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Work Experience
  • Med Tech Company
    Digital Marketing Manager at leading Healthtech company
    Dublin, July 2018 - Present

    Led the design and development of HealthTech company's digital marketing ecosystem, developing and executing a comprehensive omnichannel B2B lead generation strategy from scratch, resulting in full adoption of digital tools and platforms across the company, significantly boosting customer engagement and driving revenue growth. The company is a leading digital mental health platform that organizations to deliver clinically validated digital therapeutic care.

    Responsibilities:
    • Marketing Strategy: Led the development and execution of comprehensive B2B digital marketing strategies, significantly enhancing brand visibility and lead generation across the EMEA and US regions.
    • Omni-channel Campaigns: Managed and coordinated omnichannel campaigns across SEM, social media, webinars, email marketing, SEO, marketing automation, analytics, and advertising platforms for seamless integration and maximum impact.
    • Content & Digital Assets: Led the creation and organization of digital content, transforming complex clinical and technical content into clear and engaging marketing assets, including email campaigns, landing pages, case studies, blogs, social media, e-books, and testimonials, strengthening brand awareness and engagement.
    • Hubspot Onboarding and New Website Launch: onboarding and implementation of new Marketing Automation Platform (Hubspot, 2019); managed and coordinated the launch of two new company websites, resulting in a 172% increase in web traffic.
    • Cross-Functional Collaboration: Worked closely with product, sales, clinical, legal, content development teams and external partners to ensure seamless execution of marketing initiatives.
    • Website Management: Managed and optimized website, blog, and landing pages in HubSpot CMS to drive leads and engagement. Create high-conversion lead magnet pages and collaborate with teams to support product launches and events through optimized digital content.
    • Data-Driven Campaign Optimization: Utilized advanced analytics to monitor, optimize, and report on campaign performance, ensuring alignment with key business goals and KPIs.
    • Budget & ROI Management: Managed marketing budgets efficiently, ensuring optimal allocation to meet targets and KPIs.

    Key Achievements: successfully implemented SEO strategy driving 210% increase organic contacts acquisition YoY and 48% increase of quarterly organic leads; +28% MQLs YoY; Implemented several successful digital omnichannel campaigns.

    Tools and Software: Hubspot, Microsoft Office 365, Leadfeeder, Ahrefs, SEO Moz, Zoom Meetings, Zoom Webinars, Salesbetty, Smartsheet, Google Analytics, Google Data Studio, Google Search Console, paid and organic social media, Fiverr, Upwork, Adobe Photoshop, Adobe Illustrator.

  • Digital Agency
    Digital Marketing and Communication Manager at Combined Media
    Dublin, October 2014 - June 2018

    Account and Project Management: Collaborated with clients to plan and implement multi-channel digital marketing strategies; prepared plans and quotations tailored to client needs; managed projects for clients, including pharmaceutical companies, healthcare providers, hospitals, and patient groups.
    • Project and Budget Management: Oversaw digital marketing projects with annual budgets exceeding €150k; coordinated with agencies and stakeholders.
    • Digital Marketing: Utilized owned, paid, and earned media to drive traffic and conversions; conducted targeting, testing, optimization, and reporting for clients; developed campaigns like the Disease Awareness Digital Campaign case study and the Skin Cancer Awareness Case Study.
    • Team Leadership and Development: Managed and trained staff to enhance team performance; led the development of new digital products and services.
    • Content Creation: Created and published content for websites and campaigns. Focused on driving customer acquisition and retention.
    • Clients Portfolio: Worked with notable clients, including Pfizer, Roche, GSK Ireland, Ascensia Diabetes Care, Marie Keating Foundation, MS Ireland, Irish Skin Foundation, Temple Street, ISPCA, and the Orthodontic Society of Ireland.
    Key Achievements: Successfully acquired and maintained over 15 clients within three years; led dozens of successful digital marketing campaigns; significantly contributed to the growth and retention of the client base.

