Curriculum Vitae - Alex Mari

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1 Curriculum Vitae - Alex Mari Contact Information Research Associate Chair of Marketing and Market Research University of Zurich Department of Business Administration Andreasstrasse 15, 8050 Zurich, Switzerland Phone: +41 (0) alex.mari@business.uzh.ch Web1: Google Scholar: LinkedIn: Content Short Profile 2 Education 2 Exchange Program 2 Executive Education 2 Executive Experience 3 Entrepreneurial Experience 3 Academic Experience 4 Publications 4 Keynote Presentations 5 Media Coverage and Interviews 5 Teaching 5-1-

2 Short Profile Alex Mari is a Research Associate at the Chair for Marketing and Market Research at the University of Zurich. He is former Director of Digital Marketing at Sonova Group, Brand Manager at Procter & Gamble, AKQA, and others. Alex founded and managed two technology driven startups: Fennex, an augmented hearing app, and BrandMate, a social platform for brand ambassadors. He teaches digital marketing, digital strategy, and digital transformation in business schools. Alex holds a Master of Science in Marketing from the University of Lugano. He is currently studying the impact of artificial intelligence on digital transformation and customer relationship management. Alex equally loves academic, entrepreneurial and managerial worlds. Education UNIVERSITY OF ZURICH, SWITZERLAND Doctorate in Business Administration Supervisor: Prof. René Algesheimer UNIVERSITY OF LUGANO, SWITZERLAND Master of Science in Marketing Supervisor: Prof. Andreina Mandelli LIBERA UNIVERSITA MARIA SS. ASSUNTA (LUMSA), ITALY Bachelor of Arts in Marketing & Advertising HIGH SCHOOL GALILEO GALILEI, ITALY Diploma in Accounting and Software Development Exchange Program CENTRAL UNIVERSITY OF FINANCE & ECONOMICS, CHINA Exchange program in International Marketing (one semester) ABO AKADEMI, FINLAND Erasmus program in Intercultural Marketing (one semester) Executive Education CANNES LIONS SCHOOL, FRANCE CMO Accelerator Program with Jim Stengel CEU BUSINESS SCHOOL, HUNGARY Global Entrepreneurship Fellows Program (one semester) SDA BOCCONI, ITALY Digital Marketing for Marketing Executives (three courses) -2-

3 Executive Experience SONOVA AG, SWITZERLAND Global Director Digital Marketing & E-Commerce Sonova AG is leading manufacturer of hearing care solutions. I built, developed and coordinated a Centre of Excellence for Digital Marketing & E-Commerce. Our team, over 15 senior digital managers, defined and implemented digital marketing, digital content and ecommerce strategy across brands / markets (4$M central budget). I coordinated activities with 30+ local managers in 20 countries PROCTER & GAMBLE, SWITZERLAND Global Associate Brand Manager Delivery Brand Management WE for Braun, Small Home Appliances and Delivery Brand Management CEEMEA for Mr.Clean, Household products. As a business lead, I was responsible to develop and drive superior brand strategy (portfolio, pricing & promotional strategy, communication plan), market and business analysis, packaging development, visual identity and communication toolbox execution TIM MUSIC, SWITZERLAND Head of Marketing TIM Music is an Italian music service on demand owned by Telecom Italia. I recruited and set up a marketing team (4 members) in the Lugano Innovation Hub (at Dixero International SA) and I was responsible for the development and execution of marketing plan, branding strategy and social media initiatives. As a digital marketing leader, I also designed and promoted several web and mobile apps. Entrepreneurial Experience FENNEX AG CEO, Founder, Head of Marketing Fennex AG is a mobile health company bringing augmented hearing to the masses. I was business and technical leader of a team of 8 senior engineers and marketers. After securing over $1M seeding funds, Fennex was the best-rated / fastest growing hearing aid app BRANDMATE Ltd. CEO, Founder, Head of Marketing BrandMate is a brand community where brand ambassadors share enthusiasm towards a set of beloved brands. This platform connects brand ambassadors to brand managers for co-creation purposes. I led the creative and technical teams (6 people) based in HCMC, Vietnam. -3-

