Arianna Zappala

Lead the Performance Marketing team (13 FTEs) and multiple media agencies across 18 European markets with 8-digits media budget, optimizing digital marketing strategies to improve profitability. Developed a new attribution model, revised agency ecosystem and implemented profit optimizations strategies, resulting in improved marketing channel performance, reduced customer acquisition costs by 10% and increased profitability.

Led the Country Management and Marketplaces teams (18 FTEs) across 18 European markets (approx. 280€ M yearly order value), driving growth in order value and customer base from +25% to +50% annually. Led as overall Project Manager a company-wide ERP implementation across 10 project streams, coordinating 40 FTEs in business and IT teams and external implementation partners.

Led the International Country Management team (15 FTEs) and 6 partner companies across 17 European markets (approx. €130 M yearly order value). Optimized resource allocation and renegotiated partnerships, achieving 70% cost savings (approx. €1.3 M annually).

Led strategic digital marketing and sales programs across 7 European regions, defining business goals and leveraging marketing automation to boost campaign efficiency and revenue.

Managed the Strategic Marketing and Digital Branding & Performance Channels teams (14 FTEs) with an 8-digit digital media budget across 10 European markets Defined and rolled-out a comprehensive media strategy for optimal ROI. Among others, implemented programmatic advertising, achieving 50% cost efficiencies and optimized social media content production costs by 60%, redirecting the savings into media spend for higher reach.

Activated the newly defined Customer Value Proposition (CVP) across 17 European countries and 27,000 employees, organizing executive-level workshops and trainings to ensure brand consistency. Developed and rolled-out in collaboration with the regional sales management customer service guidelines for store employees across 1,500+ stores in Europe.

Managed strategic omnichannel projects and improved online profitability by optimizing the product assortment and markdown strategy

Worked on diverse projects focused on the formulation of strategic roadmaps for online direct sales and on restructuring of sales organizations for global clients such as Heineken.

Led the roll-out and afterwards the development of the eCommerce platform as Agile Product Owner across 20 European countries, driving B2C and B2B direct sales to represent 10% of Nikon’s revenue within 2.5 years. Led product assortment, pricing, and marketing strategy for direct sales, working closely with regional Marketing and Sales teams.

Worked on diverse projects focused on the formulation of strategic roadmaps for online direct sales and on the implementation of eCommerce and PIM solutions as Product Owner for global clients such as Nikon, Bobcat, HP.

Worked on diverse projects involving the definition of marketing and sales strategies for pioneering greenfield online businesses for global clients such as Canon, Philips, and AkzoNobel.

Stockholm, Sweden, Wortschaftsuniversitaet Wien, Vienna, Austria