Alessandro SIRONI

Head of Digital & Content EMEA | ALFA ROMEO

I’m a digital marketing man with +10 years of proven experience in digital, brand marketing, ecommerce and content creation, with concrete expertise in digital distribution and driving conversions on/off line. I'm passionate about storytelling and content marketing, and I strongly believe that all brands must become and act as publishers. I have worked for Red Bull, with global athletes and artists, fashion brands and in a broad range of industries - ranging from the FMCG, entertainment and sports field to the automotive - which has given me the wide spectrum of how to apply creativity in several different ways. I’m currently leading digital marketing for Alfa Romeo (FCA Group) in the EMEA region, and with my team I work everyday to make the 4-wheels industry funnier. At least mosquitoes find me attractive.


1. What was your very first job?

My very first job was a summer one, while I still was at high school. During holidays period, before going to the seaside, I spent a part of the summer as a worker in a factory, like many students do for first holidays. That experience let me understood that my future job would have been something else…

2. Please describe, in your own words, what your job is and what work it entails.

I’ve always loved to explain which is my job to my mum, but it would be more easy to time-travel. In few words, I do digital business and apply creativity to whatever I try to do: it’s a mix of aestethics, numbers, boring stuff asked by global companies, consumers and third parties inspirations. I’m a marketing man playing with digital, brand marketing, ecommerce and content creation, with concrete expertise in digital distribution, brand building, global campaigns and driving conversions on/off line. I'm passionate about storytelling and content marketing, and I strongly believe that all brands must become and act as publishers.

3. How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?

I’ve always been passioned and geek about computers, digital, writing and creating catchy contents since when I was a teen. At the beginning it was like feeling a Masonic, playing an internet game and expressing myself through something I liked, then growing up meant also to understand how to apply my creativity to my job. Finding new ways, new story angles and original point of view to fit people everyday lives with clever brand and product communication is something that stimulates me constantly to reach a new level. Today I am where I am because digital is transforming the world, and I want to live this transition from a 360° perspective.

4. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

Inspiration can come from unexpected weird things like…numbers. Yes, even numbers and reports cangive creative insights, or let you see things from other layers. I use to finding inspiration from music, movies, and witty approach from the everyday life. And of course, from already existing world best practices.

5. If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?

I could showcase many campaigns, pieces, editorial projects, videos or brand experiences as best practices, as we use to doing in marketing industry to keep an old habit of a vintage world, but I want to pick one free unplanned example. In 2013 during one of the first #FacebookDown moments, the related hashtag became a global trending topic; I was working for Red Bull and had a cup on my desk featuring Facebook logo, a gadget that brought me friends from Facebook. I had the idea to take and post a picture of the hand of a colleague of mine, pouring a can of Red Bull into that cup, with the following copy: “#FacebookDown? We’re taking care of that.” With no budget, no marketing calendars, no agencies, that post went viral globally; Mashable and other influential magazines made an article, and we got an incredible visibility not only among consumers, but the marketing industry. With these kind of examples you can learn that yes, you fight to obtain extra budgets and get super-creative-activations, but at the end of the day is the “being human” side that makes the difference.


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