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Work Background
InfrontHead of Digital Marketing
Nov. 2022Amsterdam, North Holland, NetherlandsInfront is a European fintech company, leader in wealth management and trading softwares.
I was hired by the newly appointed CMO to help build a focused & highly skilled team, define the digital acquisition program and lead the web and digital space.
Lucky to be working with other seasoned professionals across the whole marketing lifecycle who are changing the way we go to market through always-on digital, targeted conferences and events, social media, strong martech, and industry leading content.
Neuromod DevicesHead Of Marketing
Mar. 2022 - May. 2022Dublin, County Dublin, IrelandI was hired by Neuromod, a technology led service providing ground-breaking tinnitus care, to establish the young brand’s marketing vision and strategy, with the ultimate aim of growing revenue & customer base. • Planning: I delivered a full-funnel marketing strategy, aimed at generating brand awareness & BOFU conversions, optimizing existing channels, while introducing new relevant ones and restructuring audience & creative strategy. • Performance: I rely on data and analytics to increase conversion rate at every step of the funnel, ensuring that success be measured against relevant KPIs. Internally, I also work on enhancing efficiency by designing systems that support scalability and ensure a profitable and sustainable long-term Growth. • Creative Vision: Currently working on a creative overhaul, to ensure a clearer value proposition and increase marketing impact by meeting customers at the right step of their consideration journey with the right message.
LinkedInPaid Media Marketing Lead
May. 2020 - Jun. 2021County Dublin, IrelandAt LinkedIn I’ve been in charge of all EMEA & LATAM Paid Media Operations for the LTS & LSS Business Units, sitting within a Global team to oversee strategy, planning and implementation of lead generation & brand paid campaigns. I managed an external agency team of about 5 people, optimising a multi-million USD spend across paid search, display, social and programmatic. My responsibilities included: • Strategy: Translating Field goals into Paid Media campaigns, selecting the most relevant channel, media and audience mixes to prioritise Enterprise acquisition and efficiently feed our lead pipeline, working with Sales on a shared set of MQL volume, Revenue & ROI targets, while also optimising against SAO CvR%. • Localisation: In collaboration with region and language marketers, my team ensured that all assets be made culturally relevant to each of our top countries, trans-creating content, landing pages and ad copy. • Relationship Management: I kept my internal stakeholders regularly updated with performance insights and strategy/market changes, while also ensuring a constant flow of information across regions and BUs. • Teamwork: I worked cross-functionally with Web, SEO, Marketing & Events against a shared set of optimisation and growth goals, streamlining processes and ensuring alignment within our global content & acquisition programs. • Budgets: I drafted regional budget proposals using historical data & modelling, submitting them within our quarterly global finance ask, regularly reviewing them against shorter-term business changes and goals.
LinkedInPaid Media Marketing Manager
Jul. 2019 - Apr. 2020Dublin, County Dublin, IrelandManaged LTS EMEA Paid Media Marketing Programs
ZazzleSearch Engine Marketing Manager
Sep. 2017 - Jan. 2019County Dublin, IrelandZazzle is a global retail e-commerce specialised in unique, customisable products. I was hired in 2017 to assist with setting up our brand-new SEM Dept in Ireland and manage large-scale acquisition campaigns. Among my achievements: • Digital Strategy: I defined our quarterly multi-channel Paid Digital strategies, based on Zazzle’s traffic and revenue goals, regularly re-evaluating our projects and fine-tuning campaigns based on performance data. • SEM Expansion: I introduced new SEM channels, while efficiently optimising our extensive Google, Bing and Gemini Search & Shopping accounts, also expanding these with new products, features and target territories. • People Management: I hired two PPC Specialists internally, directly reporting to me. By training them on SEM I enabled them to implement their assigned projects in autonomy thus fostering their digital career growth. • Data Analysis: I translated data into actionable SEM insights, which I regularly presented to our Head of Acquisition and CFO, sharing performance updates & market trends, informing our short-term strategies. • Google Ads: I fostered the relationship with our extensive Google ads team, relying on their technical support as well as industry knowledge & insights to optimise our accounts. • Bing Ads: With support from the Bing Ads' team I optimised and internationally
expanded our accounts, growing Zazzle’s market share and revenue as a result. • Search Ads 360: I was able to hit our revenue targets more efficiently by re-organising our programmatic bid strategies, based on network return and product margin.
ebowDigital Marketing Specialist
Jul. 2015 - Aug. 2017County Dublin, IrelandAt ebow, a Dublin-based boutique digital agency, I used to plan and manage all PPC activities for a portfolio of medium and large Irish businesses, operating nationally and abroad. So far: • Digital Planning: I helped win new business by analysing clients’ briefs and creating & pitching relevant digital marketing plans. I also constantly advised existing clients on changes to their digital strategy. • Teamwork: as part of a cross-functional team I prepared media recommendations for client approval, integrating online, mobile, video and social initiatives, always ensuring that (often tight) deadlines be met. • Search ads: I set up relevant AdWords & Bing-ads search campaigns as well as optimised existing ones by adopting tight keyword lists, testing alternative landing pages and enhancing mobile users’ experience. • Display & Video ads: I increased the adoption of display and video campaigns among 50% of our clients by helping them measure the impact of raised brand awareness across all their digital channels. • Performance tracking: I educated our clients on the advantages of segmenting traffic performance by device and adopting intermediate conversion goal tracking to effectively measure ROI. • User Experience: by constantly monitoring Analytics data I was able to provide clients with insights on their users’ behaviour, laying the groundwork for website A/B testing and possibly changes to their digital strategy. • Reporting: I prepared and presented monthly, mid-campaign, and wrap-up client-facing keynote reports.
Google via TeleTechAccount Strategist
Nov. 2013 - Jul. 2015County Dublin, IrelandAt Teletech I provided Google customers (SMBs and Top Movers) with strategic advice on AdWords search, display and video campaigns, encouraging them to increase spend by improving their ROI. In details: • Account management: I was assigned a portfolio of selected AdWords accounts that were increasing their spend fast - I helped them identify the most effective networks and campaign types for their objectives. • Campaign Optimisation: I helped my assigned clients acquire up to 30% more traffic within their spend, by tightening their keyword structure, enhancing their Ad Ranks and therefore lowering their costs-per-click. • Analysis: I analysed data to determine optimizations and recommendations for future campaigns. • Up-selling: by leveraging on the higher relevancy of traffic and the opportunity to drive more sales I encouraged clients to raise their budgets by up to 40% more and adopt new display and video campaigns. • Sales Targets: I overachieved my monthly targets at 110% twice while assigned to Top Movers accounts. • Teamwork: I provided support to new members while fostering a relaxed and productive work environment.
ComunicowebDigital Account Manager
Mar. 2013 - Nov. 2013Naples Area, Italy• Lead generation: designing and implementing direct e-mail campaigns for both promotion and new client acquisition purposes. • Lead conversion: meeting assigned prospective clients acting as the agency’s first point of contact. • Business analysis: evaluating customers’ needs and expectations, providing them with ad hoc on and off line marketing solutions. • Project management: managing clients’ campaigns on behalf of the agency.
BoxCalf - bespoke men's shoesMarketing Manager
Jun. 2011 - Aug. 2013Naples Area, Italy• Took part in the set up of a brand new business providing the services of bespoke and custom made men’s shoes, in charge of definition, first, and implementation, then, of marketing (strategic) planning, constantly ensuring adherence to the business vision. • Budget management: supervised production, in particular supply, ensuring sustainability of prototyping efforts (specifically, costs). • Defined and led off creation of the distribution network by presenting concept and product to a selected group of retailers. • Account management: acquired new clients whilst catering to existing ones through regular visits and telecommunications.
Camera di Commercio di SalernoBusiness English Trainer
Sep. 2010 - Jun. 2012Positano (SA)• Selected relevant material and designed appropriate syllabus upon appraisal of students’ needs and capabilities. • Delivered customised classes, developed in compliance with participants’ learning expectations. • Acted as a motivator, particularly for senior students, often unaccustomed to tight studying schedules. • Prepared periodic exams to assess course development, thereby individually providing relevant feedback. • Out of 4 classes taught so far 70% overall students’ pass of the national exam for professional tourist guides.
Conte of FlorenceExport Assistant (internship)
Oct. 2009 - Feb. 2010Florence Area, Italy• Customer service: managed assigned clients’ requests and general inquires (via phone and mail) delivering timely and accurate support under time pressure.
• Collected and processed incoming orders through AS/400 Inventory System.
• Offered selected clients customised sales promotions aimed at keeping low warehouse stock levels.
• Provided general assistance to the Export dept. Team with all back office operations.
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