Amalia Trifilli
Marketing & Communications Director
Neos Voutzas
Summary
Dynamic and data-driven marketing and strategy professional with over 20 years of experience. Known for leading successful integrated marketing and communications strategies that align with business strategic objectives and drive top-line revenue growth. Consistent high performer, adept at managing multiple complex deliverables efficiently within budget constraints. Skilled in motivating and empowering cross-functional teams to reach their full potential.
Overview
31
31
years of professional experience
2002
2002
years of post-secondary education
4
4
Languages
Work History
Marketing Director of Group
PKS HENDI & Kostopoulos & Sons
08.2021 - Current
- Delivering of the Marketing strategy across a portfolio of brands
- Leading brand strategy development, market positioning, and omni-channel go-to-market (GTM) planning
- Designing and overseeing multi-channel marketing campaigns to drive revenue and customer engagement
- Responsible for E-commerce channel performance & campaigns
- Media engagement, agency management, crisis communications, press room content, hosting media
- Enhanced brand recognition by implementing innovative marketing strategies and campaigns.
- Strengthened customer loyalty programs by developing retention strategies tailored to individual segments'' needs/preferences within the target audience demographic mix profile range clusters grouping categories assortments selections structures.
- Streamlined internal processes for project management, improving efficiency within the commercial division.
- Negotiated contracts with vendors/agency partners for cost-effective services aligned with budgetary constraints without compromising quality outcomes.
- Established strategic partnerships with key industry influencers to expand brand reach and credibility.
Business Consultant – Strategy & Commerce
FREELANCE
01.2021 - 07.2021
Trade Marketing Manager - Fragmented Trade
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
03.2017 - 12.2020
- Defined where to play and how to win (Channel Strategy)
- Added value to the beer category. Established cider category
- Defined the Picture of Success at outlet and set execution KPIs
- Turned insights into channel and customer specific Trade Marketing plans
- Developed activity plans and volume growth assumptions
- Generated programs for National Key Accounts at regional, segment & area level.
- Designed B2B activation programs.
- Key inputs to Revenue Management agenda (price & promo strategy)
- Worked closely with Marketing & Sales to align strategy & goals
- Worked closely with Supply Chain to ensure smooth enrolment of activations
- Main accomplishments include:
- Re-designed new Channel Strategy and implement new Picture of Success for Athenian Brewery
- Launched Top Tier Campaigns so as to increase consumer & customer engagement
- Drove Top Line development and Rationalize spending/processes so as to improve Channel profitability
- Introduced new Activation Plans, implementation tactics and evaluation methodologies
Senior Brand Manager – Innovations & Cider Category
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
10.2013 - 01.2017
- Developed objectives and innovation strategies so as to shape the Greek market (new consumption occasions, new propositions – product/pack types/services)
- Responsible for the Project Management and smooth roll out of Global Innovation Funnel
- Delivered New Products/categories, Innovations & Launching Plans for Brands that are not existing brand’s extensions. From Front End till Market Launch phase (i.e. integration in the S&OP).
- Coordinated Reno/Innovations’ launches and launching plans to Brand Teams for implementation.
- Responsible for the Cider Category launch in the Greek market and Brand Management of Strongbow Apple Cider
- Main accomplishments include:
- Achieved significant increase of Innovation Rate (Revenues from Innovations as a contribution to Company’s Revenues)
- Successfully launched in time and budget Mamos beer, Radler Category, Amstel Free and Cider Category (Strongbow brand), overachieving volume, financial, distribution, awareness, trial and equity targets
- Leading role in the Microbrewery/Innovation Center of Athenian Brewery (Concept | Visual Identity | Cons. Activations) and participated in the development & roll out of innovating research/evaluation methodologies ("Ideablog" & "Experts Think Tank")
- Globally recognized for the Amstel Radler Guarana 0,0% NPI (from concept to commercialization)
Senior Brand PR Manager
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
01.2010 - 01.2013
- Creation of an independent Brand PR division in Athenian Brewery
- Responsible for the designing of the Brand PR strategy which supports business goals and Brand objectives
- Responsible for the Positive Story of Beer Project (aiming at changing perceptions regarding the beer category and eventually at driving top line growth)
- Responsible for the design and implementation of all brand PR programs – Internally & Externally.
