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Manlio Ciralli

Manlio Ciralli

VIce President International Brands and Marketing

Marchon Eyewear


Senior Executive of Sales, Marketing & Brand Management - Luxury Goods & Fashion Brands


Marchon Eyewear

VIce President International Brands and Marketing

Responsible for the global management of international brands and marketing in EMEA Region through 11 direct reports and 21 staff

► Recruited and led the entire company staff force and spearheaded all sales and marketing campaigns

► Sales budgeting, P&L responsibility of US based brands such as Nike, Michael Kors, Calvin Klein, CK

► Responsible for a marketing budget

► Adopted a collaborative approach to the design and promotion of value service and whole life costing

► Accountability for over 150M Euros turnover given by international and domestic brand management

► Overseeing portfolio marketing including product development, assortment management, communications (PR, Events, Media Advertising, Travel Retail & Outdoor) strategy and price positioning of several licensed brands:

Ferragamo - Jil Sander - Clohé - Karl Lagerfeld - Lacoste - Valentino - Emilio Pucci - G-Star - Liu Jio

Marchon, headquartered in New York, employs more than 2,300 people globally and is the third largest global eyewear manufacturer.
Marchon's global network is extensive, with regional and local offices located in Australia, Brazil, Canada, France, Germany, Greece, Hong Kong, Italy, Japan, Mexico, Netherlands, New Zealand, Portugal, Switzerland, Turkey, UAE, UK and USA.

Career medium 05
Career medium 04

Officine Panerai - Richemont Group

Global Marketing Director

Managed a team of 13 staff involved in media, digital, publishing, contents, brand positioning, training and e-learning, trade marketing, consumer intelligence, retail marketing, after sales strategy and CRM

► Effectively combined technical capabilities with strong commercial acumen to develop revenues

► Responsible for sales & marketing plan and execution, 35M Euros budget and the world wide brand strategy

► Member of the Restricted Marketing Committee of Richemont Group SA


✔ Company turnover in the period 2011-2013 grew by 20% (over 300M Euros)

✔ Facilitated the brand & image repositioning at global level and endorsed a new product segmentation

✔ Championed the international off line/on line Training platform and set up the European/APAC customer care centre

✔ Commended for the launch of a global communication platform able to deliver a customer journey

✔ Devised and rolled out a retail marketing strategy for enhancing customer engagement

✔ Launched the Panerai Digital Platform: - Social Strategy - Panerai Classic Yachts Challenge - - Product and brand Apps - e-newsletter

Officine Panerai, a wholly owned subsidiary of Compagnie Financière Richemont S.A., designs, manufactures, markets and sells watches under the Officine Panerai brand through authorized dealers and company-owned boutiques worldwide.
Founded by Giovanni Panerai (1825–1897) in Florence, Italy in 1860,the company maintains headquarters in Florence but manufactures watches in Neuchâtel, Switzerland using movements manufactured in-house.
Notable products include the Luminor and Radiomir watches.


Luxottica Group

EMEA Head of Sales - Oakley Eyewear

In charge of sales for Luxottica sport brands (Oakley, Revo, Arnette) in the EMEA Region managing a structure made up of 7 regional Director of Sales (Italy, France, UK, Iberia, Nordics, Germany & Austria, Middle East & North Africa) with a field sales force about of 70 people

► Oversaw sales in the EMEA region for the most reputable eyewear sport brands (Oakley, Revo and Arnette)

► Responsible for P&L

► Product Development and Market Segmentation

► Sales and Product Training Program

► Collections management

► Sales and Marketing Planning

► Price strategy


✔ Launched the European Optical Collection

✔ Defined and implemented a 3y plan strategy for emerging economies

✔ Launched the OTD (Oakley True Digital) lens business in EMEA

Career medium 03
Career medium 05

Luxottica Group

Marketing Manager Emerging Markets

Reporting directly to the Wholesale Emerging Markets SVP, managed the whole of Luxottica’s portfolio made up of 20 eyewear brands

Ray-Ban - Oakley - Persol - Prada - Chanel - Bvlgari - Versace - Tiffany and others

► Directed countrywide marketing teams present in each market in Africa, Australia, Brazil, Middle East, China, India and South East Asia

► Brand management and Penetration Strategy (Emerging Economies)

► Brand and Customer Segmentation

► Set up the Chinese advertising Strategy (Ray-Ban and Vogue)

► Established distribution rules by brand segmentation

► Group brand portfolio management (From Luxury, to core and fashion brands)

Main Achievements:

✔ Launched the Ray-Ban Brand in China and the Ray-Ban optical collection in India

✔ Accomplished a special program “luxury project” in China, India, Brazil, Singapore, Australia, Middle East

✔ Launched custom made collections for Asian customers for the brand Ray-Ban (Sun and Optical) and Vogue (Sun and Optical)


Luxottica Group

Ray Ban Brand Manager Emerging Markets

Responsible for developing the brand Ray-Ban in the Emerging Markets.

Career medium 03

Adecco Group

Marketing & Communication Director

Looked after strategic marketing, marketing intelligence and competitor analysis, launch and positioning of new brands/services, segmentation and targeting, sponsorship - events, agencies relationship, digital development, advertising (ATL & BTL) - strategy and planning

► Managed a team of 6 people working on national and international projects

► Planned, developed and coordinated all marketing and communication activities in Italy (400 branches, 1 billion turnover, 2007)


✔ Launched and positioned the legal, finance, marketing & sales, engineer & technical, and medical business units

✔ Studied the concept and rebranded the full Italian Network (branches)

✔ Launched the first WW TV commercial (developed by the Italian team and afterwards used globally)

✔ Promoted Adecco in the domestic market in terms of awareness (66%) and reputation (customer surveys)

✔ Set up and managed international and domestic sponsorships (ITF, AC Milan, Olympia Milan Basketball, FIR (National Rugby Team)

✔ Launched a loyalty program called Adecco club dedicated to candidates and HR executives

The Adecco Group is the world's leading provider of HR solutions. With over 31,000 FTE employees and over 5,200 branches, in over 60 countries and territories around the world, we offer a wide variety of services, connecting more than 650,000 associates with over 100,000 clients every day.
The services we offer fall into the broad categories of temporary staffing, permanent placement, career transition and talent development, as well as outsourcing and consulting. The Adecco Group is based in Zurich-Glattbrugg, Switzerland and we are a Fortune Global 500 company listed on the SIX Swiss Exchange.



Crisis Communication Manager

I have worked also in the Telco Industry (Infostrada, now Wind telecommunication) as Crisis Communication Manager. I managed the relationship with the journalists of generic and specialized daily newspapers and magazine. The main objective of the role was protecting the company reputation in all the cases where the brand image could be put at risk.

Career medium 04

MIP-Politecnico Di Milano

Master of Business Administration (MBA), Business Administration

Università degli Studi di Palermo