Name

Daniela Ghidoli

Telephone

+39 340.77.999.06

E-mail

daniela.ghidoli@gmail.com

Nationality

Italian

Born

16.06.1981 - Turin -

Domicile

Turin (Italy)

Period

October 2006 – March 2011

Institute

Turin University – Faculty of Letters and Philosophy

Phd in Semiotics

Thesis

“Machine Learning: a new protocol starting from the Semiotic Approach applied on Sentiment Analysis.”

Period

March 2014 - ...

Company

Armando Testa Group - TDH

Position

Research&Strategy Manager

Main activities and responsibilities

Working to startup a new concept of agency, with the total integration of Digital, ATL, BTL and Media approaches. New Business Development. Research&Strategy Management of the clients' projects. Managing and mentoring of different teams and cross job roles (Strategists, Accounts, PMs, Designers...) in order to activate the new approach into a flowing workflow.

Period

2013 - 2014

Company

Zenith Optimedia

Position

Strategy Manager

Main activities and responsibilities

Definition and development of Global Digital Strategic Approach with guidelines and milestones: management of the insights & digital strategy production; supervision of the workflow and output in term of digital strategies and projects; training of resources.

Period

2013 - 2014

Company

Polimoda (Florence)

Position

Professor of Strategic Planning

Main activities and responsibilities

For several International Masters: Fashion Communication, Luxury Management, Brand Management, Trend Forecasting, Fashion Stylist. Courses: Strategic Planning Course (90h), Communication Course (90h), Luxury Communication Course (30h), Fashion Communication Course (30h).

Period

2012- 2013

Company

Diennea – MagNews

Position

Services Manager

Main activities and responsibilities

Startup of the new Services Area (Digital Marketing, Design, Tech, Strategic Planning Teams). Structuring of the Offering, during the presales and sales phases (brief/sales kit/training for Vendors/Accounts). 30 people compose the Services Area, from senior IT, DEV, UX, PM,SEO/SEM, SOCIAL to junior resources.

Period

2009 - 2012

Company

DigitasLBi Group

Position

Digital Strategic Planner

Main activities and responsibilities

1) Strategic Plans performance oriented:

• Strategies from Goals to Visibility/Contact/Engage/Retention lead oriented

• Social Media Projects: Strategy, Plan, Management, Monitoring, Fine Tuning

• Adv Campaigns (sea, ppc, cpa, affiliation, mobile, retargeting, direct)

• Digital Identity Optimization (positioning, monitoring and fine tuning)

• ROI forecast and monitoring & KPI identification

• Analytics dashboard: reporting model design

2) Marketing intelligence (Quantitative/Qualitative approach):

to identify Strategic Insights, New Target Segment, forecast ROI, Creative Guidelines

• Market Trends: main trends, seasonality, benchmarking&best practices

• Competitors Analysis: brand identity vs brand equity, sales&comms strategies, eputation, positioning mapping

• Target Analysis: socio-demographic profile, sentiment analysis, insights, communication styles, personas

• Brand/Products Positioning:Brand Reputation, USP, mapping

Clients

Automotive & Motors (Citroen, Metzler-Pirelli); Food&Beverage (Barilla, Colussi, Lavazza, Donnafugata); Tourism&Travel (ATA-Azores, NTV-Italo); Financial & Banking (CartaSi, EuropAssistance); Space Agency (ESA); Retail (Geox, Prenatal); White Goods and Home: (Indesit-Global)

Period

2008 - 2009

Company

Baba Consulting

Position

Senior Analyst - Semiotician

Main activities and responsibilities

1) Marketing intelligence with Semiotics Approach: market analysis, competitors analysis, benchmark, development strategies, Web Marketing Analysis

• Sector scenarios

• Identification of business opportunities

• Brand Positioning & Brand Mix

• Developing new products concepts (es: brand extension) and extensive verifications

• Strategic concept identification (product & adv)

• Monitoring (product, mix) with off & on line tools

• Copy analysis (pre/post/tracking) & Naming

• UX flow evaluation (corporate/ecommerce/product/channels integration) & restyling

Methodology: • Semiotic and motivational fieldwork • Ongoing monitoring of international trends • Ethnographic surveys • Qualitative Desk • Quantitative Survey

2) Development and management of market research plans & strategic plans (with Clients, PR agencies, SEO and Media Center, ADV agencies

Clients:

Media (RAI, MTV, LA7, Hachette Rusconi, Kijiji – eBay); Retail (Oviesse); Healtcare/ Body (Recordati, Tau Marin); Beverage & Tobacco (Heineken, BAT - British American Tobacco)

Period

2007 - 2008

Company

Maxus (Mc2 - Wpp Group)

Position

Media Planner (print, radio, digital, OOH, less TV)

Main activities and responsibilities

Media Strategies; Media Budget Management; Planning.

Software: Nielsen//Net Rating, Nielsen//AdRelevance, Pulsar (Eurisko–Sinottiaca), Adquest Millenium, Adbox, Mediasoft.

Clients

Lancia, La Rinascente, Banca Sella, Consel, Leroy Merlin, Bricocenter, Upim, Edison SpA, Edison Energia

Italian

mother language

English

written and spoken good (stays in England + seminars in tongue)

Spanish

written and spoken good (twelve months in Spain - Erasmus)

Excellent knowledge

Web 2.0 and Digital (Seo, Sem, Dem, Digital PR, Blogging, Social, Wikis, RSS, Viral and Buzz mkg, Mobile, ...)

STRATEGIC TOOLS:

Marketing Intelligence: Next Atlas, Contagious, Global Web Index, eMarketer, Forrester, Audiweb, Google Trends and AdWords, Inside Facebook, Facebakers

Sentiment Analysis: TalkWalker, BlogMeter, Sysomos, Radian6, Social Mention

Good knowledge

Google Analytics, Facebook Analytics, Nielsen//Net View, Nielsen//Ad Relevance, Ebiquity, Audiweb, ADmonitor

Rudiments of

Media Planning: Adquest Millenium, Adbox, Mediasoft, Pulsar (Eurisko – Sinottica)

Tracking tools, Seo tools

HTML, CSS, Adobe Photoshop, Macromedia Dreamweaver

Xml, Xsl, Javascript, SQL, Java, PHP, Flash

Magento, Joomla, Wordpress, Liferay