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Maurizio
Carano
Innovation and Marketing Director
MCC Label
Maurizio Carano is the Innovation and Marketing Director for IML at Multi Color Corporation, bringing over two decades of experience in marketing and product management within the packaging industry. Throughout his career, he has enjoyed all the various aspects of Product Marketing, including gathering Voice of Customer (VOC) insights, developing compelling solutions for clients, and executing multi-channel product campaigns and sales enablement strategies. Born in Bologna, Italy, Maurizio is committed to generating sustainable value for customers and driving business growth. His extensive experience spans several reputable packaging companies, such as WestRock (now Smurfit Westrock), Tetra Pak, Avery Dennison, Klockner Pentaplast, and Robopac. Maurizio holds a Ph.D. in Chemistry and a Master's degree in Marketing, with research experience at institutions including UT Austin, GA Tech, EPFL Lausanne, and Monash University in Melbourne.
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05 June 2025 11:30 - 12:00
How we do it in B2B: Far from consumers, juggling sustainability and balancing stakeholders
In the dynamic world of business-to-business (B2B) marketing, packaging plays a pivotal role in bridging the gap between manufacturers and their clients. This presentation delves into the unique challenges and strategies involved in B2B marketing within the packaging industry. Unlike consumer-focused marketing, B2B marketing requires a nuanced approach that prioritizes sustainability and stakeholder management. We will explore how companies navigate the complexities of sustainable packaging solutions while meeting the diverse needs of their stakeholders. Key topics include the integration of eco-friendly materials, the impact of regulatory requirements, and the importance of transparent communication with partners and clients. Attendees will gain insights into effective ..and less effective product marketing tactics that emphasize long-term relationships, innovation, and environmental responsibility.