- Responsible for the Brands’ Traditional & Social Media Relationships
- Tracking and evaluating media and sponsorship activities
- Managing and tracking the relevant budget
- Main accomplishments include:
- Strengthened brands’ presence and free SOV in targeted media (numeric & value)
- Set up of evaluation and KPIs according to brands’ media targets in Reach and Effectiveness (2013: free publicity incremental 30% of media budget)
- Strengthen relationships/alliances with key stakeholders (media, bloggers, opinion leaders, internal) through designing and implementing strong PR initiatives (ie All brands’ new campaigns & sponsorships, Amstel Harvest Festival – Globally awarded, Amstel NFT sponsorship capitalization, Heineken Serenade online Project – Globally awarded for exploitation, engagement and effectiveness, Heineken UCL sponsorship capitalization , Heineken Star Night Activation, Heineken Dropped Activation, Heineken James Bond sponsorship capitalization, Fischer Thessaloniki Film Festival sponsorship capitalization, etc)
- Improved significantly Beer perceptions regarding Wellness, Brewing Culture & Beer Experience) through Stakeholders’ education and Storytelling
Senior Brand Sponsorship Manager
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
01.2006 - 01.2010
- Creation of an independent Brand Sponsorship division in Athenian Brewery
- Responsible for the designing of the Brand Sponsorship strategies which support business goals
- Responsible for the Positive Story of Beer Project (aiming at changing perceptions regarding the beer category and eventually at driving top line growth)
- Responsible for the design and implementation of Brand Sponsorship programmes – Internally & Externally. (Main Sponsorship activities: Heineken Uefa Champions League, Heineken International Music Platforms, Heineken James Bond Sponsorship, Amstel Greek Football Activations, Amstel Greek Music Platform, Fischer International Film Sponsorships)
- Responsible for the Brands’ Traditional & Social Media Relationships
- Tracking and evaluating media and sponsorship activities
- Managing and tracking the relevant budget
- Main accomplishments include:
- Setting up of sponsorship strategy / pillars for all of Company’s brands
- Negotiating major Sponsorship initiatives (Amstel NFT Sponsorship, Amstel Super League and 12 separate clubs sponsorships, Heineken Ejekt Festival, Heineken Rockwave Festival, Fischer Thessaloniki Film Festival and many others) and fully exploit them to key stakeholder groups
- Setting up evaluation process and specific KPIs (ie cost per contact, ROI on media exposure, top line sales per event etc)
Advertising, Media & Sponsorship Coordinator– Heineken
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
01.2004 - 01.2006
- Responsible for the briefing, implementation and evaluation of the media & communications plans
- Responsible for the design and implementation of Heineken’s sponsorships (Music, Uefa Champions League, Cinema)
- Tracking and evaluating advertising, media and sponsorship activities
- Managing and tracking the relevant budget
- Main accomplishments include:
- Deploying the first fully Integrated Heineken Campaign, “Meet you There” and driving sales and m/s growth, while improving significantly brand equity metrics, through concrete storytelling plan
Olympic Games Sponsorship Hospitality Manager– Heineken
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
01.2003 - 01.2004
- Responsible for the planning, developing and implementation of Heineken Olympic Hospitality Programme (Nationally & Internationally)
- Managing and tracking the relevant budget
- Main accomplishments include:
- Fully exploiting the Sponsorship assets so as to develop hospitality packages available for all Heineken OpCos globally
- Operational design and organization of the hospitality function, and smooth roll out of the 6 hospitality venues (hosted 10,000 guests, supervised 75 staff)
Product Manager – Heineken Olympic Games Sponsorship
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
01.2001 - 01.2003
