II am a passionate and commercially focused marketing expert with nearly 25 years of experience, primarily in the fashion and accessories industry. Experienced in complex, multi-brand, multi-channel global environments, I have held various roles in brand and product management, marketing and communication, trade marketing, sales forecasting, and purchase planning. My extensive background has enabled me to cultivate strong business acumen, honed through my work with both B2C multinational corporations and B2B medium-sized enterprises across diverse sectors. I have successfully supported these organizations in developing their go-to-market strategies, assessing market positioning, enhancing brand development, and structuring their digital presence. Driven by an instinctive curiosity, I possess robust project management and analytical skills, further strengthened by five years of experience in business intelligence and market research. These qualifications define my professional profile and contribute to my ability to deliver impactful marketing solutions. michela.sampietro@icloud.com
Timeway is a major player in the affordable luxury watch and jewelry segment, as well as the wholesale and licensing business unit of the Thom Group, a market leader in jewelry in Europe. In this role at Timeway, I am tasked with implementing tailored marketing strategies for each of the 10 brands in our portfolio, aimed at boosting brand equity and increasing category awareness across all channels. My responsibilities include crafting and executing strategic communication and public relations plans—both digital and traditional, developing in-store promotional initiatives to drive sales. I also focus on visual merchandising and shop-in-shop projects to optimize product presentation and enhance consumer engagement at the retail level.
I managed brand positioning, marketing strategy, and plan execution for Guess, Guess Collection, and Furla. I developed and implemented comprehensive annual marketing plans across all channels, defining and executing media strategies, building influencer partnerships, orchestrating in-store activations, and creating impactful promotions and ambassador programs
As a marketing consultant in both B2B and B2C environments, I have primarily collaborated with SMEs to develop effective go-to-market strategies, often serving as a temporary manager. I specialized in crafting business plans, conducting business segmentation and competitive analysis, and creating comprehensive marketing strategies that encompass traditional, digital and social communication. My experience spans various sectors, including travel and leisure, pharmaceuticals and cosmetics, insurance, and fashion, luxury and accessories.
I was responsible for managing the company's brand portfolio and overseeing the product buying process for all brands, including Fossil, Adidas, Burberry, Diesel, DKNY, Emporio Armani, Marc by Marc Jacobs, and Philippe Starck. My responsibilities included assortment management, purchase planning, pricing and rebate structures, sales projections, wholesale store clustering, and in-store activations. As the Concession Manager at La Rinascente Duomo Milano, I held P&L accountability. My role encompassed managing the retail P&L, negotiation, overseeing people management, analyzing brand mixes and assortments, and executing visual merchandising strategies.
I was in charge of the Corporate Strategic Research Plan for Italy, Germany, and Spain—European subsidiaries. My responsibilities included selecting and evaluating the performance of key Italian and foreign market research institutes, as well as designing and managing market research projects. Additionally, I handled media planning for licensed brands.
At Breil Watches and Jewelry, I managed brand strategy, overseeing budget and cost management, sales forecasting, advertising, product development, and participation in international meetings and fairs. In the distributor markets, I focused on developing marketing and communication strategies, enhancing brand positioning, and implementing merchandising initiatives. I reported to the Marketing Director.
Internal and External Communication, Sales Activity Coordination, Support for the Sales Team, budget & cost monitoring, Geo-marketing
At the fabric division of the company, I oversaw the production process and addressed quality issues, managing returns and rebate percentages. I analyzed and proposed agreements for exclusive design rights and participated in international fairs and meetings.
I hired and managed Michela as Brand and Marketing leader in Timeway Italy, where I was General Manager. We launched together this new business initiative and shortly established Timeway as a strong B2B player in distirbution of watches and jewelry to chains and independent customers in Italy. Michela's deep knowledge of the industry, coupled with a genuine passion for the product, allowed her to deliver a consistent and positive performance. Michela is a senior manager whose main assets are professionalism and integrity, as well as ability to nurture and manage her direct reports, and a great business partner for peers and directors. I would recommend any company to hire Michela.