CLAUDIA BENCINI

Lead UK marketing strategy to build brand equity and establish market leadership.

Designed campaigns across digital, social, email, and in-store channels to elevate brand visibility.

Partner with founder for innovative product creation and successful launches.

Oversee all digital channels, ensuring consistent messaging and audience engagement.

Lead in-store marketing activities and retailer partnerships to enhance customer experiences.

Manage full A&P budgets.

Evaluate new product launch viability through detailed P&L definitions per project.

Direct reports: Head of Social and Creative Lead.

Brand: Playboy Fragrances
Lead the strategy and full marketing mix for the fragrance license.
Lead all global launches with fragrance houses, finance, SC, regulatory, R&D, from concept to campaign to launch.

Creation and launch of the new category and portfolio for Playboy Body Mists

• Accounting for 26% of total brand revenues
• +73% YoY stabilising the brand and gaining trust from retailers

Launch of new brand elevation pillar Make The Cover with product and full campaign (PR, media) in Germany and UK and roll outs to markets.

Lead all comms for the brand (ad creation, media, PR, influencers) establishing new brand positioning and equity.

Lead of paid media planning and budgeting.

Lead all social media content creation and planning.

New website creation.

Lead A&P for the brand.

Brand strategy and portfolio management.

Lead brand toolkit for local implementation.

Reporting to: Managing Director.

Direct reports: 2 brand managers + dotted lines on creative and social media and influencers teams.

Brand: Durex

• Lead all comms development, PR and activation for UK market and lead for main comms globally (TVC, OLV, outdoor, paid social).
• Lead of Durex Naturals Ladies, Let's Lube campaign (briefing, strategy +comms, media, PR)

+80% new shoppers to the category (without new product launch).

• Launch of Durex x (RED) limited edition product and campaign development with Zara Larsson as brand ambassador.
• Launch of Durex Music x First Fifty Festival in London.
• Lead all brand equity projects and development of brand guidelines.
• Lead all brand partnership initiatives.
• Lead all creative, digital, comms, PR and media agency relations.
• Lead social media strategy and planning and always-on executions.
• Creation, set up and launch of internal RB internal digital and creative studio.
• Expertise in performance marketing, GA, paid, PPC, SEO.
• Comms and media budget allocation and spending.

Direct reports: 2 people.

Brand: Vichy

Lead of 3 franchises of the brand €92Mio turnover.

Lead cross-functional team (R&D, Supply Chain, Finance, Consumer research, scientific communication, packaging and PR) and agencies (design, communication, POS, activation and digital) on briefing and development for new product launches for 2018 and 2019.

Lead of brand strategy for range renovation for 2019.

Management of digital strategy and activation for Q3/Q4 2017.

Portfolio strategy and key point of contact with Regions directors (Europe, North and South America, Asia Pacific) and local markets.

Budget allocation and management.

Direct reports: 2 people.

Brand: Axe / Lynx

HAIR CATEGORY:

Lead global launch of new premium male hairstyling range

• launch of 13 NPDs
• €23Mio iTO

with x-functional team (CMI, R&D, Supply Chain, Finance) and agencies (design, comms, POS) and management of internal stakeholders (e.g. Regions and local markets) for new range relaunch – from concept to deployment.

Development of global portfolio strategy and collaboration on local launch plans (US, Europe).

Comms assets development in US, CA, EU and ANZ (digital videos, display ads, KVs, print) for "Not Just A Pretty Hairstyle" campaign leading the relation with internal research team, comms agency, internal stakeholders.

DIGITAL MASTERBRAND:

Music partnership management Axe x Alesso, development of digital video and assets and product placement and local US contest activation.

Fashion partnership management with Agi & Sam at London Collections Men A/W 2017 and SS 17 for catwalk hairstyle with digital strategy assets development and storytelling establishing Axe as a lifestyle brand.

• +80% positive sentiment towards the brand

Brief to comms and digital agencies and results evaluation. Development of Digital Brand book. Budget allocation and management. Direct report: 1 person

Brand: Cornetto

Launch of Cornetto Mix Mini in EU, Turkey in 2014

• 20M iTO

Lead launch of Cornetto Mini x2 in Italy in 2015 and campaign development.

Lead of Cornetto Young Directors contest for emerging talents with R. Faenza and University La Sapienza, Rome.

Creation of #ShareTheLove and product placement in Cesare Cremonini song Share The Love, 2015

• 29M views

Lead of Big Country meeting (160 attendees) preparation.

Definition and strategy for Cornetto Sustainable Living Plan.