GABRIELLA SCHIAVONI
Summary
I am fearless, a growth mind and digitally driven brand strategist, with over 18 years of experience. I am passionate about leading results-driven integrated campaigns comprising of multi touch points (Social, Digital, TV, Out of Home, PR, Radio) to deepen consumer connections, fuel growth and accelerate revenue. I thrive on opportunities to lead innovation, elevate brands to stay relevant and carve out a distinctive positioning.
Overview
27
27
years of professional experience
Work History
Integrated Content Manager
Covenant House Toronto
07.2023 - Current
- Project leader of the launch of an upcoming anti-human trafficking integrated communication campaign comprising of digital, social media, Influencers and PR. Directly responsible for the development of teens and parents influencers campaign, digital media buy, new microsite for teens, campaign dedicated content directed to parents on the website, digital ad creative, SEM.
- Responsible for Covenant House Social Media content and calendar. Developed the social media strategy of Covenant House, defining objectives and KPI's.
- Implemented a social media content editorial calendar through a successful on-going cross-functional collaboration and performance analysis through Meltwater. Reversed negative trend of impressions and engagement rate , increased by 100% organically while also implemented a boosted strategy.
- Responsible for amplifying Covenant House signature events on social media. Doubled the impressions of Sleep Out: Executive Event versus the previous year and reached an average of 30% engagement rate.
- Developed and led the RFP's process to sign a new integrated communication agency.
- Spearheaded a website technical hygiene on the website and SEO.
- Led the development of the new Impact Report.
- Lead, coach and inspire a team of two
Marketing and Communication Manager
Yonge Street Mission
09.2022 - 06.2023
- Revamped the brand digital fundraising and email communication campaigns which contributed to an overall increase of 38% in revenue and 20% in ROAS by redefining targets audiences, implementing new SEM strategy, new creative and messaging, improved digital media.
- Developed a new digital and email fundraising campaign "The Faces of YSM" and overachieved objective.
- Developed and executed the launch of Project Generation overachieving objectives, a team building volunteer experience and revenue generator by developing a launch video, boosted social media posts, SEO and SEM.
- Responsible for stewardship communication targeted to annual donors, monthly donors comprising of impact stories, impact reports, Annual Report and corporate video's.
- Brand champion and gatekeeper providing approval of all creative.
Family Manager
Independent Work
01.2017 - 07.2022
- Managed the family relocation, including school selections for three boys and a house renovation.
- Educated and supported the family during Covid.
Senior Marketing Manager, Contract
Premier Foods
01.2016 - 01.2016
- Led the launch of Sharwood sauces in Australia through the development an integrated communication campaign by identifying the new positioning, developing the overall creative concept and its execution across all touchpoints . (Programmatic digital buy, Social media, coupon activations, experiential event in Sydney, partnership with Hello Fresh
Marketing Consultant, Contract
Saputo (ex-Dairy Crest)
01.2014 - 01.2015
- Responsible for development of 3 year Brand strategy of the £ 81Ml Butter (Country Life, Willow and Vitalite), translation of strategy into annual objectives & delivery of objectives through full marketing mix which resulted in 100% Mtkg contribution increase
- Developed 2015 Brand plan and set long term Butter strategy.
- Initiated NPD funnel development and partially executed, comprised of the potential launch of a premium brand butter
- Initiated and lead butter portfolio management, range rationalization and trade promotions to drive profit.
- Team leader of a confidential project, entailing the development of a master brand to set the future of Dairy Crest. Responsible for research plan and key stakeholder management.
Advertising Manager, Contract
Ontario Lottery And Gaming Corporation, OLG
01.2011 - 01.2012
- Developed the OLG Slots and Casinos new brand strategy and its implementation with an integrated communication campaign across all touch points (TV, Radio, OOH, Digital). Increased brand awareness by 3 pts and penetration by 10% following two years of steep decline.
- Amplified the three annual corporate promotions through multi-touch point communication plan (radio, DM, on-line, Google AdWords and SEO) and Improved ROI by 30% while reducing the spending by 50%
- Led the web refresh for olgpoker.com and e-newsletters through SEO, Google analytics insights and web creative standard.
- Owner of the brand creative development and ensured adherence to the new brand guidelines.
- Lead, coach and inspire a six person team and established and managed the partnership with all outside agencies
Marketing Director, Kinder Kids
Ferrero Canada Limited
03.2000 - 03.2010
- Developed a 3 year growth vision and strategy across the Kinder portfolio identifying the brand's business model, brand priorities, financial and innovation roadmap, pricing and trade strategy.
- Achieved 43% growth in one year and created a children premium chocolate category in Canada.
- Doubled the Kinder seasonal business identifying consumers needs in each season and growth opportunities which resulted in Kinder to be the #1 brand in seasonal chocolate confectionary at Xmas and Valentine and #2 brand at Easter.
- Developed new seasonal products specific for the Canadian market from concept development to finish product, price and trade strategy, volume and distribution objectives.
- Improved profitability by 50% developing finished products within the Ferrero plants and eliminating local co- packing on the Kinder seasonal business.
- Directed the successful Kinder master brand integrated communication campaign "Have you played today" identifying a relevant consumer insight (TV, on-line, new website, print).
Senior Brand Manager
Kinder Bueno
01.2007 - 01.2008
- Re-launched Kinder Bueno into the Canadian market through an innovative advertising campaign, which resulted in reversing the negative trend of the brand after 5 years of decline and brought Kinder Bueno from #49 single chocolate bar category to #19.
Senior Brand Manager
Tic Tac
01.2005 - 01.2006
- Developed the strategy and implemented the Tic-Tac re-launch plan that resulted in market leadership for the first time for the brand, exceeding brand goals and expanding the overall breath mint category !3.
Senior Brand Manager
Kinder Surprise
01.2000 - 01.2004
- Re-launch Kinder Surprise with the addition of an Internet-based surprise through an integrated marketing plan (new communication, new promotion, new packaging and pos, activation program in malls).
- Awarded the Gold Medal by the Canadian Marketing Association in 2004.
Product Manager
Barilla Pasta
01.1999 - 01.2000
Senior Assistant Marketing Manager
BARILLA
01.1997 - 01.1999
Education
MBA - International Business
MIB
Trieste, Italy1997
Bachelor of Political Science -
University Of Bologna
1995
Skills
- Marketing and Brand strategy
- Integrated Communication Campaign
- Digital Strategy
- Digital Fundraising
- Social Media
- Creative Development
- Project management
- SEO/SEM
- Innovation
- Public Relation
- People Management
- Financial and analytical skills
Timeline
Integrated Content Manager
Covenant House Toronto
07.2023 - Current
Marketing and Communication Manager
Yonge Street Mission
09.2022 - 06.2023
Family Manager
Independent Work
01.2017 - 07.2022
Senior Marketing Manager, Contract
Premier Foods
01.2016 - 01.2016
Marketing Consultant, Contract
Saputo (ex-Dairy Crest)
01.2014 - 01.2015
Advertising Manager, Contract
Ontario Lottery And Gaming Corporation, OLG
01.2011 - 01.2012
Senior Brand Manager
Kinder Bueno
01.2007 - 01.2008
Senior Brand Manager
Tic Tac
01.2005 - 01.2006
Marketing Director, Kinder Kids
Ferrero Canada Limited
03.2000 - 03.2010
Senior Brand Manager
Kinder Surprise
01.2000 - 01.2004
Product Manager
Barilla Pasta
01.1999 - 01.2000
Senior Assistant Marketing Manager
BARILLA
01.1997 - 01.1999
MBA - International Business
MIB
Bachelor of Political Science -
University Of Bologna
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