Filippo Stefanelli

ING Italia

Head of Brand, Marketing & Communications

January 2024 - present

▶️ LEADERSHIP: Designed and led the marketing strategy (value proposition, brand positioning, go-to-market acquisition, drive to store activation and customer base x-sell) for the universal bank positioning in Italy: daily banking payments & cards, lending & mortgages, business banking, investments & insurance, and wholesale bank. Directed one of the most significant marketing budget (among the direct banks) with full P&L responsibility. Coached and led a team of ~40 and influenced dozens of global/local senior stakeholders: C-Suite, Executive and Non-Executive Board Members. ▶️ PROFESSIONAL HIGHLIGHTS: ▪Generated YoY double-digit percentage growth of new customers through an agile, integrated campaign deployment process and memorable, holistic advertising campaigns based on customer insights. ▪Doubled Trustpilot’s reputation score via effective CRM automations and by guiding the bank’s narrative and its crisis communications response on multiple tier 1 media outlets (e.g. Financial Times, Sole24Ore). ▪Spearheaded low funnel performance improvements through conversion rate improvements, LLM ranking optimisations and overall MarTech stack innovations to focus more and more on mobile acquisition. ▪Delivered top-rated internal events that energised and reduced attrition of the 1200+ employees and sales network base. ▪Launched Business Banking go-to-market strategy from scratch.

Moneyfarm

Chief Marketing Officer ➝ Product Marketing & UX

January 2023 - January 2024•moneyfarm.com

▶️ LEADERSHIP: Define key brand attributes and own customer segmentation to ensure a targeted omnichannel acquisition strategy in Europe (the United Kingdom and Italy as of 2023). Own the marketing budget and define the top/mid/low-funnel allocation (and iterative optimization) across countries and channels to drive customer acquisition, share of wallet increase, and hit aggressive cross-selling targets. Coordinate complex product marketing and go-to-market strategies for innovative Wealth Tech products. Improve Product UX and align it with the overall customer storytelling and brand positioning. Work closely with Data and Product team to improve the funnel performance and with Investor Advisors to amplify their impact on Assets under Management growth. Guide talented CRM and performance marketing teams to reach the right prospect, at the right time, with the right message on the right touchpoint. Led Content and PR teams to leverage unique deliverables across all relevant channels, also with the help of the Asset Allocation Team.

StashAway

Chief Marketing Officer ➝ Go-to-market Strategy

June 2018 - November 2022

▶️ LEADERSHIP: Establish global marketing and customer experience teams from scratch, lead go-to-market strategy in APAC and MENA, increase customer base, share of wallet, and reduce churn. Direct million-dollar marketing budget with full P&L responsibility. Cultivate and coach 6 direct reports, recruit and hire ~20 marketing, growth, partnerships, and direct sales staff, and influenced team of ~35 in the customer experience department. ▶️ PROFESSIONAL HIGHLIGHTS: ▪ Generated 170% compound annual growth rate (CAGR) of the user base and 30-fold increase in Assets Under Management through integrated brand and performance campaigns based on country-specific insights. ▪ Built multi-country go-to-market strategy, led centralized and local brand building, and ensured global strategy and local implementation across digital, social media, press, video, out-of-home, events and CRM. ▪ Obtained multiple tier-one media placements and increased organic traffic to owned media by pitching journalists compelling narratives around financial inclusion and economic trends. ▪ Launched StashAway podcast and created EdTech on-demand platform to educate and retain investors. ▪ Achieved low attrition rate in marketing, sales, and customer experience teams by promoting a collaborative, supportive, people-first environment.

NT Next

Co-Founder ▪ Managing Director

January 2006 - May 2018

▶️ LEADERSHIP: Co-founded and developed the integrated advertising agency NT Next, shortlisted for a Webby Awards. Demonstrated rapid organic growth and immediate profitability of the bootstrapped business. Maintained full autonomy over account portfolio, strategic and P&L decisions, coordinated 7 direct reports, and supported recruitment, hiring, and coaching needs. ▶️ PROFESSIONAL HIGHLIGHTS: ▪ Supervised global TV commercial campaigns, coordinated 30+ crew members as executive producer and identified international growth opportunities for consumer packaged goods (CPG) clients. ▪ Achieved multiple-year contracts with highly sought-after customers and maintained these client bases for 10+ years. ▪ Hired, coached, and supported key account managers, department leads, and 20+ employees, achieved success by establishing sales procedures and routines with focus on client-centricity, and maintained close to 0 employee turnover. ▪ Designed and presented 20+ workshops on brand positioning and persuasion, delivered them to non-profit organizations and corporate customers up to audiences of 150 people to increase agency brand awareness and subsequent sales pipelines.

SdM School of Management - Università di Bergamo

Affiliate Professor ➝ Education | Process Design & Integration | Customer Satisfaction

January 2011 - May 2017

▶️ LEADERSHIP: Designed and delivered postgraduate teaching module in collaboration with the business school faculty. ▶️ PROFESSIONAL HIGHLIGHTS: ▪ Boosted teaching hours from 8 to 40 through creation and delivery of integrated marketing core course for graduate students. ▪ Achieved top percentile student satisfaction year on year for the quality and engagement of teaching using a role-playing game on creative agency interactions.

DS Group

Consultant

February 2007 - July 2007

Researched and wrote university thesis on mobile phone payments enabled by contactless chips, outlined idea for a new Italian start-up focused on cloud invoicing solutions, found entrepreneur to develop the concept and investor who provided seed capital.

Arrow Electronics

Consultant

October 2003 - September 2004

Implemented and customized an open-source solution to allow team collaboration between India and Italy. Published university thesis about WAN Quality of Service across corporate headquarters. Acquired hands-on experience with TCP/IP.

At age 17 wrote innovative articles for the first Italian magazine about Linux and Open Source movement. Oversaw journal website and its rapid community growth.