What do you do for the brand and what is your role?
I am a Marketing Manager with a strong orientation towards diversified communication, I coordinate a team of 3 people where together we develop all the company's content marketing, also including the physical communication part, not just the digital one. The marketing activity collaborates and interacts with many departments of the brand, from the style office that develops the displays to the sales office up to the technical office where everyone influences each other in line with the company philosophy.
What was your experience leading up to taking on a senior position in marketing?
I studied business economics, starting as an intern in 2003 because Valcucine was one of the few companies in Friuli-Venezia Giulia to have a clear brand philosophy with important values. Over the years I learned a lot, also thanks to a master of the caliber of Gabriele Centazzo, taking on multiple jobs and collaborating with different areas of the company until I found my space and learned the limits of the brand together with the opportunities that marketing could offer me. In 2017 I created Archivibe, an international platform for relations between design companies and architecture studios still serving Valcucine and from June 2022 I returned as marketing manager.
What is your favorite social media and the one you are least interested in?
Linkedin is my absolute favorite because it is one of the few quality social media. Another interesting platform is Tik Tok, our customers have not yet landed on this social network but I am interested in exploring it and understanding it better because the potential is high. I'm less interested in Facebook because it has lost a lot from my point of view, but I tend to prefer quality over quantity.
How important are media platforms for Valcucine today?
Social media is a fundamental part of our communication. In fact, the first platform on which Valcucine landed was Myspace and this gave us the opportunity to get in touch with the first architects, partners and professionals present online and associate the brand with equally innovative realities. We have always taken social media into consideration, the brand was also immediately present on Flickr and the first version of Facebook. Not only are social media important but also those who administer them, the social media manager has a fundamental role and must be like a gardener, knowing his plants, following them every day, knowing when to reap the fruits.
Have you ever relied on social media management professionals at Valcucine?
Yes, we relied on professionals on an experimental level, testing some activities. Personally I prefer that there is always an internal direction regarding the platforms, but it is true that internally we become fossilized and the world moves fast so it is essential to absorb new skills through professionals who represent a window on news and updates. The ideal is collaboration between internal and external parties in order to achieve the construction of a digital but real relationship; aimed at a concrete purpose that is not the mere acquisition of followers. Specifically, I am interested in knowing who the people who follow us are, what they do and how it is possible to create quality relationships with them.
What is your future vision of marketing in relation to the company?
The company has always had a propensity for innovation with a particular focus on sustainability. We are increasingly looking for sustainable materials that improve our approach to the environment and we are looking for new solutions capable of improving networking. We are looking for innovation not only in the use of the kitchen but also for design thinking innovation aimed at increasingly expanding research and development.