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Laura Casinelli
Verified Expert in Management Consulting
Management Consulting Expert
New York, NY, United States
Toptal member since April 28, 2022
Expertise
Bio
Laura is an internationally recognized brand strategy expert. She successfully implemented brand and change-management strategies for organizations ranging from Fortune 50 companies to pre-seed startups, acting globally across multiple industries. Her work proved to directly increase brand equity and momentum and accelerate growth. Laura enjoys freelancing because it allows her to engage with diverse clients and project base.
Career Highlights
Lead Brand Strategist
World Organisation for Animal Health
Chief Strategist
Franklin11
Interagency Strategy Officer
United Nations
Education Highlights
Master of Science Degree
Columbia University
Master’s Degree
SDA Bocconi School of Management | Bocconi University
Case Studies
Brand and Messaging Strategy for a Fast-growing Company Valuated at 5.3 Billion
Brand BuildingBrand PositioningPortfoliosBrand DevelopmentWorkshopsDigital Marketing Strategy+ 24 more
Global Brand Strategy for the World Organization for Animal Health
Brand BuildingBrand PositioningChange ManagementWorkshopsDigital Marketing StrategyStrategy+ 18 more
Brand Strategy and Change Management Campaign for the United Nation System Global Workforce
Human Resources (HR)Human Capital ManagementBrand PositioningWorkshopsStrategyStakeholder Engagement+ 16 more
Brand Equity Building for an Expanding Hospitality Group in New York City
Change ManagementBrand BuildingBrand PositioningWorkshopsDigital Marketing StrategyStrategy+ 23 more
Expertise
- Brand Books
- Brand Building
- Brand Development
- Brand Management
- Brand Positioning
- Brand Strategy
- Change Management
- Positioning
Work Experience
Lead Brand Strategist
2021 - 2022
World Organisation for Animal Health
- Oversaw the new global brand strategy that helped the organization increase donors' contributions by 45%.
- Designed the rollout plan of the new global brand strategy that helped the organization increase employee awareness and engagement scores in the first three months of testing by 33% and 35%, respectively.
- Guided the creative team that designed the new brand identity.
Focus areas: Brand Building, Positioning, Brand Positioning, Workshops, Digital Marketing Strategy, Strategy, Stakeholder Engagement, Brand Management, Brand Marketing, Brand Books, Consumer Branding, Communication Strategy, Brand Strategy, Messaging, Branding, Brand Guidelines, Public Health, Art Direction, Voice of the Customer (VoC), Customer Experience, Employee Experience, Business Strategy, Customer Insights, Customer Segmentation, Marketing Strategy, EMEA, Brand Identity, Content Strategy, Storytelling, Product Branding, Design Thinking, Digital Branding
Chief Strategist
2013 - 2020
Franklin11
- Oversaw all agency operations, managing a team of geographically dispersed professionals, generating annual revenues in excess of $3 million.
- Designed and created relevant, impactful, and sustainable brand strategies and change management campaigns for clients ranging from new technology startups to Fortune 50 large corporations.
- Developed and facilitated client onboarding workshops and brand-building exercises with executive teams, CEOs, and technical teams.
- Conducted brand and strategy reviews across all organizational assets, producing detailed assessments reports.
- Designed survey questionnaires, analyzed results, and produced reports on findings from surveys with 100 to 25 thousand respondents.
- Interviewed, hired, and trained creatives and project managers, building tailored teams for each project.
- Produced detailed messaging frameworks, master brand narratives, and training material.
- Designed and conducted stakeholder interviews and focus groups for pre-seed startups and large corporations.
- Directed the production of fully responsive multimedia editorial experiences, leveraging the most prominent social platforms.
- Conceived and implemented strategic communication protocols across prominent movie production companies for movies and international franchises, including internal presentations and audience engagement.
