Director of Business Insights - 🚀Growth, Scale-up, Digital Marketing, Analytics Expert
This was my first Growth Mentor session, and Alessandro has set the bar high - he was amazing. He did homework before our session and was familiar with the issue before we started the call. In less than 30 minutes, he identified 3 issues that needed to be addressed, so I walked away with a clear plan and understanding. Absolutely brilliant experience - thank you very much Alessandro.
With over a decade of experience in Business Intelligence and Digital Marketing, I've built my career working with a broad range of organizations, from small and medium-sized enterprises to multinational corporations, on both the client and agency sides. My unique perspective comes from a variety of experiences, enabling me to tackle challenges and seize opportunities from multiple angles. I have a talent for identifying complex problems and finding unique opportunities, thanks to my diverse background. I've led growth strategies for SMEs by implementing solutions focused on strategic insights, revenue management, and targeted planning. With major national and multinational leaders, I've streamlined operations, maximizing efficiency and spearheading budgeting and forecasting initiatives. My experience also includes leading digital marketing strategies in various settings, addressing the specific challenges of the online world. Managing global paid campaigns, I've focused on optimizing advertising spend and achieving the highest return on investment. I aim to continue using my extensive experience to help startups and SMEs succeed.
I have been deeply involved in affiliate marketing, developing and managing programs that build productive partnerships and drive sales. By strategically selecting affiliates, optimizing engagement strategies, and continuously monitoring performance metrics, I ensure these partnerships are lucrative and aligned with broader marketing goals. This approach maximizes the reach and impact of marketing efforts, effectively extending brand presence across diverse channels.
Through strategic allocation of funds and creative problem-solving, I empower entrepreneurs to navigate the challenges of early-stage growth. My approach is grounded in practicality and resilience, ensuring that startups can thrive in any economic landscape.
I find great satisfaction in offering career guidance, helping individuals navigate their professional journeys. By sharing insights from my own experiences and industry knowledge, I assist others in identifying their strengths, making informed decisions, and pursuing opportunities that align with their career aspirations and personal growth.
With a background in agencies, I have cultivated my skills in CRO to become a seasoned professional. Now, I'm eager to share this expertise and assist others in optimizing their marketing strategies for maximum impact. Leveraging data-driven techniques, I specialize in enhancing campaign effectiveness and boosting conversion rates. Through meticulous analysis of user behavior and strategic A/B testing, I identify barriers to conversion, ensuring that marketing efforts yield business results.
Igniting interest and driving action. Through strategic tactics and compelling campaigns, I spark demand for products or services. Crafting captivating content and deploying targeted marketing initiatives, I generate buzz and fuel customer interest. Whether in agency settings or client-side roles, I've perfected my skills in demand generation, consistently delivering campaigns that captivate audiences and drive business growth.
With a keen understanding of market dynamics and consumer behavior, I identify target markets, position products, and optimize marketing channels. I ensure alignment with business goals, driving both immediate engagement and long-term success.
Growth marketing is my forte. I employ a data-driven approach that revolves around continuous testing and adaptation to accelerate business growth. By analyzing metrics and experimenting with marketing strategies, I identify the most effective ways to attract, engage, and retain customers. This involves not just reaching a wider audience but ensuring that interactions lead to sustained business outcomes.
Leveraging my broad experience and proven track record, I excel in idea validation, skillfully assessing and refining concepts to ensure they thrive in competitive markets. Having already assisted incubators in guiding startups through this crucial phase, I bring invaluable expertise to the table.
I am committed to helping individuals overcome imposter syndrome by fostering self-confidence and highlighting their accomplishments, empowering them to recognize and embrace their true potential in their professional and personal lives.
I empower individuals to unleash their full potential. Through personalized guidance and motivational strategies, I help clients overcome obstacles and cultivate a positive outlook. Whether in one-on-one sessions or group workshops, I foster a supportive environment for growth and transformation. My approach is rooted in empathy and encouragement, inspiring individuals to embrace change and achieve their goals with confidence.
I managed PPC campaigns extensively, orchestrating initiatives that converted clicks into tangible results. Through meticulous targeting and optimization, I oversaw PPC efforts that drove real outcomes. From overseeing ad copy to strategic bid management, I ensured every investment yielded maximum returns. Whether in agency environments or client side, I mastered my expertise in PPC management, consistently driving impactful campaigns that elevated brands and fueled revenue growth.
At the beginning of my career, I honed my skills in personal branding by assisting politicians with their pre-election campaigns as a side hustle. I focused on crafting distinct personal narratives and strategic communication plans that effectively conveyed their values and vision, enhancing their public image and engagement with voters. This experience not only deepened my expertise in branding but also showcased the power of tailored messaging in building influential profiles.
Throughout my career, spanning both agency roles and my managing role in ecommerce startups, I've been the SEO maestro. With a track record of optimizing sites for maximum visibility and engagement, I've consistently driven organic growth and boosted online presence. Whether in the agency world or as an marketing manager, I've honed my skills in SEO, turning every click into a step closer to success.
