Umberto D'Oriano

Docente a contratto
Sede: Roma
Dipartimento: Scienze Umane (Comunicazione, Formazione, Psicologia)
Corso di laurea: Marketing & digital communication

Insegnamenti e orario di ricevimento

  • Digital writing and visual design

    Sala Docenti - Piazza delle Vaschette
    Time & Date to be agreed via mail
  • Curriculum Vitae

    PERSONAL PROFILE
    Marketing & Communication expert with international experiences both in Company and Consultancy. Specialized on Brand Management and Digital & Social Media Marketing & Sales. Working closely with top management in creating, implementing and measuring the success of omnichannel communication campaign. Sport & Family lover.

    CORE COMPETENCES
    - Brand management
    - Advertising (ATL and BTL), Media planning & Press Office
    - Digital ADV and Social Media Marketing & Sales, Digital PR, SEO, SEM
    - Management of Creative Agencies and Media Companies
    - E-commerce UX&UI Design
    - Trade marketing & retail design
    - Budget monitoring & report

    WORK EXPERIENCE

    Feb 17 – pres: HEAD OF DIGITAL & SOCIAL MEDIA MARKETING & COMMUNICATION FOR WINDTRE Telecomunicazioni

    - Responsible for all Digital ADV and Social media marketing & communication activities for both Wind and H3G

    Team Managed: 11 internal FTE + 8 external FTE (Creative Agency)

    Sept 13 – Jan 17: HEAD OF DIGITAL & SOCIAL MEDIA MARKETING & COMMUNICATION FOR WIND Telecomunicazioni
    - Responsible for all Digital ADV & and Facebook, Twitter, Youtube, Linkedin and Google+ Company’s profile for:
    • Digital ADV & Social Media campaigns, Sales & Planning: management of all the digital performance & awareness campaigns. Media planning & buying, creative development, sales acquisition funnel and performance measurement.
    • Social Media editorial activities: communication of company’s product, engagement and institutional activities on all company’s social media profiles (since 2014, Wind first Telco Company In Italy for engagement rate and like index).
    • Digital CRM: management of a dedicated customer care team for the client assistance and moderation on social media (first Company for response rate in Italy – Blogmeter; third telco Company for response time in the world - SocialBakers).
    • Digital & Social Media Event & Sponsorship: management of complex sponsorship digital & social media-based such as X Factor. Live content creation and engagement on field.
    • Web Monitoring & listening: monitoring and report of all the conversations on web overall and social media company’s profile (tool used: Radyan6, Blogmeter, Expert System).
    • Corporate Communication: management of the Institutional and CSR communication activities on social media (including CEO personal profile).
    • Crisis Management: management of the Institutional communication and moderation process on social media during crisis moment (M&A, network’s downs, employee’s strikes).

    Team Managed: 10 internal FTE + 6 external FTE (Creative and Media Planning Agencies)

    - Responsible for all Company’s Digital PR for:
    • Influencers activities: management of the PR agency for the selection, engagement and co-creation content process of the main Italian on line influencers
    • Direct engagement: strategic management of all the on line buzz related to the Company; strategic intervention on private profile on line conversations

    Team Managed: 1 internal FTE + 2 external FTE (PR Agency)

    - Constant involvement in special projects of the Company for the launch of innovative services and extra-ordinary communication initiatives.

    Sept 09 – Aug 13: BRAND MANAGER at WIND Telecomunicazioni

    • Strategic Brand Management. Restyling of the Brand and Corporate Identity (introducing the new company’s payoff “Più vicini”) with the deployment of new Brand Bible.
    • Integrated Communication Campaigns. Responsible for Institutional Campaigns with heavy media investment including TV, print, web, BTL, DM and luxury packaging. All TV ads awarded with the Golden Media Key:
     2010 https://www.youtube.com/watch?v=AGWailHJtB8
     2011 https://www.youtube.com/watch?v=vht-oJU7RLs
     2013 http://www.youtube.com/watch?v=e1JZh3-i7Mc
    • Sales local activities: PR, events and co-marketing on territory. Development and implementation of taylor-made marketing and communication strategy to support the opening and sales functionality of the stores.
    • Sales and Retail. Restyling of the Concept Design of the entire sales network – 1075 pos. From the Design studio selection, through the concept development and furniture making, until the prototype building and the future architecture roll-out.
    • Web and Social Media Marketing. Responsible for the launch of the Brand on social media. From the Innovative Media Agency selection, through an extensive induction program to all Company’s department involved.
    • Institutional Communication. Contact Responsible with the Press Office for the Management of the Corporate positioning and communication.
    • Sponsorships. A.S. Roma football team, Wind Music Awards, ATP Rome tennis Master series and other minors.

    Dec 06 – Sept 09: ACCOUNT MANAGER at LEO BURNETT, Rome for the Client Procter & Gamble Geneva

    • Global launch of new products in several European markets. Cooperating with P&G Geneva Brand Development team, R&D, Legal and all regional P&G subsidiaries: from the product concept to the final deployment of the communication materials to the regions.
    • Adaptation of global campaigns for the Italian market. Cooperating with P&G regional subsidiaries to adapt existing communication campaigns to the Italian market.
    • Main brands and product managed: Secrets/Infasil/Noxzema, Herbal Essences, Max Factor; Swiffer, Viakal; Laundry: Bolt/Fairy

    Apr 06 – Dec 06: ACCOUNT EXECUTIVE at DDB, Milan Main Client Volkswagen Italy
    • Traditional ADV management. Cooperating with VW Italy to develop advertising strategies for the entire car line.
    • New business. Supporting Agency’s board on the new client’s acquisition.

    SECONDARY ACTIVITIES
    • Luiss Guido Carli: Special lesson for Digital and Social Media Marketing Students – Wind’s model on Social Media
    • NC Digital Awards 2014, 2015 & 2016: Jury member
    • Social Media Week 2014: Speaker at Social Media Battle

    LANGUAGES
    • Italian: mother tongue
    • English: excellent
    • Spanish: excellent
    • French: excellent

    EDUCATION

    Mar 06: University’s Master in Advertising – First in all graduating class at IED – EUROPEAN DESIGN INSTITUTE, Milan
    Mar 05: Graduated with honors magma cum laude 110/110 in Communication’s Science at UNIVERSITY OF SALERNO
    Jun 04: Activity leader at TRINITY COLLEGE, Dublin
    Feb-Jun 02: Erasmus Program at UNIVERSITAT DE BARCELONA, Barcelona
    Attended nursery, elementary, middle school at GRENOBLE INSTITUTE, École Française de Naples, Naples


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