Laura Piva

Over 20 years within the Communication, PR and media industry, working in global companies and covering global roles in the luxury and lifestyle areas. Strong network in the fashion and luxury industry. Creative storyteller and skilled communicator, able to build an emotional connection with the audience thus reaching the target with the right message. Very determined in achieving results. Strong team builder.

• 2023-01-01, Present, StarWing Sports Agency, Head of Strategy, StarWing Sports is a leading sports management agency managing some of the finest athlete talent in the world. In tennis, among the others, Jannik Sinner, Stan Wavrinka, Karen Kachanov, Maria Sakkari, Gael Monfils. Create the right story telling for the clients thus ensuring an organic communication through the sports talents social channels. Organize Events to promote the association between talents and brands. Pitch new clients in the luxury industry.
• 2017-01-01, 2023-12-31, Technogym spa Headquarter, Cesena, Italy, PR & Communication Director And Director of Wellness Foundation, (€ 670m) global leader in the design and manufacture of premium- luxury fitness equipment and wellness experiences. Listed on the Italian stock exchange. Market Cap. 2.3 bn. Objective: bring a change in communication for B2C. Build a brand. Achievement: Contributed to outstanding business results in 2020 in B2C business (+75%). Developed integrated communication plans leveraging all communication assets. Responsibilities: Reporting to CEO, to develop integrated communication plans to ensure brand awareness and luxury positioning at global level. Communication: Pivotal role in facilitating holistic projects across functions (Digital Marketing, Social Media, Product Marketing, Retail and Sales) to seamlessly and successfully reach out to main target HNWI. Ensure consistency of aspirational brand image in all communication tools. Develop branded content (on and off line) with local publishers in all subsidiaries. Identify and implement PR activities (including Influencer Marketing, Celebrities & talents, Events, Partnerships and Product Placements) to create the right storytelling to the right audience (young and adults HNWI) and orchestrate all communication through all communication touchpoints. Responsible for identifying and managing local PR agencies in 14 subsidiaries. Develop and maintain strong relations with local key public and private stakeholders such us Hotels, Universities, Municipalities, Regions, Designers (in Fashion and Design), to spread the Wellness philosophy. Brand Image: Deliver excellence in all contents and partnerships to position Technogym as the most desired and premium brand in Home Wellness.
• 2011-01-01, 2017-12-31, EDIZIONI CONDÉ NAST, Milano, Italy, Communications and Events Director, Objective: Create a coordinated communication across all brands by involving editors and publishers in common projects. Facilitate the digital transformation of the Group in 2011: launch the new websites and digital app. Be the main contact person for advertising investors in events and communication projects, ensuring a visibility on all brands of the Group. Responsible for the communication (internal and external) and the events organization of Condé Nast Italia managing both Corporate Communication and the brand reputation. Reporting to SVP Italy on the brand communication (Vanity Fair, Vogue, GQ, Glamour, Wired, AD, Traveller, L’Uomo Vogue, Myself, Vogue Sposa, Vogue Gioiello, Vogue Accessory, Vogue Bambini) and to the President on the corporate communication. The communication activity focusing both on digital and traditional media. Responsible for the Licensing and Rights Department with direct report to London headquarters. Resources: 4 people
• 2008-12-01, 2011-01-31, THE WALT DISNEY COMPANY ITALIA, Milano, Italy, Communication Manager Disney Consumer Products, Disney Consumer Products: Home Entertainment, Licensing and Retail, Disney Stores. Reporting to the head of Communication of Disney Consumer Products in London headquarters and with a dotted line to the head of Disney Licensing Italy. Press office and PR for Disney Stores and for larger licensees to get visibility thanks to the association to the Disney brand.
• 2007-04-01, 2008-11-30, DAMIANI Spa, PR & VIP Communication Manager, In the year of stock market listing of the Company: Press office and PR of the four brands of the Group: Damiani, Salvini, Alfieri & St. John, Bliss. Press office, development of the strategy for definition of the VIP endorsement. Relationship with VIP and international celebrities.
• 2004-04-01, 2007-12-31, EDELMAN S.R.L, Senior Account Manager, Coordination of three Junior Account Executive over 5 clients in various areas: Food & Beverage, Youngsters, Entertainment and Technology, Fragrances and Home care. Press Office, events’ organization, creation of strategic communication plans for the Consumer and Corporate division, reporting directly to the Deputy General Manager. Work with the General Manager in the relation with the international network of the Company. Main clients: Procter & Gamble - Dash Stainpen launch. Create content around the innovative pen to remove stains including collaboration with celebrities. PUMA fragrance launch with digital influencers. Diageo Italia S.p.A. Global leader in the beverage industry. Press office and events for: Baileys, Tanqueray Number TEN, Classic Malts. Organisation of press conferences (consumer-lifestyle and trade), press trips, and events targeted to VIP and socialites. Giochi Preziosi S.p.A. Italian leader in the Toys division. Corporate Communciation to daily and financial newspapers, and coordination of the General Manager’s interviews. Creation of communication plans for the new products and communication for all brands Giochi Preziosi, GIG and Auguri Preziosi and licensees. In particolar, launch of the iconic game Tamagotchi dedicated to teenagers, launch of the new line of Bratz dolls. Events’ organization for Youngsters and lifestyle press. BenQ, Korean Multinational for the mobile telecommunication, TV and LCD. Publicity and events for the launch of a new device, shaped like a bag, personalized by Roberto Cavalli designer. Take2 Interactive, Global videogames publisher for the XBox and Playstation platform. PR and Press trips.
• 2003-01-01, 2004-04-30, Say What? PR agency, Milan, Italy, Account Executive Media Relation, Press Office, Events organization, creation of marketing plans and events. Clients: Coca-Cola Italia: press office for the concerts organized in collaboration with MTV broadcast. Wedgwood, Rosenthal Italia: press office and organization of their first presence at the Milan Design Week. The Walt Disney Co. Italia: Bologna International Book Fair Press Office. Disney Publishing press office
• 2000-09-01, 2003-12-31, THE WALT DISNEY CO. ITALIA SPA, PR and Press Office for Disney Publishing, Press Release, Press monitoring, events organization support, PR Agency coordination.