FRANCESCA GINOCCHIO

GLOBAL BRANDING & MARKETING ADVISOR

WHO I AM

As a person rooted in tradition but open to change, I find balance in my roles as a mother, branding manager, coach and teacher in postgraduate youth training, while also volunteering in the non-profit sector

In 2019, after a long managerial career in leading multinational corporations, I shifted my professional life to align with my passions and values, diversifying activities to capitalize on my experience.
Currently, my role is that of the Global Branding and Marketing Director for Morellato Group. In 2020, I began teaching at the Centre for Change, Leadership and People Management at LIUC Business School, and lectured on the Master′s course in Fashion and Luxury at RCS Academy Business School (Milan).
Additionally, I volunteered my services on the Board of Directors for the Rudolf Steiner School in Milan, overseeing the budget and communication areas. My focus for both now and the future is on human resource development and brand enhancement, reflecting my own core values.
I have always aimed for leadership that encourages people to learn and improve on their talents, a vision that has lead me to the world of higher education.
Throughout my career, I have worked to highlight brand uniqueness through product and communication upgrades, fostering a long-term perspective with the end customers.
Being actively involvement in non-profit initiatives like the Steiner School has enriched my background with a strong focus on sustainable and ethical economics.

MY RÉSUMÉ

Having 25 years of experience in the luxury sector, I began my career in Marketing and Trade Marketing for Armani fragrances (L′Oreal Group) and LVMH, joining thereafter the Swatch Group in 2000. There, I held various roles, including Marketing Manager, Italy Brand Director for Hamilton and later Swatch, and International Marketing Manager for Tissot and Hamilton.
My professional journey concluded at Swatch Group Italia, where I served as the Managing Director, overseeing the entire Italian branch. My primary interest lies in Marketing & Retail, People Management, HR, and Brand Development and Management.
Since 2020, I have been working as a Global Branding & Marketing Advisor at Morellato Group, a leading presence in the European jewellery and watch retail and branding sector.
I am a board member of the Morellato Group, which employs 4,000 individuals in Europe and boasts an 800 million euro annual turnover.
Over the years, I have focused on the rebranding of proprietary brands including Morellato, Sector, Philippe Watch, and the launch of new brands such as Live Diamond, an ambitious sustainability project, and the Chiara Ferragni jewellery license.
Currently, my focus is on branding for European retailers, positioning prestigious jewellery on the market for Christ in Germany, Blue Spirit in Italy, and Cleor in France.

TRAINING

LEADERSHIP

TRANSITIONING FROM HEAD TO COACH

People management
Talent management
Organizational structure

BRANDING AND COMMUNICATION

UPGRADE AND LONG-TERM VALUE

Brand strategy (Swatch, Tissot)
Brand positioning (Live Diamond)
Brand re-positioning (Morellato, Philippe Watch, Sector)
Licensing and co-branding (projects involving licenses and co-branding with Chiara Ferragni and Superga)
Brand start up
Sustainability
Marketing plan

MY PROJECTS

AREA HR

Metto a frutto la mia esperienza di più di 25 anni nella gestione delle persone in posizioni di Top management per costruire un percorso pratico su alcune tematiche chiave, con molte Case.

LEADERSHIP: Leadership & Management, Female leadership, da capo a coach, soft skills
TALENTO: individuare il potenziale e svilupparlo
PERFORMANCE: balanced score, feedback, assessment

BRANDING AND COMMUNICATION AREA

The Brand Development area has always been a key aspect in my experience, overseeing various segments. I have a lot of cases to share and have perfected lessons with a mixed approach of strategy and practical application on various topics:

Brand positioning
Brand repositioning
Launch of new licensed projects
Development of 360-degree marketing plans
Sales channels: Retail, Franchising, Wholesale, Omnichannel
On & off line PR
Digital Marketing
Influencer Marketing
Sustainability

NO PROFIT

From 2019 to 2023, I served as a board member of a non-profit cooperative in the field of primary and secondary education. My responsibilities included managing the budget and financial aspects of communication with various stakeholders: