Experience

Beautiful Destinations

• United States
• Advertising Services
• 1 - 100 Employee

• Director of Growth

  • Mar 2023 - Present

  Serving and growing the biggest Social Travel Community (45MLN+) by partnering with the world’s best travel content creators and travel brands. Serving and growing the biggest Social Travel Community (45MLN+) by partnering with the world’s best travel content creators and travel brands.



Shares

• France
• Financial Services
• 100 - 200 Employee

• General Manager of Southern Europe

  • Sep 2022 - Mar 2023

  • Defined the Go-To-Market strategy for Shares.io in Spain, Italy, and the rest of Southern Europe (SEU) • Hired local team and onboarded local agencies needed to land the product in SEU accordingly • Created pre-launch brand awareness via PR, Social Media, and Events achieving virality (3MLN+ impressions) • Aligned the global team and the company on the definition of User Activity Levels and north star KPI • Created Budget Optimisation Model to allocate marketing investment across… Show more • Defined the Go-To-Market strategy for Shares.io in Spain, Italy, and the rest of Southern Europe (SEU) • Hired local team and onboarded local agencies needed to land the product in SEU accordingly • Created pre-launch brand awareness via PR, Social Media, and Events achieving virality (3MLN+ impressions) • Aligned the global team and the company on the definition of User Activity Levels and north star KPI • Created Budget Optimisation Model to allocate marketing investment across different countries **Reason for leaving early: the company did not secure the necessary regulatory licence** Show less • Defined the Go-To-Market strategy for Shares.io in Spain, Italy, and the rest of Southern Europe (SEU) • Hired local team and onboarded local agencies needed to land the product in SEU accordingly • Created pre-launch brand awareness via PR, Social Media, and Events achieving virality (3MLN+ impressions) • Aligned the global team and the company on the definition of User Activity Levels and north star KPI • Created Budget Optimisation Model to allocate marketing investment across… Show more • Defined the Go-To-Market strategy for Shares.io in Spain, Italy, and the rest of Southern Europe (SEU) • Hired local team and onboarded local agencies needed to land the product in SEU accordingly • Created pre-launch brand awareness via PR, Social Media, and Events achieving virality (3MLN+ impressions) • Aligned the global team and the company on the definition of User Activity Levels and north star KPI • Created Budget Optimisation Model to allocate marketing investment across different countries **Reason for leaving early: the company did not secure the necessary regulatory licence** Show less



Gorillas

• Germany
• Software Development
• 700 & Above Employee

• Head of Growth & Marketing Analytics - Global

  • Jul 2021 - Sep 2022

  • Achieved on Jan 22: 200k+ Customers Acquired, 1.5M+ orders, +2268% YoY • Ensuring a world-class data-driven culture in the Marketing department, reporting directly to the CMO • Driving the creation and implementation of the strategic vision focused on maximizing the ROI of marketing • Heading Gorillas Experimentation XFN work-stream towards business strategic objectives (+32% Average Order Value) • Owning Gorillas Consumer Understanding, segmentation, and methodology across… Show more • Achieved on Jan 22: 200k+ Customers Acquired, 1.5M+ orders, +2268% YoY • Ensuring a world-class data-driven culture in the Marketing department, reporting directly to the CMO • Driving the creation and implementation of the strategic vision focused on maximizing the ROI of marketing • Heading Gorillas Experimentation XFN work-stream towards business strategic objectives (+32% Average Order Value) • Owning Gorillas Consumer Understanding, segmentation, and methodology across customer-facing activities • Aligning Executive Leadership, Growth, Brand, Product, Strategy and other XFN team leads to agree on priorities • Building and leading a team: hiring, mentoring, and developing 8 FTEs • Target setting and budget allocation for Marketing globally and in each of the 9 markets

• Growth Strategy & Analytics Manager - Global

  • Nov 2020 - Jul 2021

  • Stood up a Marketing Strategy & Consumer Analytics function, starting from Growth Analytics and expanding into Brand, Product and Consumer overall • Hired 7 individual contributors into the team + 2 interns • Built consumer RFM segmentation, LTV, lifecycle targeting, Consumer Persona, Tiered Delivery Fee and AOV segment methods enabling CRM, Offers, Performance Marketing and other functions in the company to tailor their strategy and tactics to the Consumer they wanted to approach while… Show more • Stood up a Marketing Strategy & Consumer Analytics function, starting from Growth Analytics and expanding into Brand, Product and Consumer overall • Hired 7 individual contributors into the team + 2 interns • Built consumer RFM segmentation, LTV, lifecycle targeting, Consumer Persona, Tiered Delivery Fee and AOV segment methods enabling CRM, Offers, Performance Marketing and other functions in the company to tailor their strategy and tactics to the Consumer they wanted to approach while driving revenue growth and profitability • Onboarded Braze for CRM, Adjust for paid attribution, SensorTower tool for competitive app downloads tracking, Segment Personas for Consumer Data Platform (CDP) - building the backbone of Gorillas' Martech slack • Created Analytics request process, performed countless ad-hoc analyses and assessments



