A strategic and results-driven CRM Marketing Leader with 12 years of experience designing and executing data-driven lifecycle strategies to accelerate revenue growth and customer acquisition. Adept at full-funnel journey orchestration, defining critical KPIs, and leveraging advanced martech stacks to enhance customer retention. A tenacious and creative leader with a proven ability to translate complex data into actionable insights and deliver measurable business results.
Professional Summary
Professional Experience
- Development of a new CRM consultancy offering leading to the acquisition of new Tier 1 clients
- CRM strategy lead for key agency clients, in charge of strategy planning and overseeing operational deployment
- Creation and coordination a global team of five (EMEA, LATAM, APAC) to provide clients a centralised digital strategy approach
- Coordinated the launch of a new loyalty program for a leading UK fast food chain, exceeding registrations and revenue targets
- Development of business case and a deployment plan to lead each market of a leading QSR actor on a path toward digital maturity, progressively onboarding on it 12 new countries across two brands
Top Skills & Responsibilities
CRM Strategy
Strategy planning and deployment for key agency clients
Team Leadership
Team creation and management across multiple regions
Client Management
Tier 1 clients' relationship management and retention
Loyalty Programs
Loyalty programs launch management e reporting.
Data Analysis
KPIs definition and dashboard design. Data interpretation.
Marketing Automation
Full management from the case definition to data planning and deployment.
Sales assistance
Sales material preparation and active assistance in sales pitches.
Workshops management
Workshop agenda definition, workshop facilitation
Featured Case Studies
UK Fast Food Chain Loyalty Launch
▼Challenge: the complete redesign of a QSR's established loyalty program set to launch in 4 months presented specific CRM challenges and ambiguities to be solved.
Solution: The team took center stage in the definition of the MVP, defined data needs and managed QA independently, designed and deployed critical multichannel automation flows, and coordinated cross-functional teams.
Results:
- Successful launch by the initially defined target date.
- Exceeded Q1 registration targets by 15%, thanks for the multichannel comms plan.
- Surpassed purchase frequency goals for first 3 months sustained by a 10% increase on active members due to new "earn and burn" workflows
Global Team Coordination & Process Standardization
▼Challenge: Coordinate a distributed team across three continents while maintaining consistent service quality and strategic alignment.
Solution: Implemented standardized processes, defined clear KPIs, and created scalable operating models for client onboarding and management.
Results:
- Defined a brand new set of services: auditing, workshops, marketing automation, competitor benchmarking
- Established standardized internal processes for global clients
- Defined KPIs and performance metrics for members of the distributed team
- Efficiency and standardisation allowed a smaller team to effectively manage a wide client pool presenting a compelling business case for the agency
- Clients followed registered a 100% contract renewal date.
Multi Market Digital Strategy
▼Challenge: A key client is active on many markets with 3 different brands. Each localisation have a different maturity level and manages digital activity in relative autonomy, with lack of standardisation.
Solution: Build a business case to show CRM profitability evolution, achieve savings by standardising and sharing tools, leverage efficiency by standardising reporting and by building a standardised lifecycle management model for Foundational, Intermediate, Advanced maturity levels.
Results:
- Successfully onboarded 12 markets on the model
- Model itself is being standardised to be provided "as a service" at large.
- Technology savings on martech licences of approx 15% (not counting operational savings)
- In July 2020 I was promoted to the Senior Management Team and became co-responsible for agency’s management and strategic direction.
- Management of agency’s key clients, directly handling or overseeing all operations and managing contract renewals.
- SCV definition: planning the centralisation of all customers' data in a centralised view, and managing the multi-disciplinary teams responsible for its operations, and the relationships with external stakeholders.
- Management of the RFP process for the selection of new technology (omnichannel marketing platform & CDP), and planning and management of MarTech implementation.
- Building on the SCV, deployment of a full range of multichannel lifecycle campaigns for our main clients serving all business stakeholders, leading to leading to an increase of managed channels’ revenue share from less than 2% to over 10% in the two main revenue-generating outlets.
- Analysis of the current acquisition efforts of a top client and deployment of a new acquisition plan achieving 5 years of database growth.
- Supporting setup and management of Magento and Shopify based ecommerce site, including catalog management & marketing operations.
- Definition of the KPIs to represent and the needed data model for a full set of dashboards, representing data for CRM & digital performances, customers’ segment migration and video streaming usage.
Top Skills & Responsibilities
CRM Strategy & Execution
Strategy planning and deployment for key agency clients
Team Leadership
Cross functional team leadership
Customer Acquisition
Acquisition auditing, planning and deployment of acquisition plans.
Data Analysis & visualisation
KPIs definition and dashboard design. Data interpretation.
CRM Execution
Hands on CRM execution for clients.
Marketing automation
In simple words, my main CRM area of strenght.
Sales assistance
Sales material preparation and active assistance in sales pitches.
Performance marketing
Planning and hands-on management of paid social budgets for two key clients
Client Management
Clients' relationship management and retention, contract renewals.
Agency management
Central role in agency's decision-making.
Featured Case Studies
Football Club acquisition strategy
▼Challenge: the club's database had been reduced in an effort to ensure compliance and was devoid of useful data.
