Having spent the past few years building up lastminute.com’s in-house travel marketing business, Travel People, she now heads up Forward, the business’s new independent media company. Forward encompasses Travel People, along with Playbook, a new consultancy that helps brands become more competitive by in-housing their marketing. Active since 2005, Alessandra has previously held roles at eBay Advertising, Vodafone and Yahoo, with a focus on mobile marketing and data-driven commercial and product development. Passionate about all things tech, Alessandra is also a member of the Board of Trustees for Youth for Technology.
Dvorana Europa, 28.11.2019 at 15:50-16:10
Success in the digital world is an inside job: In-housing for competitive advantage
2020 and beyond looks set to be a tough year for marketers, facing the triple threat of reduced consumer confidence and spending, increasingly ambitious sales targets and tighter budgets. And, as the marketing landscape evolves and becomes more complex, CMOs are under increasing pressure to do more, with less – from spend, to transparency and data privacy. For brands looking to reduce costs, take back control of core marketing activities and empower their teams to drive meaningful results, faster, could in-housing be the key to unlocking their future success? Alessandra will shine a light on the “in-housing” trend that’s swept across the UK and USA, and showcase how online travel company lastminute.com successfully made this “digital leap” in order to future-proof the business – and has harnessed its expertise to launch its own consultancy arm, helping other businesses become more competitive and future-fit.