Profile & Core Competencies
I am an Online Marketing Professional working within the Internet services field since 2005, with ample experience with participants such as Advertisers, Publishers, Affiliation Platforms and Agencies as well as Traffic Monetization and Acquisition. Over the years I have acquired both technical knowledge and sales expertise, whilst advancing in my career, first in the Italian and Spanish markets, then the French and Latin American ones later on.
I have also had the incredible opportunity to recruit and manage, twice, a team of up to 8 employees thanks to the growth of the companies where I worked for the longest period of time until this point in my career, and my experience there was a positive one in every aspect. In terms of technical skills, I am able to manage different tools and ad servers such as Google Adwords, Adsense, Analytics, Doubleclick, Atlas, Direct Track and Sales Force as I dealt with both branding and performance-based campaigns. My strong points are being able to adapt to any company’s structure and changes, deep interest in online marketing and its development towards such new channels as mobile ads and willingness to take new opportunities.
Work Experience
February 2012 – currently
Director
Clickpoint Publicidad (Marketing and Advertising industry), Barcelona, Spain
Covered markets: France, Spain and Latin American countries.
In this role I participated in setting up a new online marketing agency based in Barcelona with objectives in terms of positioning identical to those of the mother company in Milan.
Between 2012 and 2015 the company’s growth allowed me to create 8 job positions to cover different tasks;
I also recruited both advertisers and publishers, managing and building up the relationship with them at all levels during the first two years and then delegating
these tasks to the team in order to better supervise the activities.
Whilst strengthening the position of the company as a services provider, I have been able to oversee the creation of a new Publishing department specialized in Emailing, SEM, SEO, Retargeting, Discount Codes and Price Comparison websites.
August 2011 – February 2012
Director of Traffic Acquisition
Permission Lead (Marketing and Advertising industry), Barcelona, Spain
Covered markets: Italy, Spain and Latin America.
For seven satisfactory months I was able to learn more about specific advertising channels such as email marketing, social networks and mobile apps.
This was thanks to the expertise of the company in online advertising along with my contribution to the development of new partnerships and strengthening of existing ones.
Among my tasks, I was responsible for the acquisition of the internal email database, continuous monitoring of the company’s ROI and management of a team of Publishers, Managers.
Average revenue generated and managed: up to 400K €/month.
December 2009 – July 2011
Account Director, Southern Europe
Aedgency (Marketing and Advertising industry), Dublin, Ireland and Barcelona, Spain
This has been my strongest work experience and the longest to date.
I had the pleasure of contributing to the development and maintenance of the core business of the company, the contextual traffic whose source is software downloads.
My tasks were managing, promoting and retaining direct advertisers, agencies, affiliation platforms, networks; and I outlined the company’s marketing and sales strategy for the geo-area assigned.
During this time, I managed a team of 8 Account/Traffic Managers and was the main responsible for revenue generation, the margin calculated on the traffic acquisition
through the software downloads on Spanish and Italian markets mainly.
Other important tasks were also responsibility for the Content Management of the Website Offerbox.com with the supervision and management of the CRM tool Sales Force.
I was also involved in the Product Management of Offerbox when dealing with xml feeds used to populate the pages and create alternative advertising solutions for the company’s main partners through a behavioural segmentation.
April 2008 – December 2009
Country Manager Italy – Context Network
Aedgency (Marketing and Advertising industry), Dublin, Ireland
In April 2008 I started as Traffic Manager Italy in Aedgency with the responsibilities of correct delivery and optimization of performance-based campaigns including CPC, CPL, CPA and CPD on the contextual network traffic.
Among other important tasks was the creation of keywords lists used to segment the traffic by users’ interests.
In January 2009 I was promoted to Country Manager for the Italian market and I got my first experience in hiring, training and managing a team of 4 Traffic Managers.
It was also the time I acquired high levels of negotiation and sales skills.
During this time at Aedgency, the revenue generated and managed by me first, and with the support of my team later on, started from 0 and reached 500K €/month
April 2007 – March 2008
Traffic Manager
GroupM (WPPGY; Marketing and Advertising industry), Milan, Italy
My last work experience in Italy was at one of the agencies belonging to the InternationalWPP Group and I was in charge of the technical creation, delivery and optimization of online display, email and keywords campaigns.
Thanks to this experience I acquired solid knowledge of the Doubleclick and Atlas ad servers together with Google Adwords and Google Adsense.
Among the advertisers I was responsible for: Lufthansa, Sky, Nokia, Samsung, Volkswagen, Land Rover, Fastweb.
The campaign performance analysis was also an important task with the delivery of constant reports to internal agencies such as Mindshare and Mediacom.
July 2006 – March 2007
Brand Manager
Pernod Ricard Italia (Wine and Spirits industry), Milan, Italy
Responsible for the marketing activities to promote the Ballantine’s Scotch Whisky brand in coordination with Finance Dpt. on the budget assigned to all marketing activities.
Supervision of conducted in-depth market analysis, including detailed reports on the main competitors within the whisky category.
Analysis of the distribution channel in order to increase the performance of Ballantine’s Scotch Whisky between Q4 2006 and Q2 2007. Management of offline B2B and
B2C advertising campaign plan with estimation of the consequent impact on the sales of the product.
September 2005 – June 2006
Business Development Assistant – MSN.it (temporary contract)
Microsoft Italia (Computer Software & Internet industry), Milan, Italy
Support to the Marketing Manager for all the marketing and communication activities.
Management of online surveys and analysis of the data collected to profile Italian MSN users. Coordination of international marketing plans and implementation of online advertising campaigns.
June 2005 – September 2005
Online Media Planner (temporary contract)
Brand Portal (Marketing and Advertising industry), Milan, Italy
Elaboration and follow up of media plans for online advertising campaigns.
Negotiation of prices and positioning of advertising spaces within a network of publishers to ensure the efficiency and effectiveness of the campaigns.
Use of all the available channels, including web, wap and sms.
Coordination with creative agencies on the development and delivery of the different ad formats.
Education & Qualifications
2004 – 2005 MA in International Marketing and Strategic Communication
Accademia di Comunicazione, Milan, Italy
Nottingham Trent University Business School, Nottingham, UK
Universitat Autonòma de Barcelona, Barcelona, Spain
A one year pan-European degree with intensive and practical courses in marketing research and analysis, ADV campaign, PR activities.
Working for projects on marketing and communication strategies for major international brands including Nike, Samsung, Heineken, Bausch & Lomb.
Learning to plan and map out business plans, to manage and implement Adv campaign and to evaluate share of voices in PR activities.
Focus on web marketing with a multi-tasking approach, either the web was used as single communication activity or in strategic synergy with the other media.
1999 – 2004
MA + BA in Media & Communications
University of Salerno, Salerno, Italy
Major in Corporate and Institutional Communication.
Dissertation in Marketing.
Languages
ITALIAN Native speaker
ENGLISH Fluent
SPANISH Fluent
FRENCH Fluent
IT Skills
Competent with: Apple products and tools, Android, Windows, Microsoft Office, Chrome, Firefox, Adobe Reader, Writer and Photoshop, Dreamweaver, HTML, WordPress, Sales Force, AC Nielsen,Nielsen NetRatings, Google tools, SEO, Facebook Ads, Twitter, Doubleclick and Atlas tools.
