Ilaria Lodigiani

Judge
DISC Type : Dc

Barilla, Chief Category & Marketing Officer at Barilla Group

Italy

Overview

Ilaria Lodigiani is the Chief Category & Marketing Officer at Barilla Group, with a 20-year career spanning technology, telecom, and food & beverage with companies like Microsoft and Heineken. A graduate of ESCP Business School and the Università di Pavia, she specializes in driving global brand growth and innovation.

As a self-described "big food lover, " Ilaria is passionate about sharing Italian food culture with the world. She has a deep appreciation for ancestral emotion and connection, highlighted by her attendance at significant cultural events like the Milano-Cortina 2026 Opening Ceremony.

Unique fact: Ilaria played a foundational role in establishing the strategic initiatives that led to the global launch of Heineken 0. 0%.

Personality Overview

Demanding

Fast But Wary

Objective Thinker

They respond better to strong and respectful interactions.  They do not care very much about building rapport or relationships. They put a lot of effort into ensuring personal success.

Topics They Care About

Global Brand Building
Leads global marketing strategies for Barilla's portfolio, focusing on making the company's brands more iconic worldwide and driving growth.
Food Innovation
Passionate about the future of food, she highlights initiatives like the Barilla Innovation and Technology Experience (BITE) to drive creativity and new product development.
Empathetic Marketing
Believes empathy is essential for connecting with consumers and fostering internal collaboration, stating you can't be empathetic externally if you aren't internally.

Media Appearances

Ilaria Lodigiani Became the New CMO of Barilla Group. Featured in Horecatrend

See Now

Work History

4-2023
Barilla, Chief Category & Marketing Officer at Barilla Group
7-2021 - 4-2023
VP Global Marketing Barilla® at Barilla Group
5-2018 - 7-2021
Global Low & No Alcohol Senior Director at The HEINEKEN Company
3-2016 - 4-2018
Head of Global Marketing Innovation Heineken Brand at The HEINEKEN Company
10-2015 - 2-2016
Lumia Marketing Director at Microsoft

Education

2011 - 2012
Master in management from ESCP Business School
1999 - 2003
110/110 from Università di Pavia

More Information

Social Presence :

Prographics :

Exp : 21 Location : Italy Job Level : Leadership Designation : Barilla, Chief Category & Marketing Officer at Barilla Group
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Insights For Selling To Ilaria

During A Call Or A Meeting

DO's

  • Get to the point quickly instead of spending time doing small talk
  • Make sure that you circle back fast on any action items, it wins their trust
  • Use phrases like ‘it’s your decision’, ‘strategic impact’ etc.

DONT's

  • Avoid being a storyteller and don’t try to oversell
  • Don’t be in a rush to invite them for a social meet and greet
  • Do not hesitate from asking counter questions, just avoid challenging their authority

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ilaria is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Ilaria

  • If they are not convinced, they will say no without any hesitation.

Insights For Deal Planning

    How fast (or slow) will Ilaria move?

  • If convinced, they can reach decisions quite fast.
  • Can Ilaria take some risk or not?

  • They do not shy away from taking risks, but can be quite binary about them.

You And Ilaria

Personality Compatibility


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