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L'OréalDigital & Communication Director - Professional Products Division
Sep. 2022Milano, Lombardia, ItaliaSpearhead creation, development, and execution of Digital and Communication strategy for division's Italian market operations, aligning with company's Omnichannel approach. Define e-commerce media investment strategy, forecast sales, and strategize product range. Lead pricing and promotional initiatives, manage external media agency, and craft social media and influencer activities. Devise CRM strategies, formulate customer retention plans, and conduct competitor analysis. Oversee full management of channel's P&L. Manage dedicated team of up to 30 individuals, including e-commerce managers, marketing managers, CRM specialists, social media and influencer marketing experts, and paid media professionals. Allocate 20% of total revenue budget to various online channels including Display ADV, PPC, and Influencer marketing.
● Achieved Return on Advertising Spend (ROAS) of 11 through strategic media investments on marketplaces.
● Secured placement of 4 brands within TOP 10 of Beauty Market for both views and engagement metrics.
● Successfully built database of 1M customers within span of 2 years, enhancing division's customer relationship management capabilities.
PERCASSIChief Digital Officer (CDO)
Jan. 2021 - Sep. 2022Bergamo, Lombardia, ItaliaDirected development and implementation of both online and offline brand trading strategies for group's brands, oversaw key aspects including defining e-commerce product range strategy and forecasting sales, as well as setting pricing and promotional initiatives. Managed external media agency, with focus on SEO/SEM, PPC, social activities, and mobile optimization, ensuring alignment with overall brand strategies. Formulated and executed CRM and customer retention strategies while conducting comprehensive competitor analyses. Took full responsibility for managing P&L for channel, optimizing financial performance. Led dedicated team of 15 professionals, including graphic designers, SEO specialists, IT experts, e-commerce managers, and marketing managers, in guiding global ecommerce customer journey, with focus on UX enhancement and customer acquisition. Allocated 10% of total revenue of group to various online channels such as Display ADV, PPC, and Influencer marketing, optimizing budget utilization.
● Successfully launched Group CRM strategy, enhancing customer relationship management across brands and territories.
● Spearheaded launch of Bath & Bodyworks and Victoria's Secrets in Italy, France, and Spain.
● Orchestrated launch of Starbucks and Dmail ecommerce businesses, expanding group's market presence and revenue streams.
● Achieved recognition as winner of prestigious "Stelle dell'ecommerce" Award, highlighting excellence in field of ecommerce.
Web Marketing AssociationJudge
May. 2020
Videndum Media SolutionsHead of Digital Transformation
Nov. 2019 - Jan. 2021Bassano del Grappa, Veneto, ItaliaOrchestrated introduction of digital environment into Retail world, implementing an Omnichannel approach. Established and directly conducted dedicated Customer Service department and spearheaded setup of CRM systems from both technical (Salesforce based) and marketing perspectives. This was accomplished with dedicated team of 6 professionals.
● Organized P&L for channel, we achieved successful launch of international ecommerce strategy worldwide.
● Successfully launched ecommerce platform in Photography Industry, accompanied by establishment of dedicated Learning Platform.
SAE InstituteMarketing Professor
Jun. 2017 - Jan. 2021
Tempur Sealy InternationalHead of Global Ecommerce Trading - Tempur Zone
Jan. 2016 - May. 2019Milano, Italia
Tempur Sealy InternationalE-Commerce Manager
Mar. 2013 - Dec. 2016Milan Area, ItalyAdministered development and implementation of online brand trading strategy, encompassing key responsibilities such as defining e-commerce product range strategy, forecasting sales, and setting pricing and promotional strategies. Managed external media agency, overseeing SEO/SEM, PPC, social activities, and mobile optimization, while also crafting CRM and customer retention strategies and conducting competitor analysis. Fully managed P&L for channel, optimizing financial performance. Supervised team of 6 professionals including graphic designer, SEO specialist, and IT expert, along with 52 dotted reports comprising e-commerce managers and marketing managers. Orchestrated global ecommerce customer journey, focusing on UX enhancement and customer acquisition, and allocated 10% of total group revenue $3B to various online channels including Display ADV, PPC, and Influencer marketing.
● Orchestrated rollout of 48 ecommerce platforms worldwide.
● Spearheaded launch of marketplaces in APAC region, including Tmall, Rakuten, and JD.
Gallisport Co. spaWeb Marketing Specialist
Feb. 2011 - Jun. 2011Milan Area, ItalyBusiness development & start-up, Website concept & development, E-commerce strategy and improvement, SEO, SEM, SERP, Display Advertising Campaign, Competitors Benchmarking, Social Network development. CRM adoption based on Vtiger CRM. Newsletter and DEM development. Logistics Coordination.
BuyagiftWebsite Manager
Jan. 2011 - Mar. 2013Milanowww.Regaliideali.it : Assigned responsibility of initiating and managing the Italian Ecommerce Channel for SmartBox - Buyagift plc. Duties included selection of platform, developing SEO content, managing display advertising campaigns, conducting competitor benchmarking, coordinating newsletter campaigns, developing social networks, and executing merchandising strategies.
● Successfully launched Italian Ecommerce Channel under leadership.
● Led selection and implementation of e-commerce platform.
● Steered development of SEO content and display advertising campaigns.
● Provided comprehensive competitor benchmarking and coordinated engaging newsletter campaigns.
ItaliaRitrovata scrlEcommerce Marketing & Web Marketing Developer
Feb. 2010 - Feb. 2011Milan Area, ItalyBusiness development & start-up, Website concept & development, E-commerce strategy and improvement, SEO, SEM, SERP, Display Advertising Campaign, Competitors Benchmarking, Social Network development. CRM adoption based on Vtiger CRM. Newsletter and DEM development. Logistics Coordination.
Sefin spaSales Account & Digital Marketing Specialist
Jul. 2009 - Jan. 2010Milan Area, ItalyBusiness unit DMK - Digital Marketing campaign conception, creation and management. Site building using CMS Joomla!. Data analysis and reporting of internet browsing. Newsletter and DEM development. SEO, SEM, SERP.
laRinascente SrlInternship @ Communication & Marketing Department
Jan. 2008 - Dec. 2009Milan Area, ItalySix-months internship in the Communication and Marketing Department. Database management and market analysis with focus on fidelity card owners. Analysis and reporting to the Marketing & Commercial Management.
FastwebSales Account
Jan. 2001 - Dec. 2004Emilia Area, ItalySales Account
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