Solution: We redefined the consent framework and took an holistic approach to data acquisition. We progressively integrated all the data sources into a central repository, deployed on and off-site lead generation campaigns, developed an own competition platform and then transitioned to an enterprise-level one, and in general looked at every interaction as a potential data capture opportunity.
Results:
- Over 1100% database increase in 5 years.
- Over the course of the first three years, all sources had been integrated into the SCV and microservices were developed to facilitate further integrations.
- Data enrichment plan deployed, further supported by SSO implementation we assisted with.
- Together with the contact plan overhaul, this made CRM the first non-direct revenue source for ticketing and ecommerce
Video streaming and subscription business model change
▼Challenge: A client was merging two different publications into a single freemium model. The merge was to be managed and the migration of users from one of the brands (free) to the new one (freemium) was to be communicated to effectively promote the new paid tier.
Solution: We advised to offer a free trial, and pre-produced material introducing both the new, high production-value shows & content, while also preparing a communication plan teasing what was already planned for the calendar year.
Results:
- Migration was completed successfully also from the CRM side, with the merge of the two databases in the same MarTech workspace enabling a more efficient resource usage.
- 15% of migrated user signed up for a heavily discounted extension of the trial, finalised to obtain card number and facilitate further renewals. While more subscribers were added after the initial deadline, this was already almost twice the target.
- Deployed lifecycle management workflow working across transactional and marketing communications.
NPS tracking process for a leading Cycling Team
▼Challenge: In a period of constitutional change, a cycling team needed to deploy a reliable system for tracking NPS variation across the world-spanning customer base to assess reputational risk efficiently.
Solution: We co-created the rules governing the panel composition to be meaningful for the client and to allow for direct reactive action, and prepared surveys assessing the most critical parameter for the client. The results were collated quarter-by-quarter and the variations graphically presented so the client could follow the key metric trends and undergo reparation. This proved useful to identify both what fact was affecting reputation, to which degree, in which geographical area and the potential severity of the impact. This, in turn, oriented the communication plan for the quarter.
Results:
- Successfully deployed an automated initiative requiring minimal ad-hoc work to maintain
- Managed to swiftly assess and limit impacts of events on key markets. NPS bounced back within 3% of baseline in quarter after a hit was recorded in key markets.
Launch and consolidation of B2B offer for a leading football club's Partners
▼Challenge: the club was launching a "VIP Club" type of new proposition for Partners, whose goal was increasing the perceived value of the partnership and eventually become a standalone product. First year's enrolment was free for partners. Marketing support was needed both in the lead generation & qualification phases, and to promote the paid renewal after 1 year.
Solution: The team led tagging activities both on the website and in-CRM, to score leads for the commercial departments and define their main interests. We planned and managed the communication calendar to sustain perceived value, and prevented disaffection acting jointly with the commercial force on early churn signs.
Results:
- Lead qualification pipeline deployed in record time.
- Paid renewal rate on year 1 over 85% (exceeding 80% target).
- Management of activities for the agency’s top client (40% of time in client’s premises)
- Audit and refinement of high-volume multichannel contact strategy, introducing push notification (web & mobile) and refining email and offline activities
- Introduction of sponsored assets within an existing loyalty program, generating extra income for the department from suppliers without altering the current loyalty communication strategy. This was key to be able to invest in the program itself.
- Refinement of campaign attribution criteria (online to offline) to internally calculate CRM’s department impact – functional to budget negotiation for the department
- Development and deployment of a subscription-like approach to charity donation for a client without a regular giving schema.
Top Skills & Responsibilities
CRM & Digital Strategy
Digital marketing planning and execution
Loyalty
Auditing and improvement to the mechanics of a vast, popular loyalty program for a leading retail actor in the DYI space.
Client Management
Top client relationship management and retention
Chatbot deployment
In pre-LLM era, we deployed a chatbot leveraging Dialogflow infrastructure that allowed non-scripted communication and limited pattern recognition.
Data Analysis
Customer data interpretation and actionable insights
Multichannel orchestration
Implementation of app push & IAM notifications within the existing campaigning framework for our top client.
Featured Case Studies
Loyalty CRM plan impact analysis and funding
▼Challenge: The funding for the loyalty plan did not essentially allow for further initiatives, the team had to resort to their own means to create resources.
Solution: We adopted a two pronged approach. Long term, we agreed with Finance a shared attribution criteria to assess the impact of the loyalty program, and we deployed it. This allowed for a common ground for budget negotiation. Medium term we launched a new revenue-generative initiative aimed at partnets. We deployed a product-vertical weekly communication aimed at people with high purchase intent on a product family, and we invited partner to sponsor it. Sponsoring would allow partners to buy a spot in such communication.
