Carlo Bettiol, National Account Manager, Lego

Alumni Service

20 September 2021

In order to help current students and recent graduates to find their way in the working world, many of our alumni shared their career story. Here the story of Carlo Bettiol, National Account Manager for Lego in Milan (I). USI Degree: Master in Marketing, 2009.

How did you start your career?

After the “Field Project” within the Master path, I started to work in the marketing department of Chicco, main brand of Artsana Group, leader in the baby care products, where I had the chance to work both on product (development & marketing) and brand marketing at an international level. About three years later I moved to Sony Corporation, in the branch of Entertainment, better known as PlayStation.

Why did you choose a career in Lego?

LEGO is more than just an attractive international company...it's a lovemark! My approach to life perfectly fits with LEGO values and this is something that doesn't happen really often in the world of multinational companies.

What is your current role/duties?

I am the Account Manager of in charge of Grocery and Book Store channels, at national level. I take care of the management and the development of the business relationships with my retail customers, defining sales campaigns, marketing activities and distribution & promotion strategies.

In your opinion, what are the qualities necessary for a successful career in lego?

Hard skills are almost given for granted, while this company highly enhances soft skills and the humane resource qualities.

What positive aspects and qualities meant most to you during the study programme you attended?

I could spend half day just talking about that. I would say:

  • International and prepared teachers
  • Small classes (which allow students to familiarize both with teachers and among them)
  • High level of education, highly business oriented and not just theoretical
  • Lots of business cases and work in team (which really help to figure out what the “future” will be about)
  • Great infrastructure and perfect atmosphere
  • Nice collateral opportunities (international exchange)

What competences and/or skills acquired in your USI Study Program have been useful/are useful to your professional career?

Basically, all of them. Starting from the ability to work in team, passing through a strong marketing know-how, getting to the self-confidence of preparing and speaking in business presentation.

What is your advice to USI students entering the job market?

I would suggest exploiting all the USI opportunities (including the chance to go abroad for a semester) and – approaching the job world - to be humble but aware of her/his value.