1. Mrs Cinzia Cosentino | Address: Via Pagoda Bianca, 58 - 00144 Rome (Italy) | Phone: +39-3471728138 | E-mail: cosentino.c@pg.com
Cinzia Cosentino - Curriculum Vitae
Date/Place of Birth: 20.06.1982 in Catanzaro
Nationality: Italian
Marital Status: single
Address:Via Pagoda Bianca 58, 00144 Roma (Italy)
Tel: +39 347/1728138 (mobile)
E-mail: cosentino.c@pg.com
Career Summary
July ’15-today Procter & Gamble - Oral Care Category Marketing Director (managing a
multifunctional team of 20 people and 5 direct reportees) on 5 brands (Oral
B/AZ/Kukident/Fluocaril/Parogencil) for Italy/Spain/Portugal –
Rome/Madrid/Lisbon
Oct ’14-July ’15 Procter & Gamble - Oral Care Category Marketing Director (managing a
multifunctional team of 12 people and 3 direct reportees) on 3 brands (Oral
B/AZ/Kukident) across 6 channels (Mass Market/Elettro
stores/Pharmacies/Discount/Beauty Channels/E-commerce) – Rome (Italy)
Jan ‘12-Oct ’14 Procter & Gamble - Pure Communication Brand Manager on all Health and
Beauty care P&G brands (Gillette/Oral-B/AZ/Kukident/Pantene/Herbal
Essences/Braun/Olaz/Max Factor/Vicks/Clear Blue) for the Italian/Spanish/Portugal
markets. I managed a multifunctional team of 10 people and 1 direct reportee –
Rome/Madrid/Lisbon
July ‘10-Dec ’11 Procter & Gamble - Trade Marketing Brand Manager (promoted), Sales
Department (1 reportee) – Rome/Milan (Italy)
May ‘08-June ’10 Procter & Gamble - Senior Assistant Brand Manager on Oral-B and Kukident
for Italian market – Rome (Italy)
March ‘06-April ’08 Procter & Gamble - Assistant Brand Manager on ACE Bleach – Rome (Italy)
June ‘05-Dec ‘05 Procter & Gamble - Internship as ACE and Fairy junior Assistant Brand Manager
– Rome (Italy)
Education
2001/2006 Second degree in management at ‘Ecole Normal Superieure/Scuola Normale Superiore’ of
Pisa for Applied Sciences. Ranked 2nd out of 700 participants in the Admission Phase (32
admitted) – Pisa (Italy)
July/Aug ’02 Business School – London (UK)
2001/2006 ‘Magna cum Laude’ Degree in Economic (3 years) and Marketing/Marketing Researches (2
years) – Pisa (Italy)
1999/2000 Winner of a scholarship for a three months cultural exchange at Scientific High School –
Cortegaça (Portugal)
Other qualifications
July ’14-today Recruiting Responsible for Marketing Department of Procter & Gamble Italy
Jan ’12-today Training responsible for Procter & Gamble in the area of Influencing/Leadership (3
courses/year)
July ’07 European award for the best business results in last 3years on ACE Bleach Procter & Gamble
2002/2004 Events’ Organizer at ‘Ecole Normal Superieure’ of Pisa (i.e. I led the organization of
academic courses with previous Ecole Normal students like Gianni Letta or Tiziano Terzani)
Languages skills
Italian: mother tongue English: excellent Spanish: good
Personal Interests
 My biggest passion is travelling and I’m free-lance organizer of backpacking travels around the
word. I visited in this way countries like Vietnam, Cambogia, Sulawesi, Giacarta, India, Tanzania.
 I’m addicted into reading and discovering new cultures, ‘grabbing’ them via my photos.

2. Mrs Cinzia Cosentino | Address: Via Pagoda Bianca, 58 - 00144 Rome (Italy) | Phone: +39-3471728138 | E-mail: cosentino.c@pg.com
Work Experience
July ’15-today - Oral Care Category Marketing Director for Italy, Spain and Portugal – P&G
After 5 years of All Time High results as Brand manager in Italy, I have been promoted taking the leadership
of other 2 countries (Spain and Portugal). Oral Care category is the third most important business of Procter
& Gamble South Europe (Italy/Spain/Portugal) in terms of Revenues and the most strategic, being
impressively expandable (percentage of consumers already using Electric toothbrushes and Denture
Adhesives is very low) and profitable (2 times P&G average). Additionally, it is considered the most
complex, due to the number of brands (Oral B/AZ/Kukident/Fluocaril/Parogencil) and channels involved
(Mass Market channels/Elettro stores/Pharmacies/Discount/Beauty Channels/E-commerce).
Importantly, I had the responsibility to manage the biggest ever competitive challenge of last 10 years on
P&G oral care brands, led by GSK. The under-pressure brand was Kukident, the most profitable P&G brand:
4 times more that P&G average.
Main responsibilities:
 Direct accountability on Oral Care Category Revenues, P&L and Marketing Budget
 Management of a multi-functional team with 5 Marketing Managers, 6 Sales people, 1 Finance
Manager, 2 Logistic Managers, 2 Legal experts, 9 executional managers (areas: In
store/Media/DTC/PR/Dentists Programs/Scientific Information)
 Development of Brand/Portfolio Strategy
 Development of media strategies, plans, and buying
 Trade Marketing Strategies, including Promotional and Distribution plans
 PR Strategies and Educational Strategies with Dentists
 Management of advertising, web and media agencies
Main Achievements:
 Category Revenue growth: +5%, above target and country results; +13MM€ of extra turnover (35%
of the tot extra turnover produced in P&G Italy/Spain/Portugal)
 Oral Care South Europe Value Shares growth: +0.5ppts (now at 27.7%)
 Doubled the Oral-B Electric toothbrush users (now 15% of tot population in Italy and 25% in Spain)
 All Time High Market Share for Oral-B Paste Spain, become the second paste brand in Spain after
Colgate (with 13% of Value Share)
 Oral-B and AZ become the most used brands respectively in Spain and Italy by dentists
 Increased of 4ppts Kukident users (now at 20% of tot denture wearers population) and share coming
back to grow after the completive escalation
June 2005 – July 2015: Procter & Gamble, Marketing Manager – Italy/Spain/Portugal
I have done a successful career path in Procter & Gamble, with several different responsibilities within
Home Care and Health & Beauty Care Divisions. I worked as Assistant Brand Manager in the Marketing
department before being promoted in record time (4 years). As Brand manager I asked to have a special
assignment in Sales as Trade Marketing Manager for all P&G Brands in Carrefour and Metro, in order to do
both a consumer and BTB customer experience. After about 1.5 years, I was back in Marketing Department
with a special assignment (just created in that moment) in Pure Communication where I had the possibility to
work on all Health & Beauty brands and directly manage external agencies and Media vendors. Finally, I
came back to Marketing Brand Management working on Oral Care Italy.
Main responsibilities:
 Development of media strategies, plans, and buying on Ace and Oral Care brands in Italy
 Trade Marketing Strategies, including Promotional/Distribution plans on Ace and Oral Care brands
 PR Strategies and Management of advertising, web and media agencies on Ace and Oral Care brands
 Management of pure Communication Plans for all Health & Beauty brands (Media/In store/PR)
 Management of sales & marketing plans for all P&G brands in Carrefour (1 of the 3 top customers in
Italy), Metro (Main BTB retailer in Italy)
Main Achievements:
 All Time High Market Share for Ace in Italy
 P&G Revenue growth in Carrefour (+2%) after years of loss, Metro (+5) above country results