giulia toaldo

Marketing Vaccines Brand manager Boosters & Hepatitis Vaccines

A Business project concerning the development of the Retail business in USA, Brazil and Switzerland. This implies the selection of a non-banking partner with an established customer base to which BNP will provide financial and digital banking services. Moreover, the product offering and mix will be optimized according to the selected partner. A comprehensive business plan will be realized for the selected partner in order to facilitate the market size estimation.

Management of the digital GYN activities, with focus on the HCP Portal (infomedics), ensuring a continuous updating of contents and the identification of innovative multi-channel interfacings, both with the other functions, and the external agencies working on the project. Definition and monitoring of KPIs for the digital activities. Proposition and implementation of actions supporting the development at the local level of product strategies, within the budget allocated, through the careful and constant analysis of the market, in collaboration with all the parties involved (marketing, medical staff, market access, business analysis functions). Participation to the definition and delivery of training to the medical sales force, with particular focus on the creation of promotional materials.

Management of the direct bank international expansion: new markets exploration and potential assessment, feasibility (business planning) and optimal entry strategy studies (different scenario analysis), business agreements and implementation. Improvement of the core markets acquisition process: digital marketing (SEO, SEM, Display), partnership and affiliation agreements with big retailers, digital players or e-commerce websites. Participation to the research, concept generation and implementation of innovative mobile applications for impulse saving. Redaction of the digital and banking innovation newsletter for the Hello Bank! Unit and of several corporate presentations for the senior management.

One month project aimed at changing the positioning of the Air Wick brand and planning a comprehensive Communication Campaign to reinforce the new proposition. This included market research, consumer insight, focus groups and intensive team working. Special focus on Digital and Viral marketing due to budget constraints.

Thesis:"Enhancing cross-cultural competences through effective training: an empirical analysis" Grade: 110 cum laude