Laura Cazzaniga - Social & Performance Manager, HMG

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Work Background

Havas Media Group ItalySocial & Performance Manager

Mar. 2022Milan, Lombardy, Italy

InstillaHead of Paid Media

Jul. 2021 - Mar. 2022Develop and deploy effective B2B & B2C paid digital marketing strategies that address all areas of the conversion funnel, from awareness to conversion. Conceptually design search engines strategies that generate synergies with the other channels, paid and organic. Work with the technical adtech and martech team to continually develop and improve our tracking monitoring capabilities. Create best class in lead generation and customer acquisition and retention strategies across all paid digital channels including PPC, paid social, video, audio, affiliates, display. Manage and monitor all paid media investments related to the assigned clients. Actively participate in high‐end client meetings. Take part in all major and complex digital media pitches. Team management;

DOING.Senior Adv & Media Expert

Aug. 2018 - Jul. 2021Milano, Italia* Media strategy definition, pitch proposal, budget split on media vendors, payout negotiation, media plan creation, booking, ad creative delivery to media vendors * Plan and manage billable campaigns (AdWords, Bing, etc), paid social (Facebook, Twitter, etc) and display performance campaigns (networks, affiliation, DEM, retargeting, etc) * Search and social account set up, keyword list, copy creation, daily optimisations, reporting * Assist with client interactions including reporting, meetings, QBRs as needed * Always maintains a strong focus on clients’ KPIs and is eager to find ways to meet targets * In charge of liaising with the client on all performance activities and trends * Ensures best practice and innovation in all activities * Builds strong relationships across Client Services and other channel teams

FreelanceDigital Consultant

Dec. 2015 - Aug. 2018Milan Area, ItalySupport and management of eCommerce; Management and optimization of CRM and digital marketing strategies; Plan and coordinate online communication strategies, starting from budget definition and aligned to offline communication; Develop and plan digital marketing campaigns (SEO and PPC); Monitor campaign conversion rates and develop strategies to increase conversion; Manage relations with external agencies and monitor KPIs and SLAs. Build up a btc and btb offline sales network and a users consuming habits database.

PerformicsBiddable media Manager

Nov. 2014 - Nov. 2015Milan Area, ItalyBiddable media campaigns supervising (awareness and performances) Strategic planning on major biddable platforms Bulid up and develop of SEA/SEO strategy Direct account on several international clients SEA/SEO integration project on client digital objectives

MECBiddable media consultant

Apr. 2013 - Oct. 2014Milan Area, ItalySEM: -Planning and management of search campaigns (cpc, cpm, cpv, cpa) on major web advertising channels: google adwords, Yahoo! Search Marketing, Facebook Adv; -Optimization on ROI; -Analysis result: Analytics; -Customare management: report, presentation, accounting;

dSmart s.r.l.SEM specialist - Digital Communication Manager

Apr. 2012 - Apr. 2013Milan Area, ItalySEM/SOCIAL Area: -Planning and management of search and display campaigns on major web advertising channels: google adwords, Yahoo! Search Marketing, Facebook Adv; - Creation, Implementation and maintenance of Virtual Communities related to web site or product, on major social networks (facebook, twitter, tumblr, youtube, instagram;) COMMUNICATION Area: - management of internal corporate communications between departments and external to customers; - newsletter, mailing and marketing mail management;

New Service Media SrlSEM Specialist - Web Marketing

Sep. 2010 - Apr. 2012Lainate - MiSEM: -Google Adwords search and display, Yahoo! search, Standard Facebook ADV; Customers Target Identification, Define business plan and advertising budgets; Planning and setting Search and Display Campaigns with different platforms; Monitoring and Optimization search and display campaigns - Analytics: reports analysis and evaluation results in relation to ROI; Social Media Training c/o Dark Side Adv - http://www.darksideadv.it/ -Virtual Community: creation, implementation and maintenance of Virtual Community on Facebook, YouTube, Twitter, Google +, Tumblr, Instagram; Engagement activities; Development of social contents and Analysis of results; Creation and development of Social Strategy;