toptal.com
Contact us: +1.888.867.7001
Laura Casinelli, Management Consulting Expert in New York, NY, United States
Laura Casinelli

Management Consulting Expert in New York, NY, United States

Member since April 28, 2022
Laura is an internationally recognized brand strategy expert. She successfully implemented brand and change-management strategies for organizations ranging from Fortune 50 companies to pre-seed startups, acting globally across multiple industries. Her work proved to directly increase brand equity and momentum and accelerate growth. Laura enjoys freelancing because it allows her to engage with diverse clients and project base.
Laura is now available for hire
Hire Laura

Career Highlights

Education

Case studies

  • Brand and Messaging Strategy for a Fast-growing Company Valuated at 5.3 Billion
    Brand and Messaging Strategy for a Fast-growing Company Valuated at 5.3 Billion
    • Brand Building
    • Brand Positioning
    • Portfolio Architecture
    • Brand Development
    • Workshops
    • Digital Marketing Strategy
    • Strategy
    • Stakeholder Engagement
    • Brand Management
    • Communication Strategy
    • Positioning
    • Brand Strategy
    • Messaging
    • Branding
    • Brand Guidelines
    • Pitch Decks
    • Art Direction
    • Voice of the Customer (VoC)
    • Customer Experience
    • Employee Experience
    • Customer Insights
    • B2B
    • B2B Partnerships
    • Business to Business (B2B)
    • Brand Identity
    • Content Strategy
    • Storytelling
    • Product Branding
    • Design Thinking
    • Digital Branding
  • Global Brand Strategy for the World Organization for Animal Health
    Global Brand Strategy for the World Organization for Animal Health
    • Brand Building
    • Brand Positioning
    • Change Management
    • Master Narrative
    • Workshops
    • Digital Marketing Strategy
    • Strategy
    • Stakeholder Engagement
    • Brand Management
    • Brand Books
    • Communication Strategy
    • Employee Engagement
    • Positioning
    • Brand Strategy
    • Branding
    • Brand Guidelines
    • Public Health
    • Art Direction
    • Employee Experience
    • Customer Insights
    • Brand Identity
    • Content Strategy
    • Storytelling
    • Design Thinking
    • Digital Branding
  • Brand Strategy and Change Management Campaign for the United Nation System Global Workforce
    Brand Strategy and Change Management Campaign for the United Nation System Global Workforce
    • Human Resources (HR)
    • Human Capital Management
    • Brand Positioning
    • Workshops
    • Strategy
    • Stakeholder Engagement
    • Brand Management
    • Brand Books
    • Communication Strategy
    • Employee Engagement
    • Positioning
    • Brand Strategy
    • Messaging
    • International Organizations
    • Branding
    • Brand Guidelines
    • Employee Experience
    • Customer Insights
    • Brand Identity
    • Content Strategy
    • Storytelling
    • Design Thinking
    • Digital Branding
Load more...

Expertise

Employment

  • Lead Brand Strategist

    2021 - 2022
    World Organisation for Animal Health
    • Oversaw the new global brand strategy that helped the organization increase donors' contributions by 45%.
    • Designed the rollout plan of the new global brand strategy that helped the organization increase employee awareness and engagement scores in the first three months of testing by 33% and 35%, respectively.
    • Guided the creative team that designed the new brand identity.
    Focus areas: Brand Building, Positioning, Brand Positioning, Workshops, Digital Marketing Strategy, Strategy, Stakeholder Engagement, Brand Management, Brand Marketing, Brand Books, Consumer Branding, Communication Strategy, Brand Strategy, Messaging, Branding, Brand Guidelines, Public Health, Art Direction, Voice of the Customer (VoC), Customer Experience, Employee Experience, Business Strategy, Customer Insights, Customer Segmentation, Marketing Strategy, EMEA, Brand Identity, Content Strategy, Storytelling, Product Branding, Design Thinking, Digital Branding

