La Faculty Completa

Ermanno Mazzitelli

Trade Marketing Director at Alfasigma Consumer HealthCare

360° experience in Marketing, Sales and Trade Management. My core competences are Retail approach development, Sales organization design and management, Products Launches both on Mass and Pharma Market, Trade Management and key accounting. Specialties: Sales, Negotiation, ADV, Below the line approach, Above the line tools, Trade and Marketing, Pharmaceutical,Retail, Key Account Management, Market Research, People Management, Problem solving, Teamwork; solution selling, Product Positioning, Portfolio Life time management, Cross selling, Competitive analysis, Product Innovation, Market creation.

Trade Marketing Manager

at Sigma-tau 

I am in charge for direct set up and managing of all initiatives which are able to optimize my portfolio placement and visibility, promotion at point of sale and sell-out boost activities.
My starting point has been represented by commercial offering set up and fine tuning vs. sales and bottom line targets. In order to do this, I have consistently reshaped sales approach, Sales Agents organization, Sales tools and ad hoc reporting tools.
In these months I am also exploring new distribution channels with an innovative commercial approach, able to minimize conflicts vs. pharmacy traditional channel. In the last three years I have re-designed the Consumer Business strategy, re-launched historical brands (Biochetasi, tau-marin and Rekord B12 Plus), created a new business case (Demon shower gel and Dermon intimo), and rationalised my Portfolio offering by outsourcing to third parties partners marginal brands.
I refer to the BU Italian Director and, in my team, I have 5 Area Managers, one Trade Project Manager and 2 Trade Analysts. April 2010 To March 2014.

Retail Channel and Customer Service Manager

Reporting directly to the Abbott National Sales Director, I was in charge for:

  • Developing a Retail/Pharmacy approach for Abbott Laboratories;
  • Creating a Dedicated Sales Force (third party sales agents) in order to push EPD Portfolio in Retail Channel;
  • Diversifying Portfolio strategy (create distribution/promotional agreement for secondary brands, focus dedicated SAs on main brands, evaluate potential portfolio in-licensing)
  • Key Customer Management.
  • Mass Market (Health Corners) business Development;
  • Developing integrated portfolio approach for all Abbott Pharmacy division (EPD, Nutrition, Medical Optics).
  • Setting up a third party fully dedicated CS and remote selling services and integrating them in the existing Abbott Customer service
    The innovative approach carried out both in Commercial and Customer Management led me to achieve the Presidential Award in 2013, the highest Abbott recognition.
    Since November 2010, I have been also in charge for Solvay Pharma Portfolio Integration on Retail Channel. April 2007 To March 2010.

Consumer Business Development Manager

Reporting directly to the GM, I was in charge for:

  • Consumer Strategy Development for Nutritional Products.
    Third party distributors’ management and co-promotional agreements.
    ADV, Commercial and Promotional strategy
    New products development and portfolio strategy.

Thanks to the new promotional and commercial strategy effectiveness, the Italian ANI portfolio gained about 8% of MS, reaching market leadership in Retail Channel.
From May 2008 I was also a Marketing coordinator for Abbott Nutrition International Pediatric portfolio (main Italian brands: Isomil, Pediasure, PerMamma). Thanks to this new task I managed to re-launch a paediatric portfolio in order to create a new high profitability BU.
From September 2009 I was also part of the Abbott International task force for pharmacy expansion and national coordinator for Abbott Innovation Program. March 2005 To April 2007.

Senior Product Manager

Reporting to Oral Care Group Product Manager, I was in charge of Listerine Brand for:

  • Listerine Launch in Italy
  • Listerine product management and strategy;
  • DTC communication: spot, advertisement, BTL communication and promotion production;
  • Mass Market introduction;
  • New product and line extensions launch;
  • Professional Marketing.

In these two years Listerine, starting form new player position, achieved Oral Care Market leadership in the Italian Mouthwash market. May 2002 To March 2005

Product Manager

I managed the Chronic Care Division assuring marketing tools and support to consolidate BMS Italian Market Leadership in this segment.

Reporting directly to Marketing Director, I was in charge for:

  • Portfolio strategy and positioning;
  • New products development and R&D coordination with the Italian team;
  • Promotional strategy and CRM policy;
  • Professional Marketing and KOLs management.


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