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Marketing & Sponsorship Executive with 8+ years of experience in multinational FMCG organizations. Proven expertise in Sponsorship strategy, Experiential and Brand Activation, HoReCa and Trade Marketing. Strong track record in delivering 360° omnichannel programs, managing €MM budgets, leading agencies, and driving brand awareness, consumer engagement and sales growth within highly regulated international environments.…Marketing & Sponsorship Executive with 8+ years of experience in multinational FMCG organizations. Proven expertise in Sponsorship strategy, Experiential and Brand Activation, HoReCa and Trade Marketing. Strong track record in delivering 360° omnichannel programs, managing €MM budgets, leading agencies, and driving brand awareness, consumer engagement and sales growth within highly regulated international environments.

Cristina Maria Paci

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Marketing & Sponsorship Executive with 8+ years of experience in multinational FMCG organizations. Proven expertise in Sponsorship strategy, Experiential and Brand Activation, HoReCa and Trade Marketing. Strong track record in delivering 360° omnichannel programs, managing €MM budgets, leading agencies, and driving brand awareness, consumer engagement and sales growth within highly regulated international environments.…Marketing & Sponsorship Executive with 8+ years of experience in multinational FMCG organizations. Proven expertise in Sponsorship strategy, Experiential and Brand Activation, HoReCa and Trade Marketing. Strong track record in delivering 360° omnichannel programs, managing €MM budgets, leading agencies, and driving brand awareness, consumer engagement and sales growth within highly regulated international environments.

Available to hire

Marketing & Sponsorship Executive with 8+ years of experience in multinational FMCG organizations. Proven expertise in Sponsorship strategy, Experiential and Brand Activation, HoReCa and Trade Marketing. Strong track record in delivering 360° omnichannel programs, managing €MM budgets, leading agencies, and driving brand awareness, consumer engagement and sales growth within highly regulated international environments.

Skills

Experience Level

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

Italian

Fluent

English

Advanced

Work Experience

Multicategory Sponsorship Executive / Project Manager at British American Tobacco Italia

January 1, 2023 - Present

Designed and implemented the national multi-category Sponsorship strategy and led 360° activation programs across Experiential Marketing, Trade Activation, Digital and PR. Managed ~€2M annual budget; coordinated 3+ agencies; led two international racing projects (McLaren F1 and Aprilia MotoGP) for Italian stages. Delivered 25+ GLO Sponsorship events and 16+ VELO events; created a 2,000 sqm branded experiential hub in Rome with weekly events. Led the VELO Winter Tour in HoReCa: 9 premium locations, 180+ activation days, 20 branded events. Defined KPIs and ensured compliance with global guidelines and legal requirements.

Retail Analyst at British American Tobacco Italia

January 1, 2020 - December 31, 2022

Led retail marketing and omnichannel consumer experience strategy; transformed the Milan Flagship into a content-driven hub with digital acceleration during Covid and subsequent phygital activation to drive sales. Developed a digital activation model generating 44% of total sales (2020) and 17M organic PR reach. Delivered +2.5% YoY sales growth in 2021 with 14M organic PR reach. Implemented phygital strategy driving +30% YoY sales growth in 2022. Managed agencies, store budgets and KPIs within a multinational governance framework. Executed major Sponsorship events (Villa Ada Summer Festival, Chiostro del Bramante) and a nationwide multi-stop activation tour (Spring Attitude, Rock in Roma, Parco Gondar, Lucca Summer Festival, Vinoforum, Pizza Village).

HoReCa & ATL Analyst at British American Tobacco Italia

January 1, 2018 - December 31, 2020

Developed and executed a national HoReCa consumer engagement platform integrating Trade Marketing, ATL campaigns, Field activation and Sponsorship events. Contracted and activated over 200 HoReCa venues nationwide (OTIF). Increased Brand awareness from 10% to 30% in 6 weeks during the Catania city test. Managed agency execution, performance reporting and Go-To-Market deployment.

iQOS Coach Leader at Philip Morris Italia

January 1, 2017 - December 31, 2018

Led a team of 12 Brand coaches and 25 freelancers; drove consumer acquisition and market share growth. Ranked 1st team in Italy for three consecutive cycles; engaged 5,000+ new consumers and achieved +1 market share point. Contributed to an international B2B project across multiple European markets by partnering with MSC.

iQOS Coach at Philip Morris Italia

January 1, 2016 - December 31, 2017

Executed consumer engagement and commercial development activities within a multinational FMCG environment. Reached 500+ new consumers in 1 year with ~70% retention.