4 Academic Experience INTERNATIONAL UNIVERSITY IN GENEVA, SWITZERLAND Adjunct Lecturer of Digital Marketing ESA BUSINESS SCHOOL, LEBANON Visiting Scholar in Digital Strategy and Transformation SDA BOCCONI SCHOOL OF MANAGEMENT, ITALY Invited Lecturer of Digital Marketing & Communication BOCCONI UNIVERSITY, ITALY Co-Lecturer of Social Media Marketing (Lab) MASTER IN MARKETING PUBLITALIA 80 (MEDIASET), ITALY Lecturer of Digital Marketing CENTER FOR THE DIGITAL FUTURE / USC ANNENBERG, USA Research Assistant at the World Internet Project (WIP) INSTITUTE OF MARKETING / USI LUGANO, SWITZERLAND Research Assistant in Digital Marketing Publications Book Chapters (3) (3) Mari A. (2016) The impact of social media on consumer-brand relationships. In Karmarkar and Mangal (eds.) The UCLA Anderson Business and Information Technologies (Bit) Project: A Global Study of Business Practice. World Scientific Publishing Company. (2) Mandelli A. & Mari A. (2012) The impact of digital technology on service networks: studying a case in the advertising sector. In Karmarkar and Mangal (eds.) The UCLA Anderson Business and Information Technologies (Bit) Project: A Global Study of Business Practice. World Scientific Publishing Company. (1) Mandelli A., Accoto C. & Mari A. (2010) Pratiche di social media measurement: esplorazione e modelli. In A. Mandelli and C. Accoto (eds.), Marca e Metriche nei Social Media, Lugano, CH: Università della Svizzera italiana, Peer-reviewed articles (1) (1) Mandelli A. & Mari A. (2011) The relationship between social media conversations and reputation during a crisis: The Toyota case. International Journal of Management Cases, , 14 (1). Other articles (1) (1) Mandelli A., Accoto C. & Mari A. (2010) Social Media Metrics: Practices of Measuring Brand equity and Reputation in Online Social Collectives, Paper accepted at the 6th -4-

5 International conference Thought leaders in Brand Management, Università della Svizzera Italiana, Lugano, Switzerland. Keynote Presentations 2018 The Agile Digital (Marketing) Department, MarTech by Marketing Week, Athens (Greece), January Digital Transformation in the Medical Device Industry, Medtech Commercial Leaders Forum, February How Digital Is Transforming Marketing, MarTech Europe Conference, London (UK), November Media Coverage and Interviews 2017 Rachel Metz: How Your Apple Wireless Earbuds Could Double as Hearing Aids, MIT Technology Review, The Artificial Intelligence Issue, Vol. 120 No. 6 November/December Teaching As an Adjunct Lecturer of Digital Marketing at International University of Geneva HS17 HS16 HS15 As an Invited Lecturer of Marketing & Commnication at SDA Bocconi FS17 HS17 HS17 HS16 HS16 FS15 FS14 Facebook Strategy and Advertising (executive seminar) Social Media Planning (executive seminar) Digital Transformation: case study (MISB India - executive seminar) Facebook Strategy and Advertising (executive seminar) Digital Transformation: case study (MISB India - executive seminar) Digital Transformation & Agile Marketing (executive seminar) Search Strategy and Advertising (executive seminar) Search Strategy and Advertising (executive seminar) Social & Mobile Advertising (executive seminar) -5-

6 HS13 FS12 Facebook Strategy and Advertising (MISB India - executive seminar) Online Advertising (executive seminar) Social Media Strategy and Planning (executive seminar) Social Media Marketing (executive seminar) As a Lecturer of Digital Marketing at Master Publitalia 80 HS13 FS12 HS12 HS11 HS10 As a Co-lecturer of Social Media Marketing at University Bocconi Social Media Marketing Lab (co-lecture) As an Research Assistant / Fellow at University of Lugano (USI) FS17 Digital Transformation (executive seminar) FS16 Digital Transformation (executive seminar) HS15 Consumer Behavior (master - laboratory) Service Management (master - seminar) Digital Marketing (master - laboratory) Digital Corporate Communication (master - laboratory) Marketing (bachelor - laboratory) FS11 Marketing (bachelor - laboratory) FS11 Digital Marketing (master - laboratory) FS10 Digital Marketing (master - seminar) FS10 Marketing (bachelor - laboratory) -6-