Arianna Zappala

Leading the Business Development, Marketplaces, and Digital Marketing Channels teams, supervising a group of 18 FTEs. Responsible for the P&L of 18 European markets, driving growth in order value approximating €280M. Managing 8-digits digital media budget. Implemented growth strategies, resulting in substantial improvements in order value and customer base (ranging between +25% to +50%) across multiple markets and sales channels.

Managed the International Online Sales Country Management team (12 FTEs), overseeing local marketing & sales activities, and business operations across 17 European markets. Held P&L responsibility for 17 European markets, with an order value of around €130M. Developed and executed the optimal organizational structure for international business, leading to enhanced resource allocation and significant savings from partner companies’ renegotiations (yearly approx. 1.3€ M).

Spearheaded strategic B2C Digital Marketing & Sales programs across 7 European regions and business units within the central Digital Department. Defined goals and business requirements for Campaign & Channels Management, leveraging Marketing Automation for enhanced campaign efficiency and revenue generation.

Managed the Strategic Marketing and Digital Branding & Performance Channels teams comprising 14 FTEs across 10 European markets within the European Marketing Department. Managed 8-digits digital media budget. Successfully devised and executed a comprehensive media strategy for all media channels for the next three years across 17 European markets, maximizing media spend ROI for improved sales and traffic outcomes.

Activated the newly defined Customer Value Proposition (CVP) across 17 European countries among 27.000 employees, to ensure a cohesive brand experience, by organizing workshops and trainings (with a cascade concept) among top 100 executives and the sales organization and by delivering a brand portal. Defined and rolled-out pan-European Customer Service Guidelines for store employees in more than 1.500 stores by developing and supervising a training concept. Developed a CRM & Loyalty Program concept.

Managed strategic projects geared toward the realization of an omnichannel future. Spearheaded initiatives to optimize product assortment and markdown strategy, boosting online profitability through informed merchandise planning and trading decisions.

Worked on diverse projects focused on the formulation of strategic roadmaps for online direct sales and on restructuring of sales organizations. Engaged with major clients including Heineken

Spearheaded the formulation and implementation of the business model, organizational structure, and operational procedures for both B2C and B2B direct sales from ground zero. Drove the growth of B2C and B2B Direct Sales activities across 20 European countries from zero to represent 10% of Nikon's revenue via the eCommerce platform within 2.5 years. Executed a comprehensive online marketing strategy, strategically aligning product assortment, pricing, onsite and offsite marketing efforts throughout Europe.

Worked on diverse projects focused on the formulation of strategic roadmaps for online direct sales, actively driving project outcomes as a Product Owner using Agile methodologies. Clients included large manufacturers like Nikon, Bobcat, HP.

Played a pivotal role in multifaceted projects involving the definition of marketing strategies for pioneering greenfield online businesses, as well as the creation of business cases, selection of project KPIs, and process analysis and re-design. Engaged with major clients including Canon, Philips, and AkzoNobel

Stockholm, Sweden, Wortschaftsuniversitaet Wien, Vienna, Austria