Umberto D'Oriano

WORK EXPERIENCE

Jun 22 – pres: CMO – CHIEF MARKETING OFFICER – OPTIMA ITALIA S.p.A.

- Management and development of the core products (Energy, Telco & Innovations)

- Creation and launch of new products and Value Added Services through partnership

- Responsible for all the Brand & Communication activities and Digital channels

Team Managed: 18 FTE + external FTE (Agencies and Consultant)

Jul 20 – May 22: HEAD OF BRAND & DIGITAL COMMUNICATION - MSD ITALIA

- Responsible for the revamp of the brand storytelling on all media channels defining innovative initiatives and strategic partners

- Responsible for the renewal of the company’s on line content factory

Team Managed: 6 internal FTE + external FTE (Agencies and Consultant)

May 19 – Jun 20: HEAD OF MARKETING & COMMUNICATION - VERY MOBILE FOR WINDTRE Telecomunicazioni

- Responsible for the launch of VERY MOBILE, second brand of WINDTRE, from concept to commercial deployment

- Responsible for all Marketing & Communication activities leading both physical channels and e-commerce

Team Managed: 7 internal FTE + 8 external FTE (Agencies and Consultant) + Sales Agent team

Feb 17 – Apr 19: HEAD OF DIGITAL & SOCIAL MEDIA MARKETING FOR WINDTRE Telecomunicazioni

- Responsible for all Digital ADV and Social media marketing & communication activities for both Wind and 3

- Responsible for all Engagement Activities on CB and Digital Channel Penetration for both Wind and 3

Team Managed: 11 internal FTE + 8 external FTE (Agencies and Consultant)

Sept 18 – pres: Professor of the course “Digital Writing & Visual Design” FOR LUMSA

Sept 13 – Jan 17: HEAD OF DIGITAL & SOCIAL MEDIA MARKETING & COMMUNICATION FOR WIND Telecomunicazioni

- Responsible for all Digital ADV & and Facebook, Twitter, Youtube, Linkedin and Google+ Company’s profile for:

Digital ADV & Social Media campaigns, Sales & Planning: management of all the digital performance & awareness campaigns. Media planning & buying, creative development, sales acquisition funnel and performance measurement.
Social Media editorial activities: communication of company’s product, engagement and institutional activities on all company’s social media profiles (since 2014, Wind first Telco Company In Italy for engagement rate and like index).
Digital CRM: management of a dedicated customer care team for the client assistance and moderation on social media (first Company for response rate in Italy – Blogmeter; third telco Company for response time in the world - SocialBakers).
Digital & Social Media Event & Sponsorship: management of complex sponsorship digital & social media-based such as X Factor. Live content creation and engagement on field.
Web Monitoring & listening: monitoring and report of all the conversations on web overall and social media company’s profile (tool used: Radyan6, Blogmeter, Expert System).
Corporate Communication: management of the Institutional and CSR communication activities on social media (including CEO personal profile).
Crisis Management: management of the Institutional communication and moderation process on social media during crisis moment (M&A, network’s downs, employee’s strikes).
Influencers activities: management of the PR agency for the selection, engagement and co-creation content process of the main Italian on line influencers
Direct engagement: strategic management of all the on line buzz related to the Company; strategic intervention on private profile on line conversations

Team Managed: 7 internal FTE + 9 external FTE (PR Agency)

- Constant involvement in special projects of the Company for the launch of innovative services and extra-ordinary communication initiatives.

Sept 09 – Aug 13: BRAND MANAGER at WIND Telecomunicazioni

Strategic Brand Management. Restyling of the Brand and Corporate Identity (introducing the new company’s payoff “Più vicini”) with the deployment of new Brand Bible.
Integrated Communication Campaigns. Responsible for Institutional Campaigns with heavy media investment including TV, print, web, BTL, DM and luxury packaging. All TV ads awarded with the Golden Media Key
Sales local activities. PR, events and co-marketing on territory. Development and implementation of taylor-made marketing and communication strategy to support the opening and sales functionality of the stores.
Sales and Retail. Restyling of the Concept Design of the entire sales network – 1075 pos. From the Design studio selection, through the concept development and furniture making, until the prototype building and the future architecture roll-out.
Web and Social Media Marketing. Responsible for the launch of the Brand on social media. From the Innovative Media Agency selection, through an extensive induction program to all Company’s department involved.
Institutional Communication. Contact Responsible with the Press Office for the Management of the Corporate positioning and communication.
Sponsorships. A.S. Roma football team, Wind Music Awards, ATP Rome tennis Master series and other minors.

Dec 06 – Sept 09: ACCOUNT MANAGER at LEO BURNETT, Rome for the Client Procter & Gamble Geneva

Global launch of new products in several European markets. Cooperating with P&G Geneva Brand Development team, R&D, Legal and all regional P&G subsidiaries: from the product concept to the final deployment of the communication materials to the regions.
Adaptation of global campaigns for the Italian market. Cooperating with P&G regional subsidiaries to adapt existing communication campaigns to the Italian market.
Main brands and product managed: Secrets/Infasil/Noxzema, Herbal Essences, Max Factor; Swiffer, Viakal; Laundry: Bolt/Fairy

Apr 06 – Dec 06: ACCOUNT EXECUTIVE at DDB, Milan Main Client Volkswagen Italy

Traditional ADV management. Cooperating with VW Italy to develop advertising strategies for the entire car line.
New business. Supporting Agency’s board on the new client’s acquisition.

SECONDARY ACTIVITIES

Lumsa: Professor of the course “Digital Writing & Visual Design”
Luiss Guido Carli: Special lesson for Digital and Social Media Marketing Students – Wind’s model on Social Media
NC Digital Awards 2014, 2015, 2016, 2017 & 2018: Jury member
Social Media Week 2014: Speaker at Social Media Battle

LANGUAGES

Italian: mother tongue
English: excellent
Spanish: excellent
French: excellent

EDUCATION

Mar 06: University’s Master in Advertising – First in all graduating class at IED – EUROPEAN DESIGN INSTITUTE, Milan

Mar 05: Graduated with honors magma cum laude 110/110 in Communication’s Science at UNIVERSITY OF SALERNO

Jun 04: Activity leader at TRINITY COLLEGE, Dublin

Feb-Jun 02: Erasmus Program at UNIVERSITAT DE BARCELONA, Barcelona

Attended nursery, elementary, middle school at GRENOBLE INSTITUTE, École Française de Naples, Naples