I make worlds with different metrics talk to each other.
A good creative idea and a good commercial result should learn from one another.
Strategic & Creative Advisor
Understand better. Decide better.
I help companies, brands and agencies bring marketing, product, creativity and performance back into the same direction: to understand what works, choose priorities and decide where to act.
My background is in marketing, but over the years I have worked wherever something needed to be built, fixed or grown: products, campaigns, e-commerce, people, budgets, suppliers and, above all, strategy.
What I do
I bring the pieces back into the same direction.
When marketing, product, creativity and performance move separately, even simple decisions become difficult.
A campaign is not performing as it should. A product is good, but hard to understand outside the company. Agencies and internal teams are working on the same project with different priorities and information.
Each part often works well on its own. Time, budget and opportunities are lost in the space between them.
My job is to rebuild the full picture with the people working on it, so the team can set clearer priorities and make better decisions.
I follow ideas all the way to what really happens.
A campaign, product or partnership matters when it meets real customers, numbers and constraints.
I never leave the numbers on their own.
A single data point can tell almost any story. Context helps us find the right one.
How I work
I start with what is already there. Then I connect the dots.
I look at the project, product, previous campaigns, data, website and the way the people involved work together. I ask a lot of questions. Some may sound silly at first, but they often reveal the interesting things.
Maybe the ads are not the problem.
It may start earlier, in the way the offer was built.
It may start earlier, in the way the offer was built.
Maybe CTR is not telling the whole story.
The apparent loser may bring better customers.
The apparent loser may bring better customers.
Maybe we do not need a new visual.
We need to understand why anyone should buy the product.
We need to understand why anyone should buy the product.
When I can help
Even with just one thing.
Before it goes live
We review the idea, message, creative, media and goals to see if everything points in the same direction.
Before or after launch
We work on the offer, positioning and story so it is clear to people who have not spent six months working on it.
When the numbers do not add up
I read results, funnel and context to understand what we are actually learning and where to act.
When there are many moving parts
I align the company, creative studio, performance agency and internal team around shared priorities.
When someone needs to hold the picture
I join the team for a few months, support a growth phase or prepare the ground for an internal hire.
Something I built from scratch
Dreamin*101
The project that best explains why I work the way I do today.
I worked on the brand from day one: product, positioning, catalogue, campaigns and e-commerce. As we grew, people, production, logistics, suppliers and increasingly expensive decisions entered the picture. My work became holding it all together and deciding where it made sense to act each time.
€5Mapproximately, at peak revenue
1.5 daysaverage click-to-door time
COINlisted by the national retailer
AmazonAmazon’s Choice for duvets
Photography: Gianluca Gasperoni · Art direction: Marianna Calagna
To give things a little perspective
In the meantime, things had become quite substantial.
€7MBusiness unit built from scratch.
€5MDreamin*101 peak revenue.
€1MAnnual marketing budget managed.
1.5 daysAverage click-to-door time achieved.
I have spent a lot of time looking at dashboards, P&Ls and campaign results. It mostly helped me develop a healthy dislike of conclusions reached too quickly.
Fractional Marketing Manager
I can also join the team for a while.
When agencies, creatives, freelancers and internal people are already in place, but nobody has enough visibility to understand where everything is going.
I join the project on an ongoing basis, manage partners, take part in decisions and review results with the team.
For a few monthsOn a specific project or phase.
During growthTo connect priorities, partners and results.
Before an internal hireUntil the time is right to bring someone in.
About me
I learned by doing.
When something interests me, I find it hard to watch from a distance. I want to understand how it works, get involved and see what it could become.
At work, that has taken me from marketing to product, from product to logistics, from campaigns to numbers and back again. It is how I learned to move between different disciplines without losing sight of the bigger picture.
Outside work, my curiosity simply changes subject. I like building things, learning new tools and shaping ideas that do not have a clear name yet. At the moment I am also working on a video game about toads. I occasionally do yoga: it helps me slow down, which does not come entirely naturally.
Contact
If there is something you want to think through, write to me.
It can be a campaign, a product or a much larger project.