Focus areas: Brand Positioning, Workshops, Digital Marketing Strategy, Strategy, Stakeholder Engagement, Brand Management, Mentorship & Coaching, Brand Marketing, Brand Books, Consumer Branding, Communication Strategy, Employee Engagement, Positioning, Brand Strategy, Messaging, Consumer Packaged Goods (CPG), Branding, Brand Guidelines, Pitch Decks, Art Direction, Voice of the Customer (VoC), Customer Experience, Employee Experience, Business Strategy, Customer Insights, Customer Segmentation, Marketing Strategy, B2B, B2B Partnerships, Business to Business (B2B), EMEA, Brand Identity, Content Strategy, Storytelling, Product Branding, Design Thinking, Digital Branding
Senior Internal Brand Strategy Consultant
2010 - 2012
International Civil Service Commission
- Designed and oversaw the implementation of the communication strategy and campaign for the United Nations' new compensation package, driving support and mitigating resistance to the first review of the UN human resources system in 25 years.
- Designed all communication materials across the UN system ecosystem, including print and digital.
- Designed and facilitated workshops with high-ranking officers throughout the organization.
Focus areas: Corporate Culture, Human Resources (HR), Human Capital Strategy, Art Direction, Employee Experience, Customer Insights, Brand Identity, Content Strategy, Storytelling, Product Branding, Design Thinking, Digital Branding
Interagency Strategy Officer
2006 - 2010
United Nations
- Directed the design, communication, and reporting on the first UN system global staff survey reaching over 25,000 staff members. The survey obtained the highest response rate ever registered in the UN and was commended by the Secretary-General.
- Designed and directed carefully crafted project communication and engagement campaigns still used as benchmarks within the United Nations system.
- Oversaw and coordinated the first UN talents panel to surface the need for change within the UN system HR practices and acquire support. The panel included NASA and Morgan Stanley participants and was chaired by the UN HR Secretary-General.
- Produced the Simplification and Harmonization of Business Practices study commissioned by UNDESA to serve as an input to the 2011 Secretary-General's report on business practices simplification and harmonization in the UN system.
- Conducted system-wide mapping exercises on collaboration, result-based management, talent management, performance management, mobility, hardship, and motivation.
Focus areas: International Affairs, International Development & Economics, Public Policy, Brand Development, Communication Strategy, Employee Relations, Human Resources (HR), Brand Positioning, Workshops, Digital Marketing Strategy, Strategy, Stakeholder Engagement, Brand Management, Brand Books, Consumer Branding, Positioning, Brand Strategy, Messaging, Branding, Brand Guidelines, Employee Experience, EMEA, Brand Identity, Content Strategy, Storytelling, Design Thinking
Education
2010 - 2011
Master of Science Degree in Strategic Communication
Columbia University - New York, EUA
2007 - 2008
Master’s Degree in International Public Management
SDA Bocconi School of Management | Bocconi University - Milan, Italy
2000 - 2005
Master's Degree in Moral Philosophy
University of Bologna - Bologna, Italy
Skills
Geographic Expertise
EMEA
Output Software
Adobe InDesign
Finance
Fundraising
Other
Brand Building, Brand Positioning, Brand Development, Brand Management, Change Management, Brand Marketing, Brand Books, Consumer Branding, Communication Strategy, Positioning, Brand Strategy, Messaging, Workshops, Digital Marketing Strategy, Strategy, Stakeholder Engagement, Branding, Brand Guidelines, Brand Identity, Voice of the Customer (VoC), Customer Experience, Employee Experience, Customer Insights, Marketing Strategy, Content Strategy, Storytelling, Product Branding, Design Thinking, Digital Branding, Mentorship & Coaching, Portfolios, International Affairs, Consumer Packaged Goods (CPG), Pitch Decks, Art Direction, Marketing, Customer Segmentation, B2B, B2B Partnerships, Business to Business (B2B), International Development & Economics, Public Policy, Employee Engagement, Employee Relations, Human Resources (HR), Human Capital Management, Corporate Culture, Human Capital Strategy, Public Health, Marketing Mix, SEO Tools, Business Strategy
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