- Developing and implementing advertising and media plans for the sponsorship
- Tracking and evaluating communication activities
- Managing and tracking budget
- Participation in the project “Portfolio Management” of Athenian Brewery product portfolio
- Main accomplishments include:
- Developed effective communication and drove high sponsorship awareness and consumers engagement
Strategic Marketing Services Manager
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
01.1999 - 01.2000
- Analyzing market surveys and research for the brands (field and quantitative-qualitative specialized surveys)
- Planning, developing and tracking the rolling forecasts of the brand volumes
- Reporting and analyzing sales volumes
- Responsible for various ad-hoc projects
- Main accomplishments include:
- Led the “Star in a Bottle” project, developing portfolio strategies aiming at top line growth
Junior Product Manager – Heineken
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
01.1999 - 01.2000
- Implementing below-the-line activities for the brand
- Participating in the development of new packages for Heineken brand
- Budget controlling
Trainee
JWT Greece
01.1994 - 01.1995
Education
MA - Marketing Communications
University of Westminster
Bachelor - Business Administration, Major in Marketing
American College of Greece
Luceum
Ziridis School
Skills
- Business Strategy
- Marketing Strategy
- Portfolio Management
- Advertising
- Marketing Communications
- Social Media
- Sponsorship & Event Management
- Brand Development
- Sales Strategy
- Crisis Management
Personal Information
- Date of Birth: 02/09/76
- Nationality: Greek
- Marital Status: Married-1 child
Awards
- Gold Award for Innovative Practices / Digital Transformation, Sales Excellence Awards, 12/2020
- Gold Award for Innovative Practices / Digital Transformation, Sales Excellence Awards, 12/2019
- Global Innovation Award for Amstel Free Launch, Heineken Global Brand Building Awards, 12/2014
- Best User Generated Content (for Love Beer –Beer Moments), Gold Award, Social Media Awards, 12/2014
- Greece Market of the Year, Heineken Global Corporate Relations Awards, 12/2013
- Telling The Heineken Story – Brand PR award, Gold Award, Heineken Global Corporate Relations Awards, 12/2013
- Best Integrated Corporate Relations Campaign, Gold Award, Heineken Global Corporate Relations Awards, 12/2011
Training
- Marketing Management II – Heineken University
- Advanced Marketing Communications Course – Heineken University
- E-Commerce / E-Marketing – EDEE
- Managing the Financial Chain – Jo Bissada (INSEAD)
- Integrity Coaching
- Coaching in action
- Harvard e-learning Academy
Timeline
Marketing Director of Group
PKS HENDI & Kostopoulos & Sons
08.2021 - Current
Business Consultant – Strategy & Commerce
FREELANCE
01.2021 - 07.2021
Trade Marketing Manager - Fragmented Trade
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
03.2017 - 12.2020
Senior Brand Manager – Innovations & Cider Category
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
10.2013 - 01.2017
Senior Brand PR Manager
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
01.2010 - 01.2013
Senior Brand Sponsorship Manager
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
01.2006 - 01.2010
Advertising, Media & Sponsorship Coordinator– Heineken
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
01.2004 - 01.2006
Olympic Games Sponsorship Hospitality Manager– Heineken
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
01.2003 - 01.2004
Product Manager – Heineken Olympic Games Sponsorship
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
01.2001 - 01.2003
Strategic Marketing Services Manager
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
01.1999 - 01.2000
Junior Product Manager – Heineken
ATHENIAN BREWERY S.A. (HEINEKEN N.V.)
01.1999 - 01.2000
Trainee
JWT Greece
01.1994 - 01.1995
Bachelor - Business Administration, Major in Marketing
American College of Greece
Luceum
Ziridis School
MA - Marketing Communications
University of Westminster
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