Italo Durazzo
Italian living in Madrid.
Extensive and successful experience in Fast Moving Consumer Goods Multinational companies in different countries, both in line and Corporate roles, managing the business in various countries, leading sales and marketing teams, and also assuming Corporate Communication responsibilities.
Highly result oriented manager with a track record of sustained double-digit profit growth with a tight budget control.
Highly experienced in commercial restructuring and international expansion in many markets and countries.
Main strengths are: proven international distribution know-how based on successful market expansion, global brand development, great capacity to negotiate joint ventures and distribution agreements worldwide, and great ability in leading, restructuring and developing commercial teams.
After a degree in Economic Science and an MBA at Bocconi University in Milan, Italo started his marketing career in Unilever Italy, where he was in charge of Various responsibilities in Marketing and Sales Departments, up to Senior Brand Manager.
He was expatriate to Spain where he was in charge of Mimosin, the leading fabric conditioner brand, which became market leader.
He moved then to United Distillers (currently Diageo), in the spirit business, managing strong brands such as Gordon’s, Tanqueray, Dewars, Bell’s and others. He was also responsible of the joint ventures with local distributors.
In 1994 he joined Tabacalera, the leading but struggling Spanish tobacco company, as International Marketing Director, launching Fortuna in France and other brands in Eastern Europe.
In 96 he became Spain Marketing Director and relaunched successfully all the major brands, Fortuna, Ducados, Nobel, Habanos and BN. After many years of decrease, the brands turned around and increased their share.
He was also in charge of the communication of the IPO of Tabacalera in 1997 and part of the steering Committee of the merger with the French Company Seita that created Altadis in 1999.
After serving in Paris as Global Marketing Director of the Group (defining the new company brand portfolio and priorities) he was promoted General Manager South Europe and Latin America. During these years (2001-2006), the countries he was responsible for increased their market shares and their profitability dramatically, due to the effective brand enhancement and a rigorous cost control policy. The most important result was the launch of Ducados Rubio which shortly became market leader. He was also Chairman and board member of many tobacco subsidiaries, and also Board member of Radio España, the 4th biggest radio network.
From 2006 to 2009 he served as Group Communication VP, in charge of the Group internal and external Communication, responsible of designing a CSR strategy.
He left Altadis after piloting its integration into Imperial Tobacco Group, who bought the company after an OPA.
After a period of Consultancy, he joined Codere with the objective of creating the Marketing department and defining the brand portfolio and the brand strategy. Codere is a leading Company in the gaming industry.
He created the brand Codere Apuestas, which is the leading brand in the betting sector.
He defined the brand architecture for the group and the Communication strategy of all the brands.
The most relevant achievements have been the introduction of consumer experience evaluation model, consumer metrics, client segmentation in order to improve the effectiveness of marketing spending and digitalization of Marketing activities. Responsible of the Corporate and press Communication facing difficult challenges due to the Company financial restructuring.