CLAUDIO EMANUELE FELICE
Milan
Summary
Dynamic and results-driven retail executive with 14+ years’ experience leading sales, marketing, and brand strategy in the FMCG and Petcare industries. Proven track record in driving multimillion-euro growth, developing high-performing teams, and building long-term partnerships with top-tier retail chains, e-commerce players, and veterinary channels.
Overview
14
14
years of professional experience
Work History
Country Manager Italy
INABA – Pet Food
07.2021 - Current
- Established and scaled the Italian subsidiary from zero, positioning INABA among the fastest-growing players in the pet food market.
- Built a national sales & retail network covering >70% of the market through partnerships with leading wholesalers, top pet shop chains (Arcaplanet, Maxizoo, Isola dei Tesori) and veterinary distributors.
- Negotiated strategic agreements that secured nationwide listings and premium shelf space, increasing market share and strengthening brand visibility.
- Designed and executed a multi-channel go-to-market strategy (retail, veterinary, e-commerce), driving significant growth in e-commerce across Amazon, pure players, and omnichannel retailers.
- Full P&L; responsibility for Italy, managing a high-performing commercial team of 11 people and delivering sustainable business growth.
- Led brand awareness campaigns (digital, in-store, trade marketing) that boosted recognition and consumer trial, contributing to strong sales uplift.
- Acted as direct liaison with HQ Japan, aligning local execution with global strategy and positioning Italy as a benchmark subsidiary within the group.
Head of Retail
CEVA – Companion Animal BU
07.2021 - 07.2021
- Developed and executed a retail strategy aligned with portfolio priorities (BHV & PARA).
- Negotiated agreements and managed a €9M budget with 5 subordinates.
- Boosted e-commerce performance via tailored channel strategies (Amazon, B&M; pure players).
- Tracked category performance, optimising trading margins and channel mix.
NAM Retail & E-Retail
Boehringer Ingelheim – Pet Healthcare BU
07.2019 - 07.2021
- Managed key accounts including Arcaplanet, Maxizoo, Isola dei Tesori, Amazon, Esselunga, Coop, Conad.
- Developed annual trade plans delivering €14.8M turnover.
Sales Operation Manager
Affinity Petcare – Natural Specialty BU
08.2018 - 06.2019
- Created promotional plans and analytical frameworks to track sales targets.
- Managed €2.8M budget and led local sales operations (2 direct reports).
Senior Global Brand Manager
Affinity Petcare – Natural Specialty BU
07.2017 - 07.2018
- Developed brand strategies and media campaigns, managing €3.8M budget and 2 subordinates.
Shopper & Customer Marketing Manager
Beiersdorf – Pharma BU (Eucerin)
06.2016 - 06.2017
- Directed shopper marketing strategies, linking marketing and sales execution.
- Managed €600K budget and a team of 2.
Brand Manager – Nivea Sun & Babycare
Beiersdorf – Mass Market BU
02.2015 - 05.2016
- Delivered leadership in the sun care segment through NPD launches and promo optimisation.
- Managed €3M budget and 1 subordinate.
Key Account Manager – Auchan Group
Beiersdorf – Mass Market BU
03.2013 - 01.2015
- Achieved sales growth through targeted account strategies, managing €2M budget.
Product Manager – Nivea Deodorants & Babycare
Beiersdorf – Mass Market BU
09.2011 - 02.2013
- Oversaw assortment, pricing, promotion, and media analysis for brand performance tracking.
Education
Master’s - Marketing and Business Communication
Fondazione Accademia di Comunicazione
01.2011
Master’s Degree - Pharmacy
University “G. d’Annunzio”
01.2009
Skills
- Sales management
- Product launches
- Market development
- P&L management
- E-commerce strategy
- Cross-functional coordination
- Marketing implementation
- International sales management
- Team leadership
- Operational planning
- Cultural management
Timeline
Country Manager Italy
INABA – Pet Food
07.2021 - Current
Head of Retail
CEVA – Companion Animal BU
07.2021 - 07.2021
NAM Retail & E-Retail
Boehringer Ingelheim – Pet Healthcare BU
07.2019 - 07.2021
Sales Operation Manager
Affinity Petcare – Natural Specialty BU
08.2018 - 06.2019
Senior Global Brand Manager
Affinity Petcare – Natural Specialty BU
07.2017 - 07.2018
Shopper & Customer Marketing Manager
Beiersdorf – Pharma BU (Eucerin)
06.2016 - 06.2017
Brand Manager – Nivea Sun & Babycare
Beiersdorf – Mass Market BU
02.2015 - 05.2016
Key Account Manager – Auchan Group
Beiersdorf – Mass Market BU
03.2013 - 01.2015
Product Manager – Nivea Deodorants & Babycare
Beiersdorf – Mass Market BU
09.2011 - 02.2013
Master’s Degree - Pharmacy
University “G. d’Annunzio”
Master’s - Marketing and Business Communication
Fondazione Accademia di Comunicazione
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