LAURA DE PRAI
Milan
Profilo professionale
Professionista esperto in Marketing Omnicanale e Attivazione del Marchio, con una comprovata capacità di gestione del budget e leadership del team. Specializzato in strategie di go-to-market e partnership strategiche, con un forte orientamento ai risultati e all'analisi delle prestazioni.
Panoramica
4
4
Languages
12
12
years of professional experience
Esperienza lavorativa
Manager Wholesale Activation | Sports
ADIDAS ITALY
MILAN, MI
2025.10 - ad oggi
- Lead the Wholesale Activation strategy for adidas Sports across a portfolio of strategic wholesale partners, driving brand visibility, consumer engagement and commercial performance through integrated omnichannel activation programs.
- Key Contributions
- Own the activation strategy across major Sports and Outdoor partners.
- Manage approximately €2.4M in annual activation investments.
- Lead and develop a team of 2 Activation Specialists.
- Define and implement integrated activation plans across retail, e-commerce, CRM, digital media and experiential touchpoints.
- Partner with Sales, Brand, Digital, VM and Finance functions to align activation strategies with commercial priorities.
- Manage agency ecosystem and supplier network to ensure execution excellence and ROI optimization.
- Selected Achievements
- Activation lead across 10+ strategic wholesale accounts.
- Delivered integrated omnichannel campaigns across retail and digital channels.
- Drove consumer engagement through retail, CRM, social and experiential marketing initiatives.
- Contributed to wholesale sell-out growth and market share development.
- Led activation planning and execution for key adidas Sports priorities.
Marketing Activation Manager | Wholesale Lifestyle
ADIDAS ITALY
2023.10 - 2025.09
- Led account marketing and omnichannel activation strategies for key Lifestyle wholesale partners, translating global priorities into locally relevant consumer experiences.
- Selected Achievements
- Developed integrated account marketing plans across online and offline channels.
- Managed agency relationships and activation budgets.
- Coordinated seasonal campaigns across Brand Communications, Media, Newsroom and Culture Marketing teams.
- Increased visibility for key product franchises and seasonal initiatives.
- Supported sell-out and consumer engagement growth across strategic partners.
Marketing Activation Expert | Brand Center Rome
ADIDAS ITALY
2023.01 - 2023.09
- Executed omnichannel retail activation initiatives for adidas Key City stores, creating premium consumer experiences aimed at increasing traffic, engagement and conversion.
- Selected Achievements
- Delivered seasonal campaigns and retail activations.
- Executed consumer engagement programs and brand experiences.
- Coordinated local and European stakeholders across multiple projects.
- Supported traffic and conversion growth through activation excellence.
Account Manager
ALPHAOMEGA GROUP
2017.03 - 2022.12
- Managed integrated marketing, sponsorship and experiential projects for leading national and international brands including Birra Peroni, Philip Morris International, Enel, Poste Italiane, Renault and Ferrovie dello Stato.
- Selected Achievements
- Led end-to-end project delivery from strategy to execution.
- Managed complex stakeholder environments and agency teams.
- Oversaw event, sponsorship and experiential marketing programs.
- Managed large-scale project budgets and supplier networks
Sponsorship & Events Lead
BIRRA PERONI
2022.01 - 2022.09
- Led sponsorship activation and experiential marketing initiatives supporting brand growth and consumer engagement objectives.
- Major Projects
- Eurovision Song Contest
- Formula 1
- FIGC
- FIR
- House of Peroni
- Kozel Village
- Selected Achievements
- Developed sponsorship activation strategies aligned with business priorities.
- Delivered large-scale experiential marketing events.
- Managed agencies, suppliers and activation budgets.
- Measured success through brand and business performance indicators.
Communication & Digital Media
FIPAV | Italian Volleyball Federation
2013.10 - 2014.10
- Supported communication and digital media activities for one of Italy's leading sports organizations.
- Key Contributions
- Managed website and social media content.
- Supported media relations and press office activities.
- Contributed to SEO/SEM initiatives and digital communication projects.
- Utilized WordPress and Google Analytics for performance monitoring and content management.
Istruzione
Corporate and Public Administration Communication
Sapienza University of Rome
Erasmus+ Program in Advertising & Public Relations
Universidad de Málaga
Competenze
- Wholesale Activation
- Trade Marketing
- Omnichannel Marketing
- Account Marketing
- Retail Marketing
- Consumer Engagement
- Brand Activation
- Go-to-Market Strategy
- Team Leadership
- Budget Management
- Agency Management
- CRM
- Digital Activation
- Strategic Partnerships
- Performance Analytics
LANGUAGES
Italian | Native
Esperto
English | Full Professional Proficiency
Esperto
Spanish | Full Professional Proficiency
Esperto
French | Professional Working Proficiency
Base
LEADERSHIP & BUSINESS IMPATTO
- Leadership
- 2 Direct Reports
- Team Coaching & Development
- Cross-functional Leadership
- Business Scope
- €2.4M Annual Marketing Budget
- 10+ Strategic Wholesale Partners
- National Sports & Outdoor Market Coverage
- Strategic Accounts
- AW LAB
- Futbol Emotion
- Why Run
- Mister Running
- Game7Athletics
- Sportler
- Sportland
- Maxi Sport
- Outdoor Specialists
- Key Business Metrics
- Sell-out Growth: +X%
- Market Share Growth: +X pts
- Traffic Growth: +X%
- Consumer Reach: X M
- Campaign ROI: +X%
- Annual Campaigns Delivered: X
Cronologia
Manager Wholesale Activation | Sports
ADIDAS ITALY
2025.10 - ad oggi
Marketing Activation Manager | Wholesale Lifestyle
ADIDAS ITALY
2023.10 - 2025.09
Marketing Activation Expert | Brand Center Rome
ADIDAS ITALY
2023.01 - 2023.09
Sponsorship & Events Lead
BIRRA PERONI
2022.01 - 2022.09
Account Manager
ALPHAOMEGA GROUP
2017.03 - 2022.12
Communication & Digital Media
FIPAV | Italian Volleyball Federation
2013.10 - 2014.10
Erasmus+ Program in Advertising & Public Relations
Universidad de Málaga
Corporate and Public Administration Communication
Sapienza University of Rome