Alessandro Borsani Email & Phone Number

Ticino, Switzerland

Main tasks:- Implementation of a persona-based marketing strategy, with engagement activities diversified by funnel stage and channel (news/blog/inbound, DEM, newsletters, drip/nurturing campaigns, Affiliation, Facebook Business/Ads Manager, Instagram, LinkedIn Ads, Hootsuite, SEM - Google Ads and other social media, programmatic, search, display networks CPC/CPM/CPA optimized for desktop/mobile/responsive)- Website wireframing, UX/UI design, editing and update (WordPress, Magnolia CMS, HubSpot)- SEO-oriented content creation, both individually and in cooperation with the creative team in different languages (English, Italian, German, French), for news/blog articles, visual/video content, ads in different formats (when needed selecting video/photo contents using stock banks like Shutterstock and personally adapting them)- Data analysis (Google Analytics) and A/B testing to monitor KPIs and improve ROI/ROAS, matching data from different sources for SEO/SEM optimization and keyword research both for organic and paid search intent coverage (SEMrush, Google Trends)- Supervision on the organization and planning of sectorial events and training courses, both in-presence and online (platforms: Zoom, GoToWebinar, Cisco WebEx, Microsoft Teams, etc.) for e-commerce professionals (connecting with suppliers and with the most prominent e-commerce experts/speakers at international level)- Project management, in cooperation with external partners/suppliers, for internal IT activities (e.g. PSP/CRM/ERP integrations)- Coordination of the roll-out of all the Association’s activities, such as in-person and online events, seminars, webinars, trainings, research reports, media relations and lobbying- Relationships with national and international institutions- Supervision of back-office, administration and HR activities, with the creation of internal personnel development plans and policies

San Francisco Bay Area

Main tasks:- Implementation of a persona-based marketing automation, inbound marketing and nurturing drip email strategy with specific funnels from the blog to the generation of MQLs, SQLs (B2B) and direct e-commerce purchases (B2B/B2C) of online courses and/or enterprise SaaS licenses- Management of HubSpot contacts database, segmentation, workflows, properties, admin, etc. (integrated with Salesforce Sales Cloud for B2B CRM activities and with all internal platforms and databases)- Supervision of SEO activities to optimize the generation of organic traffic to marketing and blog pages (keyword research, robots.txt inclusions/exclusions, canonicalization, title tags, meta descriptions, etc.) using Google Search Console and SEMrush- Promotion of topic-specific webinars to generate engaged leads to be nurtured through marketing automation workflows- Introduction of a chatbot (Drift, integrated with HubSpot) on high-intent website pages, using conversational marketing to engage users and generate leads or direct e-commerce purchases- Data analysis and A/B testing through Google Analytics and Google Optimize to test CTAs/solutions to improve conversion rates, ROI/ROAS, UX/UI- Supervision of tracking scripts/pixels setup for all digital marketing activities with Google Tag Manager- Management of the WordPress marketing website (selection of a specialized local agency) with content management, supervision on the development/deploy process and on plugin choice/setup/updates (using Asana as task/project management tool)- Lead generation and digital marketing supervision (Display - AdRoll, SEM/SEA - Google Ads, DEM, Social Media, etc.)- Implementation of public review widgets (Trustpilot, G2Crowd) to improve users’ trust on main conversion pages- Supervision of recurring e-commerce payments (Recurly)- Reporting on marketing metrics with the creation of specific dashboards (Google Analytics, HubSpot, Chartio, Excel)

Milan Area, Italy

Main tasks:- Management of the company’s whole online presence, focusing on lead generation with the goal of increasing overall sales and reaching KPIs- Supervision on the company website’s restyling project (in collaboration with an external agency) to improve UX and UI (persona-based information architecture)- Implementation of a persona-based inbound marketing and nurturing strategy using HubSpot as marketing automation tool (integrated with Salesforce Sales Cloud for B2B CRM activities)- Improvement of chat interaction thanks to the implementation of a chatbot (HubSpot) to automate the first part of conversations and lead generation- Lead generation and digital marketing supervision (SEM - Google Ads, DEM, Affiliation, Facebook, Instagram, LinkedIn Ads and other programmatic, search, display networks CPC/CPM/CPA optimized for desktop/mobile/responsive)- Newsletter integration, management and preparation (HubSpot, Salesforce Pardot and Mailchimp)- Data analysis (Google Analytics) and A/B testing to improve ROI/ROAS- Supervision on the integration of the B2B and B2C channels to ensure a seamless omnichannel customer experience with the traditional sales and retail network- Activation of Google My Business presence to enable SEO geolocalization- Supervision on the development of an augmented reality (AR) App to show 3D renderings of products- Management of the company’s presence on social media (Facebook, Instagram and LinkedIn)

