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ANTONIO FRANCO
Date of birth: 07/01/1956
24121 Bergamo - Italy -, Via Martiri di Cefalonia, 3
Mobile: + 39 335 6989131
e-mail address: antoniofranco.1956@gmail.com
LinkedIn profile: http://www.linkedin.com/in/francoantonio
Visionary senior executive with a history of success in Animal Health and
Agrochemical industry, who undertakes complex assignments, meets deadline
and delivers superior performance.
Strategic planner with business acumen able to transform the market needs into
business opportunities. Vast experience in setting the most efficient organization
to achieve the sales target and the shareholders requirements. Extensive
industry network in Italy, Eastern Europe and MEA.
Core competencies:
- management experience with P&L exposure and accountabilities,
- strategic planning, forecasting and monitor sales, margin and revenue
using standard financial schedules,
- leads and motivates others through involvement and open
communication,
- capable of monitoring and taking action on sales force effectiveness,
- excellent communication, influencing and teaming skills.
PROFESSIONAL EXPERIENCE
June 2013 - Present Business Consultant
Supporting the management in identifying the success factors of strategic
decisions for the future company development.
Project: for an Italian Pharma company
- analysis and opportunities for an horizontal expansion in pet market,
- identify the potential synergies within the company organization network.
Project: for an Italian company of innovative software house:
- define and develop the international marketing plan,
- identify the most important and attractive sales areas and implement
appropriate development plans.
November 2006 - May 2013 Industria Italiana Integratori TREI S.p.A
TRE I is a leading player in the animal health industry in Italy with a strong
organization network in Eastern Europe and MEA.
Head office: Rio Saliceto (Reggio Emila- Italy). Sales: 25 Mio €. Employees: 48
President and General Manager, reporting to management board.
Drive and coordinate all company functions/department (commercial, controlling,
H.R., purchasing, production, product development and registration).
Management of the P&L, margins, financial and commercial targets and
company objectives. Definition and responsibilities on the annual business and
investment plan. Sales responsibilities on KA. Define and share with the board
the annual strategic plan.
Achievements
- Generate approximately € 500.000 in annual saving by defining a new
purchasing procedure (constant research of new potential suppliers)
- Annual cost saving of approx. € 200.000 by investment in production plan
and streamlined the sales organization
- Increase sales from 0.7 to 3 M€, in three years, by expand the sales
organization outside Italy

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- Business monitoring by applying a monthly report, KPI (return on sales:
EBIT/Net Sales>3, Fixed manufacturing cost per kg vs. standard cost/kg).
- Introduction of variable salary by applying a qualitative and quantitative
management performance system.
November 2005 - October 2006 Business Consultant
I have been working for companies acting in the field of polyurethane and
chemicals for laboratory analysis.
Main projects:
- New strategic approach of the PU for a worldwide footwear business
(Dow Chemical S.p.A).
- Analysis of the laboratory reagents market and evaluation for potential
acquisition in Italy (Panreac)
November 1998 - October 2005 BASF GROUP
September 2002 - October 2005 - BASF Poliuretani Italia S.p.A (former
Elastogran Italia Spa)
BASF Polyurethanes Italy is a historically established company in the country,
dedicated to the production of polyurethane systems.
Head Office: Villanova d’Asti (Asti- Italy). 2004 sales: 230 Mio €. 2004
Employees: 150
General Manager /Managing Director Elastogran Italia Spa reporting to Group
Vice President.
Drive and coordination of commercial, finance and controlling, H.R., purchasing,
productions (production sites: Villonova d’Asti and Zingonia di Verdellino ). P&L
responsibility. Define annual business plan.
European Business Manager Footwear EMEA Senior Vice President, (in
addition to the role of GM) reporting to Group Vice President March 2003 -
October 2005
As European Business Manager I was, also, responsible for commercial,
marketing and development activities needed to penetrate the footwear market in
Europe, Middle East and Africa (turnover 2004: 125 mio €, 50 people)
Leading the European management team of footwear BU. Define the more
appropriate commercial strategy to ensure future growth. Keep high motivation
on the multinational/multicultural team. Drive the research and development
team. Delivery to the board the commercial and financial targets.
Achievements
- Strategic plan with a new business model to reorganize the European
footwear business.
- Incremental sales of 10 M€ by the acquisition of the Crompton footwear
division to strength the BASF position on safety footwear industry.
- Cost saving of approx. 2 M € due to the synergies with the acquisition
November 1998 - August 2002 BASF Italia S.p.A
Leading, innovative supplier of feed additives for livestock and pet nutrition. The
BASF products help farmers to raise vital animals, to utilize feeds more efficiently
and to achieve top performance.
Production: Comun Nuovo (Bergamo - Italy). Sales: 31 Mio €. Employees: 38
Director of the Animal Health Nutrition Division reporting to V.P. Vitamins
Lead and management of the sales and production organization. Evaluation and
the development of the most adequate commercial and marketing strategies to
penetrate the Italian feed industry market. Responsibility of the division profit
plan. Responsible for the investment plan aimed to increase production output
and reduction of bottleneck to increase productivity.
Achievements
- Increase of premix sales volume up to 24.000 T/year

