Marketing e Communication
From Strategy to Results
Marketing is not a collection of separate activities. Strategy, branding, content, social media, advertising and events must work together to support business objectives and create a consistent experience for the audience.
I’m Silvia Voltan, a Marketing & Communication Strategist with over ten years of experience designing and coordinating marketing and communication activities for companies and brands across the retail, food, franchising, media, services and lifestyle sectors.
My work begins with analysis and continues through to implementation: I research the market, identify opportunities and priorities, define the plan, coordinate people and suppliers, and monitor results.
I combine strategic thinking with hands-on expertise to turn business objectives into tangible, distinctive and measurable projects.
My Expertise
Marketing Strategy & Project Management
Giving Marketing Activities a Clear Direction
Every effective project begins with the right questions: What is the objective? Who are we trying to reach? Why should the audience choose this brand? Which channels are most likely to deliver the best results?
I analyse the business context, market, target audience and competitors to develop marketing and communication strategies aligned with the organisation’s objectives and available resources.
I then turn the strategy into an actionable plan, defining activities, responsibilities, timelines, budgets and performance indicators.
What I Can Help With
- Market, audience and competitor analysis
- Definition of strategic and operational objectives
- Development of marketing and communication plans
- Planning of online and offline activities
- Budget management and allocation
- Coordination of teams, agencies and suppliers
- Project and deadline management
- Definition and monitoring of KPIs
- Results analysis and activity optimisation
The Value for Your Business
A shared strategy reduces wasted time and budget, improves the effectiveness of individual initiatives and ensures that everyone involved is working towards the same objective.
BUILDING A DISTINCTIVE BRAND IDENTITY
Brand & Content Strategy
A brand is more than a logo. It is the combination of perceptions, values, messages and experiences that enables people to recognise it and understand what makes it different.
I work on brand positioning and storytelling to create consistent communication across every touchpoint, from digital channels to corporate materials.
I translate brand identity and business objectives into messages, content and editorial guidelines that speak to the audience in a clear and distinctive voice.
What I Can Help With
- Brand positioning analysis and definition
- Identification of brand values and distinctive features
- Definition of mission, vision and key messages
- Tone of voice development
- Brand storytelling
- Content strategy
- Supervision of visual communication
- Coordination of corporate and sales materials
- Company profiles, presentations and branded content
The Value for Your Business
A consistent identity strengthens brand recognition, improves the quality of communication and helps audiences understand why they should choose your brand.
TURNING YOUR DIGITAL PRESENCE INTO A STRATEGY
Digital & Social Media Marketing
Being online does not necessarily mean being relevant. Every channel should have a clear purpose within the customer journey and contribute to the organisation’s wider objectives.
I develop integrated digital strategies that combine organic content, paid campaigns, social media, websites, email marketing and customer acquisition activities.
I do not consider followers, impressions or clicks as standalone results. I connect them to broader objectives such as brand awareness, engagement, lead generation, website traffic and conversions.
Digital marketing
- Digital marketing strategy development
- Digital presence analysis
- Website and e-commerce coordination
- Content and customer journey optimisation
- Email marketing and database development
- CRM and customer retention strategies
- SEO and content optimisation
- Performance reporting and analysis
Social media e content management
- Social media strategy
- Audience and competitor analysis
- Channel selection and objective setting
- Editorial plan and content calendar development
- Content format and recurring series creation
- Copywriting and storytelling
- Content production coordination
- Community management
- Data analysis and optimisation
The Value for Your Business
An integrated digital strategy makes it possible to reach audiences at the most relevant moments while maintaining consistency between content, channels, investment and business objectives.
BRINGING THE RIGHT MESSAGE TO THE RIGHT AUDIENCE
Advertising & Media Planning
An effective campaign depends not only on creativity, but also on the ability to reach the right people through the most suitable channels and at the most relevant time.
I develop and coordinate online and offline advertising campaigns based on business objectives, audience analysis and available resources. I select the communication channels best suited to the project and define how the budget should be allocated across them.
I manage campaigns from planning through to activation, coordinating creative assets, formats, suppliers and timelines. I monitor performance to understand which activities generate the greatest value and identify opportunities for optimisation.
What I Can Help With
- Definition of campaign objectives
- Audience analysis and segmentation
- Media plan development
- Selection of online and offline channels
- Geographical and campaign timing strategy
- Budget management and allocation
- Creative production coordination
- Meta Ads and Google Ads campaigns
- Radio, print and out-of-home advertising
- Promotional activities and media partnerships
- KPI and performance monitoring
- Campaign optimisation
- Results analysis and reporting
The Value for Your Business
Integrated media planning enables businesses to use their budgets more effectively, increase reach among relevant audiences and maintain consistency between the message, the channel and the campaign objectives. Ongoing performance monitoring also helps improve the effectiveness of advertising investment over time.
CONNECTING BRAND WITH LOCAL COMMUNITIES
Retail & Local Marketing
In retail and franchising, a national strategy must be flexible enough to reflect the characteristics of each local market and individual store.
Drawing on my experience with retail chains, local businesses and brands in the retail and food sectors, I develop initiatives that connect central brand communication, local promotion and commercial objectives.
My work focuses on increasing store visibility, supporting new openings, driving footfall and building lasting relationships with local audiences.
What I Can Help With
- Marketing plans for individual stores and retail networks
- Local marketing strategies
- Drive-to-store campaigns
- Marketing support for new store openings
- Promotions and commercial initiatives
- Local adaptation of national campaigns
- Google Business Profile management and local visibility
- Online and offline promotional materials
- Coordination with stores, business owners, agencies and suppliers
- Analysis of local marketing results
The Value for Your Business
Local marketing allows a brand to maintain a consistent identity while responding to the specific needs of each area and the people who live there.
TURNING A BRAND INTO AN EXPERIENCE
Event Marketing & Brand Activation
Events give people the opportunity to experience a brand’s identity first-hand. To be effective, however, they must form part of a wider strategy and be supported by coordinated communication before, during and after the event.
I create and coordinate events, openings, promotional initiatives and brand activations, bringing together planning, content, social media, advertising and relationships with partners and suppliers.
What I Can Help With
- Event concept development
- Definition of objectives and target audiences
- Activity planning
- Budget and timeline management
- Partner and supplier coordination
- Event communication planning
- Online and offline promotional campaigns
- Social media content and live coverage
- Engagement and lead-generation activities
- Results analysis
The Value for Your Business
A well-designed event increases visibility, strengthens brand recall and creates opportunities to build direct relationships with customers, communities and local audiences.
An Integrated Approach
My value lies not only in my knowledge of individual tools, but in my ability to connect them within a wider project.
I can contribute to defining the strategy while also overseeing its practical execution: coordinating content production, working with agencies and suppliers, monitoring campaigns, managing priorities and turning data into actionable insights.
This allows me to maintain a clear overview of the entire project without losing sight of the details.
How I Work
Analysis
I examine the business context, market, audience, competitors and the organisation’s specific needs.
Strategy
I define the objectives, positioning, messages, channels, activities and KPIs.
Planning
I turn the strategy into an actionable project, establishing priorities, budgets, responsibilities and deadlines.
Activation
I coordinate people, tools, content and suppliers to bring the project to market.
Measurement
I analyse the results, identify areas for improvement and turn data into informed decisions..
Let’s Shape Your Next Project
Are you looking for a professional who can combine strategy, creativity and project management?
I am available to explore professional opportunities and collaborations with companies, agencies and brands interested in developing integrated marketing and communication projects.