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daniela farris

@danielafarris

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International Trade Marketing Manager at Pastificio Rana SPA, driving Portugal growth and fresh-from-frozen expansion.

Italy

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At Pastificio Rana SPA, I lead Trade Marketing strategy across Overseas and Portugal markets, managing a €500k+ budget and coordinating more than 30 indirect stakeholders. As Area Manager for the Middle East and South East Asia, I delivered double-digit growth in the UAE and led the Fresh-from-Frozen transition.

In Portugal, I implemented a structured country-level Trade Marketing system with promotional planning and consistent in-store activities, driving +20% year-over-year growth. I also tailor plans by country, aligning pricing, promotional investment, and activation with commercial objectives.

At Parmareggio SPA, I led Trade Marketing initiatives across Italy and managed a €300k budget. Earlier, as Product Manager, I led a brand rebranding and architecture restyling, supported product launches including 'ABC della merenda,' and coordinated teams across product development.

Experience

Work history, roles, and key accomplishments

Current

International Trade Marketing Manager

Current

Pastificio Rana SPA

Jan 2021 - Present (5 years 9 months)

Lead Trade Marketing strategy across Overseas & Portugal markets, managing a €500k+ budget and coordinating 30+ indirect stakeholders. Appointed Area Manager for Middle East & South East Asia, delivering double-digit growth in UAE and leading Fresh-from-Frozen transition.

Trade Marketing Budget Management Stakeholder Coordination KPI Setting Market Strategy Promotional Planning Category Growth In Store Activations Pricing Brand Alignment

Trade Marketing Manager

Parmareggio SPA

Jan 2019 - Dec 2020 (1 year 11 months)

Led Trade Marketing initiatives across Italy for GDO, Normal Trade, and Horeca, managing a €300k budget. Designed and executed tailored in-store campaigns, coordinating field force, agencies, and local sales teams.

Trade Marketing Budget Management In Store Activations Field Coordination Sell In Sell Out Analysis Promotional Performance Stakeholder Management

Product Manager

Parmareggio SPA

Jan 2018 - Dec 2019 (1 year 11 months)

Led end-to-end re-branding and brand architecture restyling, modernizing identity and supporting international expansion. Drove successful product launches, coordinating R&D, Production, Quality, Purchasing, and Sales.

Product Management Rebranding Product Launch Market Research P&L management Cross functional Coordination Consumer Insights Sell In Sell Out Analysis

Junior Product Manager

Parmareggio SPA

Jan 2016 - Dec 2018 (2 years 11 months)

Provided support to the full New Product Development process, including concept definition, product design, and launch readiness. Delivered market, competitor, and sales analysis to generate strategic insights.

New Product Development Market Analysis Competitive Analysis Packaging Development CRM Promotional Materials Consumer Feedback