunicazione
Milan2012-01
Master’s Degree - Business and Institutional Communication
Università degli Studi di Perugia
Perugia01.2011
Erasmus - Marketing, Business and Institutional Communication
Universitat Autonoma de Barcelona
Barcelona01.2010
Bachelor’s Degree - Political Science
Università degli Studi della Calabria
Cosenza01.2008
Competenze
- Strategic planning
- KPI oriented
- Presentation skills
- Budget management
- Stay focused on composure in stressful situations
- Development of advertising campaigns
LANGUAGE
Italian: Mother tongue
English: professional proficiency
Spanish: professional proficiency
Hobby e interessi
Passion for travelling: 50 countries in 10 years is my goal
Discovering new things: do every year something I’ve never done before
PERSONAL SKILLS
- Be always positive and forward-thinking despite troubling circumstances
- Enjoy the challenge of unfamiliar tasks
- Stay focused on composure in stressful situations
PERSONAL DETAILS
- 15/07/1986
- Driving license B
Cronologia
Product manager - Fillers
AbbVie (ITALIA)
2021.10 - ad oggi
Consumer Marketing Manager – Medicine Aesthetic
ALLERGAN (ITALIA) SPA
2019.05 - 2021.10
Senior Brand Manager Gaviscon
RECKITT BENCKISER (ITALIA) SPA
2017.11 - 2019.05
Brand Manager Veet
RECKITT BENCKISER (ITALIA) SPA
2016.06 - 2017.11
Fields Sales Representative Healthcare
RECKITT BENCKISER (ITALIA) SPA
2012.12 - 2014.08
Assistant Brand Manager Gaviscon
RECKITT BENCKISER (ITALIA) SPA
2012.06 - 2012.12
Assistant Scientific Training – Director (Lierac&Phyto)
ALÈS GROUP (ITALIA) SPA
2010.11 - 2011.07
Master’s Degree - Business and Institutional Communication
Università degli Studi di Perugia
Erasmus - Marketing, Business and Institutional Communication
Universitat Autonoma de Barcelona
Bachelor’s Degree - Political Science
Università degli Studi della Calabria
Post Master Degree - Marketing & Business Communication
Fondazione Accademia di Comunicazione