Content
marketing

Hands on experience 

  • Content strategy and distribution: owned platforms and distribution over earned, social, paid media - text, photos, video 
  • Creative lead on branded content development: agencies, production companies, prosumers and creators 
  • Video formats for owned and third party media, including youtube: short and mid formats, mobile video, social, one-off and serialized content 
  • Internal newsroom coordination and talent network management
  • Content marketing masterplan and content calendar 
  • Content performance analytics 

Content marketing tools: 

  • Major social media marketing tools: Sprinklr, Falcon, Socialbakers 
  • Paid distribution: Outbrain and the likes 
  • Interactive and social storytelling: Ceros, Storyfy 
  • Content planning and marketing calendars: Hubspot, Hootsuite, Scribble Live

INFLUENCER MARKETING 

  • Outreach and one-to-one relationship development 
  • Media partnerships with bloggers, youtubers, independent media 
  • Digital opinion leaders program 
  • Fan community management and content co-creation 

Knowledge of major outreach platforms and creators networks: Reachhero, Traackr, Instabrand, Visumate, Maker Studio inter alia. 


BranD strategY

& BRAND GOVERNANCE

Brand development 

  • Brand audit
  • Consumer understanding 
  • Brand story development
  • Brand activation and organizational alignment 
  • Brand health monitoring 

More on my approach on Brand Development, here

  • Brand guidelines and templates: visual, text, code  
  • Brand application workflows and conformity check  
  • Digital Brand centre development and maintenance 
  • Internal communication and education: brand ambassador job 

More on my approach to Brand Governance, here


CONTENT MANAGEMENT

Hands on experience: 

  • Content architecture and multi-platform content modeling
  • Digital rights management 
  • Content management editorial workflows 
  • Content localization 

Tools 

  • Content Management Systems including Adobe CQ5, Oracle, Wordpress 
  • Digital Asset Management: all major tools mapped on Gartner Magic Quadrant
  • Basic knowledge of video and photo editing 

DIGITAL ANALYTICS

Key area of expertise - audience and behavioral data, user segmentation and conversion. 

  • Data strategy: KPI definition and measurement framework 
  • Cross channel analytics 
  • Daily reports, dashboards and custom analysis  

Tools: hands on experience on Google Analytics Premium, Webtrekk, Adobe Analytics, Flurry mobile analytics.  Basic knowledge of major DMP platforms and dashboard tools. 


SEARCH ENGINE AND EMAIL MARKETING

Hands on experience: 

  • Search engine analytics 
  • On page optimisation and editorial SEO 
  • Google Adwords 
  • Email marketing and CRM 

Good understanding of technical SEO. I have hired and collaborated with leading SEO agencies like Distilled, Improove, LBi on projects including technical and on-page SEO audit, SEO training and Search Advertising strategies. 


METHODS

Design Thinking

applied to...

Consumer understanding
and persona development

Brand and Value
proposition development

Ideas generation 

Lean startup methods

applied to... 

Brand development
and testing 

Marketing
campaign management

KPI setting and
feedback driven iterations  

Agile method

applied to... 

Digital product ownership
(certified Product Owner) 

Team and project
management 

Marketing campaign management:
rapid iterations vs big bang  


LATEST LEARNING

2016 Executive Leadership Program at IE Business School (ES) and IBC Innovation Centre (DK)
Brand and business model innovation. Strategy development and execution. 

2016 Design Thinking at Hasso Plattner Institute, Potsdam (DE)
Design thinking beginner course

2014 Certification Agile Product Owner at Vienna Agile Alliance (AT) 
Scrum and agile methodology for product management 

FORMAL EDUCATION

1996 MsC Business Economics at Universita Commerciale Luigi Bocconi, Milano (IT)
Management of technology and innovation. Final grade 110/110  


LANGUAGES

Italian

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Italian mother tongue

German

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Fluent spoken and written C1.1

English

Full professional knowledge C1.2