Roberta Passerini

Background

About Roberta Passerini

As a marketing transformation leader, I'm passionate about guiding companies and people through the challenging transition to customer-centric operations. To me, this is the rocket fuel that propels businesses toward profitable growth and long-term success. I thrive on reaching for the stars – whether challenging myself, inspiring teams to support a shared vision, or mentoring young talents and women to rise above the clouds and achieve their highest potential. In my 20-year career, I've led several large-scale transformations that delivered significant business results by putting customers at the center of the marketing universe: Spearheaded a global digital transformation program that created 250M€ in cost savings and laid the basis for working at scale across multiple business groups. It impacted people, 30 global markets, and 11 business groups. Led a global marketing transformation from product to customer-centric marketing. Increased customer engagement by up to 20% with omnichannel customer touchpoint tracking system. Increased lead conversion by 30% based on AI lead scoring. Extensive data analysis confirmed a strong correlation between customer satisfaction and market growth to increase market share by 2% on average, proving the validity of customer-centric marketing. Standardized and measured ROI of marketing investments to strategically shift 20% of marketing investments from traditional offline channels to digital channels, increasing value on marketing spend. With experience spanning strategy consulting, consumer electronics, and health tech, my bold strategic, data-based thinking & ability to build the plane as it flies have earned my reputation as a trusted board-level advisor for complex marketing transformation challenges. People often describe me as a natural people leader, respected for my ability to cultivate a shared purpose and motivate teams to embark on transformative journeys together. Having lived and worked in the United States and across five countries in Europe, I am deeply committed to fostering diversity and inclusion. I believe that the best decisions to truly serve a diverse world of customers are made by diverse teams. I am always open to connecting and hearing about new opportunities. Reach out to me at rpasserini@gmail.com. On building a Unified, Customer-Centric Marketing Approach: My two cents on unlocking the power of AI: