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Work Background
ROASters | Performance MarketingHead ROASter
Apr. 2021
Meteri SrlDigital Maître
Jun. 2019Venezia, Italia- B2B Lead Acquisition Campaigns
- Facebook e Google Ads Campaigns (B2C & B2B)
- Content Strategy
- SEO
SkiniusDigital Doctor
Mar. 2019Milano, Italia- eCommerce Google Ads Campaign Management
- eCommerce Facebook Ads Campaign Management
AFORISMA School of ManagementWeb Analytics & Search Advertising Lecturer
Feb. 2019Lecce, Puglia, Italia
BEERWULF.comContent Manager
Apr. 2017 - Feb. 2018Amsterdam Area, Netherlands- Coordinated the European roll-out to 4 markets (6 languages) in 4 months.
- Managing a team of 3 Content Specialists.
- Managing relationship and budget with Translation agency.
- ~250% increase in SEO rankings for non-branded searches.
- Moderation of the weekly content meeting. Cross-functional meeting with ~10 people.
- A/B test set-up, launch and monitoring with Content Square (no WYSIWYG editor, coded in Javascript)
- User research and design sprint.
- Automatic generation of SEO meta (product-level and brewer-level) in multiple languages based on top ranking topics (name, brewery, style etc.).
- CMS bug fixing, reporting, and back-end content roadmap.
- Written various scrapers to generate a Content Dashboard and prioritise content production efforts.
- Bulk content operations
StapleseCommerce Analyst - Onsite Search
Nov. 2016 - Apr. 2017Amsterdam Area, Netherlands- Defined the Internal Search Analytics Framework to empower data-driven decision by Product Management.
- Built web scrapers to monitor search performance and proactively find bugs and Null results.
- Automatic classification of search queries by edit distance to clean Search Data.
- Exploration and configuration of new technologies (Solr) in order to evaluate feasibility of internally built Search Engine.
- Actively involved in the Search Engine replacement, meeting vendors and talking to IT and stakeholders for the evaluation internal solution.
Booking.comWebmarketing Analyst (SEA | PPC)
Aug. 2016 - Nov. 2016Amsterdam Area, Netherlands- Campaign optimisation in multiple languages - Bulk creation of campaigns, adgroups and keywords.
- Supporting Front End teams with ad-hoc analysis to tailor landing pages and themes.
- Discovery of new opportunities through data analysis. Booking.com is one of the main PPC spenders in the world.
Booking.comProduct Management
Aug. 2014 - Aug. 2016Amsterdam Area, Netherlands- Product ownership to switch to a new internally built communication system, process review and new features.
- Product ownership for a new version of a content automation product.
- User research to improve usability and self-service in the property management system and internal translation platform.
- Expanded a content automation product to 6 languages. The first experiment resulted in a 0.88% increase in SEO rankings.
- Supporting Product Owners, sprint planning and daily stand-ups with dev team. Handling and prioritizing bugs.
- Data analysis to support prioritization of features and bugs with MySQL/Hadoop, Excel, Python.
- Automation of Hotel Room Descriptions in 42 languages, bringing translation costs to 0.
- Developed a PowerPoint generator in Python to automate weekly KPI reporting for 42 Language Teams, fetching and manipulating data from Hadoop, SQL databases and Google Spreadsheets. The report was done manually and I saved ± 30 weekly working hours and eliminated human error.
- Link between Product Development, local operational teams (+40 offices) and Regional Managers. Community management and internal communication.
Booking.comContent Editor / Senior Editor
Aug. 2013 - Jul. 2014Amsterdam Area, Netherlands- Promoted to Senior Editor after 3 months
- Overseeing productivity
- Anticipating peaks and troughs in new acquisitions and plan accordingly
- Web content creation for new properties - Meeting and exceeding weekly targets
- Development and implementation of a new template for Italian Coordinators - standardisation of communication
- Continuous collaboration with Content Innovation
SABAF APPLIANCE COMPONENTS(KUNSHAN) CO.,LTD.Market Research
Feb. 2012 - Jul. 2012KunshanExcel Data Analysis: PCA, Cluster Analysis, ANOVA
Market research in Shanghai, Shenzhen, Chengdu and Beijing - product pricing, brand recognition, regional consumer behavior and preferences
Analysis report presentation to senior management
Creation of project documents including budgets and master schedule using Excel
Developed and executed shopping simulation to analyze vendor-selling strategies
Italian Chamber of Commerce for the NetherlandsSales & Marketing Assistant (internship)
Oct. 2011 - Jan. 2012AmsterdamCongress “Italiaanse Zaken” 2011, Hilton Hotel in Amsterdam.
Distributors research for an Italian olive oil producer. Successfully found two new distributors
Marchio Ospitalità Italiana 2012, quality certification for Italian restaurants abroad
Carattere Toscano Hotels and ResortsSales & Marketing Assistant (internship)
May. 2009 - Jul. 2009Florence Area, ItalyMarket research and competitor analysis
Development of new promotional packages, promotion of offers in Southern Tuscany
Social media management: Facebook pages, content creation, buzz stimulation
E-mail marketing: creation of a monthly newsletter with InDesign
SEM: Ad copy, CPC, Impressions, CTR, Adwords Editor, Analytics
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