Antonella Cadeddu
Senior Manager Marketing & Merchandising, Digital Reading · Sony
Seattle, WAIn My Own Words
I’m a digital professional with over 10 years experience on both agency and client side. Specialised in B2C e-commerce experiences for global brands, I have a passion for user experience and an in depth understanding of the requirements of an international business.
Specialties: E-commerce Strategy Digital Marketing Strategy User experience/user centered design/ usability testing/ information architecture Online merchandising Web project management Email marketing campaigns Social Media Marketing Web Analytics/Site optimisation tools
Work Experience
Senior Manager Marketing & Merchandising, Digital Reading
Sony2012 – 2014
I started in Sony Digital Reading as the Online Store Manager UK (November 2012) and quickly took responsibility of all brand marketing and merchandising activities for Europe and Australia (April 2013). Highlights: Built the relationships and led the first co-marketing campaigns in collaboration with Sony Devices and Sony Mobile teams, delivering on the “One-Sony” proposition and contributing to the year-over-year revenue and customer registration improvement. Created from scratch a process to define seasonal merchandising plans for a catalogue of over 600.000 titles including definition of high potential titles, joint initiatives with publishers, special content creation, pricing and price promotions, resulting in a major improvement in the stores’ relevance and engagement. Worked with the engineering team at the product development roadmap across multiple platforms (web, mobile, e-ink device).
E-commerce Cross-category Experience Manager
Nike EMEA2009 – 2012
Owned the site experience planning for the european business across Nikestore.com and NIKEiD.com. Achieved brand-right and business-right seasonal planning of highly visible (>1.5M visits/month), highly contended content areas with buy-in of several stakeholders. Managed cross-category campaigns (example: London Olympics, Holiday, Sale, Lookbooks) from creative briefing to implementation, working with internal and external designers, photographers, developers.
eCommerce Creative Producer
Nike EMEA2008 – 2009
Responsible for the digital experience on NikeStore.com and NIKEiD.com in Europe for Women, Nike Sportswear, Golf and Kids. I managed the creative process for landing pages from concept to launch, interacting with internal designers and external agencies.
Interactive Strategic Planner
Saatchi & Saatchi2007 – 2008
Generated innovative, creative and technically appropriate digital solutions for the agency's clients. Projects varied from online advertising campaigns to promotional mini-sites to social media campaigns. Main clients: Armani, Pinko, Shoestring, Best Western, Banca Intesa, Bauli.
Digital Marketing Consultant
XYZ Reply2006 – 2007
Coordinated creation, development and execution of e-mail marketing, paid search, display and affiliate campaigns. Captured website structure requirements and prototyped page templates using wireframe diagrams. I gained an invaluable experience in digital production, information design and I developed my passion for all things digital.
Corporate marketing and communication
Microsoft Italia2005 – 2006
Worked on corporate social responsibilities projects and related communication plans for Microsoft in Italy, such as the global project Unlimited Potential, the Community Affairs software donation programs and the partnerships with NGOs.
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