In Digital Sales at Axelent, the focus is on building strong customer relationships and a consistent brand presence across markets. Based in Italy, Elisa works closely with digital communication, lead generation and customer journeys, helping strengthen Axelent’s presence both locally and as part of a global team.

Can you describe your role in digital sales and what it involves at Axelent Italy?

My role is about strengthening Axelent’s digital presence and making sure our brand is communicated consistently across channels and markets. I work with campaigns, content and lead generation, always with the goal of helping customers find us and feel confident choosing Axelent.

Even though we refer to it as digital sales, I would say my responsibility is to ensure that the Axelent brand is communicated consistently and effectively, both online and offline. The goal is to make it easy for new customers to find us and feel confident choosing us for their safety journey.

“My responsibility is to ensure that the Axelent brand is communicated consistently and effectively”

How does digital sales contribute to the customer journey and business growth?

Digital sales is an important part of the customer journey, especially in the first interaction with Axelent. Our role is not only to create visibility, but also to support customers with relevant information, build trust and stay connected throughout the relationship.

While our main task is to create visibility and generate interest, we also aim to be a consistent presence throughout the entire customer journey, from the first interaction to long-term relationships.

What tools or strategies are most important in your digital sales work?

The digital landscape changes constantly, which means continuous learning is a very important part of my role. I spend a lot of time exploring new ideas, following trends and understanding how customers interact with our digital channels.

How do you collaborate with colleagues in other markets to develop digital sales?

Even though we work in different parts of the world, there is a strong sense of collaboration within the Digital Sales team. We continuously share ideas, learn from each other and work together towards the same goals, while still adapting to local markets.

How would you describe the culture in the Italian team?

As the Italian stereotype suggests, we are very passionate about what we do. There is a strong sense of unity, and we support each other even outside our defined roles. We are a relatively small team, which means we work closely together and build strong relationships. We are not just colleagues, but also friends. While some days can be more challenging than others, we always manage to keep a positive atmosphere.

We also enjoy spending time together outside of work, often sharing meals and social moments. That sense of connection makes a real difference, especially during more demanding periods.

“We don’t just sell safety products, but we aim to deliver a complete safety experience in which the customer feels at the centre of everything we do.”

How do Axelent’s values influence the way you work with digital sales?

Axelent’s values are something I actively try to communicate through my work. I believe they truly differentiate us from our competitors.

I see these values reflected in the way we work every day. There is a clear commitment to making safety easy to understand, focusing on simplicity and clarity. At the same time, I see passion, courage and a willingness to continuously push boundaries.

For me, this means that we do not just sell safety products. We aim to deliver a complete safety experience where the customer feels at the centre of everything we do. People first, always.