Natalia roman

+8 years of B2B marketing experience 

• Siemens: defined & implemented collaborative marketing frameworks        
• Mettler Toledo: increased conversion of global campaigns by 15%
• Syngenta: led marketing research projects worldwide 

LEAD corporate innovation candidate

• Stanford University

MA & BA in Communication and Journalism

• Università della Svizzera Italiana
• Universidad Carlos III de Madrid

English, Spanish, Italian, German

Almost by chance, I joined a customer insights team. Fresh out of university with big eyes and ears to soak up as much experience as possible, I was tasked with categorizing thousands of customer quotes. I tried to show my mentor that in my opinion the task had little impact at the front. He had educated the whole organization to ‘think customer’. He was not going to change his mind about it. Now that time has passed, I would say he was right. 

Do we speak customer? Which pain point are we solving? For whom? What benefit does it bring? How do we quantify it? These are tough questions. Finding the honest answers is always cumbersome--yet absolutely necessary--journey. 

Facilitating the journey from customer insights to marketing strategies, messages and campaigns is a thrilling and rewarding experience, but also an exhausting one.  In fact, not every company has the time, resources or methodologies in place to embrace this enduring endeavor. What if I could help others in their journey?

The seed of Brand Labs started growing...