Alessandra Ragazzi
Head of Communication
Experience
Apr 2013 - Feb 2021
7 years 11 months Balzers, Liechtenstein
Head of Global Communication
Oerlikon Balzers AG
Head of Communication Oerlikon Balzers, Voice of the company, & Head of Communication Surface Solutions Division (since 2014), & Head of Group Branding OC Oerlikon (since 2018)
Corporate Communications:
- Development and implementation of the Branding Strategy
- Brand management, maintenance and protection
- Global trade fair concept
- Further development of CI/CD, implementation in the entire communication at image and product level (including web)
- Image- and technical articles, Press Releases, Interviews
- Development and implementation of a social media strategy for brand and product communication
- Set up a customer magazine in print and digital
Marketing Communication:
- Above-the-line and Below-the-line (global)
- Concept for global Showrooms for one-brand and multi-brand
- Development and implementation of communication for the Digitalisation
- Implementation of the central brand strategy at product level
- Development of communication concepts for worldwide use incl. POS and trade fairs
- Equipment design and nomenclature for technologies, coatings, equipment and services including legal coordination
- Global budget responsibility
- Coordination and monitoring of all international activities
- Analysis of the competition and the market situation
- Annual communication meetings
Customer Relationship Management:
- Development and establishment of the integrated CRM concept worldwide
- Data asset management including sales support tools
- Implementation of the individual target group-oriented CRM measures, e.g. eNewsletter, download manager, direct mailings, customer portal
Internal Communication:
- Continuous internal communication (People Announcements, Newsletters)
- Development of a global concept for white and blue collars (no PCs)
- Development of a pyramidal communication structure
- Set up motivational concept for COVID-19-communication
Oct 2005 - Jul 2012
6 years 10 months Au, Switzerland
Director Communications
Leica Geosystems AG
Voice of the Company, Responsible for 4 Teams (20 employees)
Oct 2004 - Oct 2005
1 year 1 month Au, Switzerland
Director Marketing Communication
Leica Geosystems AG
S&E Division
Jul 2003 - Aug 2004
1 year 2 monthsStrategic Counselor
Gruppe Advertising Agency
Tourism Tunisia
Jul 2003 - Aug 2004
1 year 2 monthsStrategic Counselor
Stilbezirk Werbeagentur
Cullmann AG, Fotoaccessories
Jul 2003 - Aug 2004
1 year 2 months Trento, Italy
Strategic Counselor
Superpoli Supermarkets
Oct 1998 - Jul 2003
4 years 10 months Nuremberg, Germany
Manager International Communication
Grundig AG
CRM (Customer Relationship Management), Nomenclatura, Fine Arts Linie (High End), worldwide launch, Responsible for 4 employees
Nov 1997 - Aug 1998
10 months Nuremberg, Germany
Etat Director
Gabler GmbH Advertising Agency
Until closing of subsidiary
Apr 1993 - Oct 1997
4 years 7 months Frankfurt, Germany
Etat Director
Gruppe GmbH Advertising Agency
Aug 1992 - Mar 1993
8 months Holzkirchen, Germany
Freelance Account Executive
Matsushita Electronics
Production
Oct 1987 - Jul 1992
4 years 10 months Munich, Germany
Copy Writer, Account Executive
H.T.P. GmbH Advertising Agency
Copy Writer, Assistant of Managing Director; Account executive, graphics, production, new business; Account executive, conception, production (Since 1990)
Oct 1986 - Sep 1987
1 year Munich, Germany
Advertising Manager
MCM Cosmetic Perfumes
Set-up of the advertising department
Jan 1986 - Sep 1986
9 months Munich, Germany
Copy Writer, Account Executive
Young & Rubicam Advertising Agency
Copy writing, graphics, account executive, production (Until the subsidiary was closed)
Jul 1983 - Dec 1986
2 years 6 months Munich, Germany
Intern
Augat USA GmbH
Advertising department
Jan 1982 - Jun 1983
6 months Munich, Germany
Intern
Journal Verlag Magazine
Editorial & graphics
Summary
I stand for integrated communication, where internal and external, image- and product communication, digital, printed and social activities reflect the identity of the brand, follow the same strategy and deliver the same relevant messages.
Target group thinking is the base of every step undertaken; defining the content, the wording and the channel. Communication is a service delivered to the company and to the stakeholders. I deliver this service based on scientific rules, on professional processes and on empathy and understanding.
The company's brand must have a sharp positioning and an emotional loading and then "communicates" to all stakeholders in a human way. Clarity, coherence, continuity, safety and integrity are the cornerstones of my communication and in leading a team.
Trust is the core value I give and expect from my management and my colleagues. Building stable and happy teams is of crucial importance to always keep the momentum and the pace.
Communicating culture change - especially within acquisitions- requires a sensitive, open and pro-active information - internally as externally.
Languages
German
Native
Italian
Native
English
Advanced
French
Intermediate
Spanish
Elementary
Education
Feb 1982 - Jun 1989
Ludwig Maximilians Universität
Magister Artium (M.A.) · Sciences of Communication · Munich, Germany
Feb 1982 - Jun 1989
Ludwig Maximilians Universität
Magister Artium (M.A.) · Psychology of Markets and Advertising · Munich, Germany
Feb 1982 - Jun 1989
Ludwig Maximilians Universität
Magister Artium (M.A.) · Sciences of Linguistic & Literature · Munich, Germany
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