Roberto Arena MMSc

As Head of Brand Heritage at Swarovski, I lead the strategic preservation and activation of the company’s unique legacy driving heritage strategy, overseeing heritage exhibitions and in-store initiatives worldwide, and guiding the digitalization of archival assets. My role encompasses leadership responsibilities, cross-functional collaboration, and the integration of Swarovski’s rich history into contemporary brand experiences, ensuring our heritage remains a living, innovative force within the business.

Marketing As Visitor Center Manager, I was responsible for the organization of stakeholder visits at the Swarovski headquarters in Wattens.

B2B - Global Sales As “Customer Excellence Manager” for B2B partners at Swarovski Professional I was responsible for the organization and orchestration of customer visits at the Swarovski headquarters.

Corporate Branding & Communication - International PR After a three-year retail experience in the Swarovski Crystal Worlds, I got the opportunity to start an incredible experience as hospitality manager, taking the responsibility to show our sparkling world to important company partners.

The Swarovski Crystal Worlds are one of the most visited tourist attractions in Austria and one of the biggest Swarovski stores in the world. This is where, in 2010, I began my Austrian adventure and my career at Swarovski. 18 months later I was promoted to the position of Sales Supervisor where, along with five colleagues, I led and coordinated a team of about sixty sales assistants with an outstanding cultural diversity (about ten of them working simultaneously).

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