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Work Background
Le Bijou InvestmentPrivate Investor
May. 2023Zurich, Zurich, Switzerland
EvaroAngel Investor
Mar. 2023
IWG plcGlobal Head of Demand Generation
Jul. 2021 - Mar. 2024HybridSenior leader accountable for global demand generation across all of IWG Group's operating and digital brands across 120+ countries, 1500+ cities, 4000+ locations, and 65+ languages. Managing 15 full-time employees and agency partners.
Responsibilities include IWG's online presence across websites and apps, Performance Marketing, brokers and third-party channels' management, partnering with Sales and Customer Support to convert demand and increase ROI and customers' lifetime value.
My teams include WebDev, SEO, Apps, SEM (Paid Search), Social Media, Display, Programmatic, Commercial and Web-brokers, Property Portals, Classifieds websites, Partnerships and Affiliate Marketing.
IWG plcInterim Chief Marketing Officer
Dec. 2020 - Jun. 2021HybridLed the Marketing organisation at IWG plc during the post-pandemic crisis, managing 37 headcounts, accountable for 15 brands’ upper, mid and lower funnel marketing.
I worked directly with C-level executives, focusing on marketing strategy, brand management, content marketing, PR, demand generation and digital transformation.
Main results include the following:
• accelerated recovery by boosting demand generation (+29% YoY)
• Initiated, designed, and launched the Regus Hybrid campaign internationally, taking ownership of Regus's hybrid and remote working industry, thus increasing awareness by +15% among the C-suite and business decision-makers in US/UK
IWG plcGlobal Advertising, Email Marketing, Partnerships and Events Director
Dec. 2018 - Nov. 2020On-sitePart of the marketing leadership team and responsible for IWG Group's activities across Paid Search, Social Media, Display, Programmatic, Email Marketing, CRM, Affiliate Marketing, Real Estate/Property Portals, Classifieds, Online Brokers/Resellers, Partnerships, and Events.
Main results include:
• increased new customers' acquisition via managed channels by +27% YoY in 2019
• limited demand slowdown during FY2020, despite the first pandemic waves and COVID restrictions, at -7% YoY while achieving further +12ppts in market share and improving ROI further.
eBayGlobal Head of Social and Display Marketing
May. 2017 - Nov. 2018Zürich Area, SwitzerlandLed global acquisition, retention and engagement programs via engagement and performance marketing activities via Social Media channels, and via advertising solutions across Display, programmatic and DSP providers, aimed at growing eBay's active user base. Leveraged Content Marketing as well as creative production in multiple regions and languages, and personalised algorithmic recommendations at scale, powered by machine learning applied to 1st and 3rd party data.
eBayEMEA Senior Manager, Social Marketing
Oct. 2013 - Apr. 2017Zürich Area, Switzerland• Led EMEA Social Media activities, enabling eBay to reach, inspire, attract and convert profitably existing and potential buyers and sellers
• Scaled paid media activities serving dynamic and personalized content at the user level, combining machine learning, 3rd party and 1st party data
• Served local businesses’ priorities by partnering with Creative/Content teams (both in-house teams and external agencies), SaaS and technology suppliers
• Collaborated with Social Client Solutions’ partners @Facebook/Instagram, Twitter, Pinterest, Snapchat, Tumblr, Reddit
• Increased brand health, boosted traffic, conversion and ROI, thus shifting the eBay investment mix towards Social&Mobile • Revisited and reorganized creative and media buying agencies’ structure across EU markets. Built and led in-house teams increasing effectiveness and efficiency
• Implement progressive end-to-end automation for the channel: from publishing to distribution and promotion, bidding and optimization
• Industry spokesperson @Facebook events
eBayEMEA Manager, CRM and Loyalty programs
Jan. 2011 - Sep. 2013Zürich Area, Switzerland• Scoped, designed and launched a loyalty scheme for eBay in Europe, by partnering with Nectar, the largest UK’s loyalty programme. Managed associated activities including cross-functional project management, marketing comms, budget management, programme’s governance
• Led CRM initiatives via email/onsite communications with the use of incentives (vouchers/coupons) with the goals of acquiring, activating, lifting and retaining the eBay customer base
• Involved the creation and management of a in-house teams and outsourced resources
• Main results: accelerated the profitable growth of the EMEA regions through increased scale of impact and operations (over +100% in incremental sales and volumes of personalized offers/triggers) as well as ROI boost (+50 ppts)
eBayEMEA Manager, Affiliate Marketing
Jan. 2009 - Dec. 2010Zürich Area, Switzerland• In charge of the development of Affiliate Marketing strategy, top publishers’ account management, budget allocation and ROI maximization
• Managed a 50M EUR budget, exceeding annual ROI targets and KPIs
• Worked on the design and international launch of “Quality Click Pricing” (prized with the A4U Innovation Award 2010), a new remuneration model for eBay affiliates exclusively on eBay Partner Network
• Organized and managed Affiliate marketing/B2B events and served as an industry spokesperson
eBayManager, SEM and Affiliate Marketing
Jan. 2007 - Dec. 2008Milan Area, Italy• Led SEM and of Affiliate Marketing channels, managing 80% of the local marketing budget, generated traffic and improved metrics across the entire marketing funnel, maximized conversions and ROAS
• Awarded by the eBay International Marketing Dept. as the strongest international contributor during the design, rollout and launch phases of eBay Partner Network, the eBay’s new in-house affiliate network
• Worked on API and dynamic product feeds’ integrations with shopping comparison websites
• Increased quality of traffic and worked on network quality, reducing publishers’ infringements and frauds
• Collaborated with Client Solutions’ partners @TradeDouboer, Zanox, Affilinet, Commission Junction
eBaySpecialist, SEM and SEO
Mar. 2006 - Dec. 2006Milan Area, Italy• Developed the SEM (Paid Search) channel for eBay Italy from scratch, created and managed keyword marketing campaigns on Google and main search engines (Yahoo/Miva), making eBay Italy the biggest SEM advertiser in the industry, with a portfolio of over 5 million active keywords optimised manually for acquisition (CPA) and ROAS.
• Collaborated with Client Solutions’ partners @Google/Yahoo
• Developed and localised as well several SEO projects, including: editing and publishing of ad hoc eBay sections/pages (e.g. Guides&Reviews), link building and link buying, promotion of user generated content
• Conceived and designed the analytics, budgeting, forecasting and reporting systems, in order to allow a proper evaluation of ROAS metrics for Online Marketing investments across the department
• Boosted Paid Search Engine referrals’ traffic by +116%, revs by +125%, reducing average costs by -30%.
• Increased Natural Search traffic by +130%, revs by +187%.
eBayInternet Marketing Assistant
Aug. 2005 - Feb. 2006Milan Area, ItalyI joined a highly dynamic environment in a start-up phase, being responsible for planning and managing display adverting campaigns on leading Italian Portals/ISPs and Shopping Comparison websites (MSN, Yahoo, Virgilio, Libero, Tiscali, Kelkoo, Ciao and others).
Marina Militare Italiana (Italian Navy)Lieutenant
May. 2004 - Jul. 2005Ravenna, Emilia-Romagna, Italy · On-siteHead of Equipment and Shipping Office, in charge of a team of four Non-commissioned officers.
Also in charge of technical and safety controls on Merchant Navy vessels and Coast Guard cutters.
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