I was born on July 19th 1987 in Recanati, like the famous Italian poet, Giacomo Leopardi. Coming from such a beautiful landscape of blue sea and sweet hills, I understand his melancholy, but I am not sad like him, of course!
Lived in Jesi till I was 18, I grew up learning everything about the blue sea and nature, above all that we have to take care of the environment.
After high school, I joined the Università Politecnica delle Marche in Ancona, Italy, where I studied Marketing and Management for the first 2 years.
I spent my 3rd univeristy year in Stockholm, where I studied at Stockholm University and prepared my thesis on The Swedish Model. After Stockholm I came back to Ancona for my Master’s Degree. I spent my last 2 months in Nairobi, Kenya, where I prepared my Master’s thesis titled, “Why Microfinance is not working in Kenya”.
Based in Berlin, I’m leading the Product Analytics at HelloFresh, the #1 meal kit delivery service worldwide. Our tech team has grown extremely rapidly, and post-IPO this pace continues, as we double the team by over 100% each year – truth be told, the best team I’ve ever worked with.
I started in Milan as a Marketing Specialist at Marsh & McLennan, a global leader in brokerage and risk management. After that, I moved to London to join lastminute.com, key player for online travel, and then for Arcadia, a fashion company which owns the high street clothing retailers Burton, Dorothy Perkins, Evans, Miss Selfridge, Topman, Topshop, Wallis and the out of town chain Outfit to work as a Senior Digital Analyst.
Director Product Analytics
Feb 2018 –
Senior Digital Analyst
Dec 2015 – Feb 2018
Product Owner for Adobe Analytics: Owning the implementation and administration of Adobe Analytics tagging, ReportSuite configuration and implementation.
Implemented Google Analytics and Google Tag Manager solutions including the roll-out of Google Analytics 360 with Enhanced E-commerce, across seven different brands built using the angular framework (React – Single Page Application).
Managing the group’s relationship with Arcadia brand’s analysts, including mana-
gerial support for the team, training Analyst in SQL, Adobe Analytics, GA basic statistical tests and coordinating the team in Group’s projects/major analysis.
Oversee QA & testing / validation; ensure the integrity and accuracy of all online and web analytics data via the continual monitoring and assessment of site and program tags
Delivered web analytics/business intelligence reporting services using multiple Web Analytics tools including Adobe Analytics, GA 360, GTM to provide actionable insights.
Built Tag structure for the Internal Site, Ad Campaign and the Email, to provide easier analysis for stakeholder.
Analyzes data to describe user behavior and preferences, understand channel usage, diagnose user experience problems, size marketing opportunity, target clients for treatment and measure the impact of marketing and servicing initiatives. Identified appropriate analytic methods and specialized tools to generate insights, answer the business questions and fulfill project objectives. Seeks out innovative approaches and techniques.
Prepares and delivers insight presentations and action recommendations. Communicates complex material in layman’s terms. Guides business partners on the interpretation, implications and use of analytic results. Consults on statistical problems (test design, significance testing, confidence intervals, weighting).
Managed data consolidation and automation from multiple sources: web analytics, transactional database, CRM platform to enable an integrated view of the data in our environment
Developed, published, and monitored weekly, monthly, and quarterly performance dashboards for various audiences – from marketing specialists to executives. Reporting includes website metrics, and performance across digital marketing channels to inform strategy
Interacted with SQL/relational databases (Netezza) to Build data-driven descriptive/predictive models for customer segmentation and campaign optimization.
Participate in A/B testing hypothesis generation process and clearly validate opportunities/recommend actions that can have positive improvements in UX and financials;
Helped stakeholder teams to think about site opportunities in a different way by asking questions; provided feedback to stakeholders to influence test ideas that will yield the most impactful customer experience improvements on the site.
Created insightful automated dashboards and data visualizations to track key business metrics (Excel – VBA, Tableau).
Google Analytics & Adobe Omniture
SQL & Database
Photoshop & Graphic Skills
SEO & Digital Marketing
HTML & CSS
Jun 2014 – Dec 2015
Developed, managed and executed pricing strategies for Flights and Hotel products managing day to day pricing and yield activity, including support for daily/weekly trading meetings, competitive reviews, supplier performance trends, destination analysis and channel-level performance analysis.
Leverage competitive data, market pricing analysis and key performance measures to drive insight into opportunities to increase yield across a broad range of marketing channels such as CRM campaigns, PPC and merchandising.
Managed and executed a CMS migration from old legacy platform to new Adobe CQ5 platform, taking care of web analytics variables. SEO and UX.
Marsh & McLennan Companies
Dec 2011 – Jun 2014
In charge for CRM: producing content and designing through HTML and Exactarget professional email. Successfully implemented SalesForce to segment and target customers and to deliver upcoming products.
Graphic Design and Creative Art-working for Company Advertisement, Newsletter and brochures. See here
Animation, motion graphics and interactive graphics for Website, events, and advertisement for web.Film making, video editing, and infographic video
Analytics & SEO for Italian Company websites
• Managing and supporting the company’s presence at events, exhibitions and conference
Delivering materials and information in support of business objectives through Company’s Intranet, Emails and internal events.
Managed public speaking and presentation skills course to support the sales team to develop their presentation skills with focus on slide design, voice tone and body language to capture audience’s attention.