Results:
- Managed to fund the pilots of a whatsapp communication and a store initiative aimed at retaining and expanding business with professional audience
- High uptake of sponsors allowed for a 20% price rise, and the creation of a waiting list for partners
- Consultant working transversally across the martech firm's clients to improve client value, features' adoption and assisting with business development
- Managing the strategic and operational tasks for the implementation of marketing automation projects
- Development of courses on Marketing Automation and Customer Experience Mapping for the agency's client base
- Management of analytics projects, including the analysis of user’s interactions within multi-brand loyalty programs to explore synergies and define cross marketing plans
- Assisted the product team in the development of a new web tracking & personalisation product, defining the first use case
Top Skills & Responsibilities
CRM Strategy & Execution
End-to-end customer lifecycle planning and execution
Experience Mapping
Development of courses and lead of experience mapping workshops
Client Management
Client relationship management and retention
Ecommerce
Strong focus on ecommerce business, largely magento based.
Data Analysis
Customer data interpretation and actionable insights
Marketing Automation
Core area of work, with specific attention to ecommerce businesses.
Featured Case Studies
Ecommerce automation pack design & deployment
▼Challenge: The marketing automation module released by the company was strong, but adoption was slow and upskilling of clients was often needed; at the same time consultancy support was perceived as expensive.
Magento and Shopify ecommerce enjoyed dedicated connectors facilitating the integration and reducing costs.
Solution: We deployed a serie of essential marketing automation workflows that could be deployed automatically using a standardised data set for the clients using these ecommerce platform. Within the attractive price point we included specialised consultancy support for tailoring the parametrisation.
Results:
- Package was well received and sold in approximately every 1 in 3 eligible purchases of the automation module.
- The introduction of subsidised consultancy hours in the packaging proved to be a strong case to show the value of the service and the model was extended to the vast majority of technical or product implementations.
Loyalty plan participation analysis for leading Food & beverage company.
▼Challenge: The client owned several brands, each one running a different loyalty program on different system. They needed consultancy support to understand risks and opportunities.
Solution: We undertook a complete participation analysis to understand which programs were more successfull in terms both of participations and sustaining clients loyalty. Overlaps of databases were analysed, and similarities\differences of clients composition between the various brands highlighted.
Results:
- We recognised which brands were naturally fit for cross selling, suggesting the creation of a shared tier of the loyalty programs to further promote audience contamination.
- We highlighted which brands were ideally entry points for the most valuable target segments for the client, the ideal "contamination paths", and suggested a communication strategy adapted to each segment to promote cross-brand passage. This led to an extension of the contract's scope to jointly deploy the communication strategy.
- Auditing and defining the company email marketing and eCRM strategy (email, sms, mobile app)
- Managing the RFP and onboarding with the new marketing provider in line with company objectives (Silverpop)
- Implementing lifecycle management campaigns and behavioural triggers.
- Coordinated the launch of a new loyalty program for a leading UK fast food chain, exceeding registrations and revenue targets
- Providing training across the organisation, making sure the company is Data Protection compliant
Top Skills & Responsibilities
CRM Strategy
Full scale CRM program planning & Execution
Donors' stewardship
Lifecycle management for leads, donors, regular givers
Data Analysis
Data interpretation and actionable insights
Marketing Automation
Automated campaign orchestration and optimization
- Successfully managed the migration of all our communications to a different ESP (Dotmailer to Adestra)
- Marketing Automation implementation especially for lifecycle management of regular donor, achieving a projected 4% improvement in donor retention rate for contactable segments
- Redevelopment of email comms to follow accessibility guidelines.
Top Skills & Responsibilities
CRM Strategy
Full scale CRM program planning & Execution
Donors' stewardship
Lifecycle management for leads, donors, regular givers
CRM Martech Migration
First instance when I managed a migration between different martech tool, later a common occurrence in my career.
Marketing Automation
Automated campaign orchestration and optimization
- Ensure cross team and cross brand alignment on campaign best practices, directing cross promotions efforts.
- Email deliverability monitoring and management.
Top Skills & Responsibilities
CRM Best Practices Implementation
Working across the portfolio of gaming brands to implement best practices
Email Deliverability
Deliverability monitoring, issues prevention and remedial
- Email marketing, CRO, lead generation, PPC, management of customer service representatives
- Product Manager for the Italian localisation of an ecommerce website.
- 3% order success increase for the implementation of standardise customer service routines.
Top Skills & Responsibilities
CRM campaign management
Campaign management
Web optimisation
Acting as product manager for one of the company ecommerce's localisation
Technical Skills & Expertise
MarTech Platforms
Data management, Analytics & Data Visualization
E-commerce, Advertising & CMS
Technical & Development
Other software and tools
Job related competences
AI-powered productivity tools
Languages
Italian
Native
English
Fluent
Spanish
Fluent
Certifications & Professional Development
Fundamental tools for data analysis
Data Scientist toolbox
Johns Hopkins University via Coursera
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Programming fundamentals, R field assignment
R Programming
Johns Hopkins University via Coursera
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Hands-on certification on SQL usage to an intermediate level
Database & SQL
IBM via Coursera
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Education
Bachelor's Degree in Philosophy
Università degli Studi di Milano, 2002-2007
104/110
Areas of expertise: Ethics, Philosophy of Language, Political Philosophy
Applied Skills
- Critical thinking and analytical problem-solving
- Complex argument construction and presentation
- Framework development for business decisions
- Cross-cultural communication and stakeholder management