Hi, I’m Alessia Capponi. I’m a global head of marketing and strategic brand leader with 15+ years of experience shaping strategy, brand transformation, and consumer engagement across wealth management and FMCG. I blend data-driven insights with creative execution to deliver meaningful, ROI-focused outcomes in fast-paced, global environments. I’ve built and led cross-functional teams, designed and launched omnichannel campaigns, and steered portfolio strategy from insight to impact. Fluent in Italian and English, with working knowledge of Spanish and German, I collaborate across sales, operations, HQ and agencies to create brands that stay future-ready and meaningfully different.

Alessia Capponi

Hi, I’m Alessia Capponi. I’m a global head of marketing and strategic brand leader with 15+ years of experience shaping strategy, brand transformation, and consumer engagement across wealth management and FMCG. I blend data-driven insights with creative execution to deliver meaningful, ROI-focused outcomes in fast-paced, global environments. I’ve built and led cross-functional teams, designed and launched omnichannel campaigns, and steered portfolio strategy from insight to impact. Fluent in Italian and English, with working knowledge of Spanish and German, I collaborate across sales, operations, HQ and agencies to create brands that stay future-ready and meaningfully different.

Available to hire

Hi, I’m Alessia Capponi. I’m a global head of marketing and strategic brand leader with 15+ years of experience shaping strategy, brand transformation, and consumer engagement across wealth management and FMCG. I blend data-driven insights with creative execution to deliver meaningful, ROI-focused outcomes in fast-paced, global environments.

I’ve built and led cross-functional teams, designed and launched omnichannel campaigns, and steered portfolio strategy from insight to impact. Fluent in Italian and English, with working knowledge of Spanish and German, I collaborate across sales, operations, HQ and agencies to create brands that stay future-ready and meaningfully different.

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Experience Level

Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate

Language

Italian
Fluent
English
Fluent
Spanish; Castilian
Intermediate
German
Beginner

Work Experience

Global Head of Brand Strategy, Communication & Consumer Journey, Team UBS at UBS
March 1, 2021 - October 1, 2023
Direct global brand and marketing strategy for UBS Global Wealth Management, Asset Management, and Private Banking across 50+ markets. Led integrated omnichannel campaigns (digital, social, CRM, in-branch) that improved conversion and customer loyalty. Advised senior leadership on growth strategies and market positioning, ensuring commercial alignment with long-term brand equity. Partnered with regional teams to localize strategies and ensure market-specific alignment.
Head of Insights & Business Transformation at Philip Morris International SA
July 1, 2017 - February 1, 2021
Partnered with the C-suite to drive a purpose-led business transformation across 180 markets, impacting 150,000 employees. Designed performance measurement models linking brand strategy, leadership, and commercial outcomes. Enabled purpose-centric brand communication strategies, strengthening stakeholder and consumer engagement.
Global Manager Marlboro & Chesterfield Market Research & Consumer Insights at Philip Morris International
January 1, 2010 - June 1, 2017
Directed global consumer research and innovation, supporting product launches and multi-market rollouts. Developed go-to-market strategies and segmentation studies to optimize sales growth. Managed a $2.5M global insights budget, ensuring ROI on marketing and product development initiatives.
Market Research & Consumer Insights Manager at Philip Morris Italia Spa
January 1, 2005 - December 1, 2009
Developed brand portfolio consumer insights and trade research. Managed volumes (retail panel) tracking (Nielsen, GCTS). Key consumer intelligence, innovation and strategy to support long-range planning.
Business Development and Planning at Philip Morris Italia Spa
January 1, 2003 - December 1, 2004
Supported strategy development through competitor analysis and performance tracking. Contributed to long-range planning and sales forecasting.

Education

Master in Marketing at SDA Bocconi University – Milan
January 11, 2030 - October 1, 2000
Master in Marketing and Business Management at UCSD (University of California San Diego) - USA
January 1, 1999 - January 1, 2000
Doctorate Degree in Economics at Università degli Studi La Sapienza – Roma
January 11, 2030 - June 1, 1998

Qualifications

Member of Esomar
January 11, 2030 - March 4, 2026
Member of MRS, Market Research Society London
January 11, 2030 - March 4, 2026
Avado Digital marketing Training: REWIRED - Upping Your Elvis – Certified Creative Leader
January 11, 2030 - March 4, 2026

Industry Experience

Financial Services, Consumer Goods, Professional Services, Media & Entertainment