Melissa Palazzetti is an accomplished International Marketing and Communication executive with extensive experience in growing iconic global brands within leading FMCG and Luxury companies such as Kimberly-Clark, Ferrero, Luxottica, and Timex Group. Currently, she is the Group Chief Marketing Officer at L’AZURDE Company for Jewelry, the largest gold and jewelry designer, manufacturer, and distributor in the Middle East. In this role, she oversees the development and implementation of comprehensive marketing strategies. Passionate about driving innovation and empowering teams, she specializes in multi-channel marketing, brand development, and digital strategy.
Recently, in an exclusive interview with CXO Outlook Magazine, Melissa shared her professional trajectory, insights on gender equality and inclusion, personal hobbies and interests, future plans, pearls of wisdom, and much more. The following excerpts are taken from the interview.
Hi Melissa. What inspired you to pursue a career in marketing and communications? How did you get your start in this industry?
I’ve always been fascinated by the emotional connection between brands and consumers, and this drove me to pursue a career in marketing and communications. My journey began with Kimberly-Clark, where I honed my skills in brand management and sales. After a few years, they offered me the opportunity to work in Paris, which was a great chance to experience a new culture, learn a new language, and grow professionally.
Throughout my career, I’ve had the privilege of working with some of the world’s most iconic Brands across various sectors, including FMCG and luxury goods. The dynamic nature of the field, coupled with the challenge of staying ahead in an ever-evolving digital landscape, continues to drive and inspire me.
What do you love the most about your current role?
What I love most about my current role as Group CMO at L’AZURDE is the opportunity to shape the strategy for multiple brands within a leading jewelry company. One of the key benefits of L’AZURDE is its vertically integrated structure—which includes design, production, and distribution. This integration allows us to respond swiftly to market trends, innovate continuously, and ensure a seamless experience for our customers. Working with a talented team to create impactful marketing campaigns and seeing our efforts resonate with customers is incredibly rewarding. The synergy among departments enhances our ability to deliver consistent, high-quality products and messaging, which significantly strengthens our brand’s market position.
How do you approach the ever-changing landscape of digital marketing and emerging technologies such as AI?
Staying ahead in digital marketing requires continuous learning and adaptability. I approach this by staying updated on the latest trends and technologies, investing in professional development, and fostering a culture of innovation within my team. Leveraging AI and data analytics is instrumental in enhancing our customer insights, personalizing marketing efforts, and improving overall efficiency.
What metrics do you measure to gauge the effectiveness of your marketing investments?
Some of the key metrics include Return on Investment (ROI), Customer Acquisition Cost (CAC), conversion rates, and engagement metrics such as click-through rates (CTR) and social media interactions. For e-commerce, metrics like cart abandonment rates and average order value are also critical. Regularly analyzing these KPIs helps us refine our strategies and achieve our business objectives.
What, in your view, should leaders be doing more to drive core business value through marketing efforts?
I believe that marketing leaders should focus on creating value-driven content and products that address the specific needs and pain points of their clients. Thanks to data, it is now possible to personalize marketing efforts and build strong relationships through consistent engagement. Additionally, the integration of digital tools and platforms allows to enhance the customer experience, making the purchase process omnichannel and more satisfying.
What are your thoughts on gender equality and inclusion? Do you think there is a gender bias in your industry?
Gender equality and inclusion are essential for fostering innovation and driving business success. In the jewelry industry and across various sectors I have worked in, significant strides have been made in advancing gender equality. At L’AZURDE, gender equality and inclusion are integral to the company culture, and I am committed to supporting initiatives that advance gender equality and create an inclusive workplace.
Is there a particular person you are grateful for who helped get you to where you are?
I am particularly grateful to several former mentors and supervisors who believed in my potential and encouraged me to take on challenging projects. They gave me the courage to push my boundaries and continuously develop my skills. Furthermore, I am honored to have worked for industry pioneers like Michele Ferrero in FMCG and Leonardo Del Vecchio in Luxury. Their visionary leadership and contributions have profoundly influenced the industries they shaped, and working under their guidance has been a truly enriching experience.
What does the term “authentic leadership” mean to you?
Authentic leadership means leading with integrity, transparency, and empathy. It involves being true to your values, building genuine relationships, and fostering an environment where team members feel valued and empowered. I believe that authentic leaders inspire trust and loyalty by consistently demonstrating their commitment to the team’s success and well-being.
What are some of your passions outside of work? What do you like to do in your time off?
Outside of work, I am passionate about travelling, which broadens my perspective and fuels my creativity. I also enjoy spending quality time with family and friends, as well as engaging in community service and mentorship programs whenever I can. For physical activity, I love bicycling and practicing Pilates, which helps me stay active and recharge.
What is your biggest goal? Where do you see yourself in 5 years from now?
My biggest goal is to continue driving impactful marketing strategies that elevate global brands and contribute to business growth. In five years, I see myself in senior leadership roles where I can influence the direction of the company and mentor the next generation of marketing professionals.
What advice would you give to somebody who is considering entering the field of digital marketing and communications or has just entered the field?
My advice is to stay curious and open to learning, as the digital marketing landscape is constantly evolving. Build a strong foundation in data analytics, understand your audience deeply, and stay updated with the latest industry trends. Networking with industry professionals and seeking mentorship can provide valuable insights and opportunities. Most importantly, be adaptable, innovative, and always keep the customer at the heart of your strategies!