Brand, marketing, communication, events, academic direction. I build brands, their reputation and their growth, in France and internationally — from strategy through to delivery, in companies and in business schools.
You are hiring for:
A coherent brand, from strategic vision through to the field.
Brand platform, identity, image and reputation, employer brand, customer experience, the articulation between the corporate brand and its offerings: I have led all of these dimensions across four European markets at Coface, in launching a brand at American Express, and through an industrial integration at Alstom.
My approach connects strategy, rollout and performance measurement: awareness, engagement and recommendation, but equally the effectiveness of the materials placed in the hands of sales teams facing clients.
Because a brand is not reducible to a visual identity: it is built in the consistency between what a company claims, what it delivers, and what its audiences experience.
Roles targeted Brand Director · Head of Brand · VP Brand · Corporate Communication Director · Brand and Reputation Lead
What I take on
Platform and positioning
Vision, territory, promise, and the discipline to make it hold internally.
Identity and architecture
Visual and verbal identity, and how the master brand relates to its offerings.
Image and reputation
Internal and external, press relations and crisis management included.
Employer brand
Attractiveness, internal narrative, consistency with the customer promise.
Customer experience
Customer journey designed and steered, every touchpoint made consistent.
Measurement
NPS and brand performance indicators, tracked and revised.
Agencies
Creative, media, web and press: scoping, arbitration, control.
Turning points
Launch, repositioning, merger: making things converge without losing the teams.
Three proofs in brand leadership
Coface2021 – 2022
Marketing & communication director, Western Europe
Rebuilt the brand and strategy across France, the UK and Ireland, Switzerland and Belgium. Seven sales channels and eight insurance products driven, two new products launched, a team of fifteen managed.
American Express & Amex GBT2015 – 2017
Brand, communication, public relations and events
Cross-functional role across France, Switzerland and Belgium, around twenty people. Launched the Amex GBT brand; partnerships across sport, culture and philanthropy; crisis management and media relations.
Alstom2020 – 2021
Brand Director, alongside group management
Strategic brand review after the Bombardier acquisition, vision presented to the executive committee, corporate materials produced in seven languages. Steered the strategic agency and press relations.
The path
- 2022 – presentIndependent consultantLarge groups and mid-caps
- 2020 – presentEFAP and business schoolsDirector of the MBA in communication and event management, and teaching at Master's and MBA level
- 2021 – 2022CofaceMarketing & communication director, Western Europe
- 2020 – 2021AlstomBrand Director
- 2017 – 2020MICE PartnerFounder and managing director
- 2015 – 2017American Express / Amex GBTBrand, communication and PR — head of the MICE & Event department
- 2012 – 2015MCI Group / Ovation DMCDirector, international clients
- 2010 – 2012Metropolis DMCSenior director, event communication
- 2006 – 2008Kuoni GroupDirector, Europe and US markets
- 2000 – 2003Ring Tours IFBSenior events director
Teaching
I direct the EFAP MBA in communication and event management. I teach brand strategy, marketing and communication in several business schools, at both Master's and MBA level, to future executives and senior managers.
- EFAP
- Neoma
- Excelia
- Audencia
- Ascencia
- Icart
Education
- Doctorate, management scienceParis-Panthéon-Assas, in progress
- Executive MBACELSA, 2017-2019
- Master's, marketing & communicationBrest Business School, 2015
- Data Sciences certificateESCP Business School
- Growth Hacker · DMCPcertifications
Languages
- Italiannative
- Frenchfluent
- Englishfluent
- Spanishintermediate
Available for a permanent role and for advisory assignments
Based in Paris, mobile across Europe. I reply within 48 hours and would rather have one direct conversation than a long email thread.
- Phone — +33 (0)6 13 17 95 61
- LinkedIn — nunziapassacantando
- MICE Partner — www.mice-partner.com