    Tools and Software: Google Analytics, Google AdWords My Client Center, Google Search Console, Google Tag Manager, Bing Ads, Facebook Business Manager, Twitter Ads, LinkedIn Ads Manager, Adroll, SEO Moz Pro, Expression Engine, WordPress, PowerPoint, Photoshop, Microsoft Power BI, Hootsuite, SumAll, Buffer, ShortStack, Basecamp, Google Ads Editor, Bing Ads Editor, Facebook Power Editor, Pinterest, Instagram, Campaign Monitor, Mailchimp, TeamGantt, Optimizely, Screaming Frog, Outbrain, Adobe Connect, Trello, Lucidchart.

  • Gaming Companies
    Online Campaign Associate at Webzen Dublin Ltd
    Dublin, July 2013 - Sept 2014

    Responsibilities:
    • Translate company and team’s objectives into actionable and measurable digital marketing programs including SEO, social, content strategy, and other digital components.
    • Plan, execute and monitor digital, social media advertising paid campaigns. See Facebook Campaign case study.
    • SEO Advisor and Coordinator. See SEO Migration Plan.
    • Support the digital marketing team and marketing objectives by maintaining, implementing, troubleshooting, and administering internal and external electronic data information systems for digital marketing use, including Google Analytics. Working closely with the IT Team. See Google Analytics strategy.
    • Serve as the primary day-to-day contact for third-party agencies and partners on the technical setup and day-to-day management of dozens of concurrent online marketing campaigns.
    • Set up online marketing campaigns using in-house tools to generate URLs, implement parameters, and configure campaigns to work with HTML/JavaScript/iframe pixels, as well as server-to-server integrations across multiple metrics.
    • Work with internal tools to track, measure, and report on campaign performance.
    • Work with in-house reports to identify fraud leads.
    • Provide optimization support for SEM campaigns.

    Online Marketing Executive at Rehab Bingo
    Dublin, May 2012 - July 2013
  • Digital Agency
    Digital Marketing Executive at M+C Media Group
    September 2011 - May 2012

    Responsibilities:
    • Authored and implemented business-wide internet marketing strategies to increase natural search results, paid traffic, and return on investment. Found innovative ways of increasing traffic to websites.
    • Responsible for mid and long-term strategic plans and pitches to optimize and drive traffic to pharmaceutical companies’ and charities’ websites. Strategic plans included target audiences profiling, online activities and channels to drive traffic to websites—among which SEO, PPC Advertising, Social Media advertising (Facebook and LinkedIn), video syndication, Social Media organic integrated strategies, use of QR Codes, digital events promotion, digital contests, landing pages optimization, email marketing, iPhone Apps, augmented reality, banners advertising, costs, and budgets.
    • Search Engine Optimization and Search Engine Marketing: monitoring Search Engine ranking and submitting regular SEO recommendations, including content writing. Responsible for researching the latest trends in SEO, SEM, and digital marketing and reporting to the team.
    • Management of Pay Per Click campaigns, from conception to optimization, setup, and ads copywriting for the Google Search Network and Google Display Network, LinkedIn, and Facebook to enhance brand and product awareness. Testing ad copy, conducting keyword and competitor research. Managed and optimized twelve campaigns for a total budget of €50,000. Best performing Ad group reached a 14.17% CTR.
    • Newsletters design and sending via Constant Contact, email marketing and analytics; creation and editing of promotional email, events’ emails, e-newsletters, creation of analytic reports. Managed five email campaigns for a total of about 30 emails sent and about 3000 people in the database.
    • Websites management and optimization using Content Management Systems (Joomla) and Dreamweaver (HTML). Managed seven websites.
    • Web analytics and reports: prepared analytical reports via database and spreadsheet software for marketing analysis. Used bid management tools to optimize PPC campaigns. Reported on website traffic and trends using Google Analytics and other analytic tools for email marketing, apps downloads, social media monitoring, etc. Tracked 15 websites and reported for improvements. A new website received 25,000 visits in 3 months.
    • Social media profiles set up and management. Managed about 5 social media profiles.
    • Identify new revenue opportunities with existing and new clients.
    • Creating business PowerPoint presentations for pitches.
    • Offsite link building.
    • Copywriting: Editorial/copy text research and production for websites/ad creative.
    • Design of banner advertising and Landing Pages mockups; landing pages optimization based on conversions.
    • Video editing and graphic design support; video syndication.
    • Media plans, including timeline, prices, budget allocation, profits, and third-party fees.
    • Trained six other employees in search engine marketing and website management.
    • Programmes used include: Photoshop, InDesign, Dreamweaver, Premiere, FileZilla, Constant Contact, Joomla, Google AdWords, Google Analytics, Google Webmaster, Microsoft Office tools, WordPress.
    • Social media and syndication sites managed: Facebook, Twitter, LinkedIn, Google +, YouTube, Flickr, Reddit, Digg, StumbleUpon, Vimeo, Delicious, Metacafe, Survey Monkey, Hootsuite, press release websites, social media monitoring, TubeMogul, others.

