Digital Project Manager: lead the digital expansion of an Italian brand to the US market

This Job Simulations is designed for project managers and professionals that have already basic understanding and knowledge in managing digital projects. The simulation helps you advance your skills managing multiple stakeholders and complex digital needs across multiple channels. You will learn about managing SEO, Paid campaigns, tracking results and more.

Your team

Your team is completely virtual and managed by AI but they will work with you like in real life. It will be fun!

Your mission

In this Job Simulation, you will take on the role of Digital Project Manager at Velo Digital, tasked with spearheading Benti Bikes’ ambitious digital campaign to penetrate the U.S. market. Your challenge is to navigate a competitive landscape, leveraging the expertise of your team and the unique value proposition of Benti Bikes.

Under the guidance of Jennifer Clark, Director of Growth, your objectives are to coordinate the campaign’s execution, ensure seamless collaboration between Velo Digital and Benti Bikes, and manage the expectations of key stakeholders. You’ll need to swiftly address any issues that arise, maintaining project momentum and aligning closely with strategic goals.

Simulation details

Benti Bikes is a historic bicycle brand with a storied 50-year heritage, headquartered in Bassano del Grappa, Italy. Recognized as one of Italy’s premier road bike manufacturers, Benti Bikes has decided to take a bold step by focusing on expanding into the U.S. market. In 2018, this ambition led Benti Bikes to revamp its digital strategy, launching a cutting-edge e-commerce platform and a product showcase website to engage more effectively with customers. With an annual sale of around 7,000 bikes worldwide, Benti Bikes is known as a boutique brand, distinguished for crafting 100% of its bicycles in Italy, including its carbon frames. Giacomo Bentivoglio, the current CEO and progeny of the founder, acknowledges the bicycle industry’s heightened competitiveness, especially over the past five years. He is adamant that for Benti Bikes to make significant inroads into the U.S. market, production must increase to 10,000 bikes a year. This expansion necessitates a significant uplift in digital strategy investment and market penetration efforts.

Benti Bikes partnered with Velo Digital, a Boston based digital firm, for a six-month initiative to bolster the online presence of its e-commerce site, bentibikes.com, focusing on the U.S. market. This partnership aims to refine SEO tactics, integrate a new tracking system for digital analytics, and launch new Meta and Google Ads campaigns targeting U.S. consumers. Giacomo, a tech aficionado, spearheaded the brand’s digital foray in 2018, recognizing early on that modern cyclists in the U.S. appreciate the ease of customizing and purchasing bikes online—a trend gaining momentum.

As Benti Bikes vies for a foothold in the U.S., it confronts formidable competition from established brands like Specialized, Giant, and Italian counterparts Pinarello and Colnago. Benti Bikes is often compared to Colnago, a fellow top-tier Italian brand enjoying considerable popularity in the U.S. This comparison underscores the importance of distinguishing Benti Bikes’ unique value proposition to American consumers.

How to complete the simulation and your assignment

To complete the simulation prepare a PDF/DOC report and send it to your manager (Director of Growth at Velo Digital) using the chat. It needs to include these two areas:

1) Coordinate and present the strategy for the US launch of Benti Bikes – list the priorities for the next months and how you selected them based on the information you collected. You should detail the campaigns, channels and budgets that Velo Digital will use and the compromises you had to make with the team. Your manager will use this with Benti Bikes.

Remember that you will need to coordinate your team and tell them what to prioritize or not. This answer should not be longer than 2000 words.

2) Explain how Velo Digital will execute on the YouTube campaigns for Benti and what results you expect based on several analysis and considerations you have to include. This answer should not be longer than 1000 words.

Team

Who you will work with in this Simulation:
Your team is 100% generated by AI – you will not interact with real people and no human will read your conversation.

Jennifer Clark

Director of Growth at Velo Digital Inc.

John Anderson

SEO Manager at Velo Digital Inc.

Emily Carter

Advertising Specialist at Velo Digital Inc.

Michael Roberts

Analytics and Tracking Manager at Velo Digital Inc.

Lucia Remore

Digital Advertising Specialist at Benti Bikes

Paolo Smitti

Performance Marketing Manager at Benti Bikes

Giacomo Benti

CEO at Benti Bikes

 

More about Benti Bikes

Benti Bikes is a historic bicycle brand with a storied 50-year heritage, headquartered in Bassano del Grappa, Italy. Recognized as one of Italy’s premier road bike manufacturers, Benti Bikes has decided to take a bold step by focusing on expanding into the U.S. market.

In 2018, this ambition led Benti Bikes to revamp its digital strategy, launching a cutting-edge e-commerce platform and a product showcase website to engage more effectively with customers. With an annual sale of around 7,000 bikes worldwide, Benti Bikes is known as a boutique brand, distinguished for crafting 100% of its bicycles in Italy, including its carbon frames. Giacomo Bentivoglio, the current CEO and progeny of the founder, acknowledges the bicycle industry’s heightened competitiveness, especially over the past five years. He is adamant that for Benti Bikes to make significant inroads into the U.S. market, production must increase to 10,000 bikes a year. This expansion necessitates a significant uplift in digital strategy investment and market penetration efforts.