Facebook

• Software Development
• 700 & Above Employee

• Product Growth Manager - User Analytics & GO

  • Dec 2018 - Nov 2020

  • Scoped solutions and opportunities across FB products, generating approx $1+ MLN incremental profit • Development of models and visualizations to monitor FB products • Providing insights to stakeholders (technical and not) to prioritise interventions • Full cycle data solutions: E2E planning to development of product data infrastructure • Leading data team to provide timely access to data to multiple stakeholders and XFNs • Research and A/B testing to measure impact and… Show more • Scoped solutions and opportunities across FB products, generating approx $1+ MLN incremental profit • Development of models and visualizations to monitor FB products • Providing insights to stakeholders (technical and not) to prioritise interventions • Full cycle data solutions: E2E planning to development of product data infrastructure • Leading data team to provide timely access to data to multiple stakeholders and XFNs • Research and A/B testing to measure impact and performance of solutions at scale • Received strong performance reviews and exceeded all metrics Show less • Scoped solutions and opportunities across FB products, generating approx $1+ MLN incremental profit • Development of models and visualizations to monitor FB products • Providing insights to stakeholders (technical and not) to prioritise interventions • Full cycle data solutions: E2E planning to development of product data infrastructure • Leading data team to provide timely access to data to multiple stakeholders and XFNs • Research and A/B testing to measure impact and… Show more • Scoped solutions and opportunities across FB products, generating approx $1+ MLN incremental profit • Development of models and visualizations to monitor FB products • Providing insights to stakeholders (technical and not) to prioritise interventions • Full cycle data solutions: E2E planning to development of product data infrastructure • Leading data team to provide timely access to data to multiple stakeholders and XFNs • Research and A/B testing to measure impact and performance of solutions at scale • Received strong performance reviews and exceeded all metrics Show less



Ralph Lauren

• United States
• Apparel & Fashion
• 700 & Above Employee

• Senior Customer Insights Analyst | EMEA Marketing

  • May 2018 - Dec 2018

  • Providing rigorous actionable insights to CMO EMEA and its reports to support and inform business decisions • Management of Customer Insight XFNs: channel owners, agencies, wholesalers • Creation of reporting and measurement infrastructure project (ETL/ELT, data models, data visualization)

• Marketing Data Analyst | EMEA

  • Aug 2017 - May 2018

  • Analysis and reporting of customer conversion and retention by channel using attribution models • Established A/B test framework enabling Channel Managers to measure ROI of their initiatives • Combining data from internal (transactions, CRM, satisfaction) and external (social media, search) sources to report marketing performance



BT Group

• United Kingdom
• Telecommunications
• 700 & Above Employee

• Behavioural Consultant | Engagement Strategy

  • Jun 2017 - Sep 2017

  • Audit and cognitive repair design to increase actions of managers aimed at improving motivation in their team • Strategic Decision Analysis assessing benefit-cost of alternative interventions to implement on the BT Engagement System with MAVT methodology (multi-criteria decision analysis) • Implementation of monthly pulse measurement to make the traditional internal feedback system more agile • The intervention was based on Richard Thaler's theories on Nudging and Behavioural… Show more • Audit and cognitive repair design to increase actions of managers aimed at improving motivation in their team • Strategic Decision Analysis assessing benefit-cost of alternative interventions to implement on the BT Engagement System with MAVT methodology (multi-criteria decision analysis) • Implementation of monthly pulse measurement to make the traditional internal feedback system more agile • The intervention was based on Richard Thaler's theories on Nudging and Behavioural Economics, for which Thaler was awarded with the Nobel Prize in Economics few weeks after (October, 2017). Show less • Audit and cognitive repair design to increase actions of managers aimed at improving motivation in their team • Strategic Decision Analysis assessing benefit-cost of alternative interventions to implement on the BT Engagement System with MAVT methodology (multi-criteria decision analysis) • Implementation of monthly pulse measurement to make the traditional internal feedback system more agile • The intervention was based on Richard Thaler's theories on Nudging and Behavioural… Show more • Audit and cognitive repair design to increase actions of managers aimed at improving motivation in their team • Strategic Decision Analysis assessing benefit-cost of alternative interventions to implement on the BT Engagement System with MAVT methodology (multi-criteria decision analysis) • Implementation of monthly pulse measurement to make the traditional internal feedback system more agile • The intervention was based on Richard Thaler's theories on Nudging and Behavioural Economics, for which Thaler was awarded with the Nobel Prize in Economics few weeks after (October, 2017). Show less



Brainlabs

• United Kingdom
• Advertising Services
• 700 & Above Employee

• Paid Search Analyst

  • Sep 2016 - Feb 2017

  • Creation and management of AdWords campaigns for Expedia and Eastpak (IT) • Automated generation and reporting of Search Ads campaigns • Creation and management of AdWords campaigns for Expedia and Eastpak (IT) • Automated generation and reporting of Search Ads campaigns



Aeroporti di Roma

• Airlines and Aviation
• 700 & Above Employee

• Analytics Consultant - Operations & Strategy

  • Jul 2015 - Aug 2016

  Consultant for Aeroporti di Roma (Rome Airports) • Leading E2E Research Projects: experiment design, statistical data analysis, presentation of findings • Used bold ideas to engage and influence high-level decision makers (board of directors) • Increased service's quality supplied and perceived in the Airport of Ciampino (RM) Consultant for Aeroporti di Roma (Rome Airports) • Leading E2E Research Projects: experiment design, statistical data analysis, presentation of findings • Used bold ideas to engage and influence high-level decision makers (board of directors) • Increased service's quality supplied and perceived in the Airport of Ciampino (RM)