Offering a safe space for expression and understanding. As a great listener, I provide unwavering support, allowing individuals to freely express their emotions without judgment. Through empathy and patience, I help navigate through challenges, offering perspective and comfort in times of need.
Adobe Analytics, formerly SiteCatalyst, empowers me with in-depth data insights into user behaviors across digital platforms. Uncovering hidden trends, it informs targeted strategies, enriching user experiences and boosting business performance.
Google Ads, formerly known as Google AdWords, plays a pivotal role in my digital marketing toolkit. I leverage this platform to create targeted advertising campaigns that reach audiences at the optimal moment of their search intent. By utilizing the robust analytics and customization features of Google Ads, I can tailor strategies to maximize ad spend efficiency and enhance campaign performance. This approach results in high-quality traffic, increased conversions, and a strong ROI.
I've been strategizing Bing Ads campaigns, utilizing its diverse targeting options and ad placements to expand reach and drive impactful results for businesses beyond the Google ecosystem.
I've been orchestrating Facebook Ads campaigns, harnessing the platform's extensive targeting options and ad formats to reach specific audiences and achieve measurable results for businesses.
Google Analytics is my go-to for actionable insights. I utilize its robust features to track website traffic, user behavior, and campaign performance. With this data-driven approach, I optimize strategies, improve user experience, and drive measurable results for businesses.
During my tenure at Webranking, I leveraged Google Analytics Experiments extensively for CRO, conducting targeted A/B testing to refine web strategies and significantly enhance conversion rates across client websites.
I use Google Tag Manager to streamline the management of website tags. This powerful tool allows for efficient implementation and updating of tracking tags for analytics and marketing optimization without modifying site code. Its flexibility speeds up the deployment of new tracking strategies, ensuring precise and timely data collection that supports informed decision-making in digital marketing campaigns.
I effectively utilize Google Search Console Tools to measure site traffic and performance, identify and resolve issues, and optimize visibility in Google Search results. This allows me to ensure that websites not only meet SEO standards but also excel, making them standout in a crowded digital landscape.
I have been using jQuery to enhance website interactivity and responsiveness, streamlining the implementation of complex features and animations that improve user experience and site performance.
I leveraged JavaScript extensively to create interactive features and improve the functionality of web applications, significantly enhancing user engagement and site performance. This practical experience enabled me to apply coding solutions that directly influenced the success of the projects I worked on.
I have extensive experience utilizing JIRA to manage projects efficiently, facilitating collaboration among team members, tracking progress, and ensuring timely delivery of high-quality outcomes.
During my tenure at Autozona, I utilized Mailchimp extensively for email marketing campaigns, leveraging its robust features to create engaging content, segment audiences effectively, and drive successful email marketing initiatives that fostered customer engagement and loyalty.
I relied on Moz for comprehensive SEO analysis and optimization, leveraging its suite of tools to enhance website visibility, track keyword performance, and execute effective link-building strategies that propelled organic growth and improved search engine rankings.
I have been utilizing MySQL to manage databases effectively, ensuring robust data integrity and swift retrieval that support critical business applications and decision-making processes.
During my time at Webranking, I effectively utilized Optimizely for robust A/B testing and personalization strategies, enhancing website conversion rates and user engagement through data-driven insights and iterative website optimization.
During my tenure at Diennea, I utilized PHP to develop and maintain robust server-side applications, enhancing website functionality and user interactions on various projects.
I have been using SEMrush to bolster search engine marketing and SEO. Its comprehensive tools provide deep insights into competitors, keywords, and content, allowing for precise digital optimization and robust marketing strategies that boost search rankings and visibility.
Responsible for monitoring and building Tableau reports from various data sources, including paid advertising tools, search ranking platforms, and proprietary reporting suites. This often involves managing data blending through SQL queries.
I've relied on Trello to organize projects seamlessly, fostering collaboration, tracking tasks, and ensuring efficient project management from conception to completion.
I specialized in creating dynamic WordPress websites, leveraging its versatile features to develop visually appealing and user-friendly platforms tailored to client needs, ensuring seamless functionality and easy content management.
I have been managing YouTube advertising campaigns, leveraging video's unique engagement potential to craft compelling content that boosts brand visibility and drives viewer action.
As a Member of the Association, I participate in activities such as networking, selection and mentoring of most attractive startups. Angels4Impact is an association formed by young business angels which aims at supporting high growth potential companies and innovative startup, with a particular focus on Impact Investing. A4I is promoted by Impact Hub SB
IH Mentors Club provides the tools to enhance and expand the mentors' know-how to better support startups and scaleups that generate positive impact, as well as companies engaged in open innovation and sustainability initiatives.