  • Chief Strategist

    2013 - 2020
    Franklin11
    • Oversaw all agency operations, managing a team of geographically dispersed professionals, generating annual revenues in excess of $3 million.
    • Designed and created relevant, impactful, and sustainable brand strategies and change management campaigns for clients ranging from new technology startups to Fortune 50 large corporations.
    • Developed and facilitated client onboarding workshops and brand-building exercises with executive teams, CEOs, and technical teams.
    • Conducted brand and strategy reviews across all organizational assets, producing detailed assessments reports.
    • Designed survey questionnaires, analyzed results, and produced reports on findings from surveys with 100 to 25 thousand respondents.
    • Interviewed, hired, and trained creatives and project managers, building tailored teams for each project.
    • Produced detailed messaging frameworks, master brand narratives, and training material.
    • Designed and conducted stakeholder interviews and focus groups for pre-seed startups and large corporations.
    • Directed the production of fully responsive multimedia editorial experiences, leveraging the most prominent social platforms.
    • Conceived and implemented strategic communication protocols across prominent movie production companies for movies and international franchises, including internal presentations and audience engagement.
    Focus areas: International Organizations, Brand Positioning, Workshops, Digital Marketing Strategy, Strategy, Stakeholder Engagement, Brand Management, Mentorship & Coaching, Brand Marketing, Brand Books, Consumer Branding, Communication Strategy, Employee Engagement, Positioning, Brand Strategy, Messaging, Consumer Packaged Goods (CPG), Branding, Brand Guidelines, Pitch Decks, Art Direction, Voice of the Customer (VoC), Customer Experience, Employee Experience, Business Strategy, Customer Insights, Customer Segmentation, Marketing Strategy, B2B, B2B Partnerships, Business to Business (B2B), EMEA, Brand Identity, Content Strategy, Storytelling, Product Branding, Design Thinking, Digital Branding

  • Senior Internal Brand Strategy Consultant

    2010 - 2012
    International Civil Service Commission
    • Designed and oversaw the implementation of the communication strategy and campaign for the United Nations' new compensation package, driving support and mitigating resistance to the first review of the UN human resources system in 25 years.
    • Designed all communication materials across the UN system ecosystem, including print and digital.
    • Designed and facilitated workshops with high-ranking officers throughout the organization.
    Focus areas: Corporate Culture, Human Resources (HR), Human Capital Strategy, Art Direction, Employee Experience, Customer Insights, Brand Identity, Content Strategy, Storytelling, Product Branding, Design Thinking, Digital Branding

  • Interagency Strategy Officer

    2006 - 2010
    United Nations
    • Directed the design, communication, and reporting on the first UN system global staff survey reaching over 25,000 staff members. The survey obtained the highest response rate ever registered in the UN and was commended by the Secretary-General.
    • Designed and directed carefully crafted project communication and engagement campaigns still used as benchmarks within the United Nations system.
    • Oversaw and coordinated the first UN talents panel to surface the need for change within the UN system HR practices and acquire support. The panel included NASA and Morgan Stanley participants and was chaired by the UN HR Secretary-General.
    • Produced the Simplification and Harmonization of Business Practices study commissioned by UNDESA to serve as an input to the 2011 Secretary-General's report on business practices simplification and harmonization in the UN system.
    • Conducted system-wide mapping exercises on collaboration, result-based management, talent management, performance management, mobility, hardship, and motivation.
    Focus areas: International Affairs, International Development & Economics, Public Policy, Brand Development, Communication Strategy, Employee Relations, Human Resources (HR), Brand Positioning, Workshops, Digital Marketing Strategy, Strategy, Stakeholder Engagement, Brand Management, Brand Books, Consumer Branding, Positioning, Brand Strategy, Messaging, Branding, Brand Guidelines, Employee Experience, EMEA, Brand Identity, Content Strategy, Storytelling, Design Thinking

Education

  • Master of Science Degree in Strategic Communication
    2010 - 2011
    Columbia University - New York, EUA
  • Master’s Degree in International Public Management
    2007 - 2008
    SDA Bocconi School of Management | Bocconi University - Milan, Italy
  • Master's Degree in Moral Philosophy
    2000 - 2005
    University of Bologna - Bologna, Italy

To view more profiles

Join Toptal
Share it with others
Hire the top 3% of freelance finance experts TM