1. I released my Curriculum Vitae and other information for your in-house review as per the Italian Dlgs 196/2003
Elisa Sbarra
Date of birth: 24/05/1986
Address: Via Manzoni, 16 Fenegrò (Co)
Email: elisa.sbarra@gmail.com
Mobile: (+39) 340.3337255
SUMMARY ________________________
I am an extremely motivated and ambitious individual with passion for working in customer loyalty and relationship management. Having experienced the creation and the ongoing
development of the CRM strategy for the GUESS brand from the early stage, I am driven by solutions that engage customers and create an emotional connection between customer
and the brand whilst maintaining the brand’s perception and integrity.
WORK EXPERIENCE ________________________
July 2013 – Today GUESS EUROPE Sagl
Job role: CRM and Social Media Specialist
I’m involved in all aspects of the CRM program as it relates to Guess Europe, including property and licensing stores. My main activities are focused on supporting and sustaining the
execution of the defined CRM strategy through creating and delivering engaging innovative content across all counties to successfully manage change and maintain a customer oriented
culture. Among others, my main experiences are based on: Consumer Satisfaction and Research, Social CRM, Loyalty Marketing and Sales Analysis.
CRM Direct Marketing:
• Build direct, sustainable relationship with external agencies ensuring all communications adhere to direct marketing calendar with the aim to make most effective use of customer data
• Implementing a CRM Multi Channel marketing strategy and calendar for triggered communications and seasonal launch to help drive customer engagement and retention
• Implementing an approach to continuous test & learn on email programs and drive the use of personalization across all communications
• Coordinate campaigns ensuring they are delivered on time and on budget
• Work closely with the retail planning and the marketing team to ensure campaigns are fully integrated
Social Media Coordination:
• Coordinate all Social Media Activities, develop and maintain the calendar using Percolate
• Coordinate all the Social Media Communications with the US Team (GUESS Headquarter in US)
• Support in the development and operative implementation of the Social CRM Strategy
• Monitor Social Media Activities
• Develop and coordinate the whole Social Media advertising activity for Europe
CRM Analysis:
• Monitor campaign performance through CRM KPI's in all countries, proactively tracking current customer behavior and business performances to identify potential opportunities for driving
incremental gains
• Monitor DEM results (delivery and opening rate) and make continuous improvement to message hierarchy, creative and copy based on maximizing campaign performance, changing
business goals or alignment with the company strategy
• Campaign Performance tracking: Analyze promotions/ events’ results and ROI
CRM Strategy:
• Support in the development of consumer acquisition programs
• Support development and research of new benefits to include in the GUESS List Loyalty Program monitoring competitors and their CRM & Loyalty programs
• Create customer activation and retention programs to drive incremental sales
• Study of Customer Service Implementation
Consumer Insight:
• Work with insights and analytics to create best in class customer’s activation and retention programs to drive repeat activity and purchases
• Maintain high database quality, analysis and insights providing customer’s behavior information’s useful to swiftly adapt the current strategy
April 2013 – July 2013 BALCONI Spa
Job role: Marketing Assistant
• Nielsen data analysis and reports editing
• Internal analysis of the market concerning the company revenues and its volumes of sales
• Competitor’s analysis
• Follow up of marketing researches for the launch of new products
Jan 2009 – July 2012 BENNET Spa
Job role: Marketing Assistant
Communication and marketing area:
• Realization of promotional magazines and cooperation with communication agencies, buyers, specialists and inspectors in this kind of economic sector
• Agencies brief definition and communication
• Cooperation and management of all the operative marketing activities and communication for all the stores involved
• In depth checking of the main competitors
• Cooperation and management of co-marketing activities
• Collaboration in the management of the company web site and annual planning definition

2. I released my Curriculum Vitae and other information for your in-house review as per the Italian Dlgs 196/2003
• Creation of the company press review.
• Collaboration with all the marketing team in organizing the sponsorship of a great basketball team in Italy- Pallacanestro Cantù: I really enjoyed
being involved in this project and it ended up being a success. The main thing was that a winning sports team was successfully linked to a big
supermarket chain and it received profile on a national level.
EDUCATION
Sept 2012– April 20013 Masters in Marketing, Digital Communication and Sales Management, Publitalia’80 (Milan)
As part of our classroom training we performed the following Business Games:
• Henkel Innovation Challenge: Participation to the Henkel National Final
• Work in group coordinated by Business School ESADE in collaboration with Ferrero
• Business Game L’Oréal
June 2009 – Sept 2009 LSE- London School of economics and Political Science
I attended a course named: Marketing Management– During this time spent in London I was able to develop the traditional concept of marketing by using a wide range of quantitative as well
as qualitative methods, interactive lectures, videos, hands-on exercises, and case studies, I was also focused on the importance of marketing innovation led by the use of analytical
frameworks and tools that are essential to a good marketing strategy.
Sept 2005 – Sept 2008 Bachelor’s degree in “Language and Business Expertise”, Catholic University of Milan
Thesis title: “The company reorganization for growth: Lottomatica case study”
Starting from the analysis of the global market, I checked out all the most profitable marketing strategies that led Lottomatica Group to achieve its fixed objectives of growth through an
innovative state of mind in business. The achievement of a constantly increasing market share was realized thanks to the exploitation of all the new market opportunities in the betting
Industry. My Bachelor curriculum provided the overcoming of various exams of economics, including: Business Economics, Marketing, Business Finance and Business Communication.
1999 – 2004 Scientific Diplomas: “Paolo Giovio High School” Como
LANGUAGES SKILLS
English: fluent
French: fluent
Spanish: sufficient
COMPUTER SKILLS
Advanced Microsoft Office user (Word, Excel, Power Point, Outlook) Excellent knowledge of the major internet browser (Explorer, Firefox, Safari)
ECDL owner (European Computer Driving Licence)
Professional use of Chalco Platform for the management of the operational flow agency- fotolito
Base Knowledge of AS400
Google Analytics
Percolate
Relate
Microstrategy (Business Intelligence tool)
FURTHER INFORMATION
Keen interest in marketing, fashion and retail. Strong passion nourished for sports, in particular for sailing and skiing; swimming as a competitive in
a racing team. Interests in Digital, Advertising, Apparel Industry, Art, Theatre, Classical and Contemporary Literature.