As the Director of Business Insights, my role is to analyze data and provide insights that inform business strategy and decision-making. I work cross-functionally with teams such as sales, marketing, and product development to identify opportunities for growth and revenue management. A significant part of my job involves conducting market analysis to understand industry trends and customer behavior. I gather and analyze data from various sources such as sales trends, market research, and industry reports to develop a comprehensive understanding of the business landscape. I then use this information to provide actionable insights that help the company achieve its goals. In addition to market analysis, I also oversee the implementation of processes to ensure accurate and timely reporting. I collaborate with the data engineering team to develop and maintain data models, dashboards, and other analytics tools that enable real-time decision-making. As the Director of Business Insights, I am also responsible for revenue management, ensuring that the company is maximizing its revenue potential through effective strategies and tactics. I have expertise in digital marketing, which enables me to develop data-driven digital marketing strategies that drive growth and engagement. Overall, my role is critical to the success of the company, as I provide the insights and guidance needed to make informed business decisions. I am constantly analyzing data and staying up-to-date on industry trends to ensure that the company remains competitive and agile in an ever-changing business landscape.
As a key player working across all group brands, my focus lies in analyzing marketing, commercial, and financial data to develop and deliver strategic insights. I take pride in my ability to influence leaders across the organization, offering independent oversight and constructive challenges that cut through red tape. My role is also to proactively identify and investigate root causes for company performance deviations from plan and expectations. I do this by identifying internal functional barriers that lead to sub-optimal outcomes and biased decisions. Furthermore, I challenge stakeholders to stay true to a simple model that can be delivered in a growth organization. With my expertise and dedication, I help steer the company towards achieving its goals and objectives.
As part of the post-merger integration efforts, my role focused on maximizing synergies and facilitating the migration to new systems. Specifically, following KAYAK's acquisition of Momondo Group, I assumed responsibility for overseeing all KAYAK brands (including KAYAK, OpenTable, Momondo, Cheapflights, SWOODOO, Checkfelix, HotelsCombined, and Mundi). This entailed closely monitoring marketing and commercial key performance indicators (KPIs) and providing recommendations for corrective actions to optimize performance. In addition, I served as the primary point of contact and business partner for the finance department, ensuring seamless collaboration and communication between our teams.
Conducting in-depth quantitative analyses of vast amounts of data from various sources such as Google Analytics Big Query, Ijento, CRM Platforms, Marketing Platforms, and Adjust App Tracking. This includes designing structured reports and delivering advanced analytical solutions. Supporting the data team in executing projects related to API integrations with the enterprise's Amazon RedShift data warehouse. Additionally, providing ad-hoc analysis, SQL query investigations, and creating automated reporting processes in Tableau. Developing business cases for large-scale projects aimed at improving local and global websites based on data-driven insights. Collaborating with other analysts within the team to comprehend the impact of marketing activities, product, and sales changes across the business to provide comprehensive reports and insights as required. Being proactive in identifying opportunities through analysis, projects, improvements, and suggestions.
Responsible for monitoring and building Tableau reports from various data sources, including paid advertising tools, search ranking platforms, and proprietary reporting suites. This often involves managing data blending through SQL queries. Also acts as the main point of contact for analytics in both SEO and PPC for the global SEO and Biddable Media teams, as well as senior management.
I have implemented various changes and optimized paid search campaigns across multiple markets, including core markets like the UK and Australia, to achieve KPI targets. As part of my role, I have managed the explicit budgetary responsibility for traffic spend and the profitability of channels within my allocated markets. In addition to these responsibilities, I have explored other biddable media initiatives to diversify the sources of traffic to the various Cheapflights sites. As my role has evolved, I have increasingly taken on all data analysis, Tableau reporting, and forecasting on behalf of the team. I have also investigated the mutual influence of PPC and SEO activities, seeking ways to optimize their interactions and maximize the overall impact of our digital marketing efforts.
As the responsible party for search engine marketing campaigns and digital media activities, my objective is to optimize campaigns on AdWords, Bing, and Yandex to generate high-quality sales leads and drive web sales in target markets worldwide. I accomplish this by implementing Google Analytics on all company sites through Google Tag Manager and assisting the IT team in code creation and maintenance.
Ongoing management and performance analysis of key clients for Webranking, one of the most awarded independent Italian Web marketing and media agencies. Webranking clients portfolio included: Vodafone, Furla, Smeg, Liu Jo, New Holland, Bayer, Peugeot, Mail Boxes Etc., Max Mara and more. Directly responsible for: Automobile.it (eBay company), Intimissimi (Calzedonia Group), Privalia, Sky, Johnson & Johnson, Allianz, Eli Lilly, Patrizia Pepe, La Perla and more. Designing and operating the analytics systems that scales with the business to provide insight about marketing and sales performances and user behavior. Gaining experience in multiple Analytics tools for both the data analysis side and technical implementation side: Google Analytics, WebTrekk, Web Trends, Adobe SiteCatalyst/Omniture, Visual Website Optimizer & Optimizely.
Developing clients’ email campaigns using a variety of leading industry tools, working across a range of large client accounts and campaign types. Delivering cutting edge emails that render across numerous mail clients and devices focused on the analysis and interpretation of the results.
Managing all marketing aspects of an ecommerce startup including SEO, Google AdWords campaigns, Google Analytics, Facebook Ads, Direct E-mail Marketing, Affiliate Marketing with Zanox.