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Bettina Papirio, Senior Director, Digital Brand Lab, Hotwire

Bettina Papirio

Senior Director, Digital Brand Lab at Hotwire

San Francisco Bay Area, United States

About Me

Experienced global Marketing and Branding Professional with expertise in project management, event management, and brand management. Proven ability to develop corporate marketing communication protocols and execution plans, as well as enhance corporate brand equity through rigorous quality control measures. Demonstrated success in guiding marketing and branding initiatives based on consumer segmentation and market research. Deep understanding of culture, identity, and social representations as contributing factors in the success of global marketing and branding strategies.

Independent marketing and branding expertise in the consumer goods areas of QSR, automotive, beauty, as well as non-profit organizations. Key project experiences include: 

● Design of integrated marketing communication plan to refresh brand identity and positioning

● Identify areas for brand modification by leading primary and secondary qualitative and quantitative research analyzing current brand platform, positioning, and potential weaknesses

● Define strategic brand goals by conducting competitive strategic analysis and industry audit

● Define and develop marketing strategies to establish future brand road map, and feasibility and measurement tools for an integrated communication plan 

● Create plans to launch a new market and built core brand platform through effective design of strategic marketing and brand definition

● Examine the validity of brand and marketing standardization strategies through an investigation of the validity of cross-cultural brand homogenization

● Examine the brand platform and positioning in the international contexts of Germany, India, and China through quantitative content analysis

● Analyze the level of alignment between brand platform and positioning across cultures


● Qualitative and quantitative market research

● Competitor analysis Project planning and management

● Brand platform design and strategic alignmentFeasibility and measurement implementation

● Internal brand alignment

● Quality control

● Consumer behavior

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