↳ Marketing strategy consultant
Alberto Bechis. Decisions, then direction.
Alberto Bechis is Strategy & Operations Director (marketing strategy, project coordination and operations) and the founder of Bechis ADV, a marketing strategy consultancy active since 2015. He advises CEOs, owners and marketing leaders of established companies and brands on positioning, growth, go-to-market and artificial intelligence, and directs the network that carries those decisions all the way to the store.
01 About me
In brief.
For more than ten years I have worked alongside business owners and managers on one question: where to invest in order to grow, and what to stop doing.
Since 2015 I have led Bechis ADV, which began as a communications agency. Project after project, the work moved upstream, towards the decisions that come before any campaign: who to sell to, with which offer, through which channels, with which numbers. Today I advise the leadership team as a consultant and, when needed, direct the network that takes those decisions to market.
- Founder and managing directorBechis ADV · active since 2015
- Companies advised90+
- Projects delivered200+
- Network directed5 capabilities, one direction
- Registered officeSerravalle, Republic of San Marino
02 What I do
Four ways to work together.
Strategic projects
A clear scope and a defined outcome in 6–12 weeks: repositioning, marketing plan, product launch, entry into a new market or channel.
Advisory to the leadership team
A senior sparring partner for the CEO and the marketing director: a monthly steering meeting, review of choices, an independent view before the most expensive decisions.
Fractional marketing leadership
Leading marketing one to three days a week, or full time during a transition, with responsibility for team, suppliers, budget and results. This is the role of the fractional and interim CMO.
Marketing and artificial intelligence
Where AI creates value in marketing and sales, under which rules and with which skills. Workshops for boards and teams, governance in line with the EU AI Act and GDPR, implementation with BECHIS TECH.
03 How I work
A few rules, always the same.
The method has four phases: understand, decide, activate, measure. Beneath it sit working habits that do not change from one client to the next.
I start from a business question, not from a tool. Before talking about channels, campaigns or software, I ask what needs to happen to revenue, margins and share of the customers who matter. Everything else follows.
I listen to those who sell and those who buy. Numbers tell you what is happening; people explain why. That is why the diagnosis includes interviews with management, the sales force and a sample of customers, as well as the data.
I write decisions down. Every important choice is recorded, with the reason and the date. Six months later nobody should have to reconstruct from memory why a channel was funded or a project stopped.
I work with the people already in place. The client's in-house team and agencies stay at the centre; the Bechis ADV network steps in only where skills or time are missing. I am on site for key phases and work remotely for ongoing direction.
I say what I think. If an investment makes no sense, or the timing is wrong, I say so before, not after. Information shared by clients remains confidential.
04 Areas of expertise
Where I bring experience.
- Brand strategy & positioning
- Brand architecture
- Growth strategy
- Go-to-market & product launches
- Trade marketing
- Retail, pop-up & temporary stores
- B2B marketing
- Marketing & artificial intelligence
- AI governance
- Marketing organisation
- Fractional marketing leadership
Sectors I have worked in
- Manufacturing
- Automotive
- Retail
- Building products
- Transport & logistics
- Real estate
- Sport & media
- Private healthcare
05 The network I direct
Five capabilities,
one point of accountability.
When a decision has to become a brand, a system, a store or a stand, I do not hand it over: I direct the network myself, and I answer for the results to the leadership team.
- 01
Strategy
Diagnosis, positioning, plan, steering with the leadership team.
Alberto Bechis - 02
Brand & digital
Identity, content, campaigns, websites, video.
Bechis ADV - 03
Technology & AI
Infrastructure, automation, CRM, AI tools, security.
BECHIS TECH - 04
Retail locations
Retail location scouting: stores, flagships, temporary and pop-up stores.
Bechis & Partners - 05
Fit-out
Large-format print, windows, stands, retail design, installations.
Carattere
06 Where and how to reach me
Close to decision-makers, in three languages.
I work at client premises for the phases that require presence, and remotely for ongoing direction. Meetings are by appointment.
07 FAQ
Straight answers.
Who is Alberto Bechis?
Alberto Bechis is Strategy & Operations Director: marketing strategy, project coordination and operations. He is the founder and managing director of Bechis ADV SRL, a marketing strategy consultancy active since 2015. He advises CEOs and marketing leaders of established companies and brands, and directs a network of five capabilities, from strategy to the shop floor.
What does Alberto Bechis do?
He works on high-impact marketing decisions: brand strategy and positioning, growth strategy, go-to-market, trade marketing and retail, marketing and artificial intelligence. Engagements take the form of strategic projects, ongoing advisory, fractional or interim marketing leadership, or workshops for the leadership team.
Which companies does he work with?
Established companies and brands that already have a market and need to take a step up: manufacturing, consumer goods, retail, real estate, services. His counterparts are CEOs, owners, marketing and sales directors. In over ten years he has advised more than 90 companies on more than 200 projects.
Where does he work, and in which languages?
Across Italy and San Marino, on site for key phases and remotely for ongoing direction, and on projects abroad as well. He works in Italian, English and French.
How can I contact Alberto Bechis?
Write to info@albertobechis.it, call +39 339 780 7892 or use the form on the Contact page. The first step is a confidential 45-minute briefing with your management team.
↳ 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.