Rosalba Mele Neal
Address: 93f, Avenue d’Aïre, Genève
Swiss B permit
Mobile CH: +41 764987634 – Mobile IT: +39 3475827973 – Phone UK: +44 1695 421306
Email: rosalba.mele@bluewin.ch
Italian, date of birth: 17/09/1977
SUMMARY
I am a Marketing Manager highly experienced in developing and implementing strategic marketing plans to grow
market share, increase market penetration. I have enjoyed wide international experience in a number of diverse
markets including food, medical devices, children’s toys & school accessories, women’s clothing and kitchenware. My
achievements include:
1. Elaboration of Media Mix campaigns for European Countries aimed at increasing ROS and market share with
outstanding results achieved in the UK, Switzerland, Sweden and France with an increase of 16% in terms of
TOTAL INTERNATIONAL SALES and 12% in brand awareness over 3 years in FMCG.
2. Creation of a Web Portal for a leading Medical Device company, for launching the new communication plan.
In just 3 months we developed the web site with a new language for surgeons on a minimal budget.
3. Elaboration of the Marketing Plan and Trade Marketing Strategy to support the relaunch of two critical
medical products, in order to identify the right market, the right position and maximize profitability.
4. Managing a team of Product Specialists and Product Managers while working closely with R&D and Sales,
demonstrating leadership and coaching to achieve company objectives focused on New Product launch,
Brand Awareness and Building Business in new countries where it is fundamental to create from scratch the
brand
EXPERIENCE
Sep 2011 to present Marketing and Business Developer for FASHION COMPANIES: formulating marketing
strategies in order to help launch my clients' products and services effectively, while also collaborating with their
marketing departments as to create successful plans. Key achievements include
§ Developing business plan for reaching new market with a specific strategy for each countries
§ Managing strategy plan for a well located business , turnover €1.2 bl.
§ Responsible for the annual Communication Plan including objective setting and the strategies for acquisition,
retention and growth of users. with result of 22% increase clients
§ Create a new and fresh Brand identity for reaching new clients
§ Social Media campaign and viral marketing and SEO campaign with a great ROI which was achieved by brands
Jan 2011 to Sep 2011 - ORTHOFIX – US MEDICAL COMPANY (International turnover about 2bl€) as
International Marketing Manager. Responsible for all products in the International market. Through marketing
strategies, we obtained +15% of turnover YOY. In charge of the Marketing Budget 8ml €.. Key achievements
included:
§ Launch of radical products for reaching new markets (e.g Brasil, Japan and South Africa)
§ Introducing an innovative web marketing strategy for increasing the penetration
§ Elaboration of strategies sales plan to reach out to end consumers more effectively (+18% YOY)
§ Working with R&D for having best profitability in the Profit and Loss for each products
Feb 2008 to Jan 2011 - GIOVANNI RANA S.P.A. (leading producer of fresh pasta –FMCG - and ready
meals with turnover of €500m) as International Marketing Manager In charge of building awareness and
audience share of the brand in the competitive International market managing of a team of 4 Product Managers.
Provide expertise in campaign strategy, new business development, advertising, and effectively identifying marketing
opportunities. Key achievements included:

§ Drawing up the Annual International Marketing Plan: increased the UK market share from 3% to 12% and in
Switzerland increasing market share
§ New clients in Sweden and obtained the leadership in France, with higher market share (26%).TOTAL INCREASE
SALES:16%
§ Managing the Integrated Marketing and Trade Marketing Budget of 5.2 ml €
§ Elaboration of media mix campaigns and web marketing campaigns for each European countries
§ Managing the launch of new restaurant in different countries (UK, Switzerland, France, Sweden, Spain and US)
§ Developing category projects for entering in 4 main clients: Asda, Sainsbury, Coop, Ica
§ Development of a trade promotional plan with key customers and channels
§ Managing the In store promotion for increasing ROS and Brand Awareness with
§ Analysing of market Research and Consumer Insight to generate new ideas for brand development and
elaborating new strategies for entering in each market with a diversification of communication policy.
Apr 2007 to Jan 2008 - ABERT S.P.A. (Kitchenware with turnover € 90) as International Marketing
Manager. Responsible for building awareness and driving sales of brands Abert and Broggi in the women’s lifestyle
consumer market. Key achievements included:
§ Drawing up the Marketing Plan with +35% increase in turnover of Ho.re.ca sector with launching disruptive
products and promoted that with a strong PR events in all Europe and Congress.
§ Developing category projects: we reached two important clients as Auchan and Carrefour
§ Brand Identity: advertising, publishing, catalogues, product placement,
§ Commercial Briefing for each sales period for development of collection, involving the designer, the
sales and planning departments as well as top level management
§ Scouting for new agencies with a cost saving of 17% per year
Jan 2003 to Mar 2007 - GIOCHI PREZIOSI SPA (Italian market leader in the production of Children’s
toys from videogames and innovative game to School products. Turnover €1,5 bl) As Brand Manager in
charge of numerous brands including Walt Disney, Warner Bross, while targeting kids and teenagers and managing
2 Product Managers. Key achievements included:
§ Creation of Marketing Plan for supporting the most important licences for kids and teens
§ Management of P&L for 200 SKU per year
§ Brand Development of the Winx brand from scratch with 40.000.000€ of turnover in one year.
§ Working close with Disney for the development of the Winnie The Pooh brand: 15% increase in turnover
§ Market analysis, quality and quantity research of the market, consumer trends and competitors’ products
Sep2001 to Dec 2002 - GOLDEN LADY SPA- Fashion Company - as Junior Product Manager. Management
of various product lines whilst drawing up guidelines for the sales and marketing campaigns. Management of
collection for the new franchising retailers.
QUALIFICATIONS
2006 Master degree in “Marketing Management and Business Management” in Milan (Italy). My Final Year
Project was “A Marketing Plan for the launch of a new product range for Clarks” in the UK.
2002 Degree in Business and Economics from the University of Verona, Italy. (Final Mark 110/110). Final Year
thesis on” The brand and its place in the development of company strategy. The Wedgwood-Waterford Case.”
Included visiting their main headquarters in the UK
1996 Business Studies and Foreign Language Diploma with English and German conversation (Italy)
LANGUAGES
Italian = Mother tongue
English = C2. Fluent
German = A2 Elementary but with a great knowledge of grammar
French = B.1/B.2 In between of two levels. Intermediate. Following a private lesson.
COMPUTER SKILLS
• Windows XP, Microsoft Office Internet Explorer and Lotus Notes.