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Work Background
ELISABETTA FRANCHIE-COMMERCE (Temporary Role)
Dec. 2023 - May. 2024Bologna, Emilia-Romagna, Italy• Supported the e-commerce department during the E-commerce Manager's maternity leave, ensuring operational continuity and management efficiency. • Implemented an innovative video messaging feature for gift orders, available both in-store and for online purchases on ELISABETTAFRANCHI.COM. This solution enhanced the shopping experience by integrating physical and digital retail in an omnichannel approach, increasing the perceived value of the brand through a personalized service. • Developed a weekly performance report to enable data-driven decision-making for both in-season and outlet e-commerce sites of the brand Elisabetta Franchi.
ICEBERG, a Gilmar brandGLOBAL E-COMMERCE MANAGER
Jul. 2018 - Sep. 2022San Giovanni in Marignano, Emilia-Romagna, Italy• Led the replatforming of the ICEBERG.COM e-commerce to Magento 2 Commerce, defining all aspects of the website, including UI/UX design (mobile, tablet, desktop), market selection, pricing strategies, customer care protocols, and logistical operations. • Directed two multi-brand e-commerce websites (in-season and outlet) for GILMAR Group brands (ICEBERG, N°21, ICE PLAY, VIVETTA, PAOLO PECORA, and SIVIGLIA). Optimized the performance of both websites by improving UX, purchase processes and online communication strategies. • Analyzed sales data and website traffic to lead all aspects of the e-commerce operations, including online revenue forecasting, Open-to-Buy (OTB), buying, the commercial calendar, newsletters, SEO activities (on-site and link building), and P&L management. Coordinated the team to drive business growth by supervising and optimizing SEM and social media advertising to maximize performance. • Implemented an advanced on-site search tool to manage search terms and synonyms. This solution streamlined user navigation and personalized search results based on goals. • Implemented a tool to easily develop beautiful landing pages on ICEBERG.COM. • Introduced a tool for dynamic order allocation to couriers, optimizing costs and operational efficiency. • Achieved extraordinary year-on-year economic results compared to the previous management of ICEBERG.COM: +43% net revenue, +45% profit margin, +39% unit sales. • Developed a new vision for B2B and B2C photo and video content, focusing on trends, visual consistency, and quality. Managed budgets, art direction, style guides, style views, and production, selecting and overseeing photographers, video makers, makeup artists, and models for the GILMAR Group brands: Iceberg, N°21, Ice Play, Vivetta, Paolo Pecora.
O' SrlHEAD OF E-COMMERCE
Mar. 2017 - Feb. 2018ItalyThe company is a FARFETCH.COM partner and owns 12 high-end luxury multi-brand stores in Italy. • Led the development, launch, and management of the new OLUXURY.COM on Magento 2 Commerce, overseeing all aspects of the e-commerce platform, including UI/UX design, market selection, pricing strategies, customer care, and logistical operations. This in-season platform for men and women features over 300 luxury brands, such as Gucci, Dior, and Prada, offering more than 5,000 styles across apparel, shoes, accessories, and jewelry in five currencies. Configured as multistock, the platform integrates inventory from the central warehouse and owned retail stores, with some stores managing packaging and shipping directly to customers. • Farfetch partnership oversight: Acted as the lead for the collaboration, ensuring alignment between both companies’ objectives. Visited Farfetch headquarters in Portugal to discuss partnership strategies and operational workflows. Day-to-day operations was up to O’s dedicated Farfetch team. • Led all e-commerce activities: commercial and newsletter calendars, email automation, customer care, copywriting, product descriptions, SEO, SEM (including remarketing), and social advertising. • Renegotiated contractual terms with Chinese marketplaces, improving commercial conditions. • Defined and initiated a new partnership with an Australian e-tailer, opening a channel to a new market. • Purchased professional tools to automate photography and editing processes and defined B2B photography productions with over 8,000 SKUs per season. • Established collaboration with a new courier to offer 1-2 days delivery service in the USA.
GAUDì TRADE S.p.A.HEAD OF E-COMMERCE
Jul. 2012 - Mar. 2017Modena Area, Italy• Led the development, launch, and management of the new GAUDI and ALMAGORES e-commerce platforms, defining all aspects of the websites, including UI/UX design, market selection, pricing strategies, customer care protocols, and logistical operations. • Led the development of the GAUDI loyalty program, integrating physical retail (in-season and outlet) and e-commerce with a points and rewards system for customers across both channels. Achieved outstanding results in CRM sign-ups from stores, offline-to-online conversion, and revenue growth. • Implemented all e-commerce activities, including buying, commercial and newsletter calendars, DEM, email automation, SEM (including remarketing), social media ads, copywriting, and product descriptions. • Spearheaded cross-platform social media strategies (Instagram, Facebook) to enhance brand visibility, strengthen brand positioning, and drive revenue growth. Managed social media accounts, developed and executed the editorial plan, engaged with the community, and led influencer collaborations on social media and fashion blogs for both men's and women's collections. • Strategically managed SEO activities, including on-site optimization (content, structure, and meta tags) and link building strategy with paid media to improve organic ranking and search engine visibility. • Recruited, coordinated, and trained internal teams and external consultants, ensuring the success of projects (social media, customer care, web agencies, logistics partners, etc.). • Selected and hired photographers and models for e-commerce, lookbooks, social media campaigns, and online advertising, ensuring alignment with brand identity and marketing objectives.
ELISABETTA FRANCHIHEAD OF E-COMMERCE and DIGITAL BRAND
Sep. 2006 - Jul. 2012Bologna Area, Italy• Conceived and implemented digital strategies for the rebranding of ELISABETTA FRANCHI (formerly CELYN b), with a focus on the designer, brand positioning, target audience analysis, and value proposition. Ensured consistency across all digital platforms, enhancing online presence and generating brand awareness, engagement, newsletter sign-ups, and customer loyalty. • Product Manager responsible for the development and launch of all digital projects, including the ecommerce platform (elisabettafranchi.com), a designer-focused blog (Elisabetta’s World), the brand’s official blog, and a B2B platform. • Led all e-commerce activities, including commercial calendar, buying, SEM, social media advertising, DEM, email automation, copywriting, and product descriptions. • Managed social media accounts and developed cross-platform strategies (Instagram, Facebook) to enhance brand visibility, create a cohesive editorial plan, and drive revenue growth. • Created blog strategies to enhance brand awareness, boost engagement, and generate revenue. • On the first CELYN b. website, I implemented Facebook Connect for real-time comments in the cookbook section, often shared on users' profiles. This innovation, adopted only by us and Burberry, significantly boosted engagement and web traffic. • Directed and supervised photography production for look-books, e-commerce, social media, and online ads, ensuring alignment with ELISABETTA FRANCHI’s brand identity and quality standards. • Recruited, coordinated, and trained internal teams within the digital department, including customer care, delivering exceptional e-commerce growth and exceeding expectations.
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