• Implement, configure, and maintain Tag Management Systems (primarily Google Tag Manager, both Client-Side and Server-Side) for SPAs and MPAs websites, deploying tags for various vendors (Amazon, Criteo, Floodlight, Google Ads, Google Universal Analytics, Google Analytics 4, Hotjar, LinkedIn, Meta, Microsoft Advertising, Microsoft Clarity, Pinterest, Snapchat, TikTok, Trovaprezzi, Twitter/X, …) on Magento, Shopify, and WordPress.• Analyze customer journeys and digital behaviors using structured data (e.g., GA4) and unstructured data (e.g., Hotjar) to optimize the overall digital strategy and to maximize revenue and ROI.• Create both automated and manual reports and dashboards from diverse data sources, providing actionable insights for stakeholders to enable data-driven decision-making. Main tools: Google Looker Studio, Google Sheet, Microsoft Excel, Qlik Sense, Supermetrics.• Assess cookie and privacy policies, implementing Consent Management Platforms (e.g., Cookiebot, iubenda, …) to ensure compliance with GDPR, CCPA, and other regulations.• Engage in cross-functional team collaboration with non-marketing teams (IT: BI, Developers; Ecommerce: Retail & Store Manager, Marketplace) and marketing teams (Advertising, Automation, Content, SEO, UX/UI) to understand data needs and establish best practices for data collection and analysis aimed at traffic acquisition, user conversion, and customer retention.

Areas: Market Intelligence & Consumer Research (tools: Brandwatch, NetBase Quid, Talkwalker), Social Analytics (tool: Rival IQ), Customer Engagement & Marketing Automation (tool: Emarsys).

• Developed and executed comprehensive brand-building and sales activation programs through an integrated multichannel perspective (Advertising, Analytics, Collaterals, Content, Demos, Email, Events, Print, SEO, Social Media, Sales Proposals, Sponsorships, Website) to generate and nurture MQLs and SQLs, facilitating up-selling and cross-selling opportunities to optimize revenue growth, while actively contributing to pre-sales and business development activities.• Conducted cost-benefit analyses for both traditional and digital marketing initiatives, demonstrating effectiveness and efficiency through KPIs.• Oversaw the design and implementation of the company's CRM.

• Led the development and integration of traditional and digital marketing activities, including Analytics, Content, Email, SEO, Social Media, and Website.

• Managed, tested, and optimized all aspects of the email programs (audience segmentation, profiling, flow, A/B test, functionality, template & creative design) to improve KPIs.

• Conducted quantitative (CAWI) and qualitative research (in-depth interviews, focus groups) to analyze advantages and results achieved in the introduction of Industry 4.0 technologies in Italian SMEs.