Date: 17th July 2020
Eva Pederzini is an Italian omnichannel marketing specialist and has lived in Surrey since 2014. Eva’s worked for big corporate companies, like Nespresso, in various Director’s positions throughout her career. In 2019 Eva started her own business, Eva P & Associates, providing specialist consultancy focussing on Business, Brand and Omnichannel. As part of the Digital Knowledge Exchange ‘Zoom Webinars’ Season Two, Eva will be presenting a masterclass on Omnichannel marketing for Leeds city region businesses.
What is your business motto?
My motto is “Never give up” as I believe that in business you can face setbacks, but it is not the way you fall down but the way you get up that defines you as a leader.
How do you make contacts that are useful for business?
I usually am contacted through LinkedIn as I built a big network since many years. Word-of-Mouths works also very well. Recently I’m focusing on building my visibility on other social media, to raise my profile even more. Before the Covid lockdown I was privileging networking events. Despite a digital marketeer, I still believe human contact is very important.
What makes your business different?
I believe I have a good mix of “on field” practical expertise in areas related to Brand Strategy, combined with Marketing and Customer’s acquisition. I was in charge of the Retail Experience for Nespresso Global and this helped me to gather a huge amount of knowledge in that field, but I became passionate about Omnichannel since I took the first Director’s position in Nespresso Italy. At this point of my career I totally got how much working “as a team” within the organization and break the silos could have a huge impact on the brand and the business.
What essential item(s) do you always have with you?
It may look a bit boring but I’ve always with me my mobile phone, which represents my life in a pocket. Being connected for me is crucial for my work, for understanding new trends, as well as for my family life. It is not unusual to see many pictures of my cat in my WhatsApp!
Do you dress up or dress down for business?
I’m a bit of a fashion addict so most of the time I like to be well in my dress and I tend to dress up. I think it comes from my “Italian” origin, where lifestyle is a part of the culture, and my mum used to work in fashion, so I believe it is part of my DNA.
Which person has inspired you the most in your career and in what way?
It is difficult to say, I had so many brilliant examples of mentors in my career! If I will forget someone I’ll get in trouble! I would say my first boss, Massimiliano Pogliani, who now is CEO of Illy Caffe’, who thought to me ambition and resilience, but also the Nespresso former CCO, Christophe Cornu, who empowered me to win on so many occasions! I will be forever grateful for the trust he placed on me. And finally Davide Vassena, my former boss in Vertu, who thought me the rigor to always be focused on metrics as no result is great if it’s not measurable.
I was also lucky enough to meet incredibly inspiring women in my career, like Boyka Komsulova, who was in charge of Strategy in Nespresso UK. Besides being a fantastic human being, she helped me to become a better leader.
In general I’m very inspired by women in business who are brave enough to stand up for other women or girls like, for example, Michelle Obama.
What is your proudest achievement in business?
I believe when I was able to launch the new Nespresso Global Boutique concept. That was probably the most impactful and satisfying moment in my career. I think I achieved in the creation of real innovation in Retail, while creating a surprising and customer-centric shopping experience.
What’s your company’s greatest asset?
I believe it is the capability to support CEOs in hard business decisions through my innovation-oriented mindset. It helps them to be brave when is needed, giving guidance on what could be a positive impact on their business. My holistic know-how of business helps them to achieve a higher confidence level in their decisions.
If you hadn’t gone down your chosen career path, what would you be doing?
Probably the Marine biologist. I love the sea and scuba diving and I adore travelling.
Give us one tip for a successful business
Go out there! I believe it is time to be visible, as the competition is hard, so it is just by showcasing your skills that you can be seen. This is especially valid for women in business. I see so many women talents to stay on the sideline because too fearful of not being “perfect enough”. I believe perfection is by definition not of human nature and the imperfections most of the time create empathy and preference. I am convinced I’m not chosen for my perfection in business but for my vision, which most of the time it is not aiming to perfection but to creating impactful innovation.
At what time of the day are you most creative and inspired?
In the evening my brain works better, and I feel the relaxation and inspiration of the day coming all aligned in my head.
How do you relax away from work?
I’m lucky enough to live in the Surrey Hills, so my ideal relaxing day is walking or biking near my home. It is wonderful and soothes the mind!
When do you take your coffee break?
I was used to take more coffee breaks in the past, as I worked for coffee companies for a big part of my career. Now it is usually in the middle of the afternoon.
Why should businesses attend your webinar?
I believe it will be very helpful for the understanding of why Omnichannel can be a real game-changer for their business. It doesn’t mean to be, by any mean, a complete view of what to do to build an Omnichannel-oriented business, as every company would build its own solution, depending on their KPIs and their strength as a brand, but it definitely will help them to define the next steps to pursue this path towards “putting the customer at the centre”.
You can catch Eva in the upcoming webinar ‘An Intro to Omnichannel Marketing’ taking place on Tuesday 21st July at 10am. To book your place click here.