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Alexandra Tomasi

Alexandra Tomasi

Marketing & Sales Manager

37 years old
Driving License
Employed Available
I am a passionate executive in marketing & communication specialising in digital activation, brand strategy, and product development for premium and luxury brands. I enjoy crafting impactful brand strategies established on a thorough knowledge of the market and I know how to build a faithful relationships with my customers, partners, and co-workers. I am a dynamic leader, with a lot of ideas and the drive to implement them. I am keen to undertake challenges, as much in my professional as in my personal life.
    Liaise with the CEO and Executive Team to develop the brand proposition, values and position.
    Manage all communication in line with brand positioning and strategy to build awareness and equity.
    Oversee the design and management of websites, platforms and published content for Bladnoch and Pure Scot.
    Manage all marketing activities including promotions, PR, sponsorships and events.
    Manage all trade marketing activity and retailer activation to drive cased sales.
    • Achieve clarity, consistency and effective communication of brand values, vision, missions, and goals for the 2 brands (Bladnoch and Pure Scot).
    • Manage all communication in line with brand positioning and strategy to build awareness and equity.
    • Develop and deliver clear marketing objectives short, mid, and long-term.
    • Deliver Brand Plans adapted for all 10 key markets, integrated into the budget.
    • Work with distribution network to ensure delivery of agreed sales plans.
    • Oversee the design and management of websites, platforms and published content for Bladnoch and Pure Scot.
    • Develop, monitor and manage the company's social media content (organic and paid) to support the brand's online visibility and online conversion targets.
    • Ensure that all advertising is created in line with brand guidelines.
    • Creation & maintenance of 2 eCommerce websites.
    • Develop and improve sales funnel and ads spent to deliver e-commerce and direct to consumer sales to budget.
    • Develop strategies to grow the volume and value of online transactions.
  • NPD:
    • Lead the portfolio hierarchy and architecture in terms of design, range extension, and price strategy.
    • Lead the design of packaging.
    • Lead the design of supporting materials & POS.
    • Ensure that the products meet the high standards expected of luxury items.
    • Partner with PR Agencies in Autralia, UK, and the US as well as content creators, influencers and brand ambassadors to create strategies to develop the brand awareness and relevant marketing initiatives domestically and internationally.
    • Work with Retailer Category Managers and buyers to plan profitable promotional activity
    • Develop trade activity calendars to ensure key purchase periods are maximised (Christmas, Fathers Day, National holidays).
    • Design promotions with third party distributors to maximise sales.
    • Deliver calendar of trade shows and events for maximum return.
    • Guardian of the Marketing budget, Sales forecast & yearly marketing plans to ensure the marketing spend is optimised and in line with the company's growth vision and EBITDA target.
    • Manage and report on costs & activities monthly to the CEO.
    • Part of the Senior Management team.
    • Direct Manager of the DTC manager and Partnership and event manager.
    • Coordination of NPD with the procurement and production team located in Scotland.
Company website
  • Establish marketing objectives and strategies: refine the positioning and brand purpose.
  • Lead the development of consumer centric campaigns.
  • NPD, Portfolio Management, Global Communications, Digital, Sponsorship (Talent Manager for Usain Bolt: Olympics champion).
  • Own the brand personality and ensure consistent delivery across all communications.
  • Collaborate with our different markets across the globe to develop relevant assets.
    Key market leader for USA and Japan.
  • Monitor performance, consumer trends and preferences to identify key insights and optimise the mix
  • Develop skills and competencies of direct reports (Brand Manager, Assistant Brand Manager, Interns)
  • Manage A&P investment to budget
  • Project/products development, implementation and evaluation of consumer based: Repack of the full range,
    Design of limited editions and VAPs.
  • ATL and BTL Asset Development, PR and Sponsorship and Digital and Social Management.
    (Talent manager for David Guetta, DJ)
  • Brand and strategic plans in relation to a defined portfolio, programs and projects.
  • Business analysis : P&L review, A&P budget to manage for the brand
  • Key market leader : Australia
  • Management of an Assistant Brand Manager
Detailed Description
  • New Product Development process from concept through to new product.
  • Development of a 360 activation campaign for the new product: Mumm Rose
  • Project responsibility across different activation touchpoints within the global platform #DareWinCelebrate.
  • Supporting the Marketing Manager in the development of Masterbrand ATL and BTL assets based on new brand compass.
  • IBP (Integrated Business Planning) Manager for the brand: Development of quarterly digital and social content toolkits for markets.
  • Liaison agent with Digital, Legal, Purchase, Finance & Comms teams to ensure asset development and communications are in line with the plan.
Company website
  • Implementation of digital programs at MMPJ (luxury division:Martell-Mumm-Perrier-Jouët)
    on the Champagnes portfolio.

    Increase the global digital awareness of the internal stakeholders to lead key digital

    Websites management, CRM programs, Social Media Management and assets creation.
Detailed Description
  • Development of the Social Media platforms (Global / local strategies), Monitoring and data analyst.
  • Implementation of Social Media Plan with Facebook, Twitter, Instagram and Youtube.
  • Internal Digital training
  • Revamp of new websites : &
  • Coordination with more than 20 countries worldwide.
  • Dedicated Project manager for Christian Dior in charge of digital platforms : / Dior Mag / Social Media assets.
  • E-Commerce expertise and launch of the first website including all Dior Universes (Make-up & Perfumes / Haute-Couture / Jewellery & Watches) on Magento CMS.
  • Digital films development
  • Seasonal assets creation
  • Project management: Meetings with customers, management of the creative and technical teams, management of cost and deadlines
  • Benchmarks & moodboards
  • Plannings, quoting & budget management
  • Writing of web technical documentation
  • Awareness of digital communication technologies
Detailed Description
  • Customers :
    • Waterman & Parker
    • Kaviari
    • Chantelle
Company Description
communication agency specialising in luxury and premium brands
Company website
  • Marketing : Offers positioning, marketing operation & strategy.
  • Communication : Creation of events, writing press release, translation of brochure (English, Italian), internet visibility (creation of text for a new website, community networking with facebook, twitter, linkedin, viadeo), harmonization of documents, creation of tutorials video for customers or partners, etc.
  • International Development: Product demonstration in Europe to COLT marketing manager, coordination between countries developed (in terms of marketing & communication requirements).
Company Description is a suite of applicative convergent voice-data services for interactive communications.
  • Marketing : market research on luxury goods on internet, project manager for the launch of a e-shop, competitor analysis.
  • Communication : Event organization (preview, private inauguration), Press releases, creation of communication tools.
  • Web marketing, social media
Company Description
Two department stores for men and women : clothes, shoes, accessories (Major brands :Hugo Boss, Armani, Burberry, Kenzo, Patrizia Pepe, Escada, JIKI, Paul Smith, etc).
Company website
  • Design and coding of a new intranet (internal communication).
  • Creation of a new graphical chart of all the external and internal documents (RFQ forms, Quality manuals, etc).
Detailed Description
  • Regarding the intranet I was tasked with creating, I had to quickly teach myself the IT skills required to create such a system to overcome my lack of knowledge in IT development. By the end of the project I had successfully created an effective intranet system for the company.
Company Description
Presto Engineering provides DESIGN SUCCESS ANALYSIS™. Presto engineering deliver comprehensive semiconductor test and analysis solutions to IDM.