Role
Head of Commercial Strategy & Innovation
Head of Commercial Strategy & Innovation
Challenge
Develop from scratch the identity, positioning, and marketing strategy for a new healthy pasta brand, aiming to differentiate it in a traditional market dominated by long-standing competitors and capture the attention of health-conscious and premium-seeking consumers
Develop from scratch the identity, positioning, and marketing strategy for a new healthy pasta brand, aiming to differentiate it in a traditional market dominated by long-standing competitors and capture the attention of health-conscious and premium-seeking consumers
Strategy
Brand identity & storytelling: creation of the name, logo, color palette, and brand story focused on quality, health, and tradition.
Portfolio architecture: definition of product lines and packaging with distinctive visual codes for shelf differentiation.
Omnichannel strategy: simultaneous presence in physical retail, e-commerce, and owned channels (website, social media, newsletter).
Integrated campaigns: in-store tastings, social media content, collaborations with food influencers, and targeted digital advertising.
KPIs & measurement: tracking sales, digital reach, and brand awareness in the first 12 months.
Brand identity & storytelling: creation of the name, logo, color palette, and brand story focused on quality, health, and tradition.
Portfolio architecture: definition of product lines and packaging with distinctive visual codes for shelf differentiation.
Omnichannel strategy: simultaneous presence in physical retail, e-commerce, and owned channels (website, social media, newsletter).
Integrated campaigns: in-store tastings, social media content, collaborations with food influencers, and targeted digital advertising.
KPIs & measurement: tracking sales, digital reach, and brand awareness in the first 12 months.
Outcome
• Distribution in 200+ national points of sale within the first year
• +30 % month-over-month sales growth during the first 6 months
• 1.5M+ digital impressions and 4.2 % engagement rate on social media
• Recognized as a category reference in healthy pasta in internal market studies
• Distribution in 200+ national points of sale within the first year
• +30 % month-over-month sales growth during the first 6 months
• 1.5M+ digital impressions and 4.2 % engagement rate on social media
• Recognized as a category reference in healthy pasta in internal market studies
