Teforia Nabs Leading Strategist from Apple, Starbucks and Vans as Chief Marketing Officer
Alessandra Ghini brings over 20 years of lifestyle and technology marketing experience to Teforia’s leadership team
MOUNTAIN VIEW, Calif. – January 22, 2016 -- Teforia, makers of the world’s most advanced tea brewing device, today announced the appointment of Alessandra Ghini to the role of Chief Marketing Officer. Ghini joins Teforia’s executive team with over 20 years of experience in marketing, branding and customer engagement to drive the company’s strategic marketing direction, establish the premium tea machine market, and build the company’s brand and customer loyalty.
Most recently, Ghini co-founded GO Strategy Partners, a boutique strategy agency that worked with clients to help define, implement and communicate their business strategies and align their leaders to affect change. As a strategic marketing consultant she worked for both SY Partners and Embarcadero Partners. At SY Partners, Alessandra led a long-term engagement with Starbucks to redefine the brand strategy in anticipation of their 40th anniversary. The work she led resulted in significant internal changes as well as an external change signaled by their new logo. Alessandra continued to work with Starbucks on brand strategy integration for VIA and Evolution Fresh. Much of the brand strategy work she did at Starbucks was captured by CEO & Chairman Howard Schultz in his book “Onward.” She has also led successful brand and marketing strategy development for Vans, Goodreads, TCHO, rePlanet, Belcampo Inc., PLAYSTUDIOS and Omnivore Salt.
Prior to her agency experience, Alessandra started her career in technology working for Apple, among others. While at Apple, Alessandra launched what would later become iWork. She created and led the marketing communications team for software, music and services, and drove world-changing product launches including the iPod mini, the iTunes music store and iTunes for Windows.
“Teforia is a premium product and we are building a new category for tea lovers,” said Allen Han, Founder and CEO of Teforia. ”Alessandra’s unique background--blending technology, beverage and consumer lifestyle expertise--is a perfect match. Her previous experience required a deep understanding of the many rituals people have around what they eat and drink, and this idea of ritual and connection is very relevant to the work she will be doing at Teforia. We’re excited to welcome her aboard.”
“I’m very excited to help build the Teforia brand. The work I did with Starbucks was a deep dive into understanding the role a beverage can play in a person’s daily ritual. It may be a small moment every day, but that moment can be significant,“ said Ghini. ”Teforia is an ideal career choice for me—it combines my personal love for tea with a product that offers exceptional quality and delivers an experience that tea drinkers have been waiting for. I was blown away by the complexity of flavor the Teforia infuser brought out in my favorite teas. I could taste the difference and experience what I had been missing out on.”
Alessandra has a deep passion for the creative and culinary arts and currently sits on the board of the Ansel Adams Foundation. She is an advisor for the Eat Real Festival and Food Craft Institute.
To learn more about Teforia’s team, company and tea infuser, please visit http://www.teforia.com.
Teforia aims to blend the ancient tradition of tea with first-of-its-kind technology into a sensory experience for the modern world. The company’s flagship product, Teforia, is the first machine-learning tea infusion device that brews the “best cup of tea you’ve never had” easy and automatically. Part companion and part guide, our goal is to help you discover, enjoy and journey into the world of authentic and exceptional tea. Led by founder & CEO Allen Han and CTO Kris Efland, Teforia was founded in 2014 and is headquartered in Mountain View, CA. For more information, please visit: http://www.teforia.com.
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