  • Others
    Italian and English Teacher: Ecole Primaire Saint Luis (Belgium)

    17/01 – 6/06/2011
    Italian and English Teacher in a Primary School - European Comenius Project for foreign teachers

    Online Feature Writer: www.nuok.it

    1/12/2010 - 31/08/2011
    Writing features for an award-winning Italian webzine about cultural events in Dublin and Brussels – use of WordPress.

    Website Management: Independent Colleges (Dublin)

    1-5/07/2010
    Editing and updating the new Independent Colleges website.

    Feature Writer: Sunday Tribune weekly newspaper (Dublin)

    8-21/06/2010 (internship)
    Writing features for the weekly issue of the Sunday Independent – published both in print and online.

    Online Feature Writer: Marche Guida (Italy)

    April - August 2009

    Web Editor Assistant and Freelance Translator: Redattore Sociale Online Press Agency (Italy)

    April 2008 - Dec 2014
    Website management and Optimization with Content Management System.
    Research, analysis, and documentation for on-line news publishing about social issues.
    Writing book reviews and articles for online publishing.
    Helping in the organization and promotion of events and seminars for journalists.
    Freelance translations of articles from English into Italian for the section News from Africa (from 2008 to 2014).

    Translator Italian/English: North West Academy of English (Londonderry)

    October - December 2007 (internship)

    Feature Writer: Londonderry Sentinel weekly newspaper (Londonderry)

    October - December 2007 (internship)

    Editor Support: Quodlibet Publishing House (Italy)

    May - October 2007 (internship)
    Books editing and proofreading with QuarkXPress.
    Press Office Assistant: writing press releases and books review for print and online books promotion.

    Promotional Communication: Atlantide Viaggi Travel Agency (Italy)

    February - August 2007
    Editing of promotional print material (leaflets, brochures).
    Website management.
    Secretary’s tasks.

    Editor Support: Wizarts Publishing House (Italy)

    November 2006 - February 2007
    Online books editing support (e-books).
    Press office assistant.
    Editing of promotional material for digital publishing.
    Liaising with advertisers.

    Production Secretary, Various Tasks: Research Theatre “Sperimentale Teatro A" (Italy)

    2006 (Internship)

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Education and Certificates
Master of Art in Journalism

2009/2010 - Graduated with first-class honours; Independent Colleges, Dublin.
Subjects: Video Production, Web Production, Ethics for Journalists, Journalism in Context, Law for Journalists, News and Investigative Journalism, Culture and Criticism Journalism, Contemporary Issues for Journalists, Feature and Magazine Journalism, Comment and Opinion Journalism, Global and Conflict Journalism.
Read some of my articles.

Lean Six Sigma (Green Belt), Project Management

September - December 2015: Graduated with distinction (81); Dorset College Dublin.
Activities: Lean Six Sigma is about increasing productivity, reducing waste, and achieving ongoing improvement in business processes, in order to deliver better performance and gain a competitive advantage.