Ticino, Switzerland

Main tasks:- Coordination of the roll-out of all the Association’s activities, such as events, seminars, trainings, research reports, media relations and lobbying- Supervision on the organization of sectorial events (from small events with around 50 attendees to medium-big ones with more than 1000 attendees) and training courses for e-commerce professionals (connecting with suppliers and with the most prominent e-commerce experts/speakers at international level)- Management of the digital marketing and traditional marketing activities- Newsletter integration/planning/preparation and website update (WordPress, Magnolia CMS, Mailchimp), tracking performances and improving database segmentation for future events- Intensive use of Excel (including pivot tables) to manage event budgets and compare performances- Supervision of the Association’s social media activity- Selection of text/video/photo contents using stock bank images (i.e. Shutterstock) and supervision on the copywriting, editing and graphic design activities- Project management, in cooperation with external partners/suppliers, for internal IT development activities (e.g. SEO, PSP/CRM/ERP integrations)- Relationships with universities, foundations and other national and international institutions- Networking and marketing activities to spread the Association's activities and attract new partners- Supervision of back-office and administration activities

Ticino, Switzerland

Main tasks:- Management of the start-up phase, from scratch, including operating, financial andstrategic planning- Direct responsibility and management of internal staff- Search and selection of internal human resources- Selection, management and evaluation of suppliers- Sales management- Digital marketing supervision (Google AdWords and other PPC/PPM/PPA advertising networks)- Supervision and choice of publishing networks to generate revenue from advertising (Google AdSense, Doubleclick, Criteo, Publy and other CPC/CPM/CPA platforms)- Data analysis/benchmarking (Google Analytics)- Supervision and testing for user experience / user interface enhancements- Scouting for new marketing/analysis/benchmarking tools- Back-office and administration management- Institutional contacts and relations, both at local and international level- Project manager for IT development activities- Speaker at several sectorial and promotional events/seminars

Ticino, Switzerland

Main tasks:- Management of the international IT integration project- Market research/analysis on new countries or areas- International business trips to the other group offices outside Switzerland: Italy, USA, Brazil, Romania to understand local labour law and work methodology, and to train local staff on the new internally developed ATS (Applicant Tracking System)- Preparation, check and aggregation of international reporting data (sales forecasts, budgets, revenue reports, etc.)- Responsible of the Logistics Division: sales activity in the international transports/shipping sector with direct delivery of services to the customers, through search and selection of suitable personnel, both for permanent and temporary work- Administrative knowledge of the whole process- Direct responsibility on temporary staff and on internal allocated resources- Business planning for the opening of a new branch in German-speaking Switzerland

Milan Area, Italy

Main tasks:- Import/export, materials handling management from abroad and management of the relationships with the production sites in Germany, Switzerland, France and USA- Management of all administrative, legal, customs aspects linked to the import of goods from EU or non-EU countries- Stock management and handling of the shipments to the end customers, selecting the best forwarders and managing operating and commercial relationships with them- Direct management of the invoicing process, of the shipping documents' preparation and of the service assistance activities- Functional responsibility on the internal staff dedicated to warehouse and shipping operations- Cooperation with the internal IT team

Milan Area, Italy

My main task consisted in the management of the logistic and operational aspects involved in the international trade of metal waste material.

Milan Area, Italy

Researcher on the international context of water and biofuels: the final outcome of my internship experience has been a bilingual report for internal use in Italian and English.

Professional Training Program: "Planning, Managing And Promoting An E-Commerce Project", E-Commerce/Electronic Commerce

11 lessons + 1 seminar + 1 company visit: - Introduction to e-Commerce, data and perspectives - The business plan for e-Commerce.

Master, International Relations Management

Main topics: International Relations, International Law, Economics Global issue specialization: Energy & Environment Project work title.

Bachelor'S Degree, Linguistic And Cultural Mediation, 108/110

Foreign languages: English and German Advanced training on specialistic translation and interpreting Additional subjects: International.

Education record