SERENA FERRARI, MSc, DES
Digital event strategist
Social media specialist

KEY SKILLS

 Digital & Hybrid events  |  Digital Media & Literacy | Team Management   |  Relationship Management  UX experience  |  Project Management | Graphic Design   |  AR/VR projects  


INDUSTRIES

Media publishing | Public bodies | Associations | Import-Export Companies | Museums


PROFESSIONAL EXPERIENCE

Events Manager, Son et Lumiere, Italy/UK 2020 to Present

Direct interactive audio-visual technology and digital events from planning to execution, formulating strategic framework to ensure costs within budget requirements.  

Apply innovative strategies to design event experiences, use a variety of virtual platforms and technologies to engage audience, heading branding and communication planning. Oversee AR visitor's experience, ensuring multitouch screens are functional and enable video interaction with attendees.

Selected Contributions:

  • Championed organisation and facilitation of multimedia digitisation exhibition at Etrurian Museum in Rome, Italy

  • Implemented a digital event strategy for a media publishing (non- profit ) organisation.
  • Accomplished client expectations, cost-effectively using Augmented Reality technology to engage audience.


Assistant Project Manager, The Energy Industry Council, UK 2019

Operated as professional conference organiser (PCO) within organisation, delivering B2B seminars in Manchester, Aberdeen, and Dubai.

Selected Contributions:

  • Acquired “Visit Britain” international delegation funds and devised assessment plan to consider tangible outputs on funded support.

  • Increased website contact base by 25% by introducing social media to promote Scottish venue and conferences in Aberdeen.


Events Manager, Supreme Imports, UK 2017  to 2018

Spearheaded Global Trade Exhibitions overseeing and managing logistics, budget, and operational activities. 

Created and enacted online export strategy, utilising trade shows as promotional tools. 

Ensured company standards were met and maintained by providing insights to sales managers on specific projects. Produced post-event report to calculate ROI/ROC.

Selected Contributions:

  • Accomplished successful management of annual budget of £350K.

  • Boosted export sales by 20% by acquiring 200 new qualified contacts in online export strategy.

  • Introduced GDPR best practice, and advised opening Amazon account, setting CRM database, and implementing new e-commerce website.


Events Coordinator, World Textile Information Network, UK 2014 - 2016

Conducted final checks on day of event, from tables to technology, ensuring everything met standards. Oversaw event happenings and acted quickly to resolve arising problems. 

Directed logistics and operations of B2B international textile conventions and awards gala dinners. Authored operational manual for staff. Organised travel and accommodation for staff and guest-speakers.

Selected Contributions:

  • Directed numerous successful events with 500 + attendees in Milan, Frankfurt, New York, Jakarta, and Sao Paolo.

  • Stimulated brand visibility in market by 38% and led company to highest-ranking in customer satisfaction.


Project Coordinator,  Enterprise Europe Network , Leeds and York Chamber of Commerce, UK 2012 to 2014

Trained and mentored small team on project deliverables of the European Network  (EEN) project and oversaw implementation of project, collaborating with Consortium leaders. 

Spearheaded Enterprise Europe Network Yorkshire (EENY) reporting to EU. Created project plan, guidelines, and strategies to meet project objectives. Organised and managed trade shows, road shows, and matchmaking events.

Selected Contributions:

  • Directed numerous successful events within Yorkshire & Humber, UK


Events Manager, Son et Lumiere, Italy   2005 to 2011

Produced immersive experiences and interactive installations for museums and public bodies in Italy. Inspired and drove forward longer-term development of immersive events division. Controlled finances, organised suppliers and production companies using tendering, signing and issuing contracts on behalf of company. 

Advanced company’s international network with lighting designers, Italian art curators, historians, architects and digital artists.

Selected Contributions:

  • Designed first sound and light show for Borghese Gallery Museum, Italy.

  • Achieved numerous public tenders including Lucca Association of Historical Villas, Ara Pacis Museum, Como City Hall, Pompeii Archaeological site, and Terracina City Hall

Additional experience as Sales and Research Executive for MCI UK.

DIGITAL TOOLS

Use of Mac and Windows | Augmented Reality solutions | Self-service and full-service virtual platforms| Video production| Mailchimp | Slido | Hootsuite |Animoto video app | Canva  | CSM Squarespace | CRM | Photoshop | Google Analytics  | Google Adv | LinkedIn | LinkedIn social navigator | Facebook | Twitter |Instagram |Trello |Slack |Google Docs | Power Point | Word | Excell | Keynote |Page

INTERNATIONAL EXPERIENCE

Experience working in: Italy - Spain – Germany – Turkey Middle East - South America - France - Dominican Republic - Cuba - Jakarta - China – Hong-Kong - UK - Florida - Bahamas (USA)

EDUCATION & INDUSTRY QUALIFICATION

Digital Events Strategy Certificate (DES) 2020

This certificate was issued by the Digital Experience Institute, part of the American Professional Conference Meeting Association (PCMA), www.pcma.org

MSc Events Management, 2019

The Leeds Beckett University master’s degree comprised six modules and master's project research. Creativity & innovation, Strategic Management, Human Resources, Operation & Quality Management, Experiential Marketing, Business Research Methodology.