ABOUT

Context
Otti Manufactura is a design-led manufacturer of premium architectural concrete coverings, serving high-end residential and commercial projects including luxury properties, boutique wineries, hotels and heritage renovations. The challenge was to reposition the brand for premium markets and align its product portfolio, communication and business model with high-value client expectations.

Approach
I led a comprehensive repositioning initiative combining brand strategy, business development and product portfolio optimization. The focus was to create a coherent brand system reflecting a Mediterranean lifestyle atmosphere inspired by Tuscan and Provençal aesthetics, while strengthening both B2B and B2C market positioning.

Execution
The project included the renewal of corporate and brand identity across a portfolio of over 700 products, the development of integrated brand and communication strategy and the full digitization of the product range. I led cross-functional coordination across creative, marketing, technology and external partners, and introduced new go-to-market approaches, sales channels and partnership models.
In parallel, I developed and launched the Sorell construction materials brand, including product development, brand identity and market entry strategy.

Results
The transformation delivered strong business impact. Revenue increased by 41% and profit by 54% within 18 months, while conversion rates improved by 38%. Brand awareness grew by over 250% through integrated communication, PR and influencer-driven initiatives. The company evolved into a clearly positioned premium brand with expanded product and service capabilities and stronger market differentiation.