Marco Benvegnù

In my role, I dealt with brand evolution and brand experience by designing and implementing specific initiatives and projects to ensure that identity, strategy, design and communication consistently blended. In 2017 – by reporting directly to the Board of Directors and in close collaboration with the Sales Department – I created and directed a project aimed at the strategic positioning and evolution of the trademark, which then served as the context for the development of the industrial plan. • Managing and developing the Design Strategy and Corporate Image for repositioning the new segments • Leading and coordinating the Brand & Marketing team to define design concepts and development plans of new products • Outlining and supervising programs and initiatives to enhance brand culture and corpo-rate image

After setting up the operational marketing department, I was then in charge of increasing brand awareness to support the sales and distribution expansion plan. 2008 -2011: I led the team in charge of restructuring and launching the new corporate Brand Identity and achieved the following: • setting up and launching the in-house Brand Management team composed of five people with special competences in marketing, strategy, digital transformation and communication. • in collaboration with the R&D Management, designing and implementing the product development plan • defining the development guidelines and creative process briefings: from the design concept of new product collections, to the planning of showrooms and of the London flagship showroom • creating and coordinating the repositioning and re-launch strategy of the main corporate collection (from 2010 an average of 200,000 pieces sold per year) • designing and launching the international cultural project "Lina Bo Bardi: Together”

I was in charge of setting up and organizing the operational marketing and communication department, and reported directly to the CEO. The team efficiently supported the sales department in the business development process through Integrated Marketing Communications tools and initiatives. • Planning marketing and communication projects and initiatives as well as implementa-tion plans • Briefing and coordinating the art direction to design and create physical and digital mar-keting tools • Organizing and coordinating the participation to fairs and events at an international level • Selecting international design partners and briefing for the development of new prod-ucts

• Managing and coordinating the project “Models to Manage On-Line the Professional Community”. • Project researcher: “Forma-Con-Gest PMI”.

Being strategic innovators is the combination of a mental attitude and a strategic approach that lead, first of all, to identify the business opportunities offered by new technologies (technology push strategy innovation) and / or by new needs (market pull strategy innovation) and, subsequently, to transform these opportunities into concrete business projects, giving them often radically new meanings (design driven strategy innovation).

My final thesis dealt with: “Tools and technologies to manage know-how in SMEs”.