Italian companies and brands
Manufacturing, consumer goods, retail and services. On-site work for key phases, ongoing direction remotely.
Marketing strategy consultingFrom a thousand signals, one direction.
I advise CEOs and marketing leaders of established companies on the decisions that matter: positioning, growth, go-to-market, artificial intelligence. Then I coordinate the projects and operations that take them to market, with an in-house network that reaches the shop floor.
01 The context
Artificial intelligence has made execution abundant and almost free. Content, campaigns, analysis: everything can be produced in minutes. Competitive advantage is back where it has always been, in the quality of decisions.
22%of CMOs at large companies say GenAI has reduced their reliance on agencies, strategy included.Gartner, CMO Spend Survey 2025
61%of the B2B buying journey is complete before the customer contacts a first supplier.6sense, Buyer Experience Report 2025
94%of B2B buyers use artificial intelligence in the purchasing process.Forrester, State of Business Buying 2026
02 Practice areas
Five areas.
One direction.
Every engagement starts from a business question, not from a tool. The areas combine according to where the company needs to go.
- 01
Brand strategy & positioning
We define what makes your brand the obvious choice for the right customer: value proposition, brand architecture, messaging, identity.
- Brand audit
- Brand architecture
- Value proposition
- Repositioning
- 02
Growth & go-to-market
Markets, segments, channels and offer: where to compete, with which priorities and which numbers. Product launches and market entry, including abroad.
- Segmentation
- Offer & pricing
- Launch plan
- Channels & trade
- 03
Marketing & artificial intelligence
We redesign marketing processes, roles and tools with AI: where to use it, under which rules, with which measurable results.
- AI readiness
- Processes & governance
- EU AI Act & GDPR
- Executive training
- 04
Fractional & interim CMO
A senior marketing director at your side, part-time or interim: leading team, suppliers and budget, accountable to the board.
- Fractional CMO
- Interim management
- Advisory board
- Team development
- 05
Retail & stores
From choosing the location to opening day: stores, flagships, pop-up and temporary stores. Location scouting, concept, fit-out and launch.
- Location scouting
- Pop-up & temporary stores
- Retail design
- Trade marketing
03 Method
Four phases.
No pointless slides.
01
Understand
Market, customers, competitors, internal data. Interviews with management, the sales force and customers. We listen before we propose.
- Output
- Strategic diagnosis and opportunity map
- Timing
- 3–4 weeks
02
Decide
We choose where to compete and how to win: positioning, priorities, investment. And, above all, what to stop doing.
- Output
- Strategic plan with objectives, budget and KPIs
- Timing
- 3–6 weeks
03
Activate
Strategy becomes projects: brand, campaigns, channels, technology, stores. I coordinate projects, suppliers and operations, with our in-house network or your partners.
- Output
- Execution roadmap and supplier direction
- Timing
- As per plan
04
Measure
A monthly steering meeting with leadership: a few KPIs that matter, fast decisions, documented course corrections.
- Output
- KPI dashboard and quarterly strategy review
- Timing
- Ongoing
04 The network
From strategy
to the shop floor.
Consultants stop at the plan; agencies start from execution. We hold both together: five capabilities, five companies, one direction and a single point of accountability.
- 01
Strategy & direction
Diagnosis, plan, project and operations coordination.
Alberto Bechis - 02
Brand & digital
Identity, content, campaigns, web, video.
Bechis ADV - 03
Technology & AI
Infrastructure, automation, CRM, AI tools.
BECHIS TECH - 04
Retail locations
Scouting stores, flagships, pop-up and temporary spaces.
Bechis & Partners - 05
Fit-out
Large-format print, windows, stands, retail design.
Carattere
↳ An example
A brand opens a pop-up store in a new city.
- StrategyObjectives, audience, timing, budget and KPIs.
- LocationShortlist and negotiation of the right space.
- ConceptExperience, identity and launch plan.
- Fit-outProduction and installation of windows and fixtures.
- LaunchCampaign, event, measurement of results.
05 Where we work
Across Italy.
And beyond.
We work with companies across Italy and we are equally at ease running projects abroad: launches, new markets, stores, local partners. In Italian, English and French.
International projects
Entering new countries, opening stores and pop-ups, coordinating local partners and suppliers: the same method, wherever it is needed.
Italian, English, French
Workshops, documents and steering meetings in the language of your leadership and partners, with no intermediaries.
06 Experience
Over ten years
in the field.
10+years of activity, since 2015
90+companies advised
200+projects delivered
5capabilities in one network
- Manufacturing
- Automotive
- Retail
- Building products
- Transport & logistics
- Real estate
- Sport & media
- Private healthcare
07 About me
Alberto Bechis
“Marketing that works does not come from a bigger budget, but from a clearer decision.”
Strategy & Operations Director and founder of Bechis ADV. Since 2015 I have been advising business owners and managers on positioning, growth and market choices, and directing the network that puts them into practice.
- Founder and managing directorBechis ADV · since 2015
- Companies advised90+
- LanguagesItalian, English, French
08 FAQ
Straight
answers.
What does a marketing strategy consultant do?
A marketing strategy consultant helps the leadership team decide where to compete, for which customers, with which offer and with what investment, and turns those choices into a plan with priorities, budget and KPIs. The role is not to replace the marketing team but to give it direction and method, and to check over time that decisions deliver results.
How is this different from a consulting firm or an agency?
Consulting firms hand over a plan; agencies run campaigns. I work on decisions with the leadership team and then carry them through to market thanks to an in-house delivery network: brand and digital, technology and AI, retail location scouting, fit-out and production. One direction, one point of accountability.
Which companies do you work with?
Established companies and brands that already have a market and need to take a step up: repositioning, entering new markets or channels, launching products, opening stores or pop-ups, bringing artificial intelligence into marketing. My counterparts are CEOs, owners, marketing and sales directors.
Do you work outside Italy?
Yes. We work across Italy and we are equally at ease running projects abroad: launches, new markets, stores, local partners. Key phases are run on site; ongoing direction is handled remotely. I work in Italian, English and French.
How does an engagement start?
With a confidential 45-minute briefing, then usually a strategic diagnosis of 3–4 weeks. The engagement then takes one of four forms: strategic project, ongoing advisory, fractional or interim marketing leadership, or executive workshop. Fees are set out in a written proposal.
↳ First step
Let's talk about
your next decision.
A confidential 45-minute briefing with your leadership team: goals, constraints, priorities. At the end I will tell you frankly whether and how I can help.