Marco Tronchetti

Reporting to the Regional CCO, was called back at the Sao Paulo regional headquarters to reshape and strengthen the local marketing platform and Go-to-market approach in light of the recent crisis scenario, particularly in Brazil; (the LatAm region counts for over one third of the Group´s worldwide revenues).
Main task: sustain the local SOM leadership while growing the Premium mix & sales channels to secure the company´s profitability targets in the Region (Brazil, Argentina, Venezuela and Pacific markets).
Main drivers: leveraging on the company´s main assets, such as: premium focus and premium price
positioning, Brand leadership, Retail Network growth, multi-brand POS, Digital push. Team resize.

Leading the Vienna / Budapest offices, reporting to the Head of CEE region with focus on the local P&L
target while leveraging on the company´s high end mix and premium / prestige segments;
At the same time guiding and coordinating the Trade & Consumer marketing activities for the Region;

Reporting to the H.Q. Sales V.P. started up a brand new division when the company returned to F1™.
Main challenge: develop a Marcom plan to activate globally all key stakeholders reinforcing the premium
positioning while maximizing the return on the core business - Dealing with FOM, APM, F1 teams
counterparts, managing ~40% of the company´s yearly marketing budget. Developed a series
of projects including ATL / BTL, end-user activations, Media engagement, Pirelli Merchandise line.

Milan / CEO, Rome branch
New business responsible for the Rome office while managing at the Milan HQ the following clients:
Unilever - home, personal, oral care business - dealing with Lever Faberge´s Innovation Centre on
whole process (from Brand Key strategy to research to creative development and final on-air);
Aprilia (Moto/Scooter business units, Racing); Volvo (S40/V40 re-launch); Loro Piana fashion;
1999 ARMANDO TESTA
International Account Director - London / Turin
As part of a spin-off event joined the London office to start-up AT´s advertising network in EU then
moved to the Italian HQ to coordinate the brand / product campaigns for FIAT on the Lancia brand;

Joins the London office as trainee, promoted Executive then Manager, left as Account Director;
Strategic consultancy with Philip Morris Europe / Corporate Affairs HQ in Switzerland on the ´Youth
Smoking Prevention´ marketing and communication program - focus in Eastern Europe. Previously

Latin America
Reporting to the Regional CCO, was called back at the Sao Paulo regional headquarters to reshape and
strengthen the local marketing platform and Go-to-market approach in light of the recent crisis scenario
particularly in Brazil; (the LatAm region counts for over one third of the Group´s worldwide revenues).
Main task: sustain the local SOM leadership while growing the Premium mix & sales channels to secure
the company´s profitability targets in the Region (Brazil, Argentina, Venezuela and Pacific markets).
Main drivers: leveraging on the company´s main assets, such as: premium focus and premium price
positioning, Brand leadership, Retail Network growth, multi-brand POS, Digital push. Team resize.
Jan 2013 CEO Austria & Hungary / Marketing Director Central & Eastern Europe Affiliates
Apr 2014 Leading the Vienna / Budapest offices, reporting to the Head of CEE region with focus on the local P&L
target while leveraging on the company´s high end mix and premium / prestige segments;
At the same time guiding and coordinating the Trade & Consumer marketing activities for the Region;
2011-2012 Head of Formula 1™ Activation
Reporting to the H.Q. Sales V.P. started up a brand new division when the company returned to F1™.
Main challenge: develop a Marcom plan to activate globally all key stakeholders reinforcing the premium
positioning while maximizing the return on the core business - Dealing with FOM, APM, F1 teams
counterparts, managing ~40% of the company´s yearly marketing budget. Developed a series
of projects including ATL / BTL, end-user activations, Media engagement, Pirelli Merchandise line.
Marketing Director - Business Unit Car
Based at the Milan HQ, reporting to the Sales VP, managed the global marketing budget (~ €100 M);
New Premium strategy and consumer approach ( ‘Engaging the consumers’ platform), Channels and
Retail expansion, Digital ( pirelli.com re-launch and social media start-ups with high end focus