THE MARKETING CHIEF INTERVIEW

VP of Marketing at data centre power solutions provider AVK, had a path into marketing that was far from conventional. Trained as an engineer in Milan, he spent his early career working directly in technical engineering roles, before deciding that it was time for a change.“ After probably three to five years of engineering as a job, I realised that was not really my path. So I switched to something different,” he reflects.

That decision led him to marketing leadership roles at companies like Schneider Electric, where he was VP of Marketing Integration for Content, Social Media and PR Strategy, and Contently, where he was Global Head of Content Strategy. By the time he joined AVK two years ago, Giuseppe had amassed around 25 years of marketing experience, which he brought to a company that, while seeing rapid growth, had very little to show for in terms of a marketing department.

“ We didn’ t really have a marketing team – it was just me and one other marketer,” he explains.“ Now we have built a medium-sized marketing team, a couple of agencies and several external writers, creating an entire ecosystem for AVK and its brand.”

In order to build up AVK’ s marketing arm, Giuseppe says he has focused on the longer term marketing funnels that are often seen in the infrastructure sector – with sales cycles often lasting for years.

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