Roberta Basiricò
Senior Brand Manager @Haier Europe
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WORK HISTORY
Senior Brand Manager @Haier Europe
Milan, IT
Responsible for brand and category strategy for Major Domestic Appliances (MDA) in the Italian market.• Development and execution of fully integrated marketing plans (ATL, Digital, PR, Retail) to drive Awareness, Consideration, and Sell-out.• Leadership of go-to-market activities for Hero products, including consumer promotions, POS materials, and co-branded campaigns, leveraging strategic partnerships (retail media, co-marketing, sports and cultural sponsorships).• Marketing budget ownership, performance analysis (Sell-in, Sell-out, margin, brand equity), and coordination of cross-functional teams and external agencies.• People management: coaching, training, and development of a Junior Brand Specialist.
EDUCATION
Università degli Studi di Foggia
Bachelor's Degree, Food Science and Technology
Università degli Studi di Foggia
Master's Degree, Food Science and Technology
Università Cattolica del Sacro Cuore
1st level University Master's Degree, Marketing Management
ABOUT ROBERTA BASIRICÒ
Senior Brand Manager with solid experience in FMCG, with a strong focus on Food categories.I lead brand and portfolio strategy, product launches and integrated marketing plans across the full funnel, from brand building to sell-out performance. I have managed both local and international projects, working closely with cross-functional teams (R&D, Trade, Media, Digital, Sales) and external agencies.My experience spans brand strategy, NPD, go-to-market execution, P&L ownership, consumer insights and performance analysis (sell-in, sell-out, margins, brand equity). I am used to operating in complex matrix organizations and partnering with multiple stakeholders to deliver measurable business impact.I am particularly interested in senior brand roles within FMCG, ideally Food & Beverage, where brand, innovation and execution excellence meet.
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