Diploma in Advanced Web Design - FETAC Level 6

2012/2013, Graduated with distinction; Senior College Dun Laoghaire
Activities: HTML 5 Cascading Style Sheets, JavaScript, Flash CS5 Introduction, Fireworks Introduction, Hosting and Maintenance Skills.

See the Website Final Project

BA and MA in Communication Science

1999-2005; Graduated with 110/110, distinction; University of Macerata (Italy)

Hubspot Inbound Certification

March 2018; Achieved with 93%; Hubspot Academy

Hubspot Inbound Certification Badge
Computer 3D Modelling and Animation Component; FETAC Certificate Level 5

January - April 2014: Graduated with Distinction (88); Dorset College Dublin.
See the Course Final Project

Concept Art and Digital Illustration with Photoshop

2013, Ballyfermot College of Further Education.
See my illustrations

Google AdWords Certification (Search, Universal App Campaigns, Fundamentals and Mobile)

Between October 2016 - September 2024

Ecommerce Analytics: From Data to Decisions

Certificate of Achievement, 9/07/2014

Google Analytics GA4

Certificate of Achievement, 04/09/2024

Adobe Premiere Pro Intro Course

Certificate of Achievement, February 2012

European Computer Driving Licence

Core Level; University of Macerata, 2005

Disaster Response and Preparedness

Certificate of Achievement, techchange.org
Featured Technologies: Ushahidi, FrontlineSMS, Open Street Map, Sahana, Basic GIS and more.

Leonardo da Vinci European Work Training III

Oct/Dec 2007: Londonderry, Ireland

Erasmus Project at the University of Erfurt (Germany)

8/03/2004 – 31/08/2004

Europass Mobility Certificate

Agenzia Nazionale Lifelong Learning Programme Italia, 6/06/2011

IELTS – International English Language Testing System

Overall band score 7.5 – at the British Council of Rome, 24/06/2008

Certificate of Achievement, North West Academy of English

45 hour general English course and 10 weeks of work placement; 21/12/2007; accredited by British Council.

First Certificate in English

Grade C – achieved in Bologna, March 1999, at the University of Cambridge.

Certificate of Attendance of “The Hampstead School of English”

Level “late Intermediate“ achieved in London, September 1999.

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Skills

SEARCH ENGINE MARKETING

GOOGLE ADWORDS
GOOGLE ANALYTICS
GOOGLE SEARCH CONSOLE
GOOGLE TAG MANAGER
Google Data Studio
SEARCH ENGINE OPTIMIZATION
SEO MOZ PRO
Ahrefs
Bing Ads

WEB AND DESIGN

WordPress
Hubspot CMS
Expression Engine
Joomla
Photoshop
Illustrator
InDesign
Adobe XD
Dreamweaver
Virtual Studio
Blender 3D
Lightroom
QuarkXPress

EMAIL MARKETING AND AUTOMATION

Hubspot
Mailchimp
Campaign Monitor
Constant Contact
Lyris

SOCIAL MEDIA MARKETING

Facebook Business Manager
Twitter Ads
LinkedIn Ads
Instagram
Social Media Organic
Social Media Monitoring Tools
Facebook Tabs Building Tools

PROJECT MANAGEMENT

Monday.com
TeamGantt
Basecamp
Trello
Jira

LANGUAGES

Italian
English
French
Spanish
German

More Tools

Adroll, Optimizely, Screaming Frog, Notepad++, Upwork, Fiverr, Outbrain, Adobe Connect, Lucidchart, Filezilla, Power BI, Drupal, Hootsuite, SumAll, Buffer, ShortStack, Survey Monkey, TubeMogul, etc.

Publications

Considerazioni sull’arte contemporanea alla luce della teoria dell’arte di Nelson Goodman (Considerations on contemporary art according to Nelson Goodman’s theory of art), in E. Franzini and M. La Matina (ed.) (2007), Nelson Goodman, la Filosofia e I linguaggi, Macerata: Quodlibet.