Cristina marcolin

Curriculum Vitae

Executive Summary

Seasoned Marketing and Communication Executive with over 25 years of leadership experience in global technology, telecommunications, and digital transformation sectors. Proven success driving strategic marketing initiatives, brand positioning, and demand generation programs across international markets. Expert in developing integrated marketing strategies, leading cross-functional teams, and building trusted stakeholder relationships at all levels. Recognized for combining creativity with analytical insight to deliver measurable growth, enhance brand equity, and lead organizational transformation with integrity, empathy, and vision.

Professional Experience & Key Accomplishments

Senior Marketing Consultant - Freelance - Sept. 2024 - Today

Providing strategic marketing consulting to businesses undergoing transformation and growth. Supporting clients in building brand awareness, executing multi-channel marketing programs, and enhancing digital and communication strategies. Mentor and advisor to emerging marketing talents on career development and leadership growth.

CISCO | 1999 – 2024

Marketing Director, Global Strategy and Campaigns | 2020-2024

Led Global SMB and Applications Marketing Strategy and Campaigns. Oversaw multi-channel content strategy and execution across regions, accountable for brand awareness, familiarity, and marketing pipeline KPIs. Directed Full Stack Observability and Partner Marketing programs globally.

• Increased global brand awareness by 10% and brand familiarity by 5pp through the Cisco Full Stack Observability Campaign.
• Generated $150M in pipeline through integrated campaigns and digital activation.
• Designed and deployed SMB Marketing Strategy across 15+ countries, onboarding 150 new partners.

Special Assignment: Women of Cisco, Italy Chapter’s Leader | 2019 – 2022: Responsible for Design and Management of people development programs focused on personal skills, women leadership and growth, sales and marketing education.

Marketing Director EMEAR, Transformation, Innovation, and Talent Development| 2019-2020

Led marketing transformation across EMEAR region, focused on organizational design, operational excellence, and innovation. Developed global partner enablement programs and go-to-market strategies in collaboration with sales and corporate teams.

• Delivered cross-functional change management and communication plan across EMEAR.
• Built Innovation Program and learning platform for regional marketing teams.
• Designed and executed new campaign models improving partner engagement and market penetration.

Marketing Director, Emear South, Middle East and Africa | 2016-2019

Directed field marketing strategy and operations across multiple regions. Partnered with sales leadership to drive revenue growth, customer engagement, and partner activation. Full P&L and organizational accountability.

• Established a new operating model and organization structure across 2 theatres.
• Achieved consistent YoY marketing-driven pipeline growth.
• Recognized for leadership excellence and organizational impact.

Marketing Director, EMEAR South Theatre | 2011-2016

Led a multi-country marketing organization (France, Italy, Spain, Portugal, GCYM, Israel), driving integrated marketing strategy to strengthen brand awareness, thought leadership, and revenue generation. Partnered closely with Theatre Sales leadership on strategic KPIs as a member of the Leadership Council.

Key Achievements:

• Directed Cisco’s Milan Expo 2015 Global Sponsorship Campaign, Promotional Campaign (Advertising, PR, Institutional relations) and on-site customer hospitality, delivering an 8% increase in brand awareness in Italy through a comprehensive multi-channel media strategy (OOH, ATL, digital, social).
• Launched and managed the award-winning “Human Network Effect” brand campaign across Italy, Spain, and France, leveraging innovative cross-media execution.
• Established the Revenue Marketing practice, embedding a performance-driven culture across regions.

 Special Assignment: Inclusion & Diversity Leader for Italy and South| 2009 - 2019

MED Manager Marketing & Communication | 2009-2011

Defining of Overall Marketing Plan addressing Enterprise, Public Sector and Service Providers Segments in Italy, Spain, Portugal, Israel and GCYM. Marketing Ambassador for CXO Relevance Program, actively involved in MED Board to define and implement CXO Strategy within Customers Community. Ownership of Brand and Digital Marketing.

Manager Marketing & Communication Italy | 2001-2009

Leader for the Italian Marketing Team, in charge of Planning and Execution of PR/AR, Executive Communication, Corporate Relations, Brand and Advertising, Direct Marketing, Digital Marketing, Sponsorships, Events Strategy, Co-Marketing, Partner and Vertical Marketing

Marketing & Communication Manager Small Medium Business Italy | 1999-2001

Leader of Marketing for the newly created SMB Segment and dedicated Channel, responsible to define a strategy and execute a plan in strong coordination with sales manager.

Previous Experiences in the Broadcasting Market

The Box – interactive music - June 1998 - November 1999

Marketing & Special Initiatives, Business Development and Innovation. Close Partnership with Sales division - Managing relations with Media Centres, advertising Agencies and High Touch Customers.

TELEVISION SRL (national TV network targeted to children) September 1994 – May 1998

Executive Producer, Network delegate: responsible for network production, coordination of artistic and technical staff, Producer of "Casa J" – a daily program for children (235 episodes) July ’97 to May ’98. Chief Program Acquisition negotiating with Italian and foreign distributors, dubbing, Network on-air promotion

VIDEOMEDIA SPA - TV A VICENZA March 1989 - August 1994

Chief Programming and Production responsible for the supervision of programs, advertising and production coordination; workloads, coordination of external collaborators, organization of news services; managing relations with agencies and

affiliated television channels as well as Program’s suppliers. Audio and video speaker (responsible for a daily economic-financial news program).