Luca Pozzoli

• Definition of group-wide digital marketing and CRM strategy; optimization of channels across all funnel stages using insights and analytics (Salesforce, website, social media, ads, digital events, trade fairs, direct marketing, etc.)
• Ownership of data governance processes and GDPR compliance for marketing data collection, consent management, and Salesforce CRM integration across all group marketing touchpoints
• Definition of strategic digital and CRM KPIs, performance data analysis, and strategy optimization through insights on content and digital assets
• Development of multi-channel digital campaigns supporting brand initiatives and product launches
• Development of marketing guidelines and coordination of performance monitoring across subsidiaries
• Management of budgets and investments for digital projects

Key Projects (rolled out to subsidiaries):

• Lead acquisition strategy and privacy data management project
• Implementation of marketing automation on Salesforce Marketing Cloud
• Group-wide event lead registration platform
• Power BI data analytics project integrating online and offline data
• Launch of the new group website, Biesse.com
• Implementation of Hootsuite for group social media management

• Governance of CRM segmentation and multi-brand marketing campaigns at Group level
• Coordination of Marketing and IT teams for the launch of new websites and the development of digital platforms and proprietary apps for key Group brands
• Leadership in the design and delivery of integrated digital experiences for Barilla, Mulino Bianco, Pan di Stelle, Grancereale, and Accademia Barilla
• Definition and development of analytics dashboards to analyze user behavior on corporate and promotional websites, integrating Hybris CRM and Power BI

Strategic Projects:

• Coordination of website redesign projects for Mulino Bianco, Pan di Stelle, and the D2C platform Dedicato a Te, with Hybris CRM integration to support profiling and data-driven strategies
• Supervision of the development of Accademia Barilla and Grancereale websites and the Mulino per Me mobile app, ensuring data traceability and an omnichannel experience
• Coordination in defining analytics and dashboarding systems to measure user behavior across group digital ecosystems

• Ownership of performance analysis for the Diesel D: CODE loyalty program and campaign KPIs using Business Intelligence tools (SAP Business Objects and Qlik).
• Definition of CRM database acquisition and growth strategy through integrated campaigns, omnichannel activations, and advanced data analysis.
• Budget planning and forecasting, with the development of dashboards supporting Sales, Marketing, and Retail teams.
• Development and governance of CRM dashboards and analysis of in-store campaigns aimed at increasing sell-out and customer lifetime value through engagement initiatives (exclusive gifts, promotions, event invitations, early access to collections).

• SAP reporting for management (analysis of domestic turnover, customers, promotional pressure)
• Support in managing the national communication budget
• Support in the ideation, planning and implementation of special promotional projects (ongoing initiatives and corporate communication)
• Support in the management of POP materials and in-store communication
• Competitive analysis: mapping of key competitors (analysis of promotional flyers, online and social communication plans, radio and TV campaigns)
• Media planning for national advertising campaigns
• Brand product placement in music videos

• Coordination of local advertising activities; sell-in and sell-out analysis

• Competitive benchmarking, customer surveys, and CRM analysis