Paula Righetti

• 44% — Record Aided Brand Awareness in Italy
• 10+ PP — Aided Awareness Growth in Italy, Year on Year
• 28% — Record Aided Brand Awareness in France
• 10+ PP — Aided Awareness Growth in France, Year on Year

SumUp, a fast-scaling payments company built for small merchants, had grown faster than its brand. Awareness was low and uneven across very different European markets, and the identity didn’t yet carry a distinctive, ownable meaning. To keep winning small businesses against bigger-spending competitors, SumUp needed a brand people recognized and felt something for, consistently, market to market.

I led SumUp’s brand repositioning across Europe: a new brand platform, brand book, and consumer visual language, brought to market through TV and out-of-home. I also stood up a monthly brand-health tracking system across seven markets, turning awareness and brand-feeling data into the input for campaign and creative decisions, so the brand was steered by evidence rather than opinion.

I drove record-high awareness in the priority markets and built a repeatable, data-led brand-measurement discipline across seven European markets that tied creative investment directly to awareness and brand feeling.

• 12+ PP — Aided Brand Awareness Lift in Germany
• 15+ PP — Ad Recall Lift in Germany
• +400% — Branded Search Lift During Campaign
• €27 Million — Annual Media Budget Owned Across 4 Markets

Qonto, one of Europe’s leading B2B fintechs, was scaling fast across four major markets, but brand awareness lagged its ambition in a crowded, undifferentiated category. To grow efficiently, Qonto needed a brand that stood out and turned attention into consideration, with media spend held accountable to real brand outcomes across France, Germany, Italy, and Spain.

I owned all brand and media strategy and execution across the four markets. I built and led a seven-person in-house brand and media team and directed lead agencies including Dentsu, McCann, and Media.Monks, managing a ~€27M annual media budget. I led the pan-European “Qonto. And done.” brand platform and rebuilt brand measurement, running a five-vendor tracker pitch and standing up a new cross-market tracker, so spend was steered by evidence rather than instinct.

The “Qonto. And done.” campaign drove over 12+ PP aided awareness, 15+ PP ad recall, and +400% branded search in Germany’s brand-lift study, plus 7% to 9% branded-search growth in France, tying around a €27 million budget to measurable brand growth.

Six competing global corporations, BASF, BMW, CATL, Henkel, Siemens, and Volkswagen, needed to launch the world’s first industry-wide Digital Product Passport ecosystem under a single brand. The identity had to feel future-forward yet carry the credibility of an industry standard, and hold up across eight markets and six powerful, very different stakeholders.

I led the full naming, branding, and go-to-market strategy. I explored the naming landscape across technical and human-centered territories and created “Path.Era,” a name capturing both motion (Path) and ambition (Era), then built the brand identity and a full 360 campaign targeting suppliers across digital, print, and video.

We launched the world’s first industry-wide Digital Product Passport ecosystem across eight markets, with a full 360 GTM campaign giving them a single common voice.

Kedrion was rolling out a full brand repositioning across multiple countries and newly acquired sites. The risk with any rebrand is that it lands as a corporate announcement employees never believe or carry. Kedrion needed the new brand to launch from the inside out, with its own people as the first and most credible voice, before it ever reached the public.

I led the inside-out go-to-market that turned the repositioning into a lived brand. I built an Ambassador Program that equipped 20+ trusted employees across sites to carry the new identity ahead of public launch, ran a coordinated multi-country unveiling tied to local comms and leadership, activated an external launch layer (celebration site, treasure hunt, LinkedIn rollout) to move the brand from internal pride to public visibility, and stood up an always-on employee content engine mapped to real business moments.

We turned employees into the brand’s most trusted external voice, integrated acquired UK, Italy, and Czechia sites into one culture, and replaced agency production with a self-sustaining content engine.