Erfaring

I 1990 startede Mirella hos Shell Offshore i Italien, hvor hun sad i ni år. Derefter gik rejsen til Vestas, hvor hendes karriere for alvor tog fart. Her sad hun senest som Vice President, Global Marketing, inden hun i 2016 landede stillingen som SVP Marketing, Communication & Public Affairs hos Rockwool.

Motivation

Til dagligt driver Mirella Amalia Vitale, Rockwools marketinginitiativer og spiller derfor en betydelig rolle i hele nytænkningen af den tunge isoleringsvirksomheds brand. Som en i særdeleshed stærk marketer med et endnu stærkere visionært mindset, har hun drevet Rockwool-brandet frem gennem bl.a. implementeringen af en ny differentieret brandstrategi- og platform. Det har givet virksomheden en stor stemme i globale debatter om bl.a. bæredygtighed, genbrug og moderne landbrug, men også kraftig rygvind på vækstfronten – på trods af sløv udvikling på flere markeder. Mirella anerkendes for hendes innovative og visionære tilgang til markedsføring, som sætter kunden i fokus og gør bæredygtighed til en stor del af Rockwools dna. Hun evner at holde fast på trods af udfordringer, hvilket sætter hende direkte ind på The M List 2020.
 

Hvad har været din største professionelle succes i 2019?

ROCKWOOL was granted 3 content marketing awards by DRUM. The Drum is Europe’s largest media and marketing website and its annual B2B Awards recognise the best marketing and branding content and campaigns from companies all over the world. We also won a fourth award for the best product launch for ROCKZERO stand for something.

Hvad ville du gerne have gjort mere af i 2019?

Continue to develop our transformation towards to a digital customer journey. It is essential that we make this transformation while ensuring that our customer feels a very personalised and customised experience. Consumers spend more and more time online and making relevant content will be the key to long term success.

Hvad bliver din største marketingudfordring i 2020 hvis forudsigelserne om dårligere konjunkturer holder stik?

Cutting through the online conversations and ensuring that ROCKWOOL reaches our relevant audience will be essential. Launching our online commerce platform in different markets will be both a challenge and opportunity.

Hvordan forventer du, at din rolle vil forandre sig i 2020?

Online channels have blurred the audience from being quite easily segmented into B2B or B2Cc into a vast B2Human space. The power of the public has increased as more people go online to express an opinion or concern about your brand or your product. Reputation management has subsequently changed and will continue to do so over the next year.

Vil FN’s verdensmål påvirke dit arbejde i 2020 – og i så fald hvordan?

The ROCKWOOL strategy is lined up to support the UN SDGs. We actively work with 10 goals and focus on the positive impact of our products on the environ- ment while ensuring that we minimise the impact of our production process. I also actively participate in two UN global action platforms on health and low carbon development.

Hvis der var en i branchen du skulle give et skulderklap – hvem skulle det være og hvorfor?

Group management team and the marketing organisation. We made a journey from a product focused company to a company with purpose. No changes were needed to the portfolio. We only changed the way we presented the story. Credit for this goes to the Kähler family who founded the company over 80 years ago.