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- New sales organization with an annual cost saving of € 100.000
- Acquisition of an Italian company acting on feed nutrition for dairy caws.
Sept. 1995 – Oct. 1998. Istituto delle Vitamine S.p.A (former ROCHE)
World’s leading suppliers of vitamins, carotenoids, and feed enzymes to the
global feed industry.
Head Office: Segrate (Milano-Italy). 1998 sales: 60 Mio€. Employees: 120
Animal Health Manager, reporting to General Manager
Sales responsible of feed additives on southern east region (Italy, Turkey,
Greece). Preparation and implementation of a annual strategic plan, including
prices, in line with global strategies.
Responsibility of the southern east commercial network.
Achievements
- redesigned the sales structure enhancing synergies between the
Cyanamid and Roche sales force.
October 1990 - September 1995. CYANAMID ITALIA S.p.A
Multinational innovative supplier of feed additives and growth promoter for
livestock.
Head office: Rome. Sales: 15 Mio € . Division employees: 12
Country Manager B.U. Animal Health. Reporting to Vice President Europe.
Dec.1994 - Sept ‘95
Business management. Optimization of the national distribution network. Price
positioning and responsibility for P&L.
Sales and marketing Manager “Animal Health “,reporting to Country Manager
Oct.90 – Dec. 94
Formulation of the national strategy in order to improve the sales in the Animal
health matket. Coordinate all marketing activities and commercial resources.
Achievements
- Annual cost saving of approx. € 150.000 by streamlined the sales
organization
- Increase sales (0.3 M€) by co-distribution.
April 1989 - Sett.1990 RHONE POLENC AGRO S.p.A
A world-leading agri-business committed to sustainable agriculture through
innovative research and technology.
Headquarters: Rome. Turnover of € 80 million. 140 employees
Product Manager Insecticides reporting to Marketing Manager
Market and competitors analysis. Mktg and advertising plan. Budget preparation
and presentation to the annul meeting sales force. New products lunch and
repositioning strategy for the existing products. Portfolio managed about 25 Mio €
From June 1987 to March 1989 BIANCHEDI
Italian leader distributor of he most important multinational companies (Dow
Chemical, Hoechst Roussel , Pennwalt ), in the PCO market.
Headquarters: Rome. Turnover: € 3 M €. Employees: 11
Sales & Marketing Manager reporting to the President
Management of the sales organization. Costs, prices and margins definition.
Support the President in the planning and development activities to elaborate the
short, medium and long term business strategies.
Achievements
- Starting overseas sales (around € 150,000/year) by applying a dedicate
sales structure in Tunisia and Morocco
May 1987 to Ottobre1981 DOW CHEMICAL ITALY S.p.A

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Dow AgroSciences is committed to increasing crop productivity through higher
yields, better varieties, and more targeted pest management control.
During my experience in Dow Chemical I had various positions in different
locations Italian and abroad
TS&D – Technical services and development. Rome (1981-1984)
Product Manager Insecticides for France, Dow Chemical France, Valbonne
(1985)
Marketing Manager pesticides, Dow Chemical Italy, Milan (1986-1987).
Achievements
- Year 1986: extra sales of 350.000€ by identifying the new sales channel
of the Italian government aid.
FOREIGN LANGUAGES
English, French, advanced level
TECHNICAL SKILLS
Proficient in Microsoft Office suite : Excel, Word, Excel, PowerPoint, Outlook
EDUCATION
1979 - Bachelor in Agricultural Science.
University of Portici (Naples). Final grade 104/110.
1980/81–Master in Agriculture at International Centre for Advanced
Mediterranean Agronomic Studies (CIHEAM).
PUBLICATIONS
A.Franco-M.Bergamini, Marketing of Agrochemicals Edagricole, Bologna 1991
(First marketing publication in Italy on Agrochemical products).
A.Franco-F.Zampetti, Starane: New post-emergence herbicide for winter wheat.
Results of two years trials. Phytopathology. Coop.Libraria University Editrice,
Bologna, 1984.
Authorisation for the treatment of sensitive personnel data according to DL
196/2003