Global Communication Manager | MOLESKINE

Alina Banasiak is the Global Communication Manager at Moleskine. Working in the brand’s headquarters in Milan, Alina coordinates the global communication strategy, ensuring consistency and meaningful experiences in all brand manifestations.  

Born in Italy and with Polish origins, Alina has an educational background in communications and PR and over 15 years professional experience in marketing and communication within lifestyle and consumer goods companies. After 6 years in the global communication team in Bticino and following 3 years as ADV and Event Manager at Kawasaki, in 2010, she joined the Italian branch of high-end brand Nespresso, being responsible for building the brand’s awareness and equity in Italy, from media strategy to retail marketing for the company’s boutiques, from events to sponsorships.  In her seven years’ experience, she coordinated the localisation of Nespresso’s PR, digital and social media strategy, succeeding in doubling PR results and its social following in Italy. She also managed marketing insights and crisis management. She implemented the 360° taste campaign – ATL, BTL and PR - with the aim of positioning Nespresso as a leader in quality coffee and expertise, a challenging task in Italy, homeland to espresso.   


1. What was your very first job?

I started my career path as intern in Marzotto Menswear Division, in the communication office, supporting the communication manager in all activities, from Pitti presence organization to campaign shooting and pop materials production. It was a great experience

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

As the Global Communication Manager in Moleskine I coordinate the global communication strategy, ensuring consistency and meaningful experiences in all Moleskine brand manifestation.

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 were the train of events that brought you to where you are today?

I realized I wanted to work in the creative world, especially concerning business like marketing and communication, when I was attending the high school, I started studying the advertising language very early. Then I attended the University and got my bachelor degree in marketing and communication and started working for a fashion company as intern immediately after. Now I’m one of the few lucky people who loves her job and this allows me to face challenges with enthusiasm and reach always (or almost always) the set goals.

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

In my job it is fundamental to keep updating my knowledge about new trends, new ways to communicate and always look at best in class brands to find inspiration and develop new ideas to communicate with efficiency and effectiveness to reach business and brand goals.

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?

The new retail concept we are now implementing starting from Milan. It was one of most challenging projects I worked on. First of all for its complexity and its impact on the company and brand perception. We started from consumers insight and then we built up the best experience for them along the whole purchasing path, putting the brand and its equity first.


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