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Elena Righini

@elenarighini

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Head of Brand & Communication at Eataly, shaping strategy across 15 EMEA and APAC markets and overseeing a €7M budget.

Italy

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At Eataly, I own brand and communication strategy across 15 countries in EMEA and APAC, with a €7M budget covering media, creative production and in-store communication.

I coordinate a cross-functional structure of 11 people and external agency partners. I drive omnichannel campaigns and oversee in-store communication and launch strategy for around 12 new store openings per year.

At SAN CARLO, I led international new product development from line and range extensions through packaging and legal compliance across multiple countries. I also coordinated digital campaigns and managed marketing budgets.

Earlier, as a Digital Media Specialist at SECONDCHEF – GRUPPO EUROSPIN, I created SEO-focused website content and managed Facebook and Google Ads campaigns. At MOËT HENNESSY ITALIA – GROUP LVMH, I supported Senior Brand Managers on marketing activities for Dom Pérignon, Veuve Clicquot and Ruinart.

Experience

Work history, roles, and key accomplishments

Current

Head of Brand & Communication EMEA and APAC

Current

Eataly

Aug 2024 - Present (2 years 2 months)

Owns brand and communication strategy across 15 EMEA/APAC markets, managing a €7M budget and leading a cross-functional team of 11. Drives integrated omnichannel campaigns and leads in-store communication and launch strategy for new store openings.

Brand Strategy Communication Strategy Budget Management Media Planning Media Buying Team Leadership Omni Channel Marketing In Store Communication Project Management Cross functional Coordination

Brand & Communication Manager EMEA and APAC

Eataly

Aug 2022 - Aug 2024 (2 years)

Developed and executed brand and communication strategy across EMEA with focus on franchise operations. Built relationships with franchise partners and supported new store openings with communication toolkits and local marketing initiatives.

Brand Strategy Communication Strategy Franchise Management Marketing Campaigns In Store Activations Brand Guidelines

Brand Manager International Markets

San Carlo

Feb 2021 - Jul 2022 (1 year 5 months)

Built brand awareness and maintained consistent brand image for Italy's No. 1 potato chips brand across 30+ international markets. Led international new product development end-to-end and coordinated digital campaigns and advertising assets.

Brand Management International Marketing New Product Development Digital Campaigns POS Materials Competitive Analysis Budget Management

Junior Brand Manager International Markets

San Carlo

Jul 2019 - Feb 2021 (1 year 7 months)

Supported international brand management activities for a leading potato chips brand. Assisted in developing marketing strategies and coordinating international campaigns.

Brand Management International Marketing Marketing Strategy

Digital Media Specialist

Secondchef – Gruppo Eurospin

Jan 2019 - Jul 2019 (6 months)

Created and edited website content with an SEO-focused approach. Planned, executed, and monitored social media advertising campaigns and developed Google Ads campaigns, tracking KPIs with Google Analytics.

SEO Content Creation Social Media Meta Business Manager Google Ads Google Analytics KPI Analysis

Assistant Brand Manager

Moët Hennessy Italia – Group LVMH

Jun 2018 - Jan 2019 (7 months)

Supported Senior Brand Managers for Dom Pérignon, Veuve Clicquot, and Ruinart on nationwide marketing activities. Gained hands-on experience in luxury brand positioning and marketing mix management in Wines & Spirits.

Luxury Brand Management Marketing mix PR Coordination SAP Cognos