Career History

Marketing Agency

CRM Marketing Manager, (May 2018 – present) London [Fintech, Loyalty & CLO]


In this role I work with Bank clients such as RBS, NatWest, Amex and HSBC to help them design and implement multichannel, data-driven customer engagement strategies that drive loyalty and NPS. I also support high profile Retailers such as Sky, Waitrose and Amazon (to name a few) to ensure that their offers reach relevant banks customers and generate agreed ROI goals.


• Devise and implement campaign plans and strategy across the full marketing mix of below and above the-line channels to support clients’ engagement objectives

• Responsible for the full execution and delivery of highly personalized, multi-channel loyalty communications on behalf of Reward clients

• Work closely with analytics and insight functions to gather insights on the client customer base to deliver growth in the forms of acquisition, retention and reactivation

• Responsible for the effective management of customers through the full loyalty lifecycle, working with clients to develop compelling customer propositions that motivate and engage customers to achieve business goals and objectives

• Cross-functional project management with both internal and external teams to deliver on campaigns plans and strategies

• Monitor, analyse and report on performance of CRM based activities against defined programme KPI’s • Development of testing strategies such as A/B, MVT to ensure the continuous evolution and improvement of the programmes



Online Gambling Company, London 

Italy CRM Marketing Manager, (August 2017 – May 2018) 


Led the group’s CRM for the Italian market throughout the merger between 2 brands. Following the decision to only retain 1 brand in Italy, I was responsible for defining the CRM strategy to help the business achieve the objective of migrating customers from one platform to the other and preventing churn.


• Own £2M CRM and Promotion budget for the Italian Market

• Devise and implement the CRM strategy across multiple marketing channels – Email, SMS, Website, Promotions, Social, Display and App – tailored to customer value, lifecycle and profile. Successfully drove repeat and reactivation targets, and increased revenue per user (ARPU)

• Design personalized loyalty promotions that drive engagement and stickiness with the brand

• Cross-sell customers from one brand to the other. Over 3/4 of revenue-generating customers were migrated to the 1 brand, and over 90% consistently engaged with this brand in the six months following sign-up

• Lead a key project to implement marketing automation strategies across the wider CRM team. Devise automated and multichannel, behaviour-led campaigns

• Devise test & learn strategies across multiple channels to optimize customer engagement



Online Gambling Company, London

International CRM Marketing Executive, (November 2015 – August 2017) 


• Deploy personalized CRM campaigns across multiple International regions via Email, SMS, Website, Promotions, Social, Display and App

• Ensure campaigns are optimized in line with promotional calendar and are commercially driven

• Build retention and reactivation promotions

• Campaign analysis and reporting

• Ensure maximization of CRM KPI’s: repeats month on month, reactivation & re-acquisition from inactive customers and customer engagement KPIs such as impressions, CTR and conversion



Photo Printing Company, London 

Multilingual Senior Customer Service Agent and Marketing Support (October 2012-October 2015) 


UK Europe’s leading online digital photo service providing personal publishing and printing on-line owner of Moonpig, Paper Shaker, Sticky 9 and Hofmann.


• Deal with escalated customers’ enquiries, outsourcers and support Marketing Team



Photo Printing Company, London

Online Product Marketing Intern (October 2014-February 2015) 


• Use web analytics to detect friction across key customer journeys and create proposals to deliver better customer experience


• MSc Degree in Marketing, Faculty of Management (2013-2015) Birkbeck University, University of London

• BA Degree in Foreign Languages with Socio-Political Background (2007 –2012) Università degli Studi di Bergamo (Milan Area), Italy

• Universidad Complutense de Madrid, Spain (September 2008 – July 2009) Erasmus Scholarship

• SEO training course at Londonwebfactory (Day course, 2015)

• PPC training at Made Simple (Day course, 2015)


  • Adobe Campaign (CRM platform)
  • Movable Ink (Real time Email Marketing)
  • IBM Unica (CRM platform)
  • Dreamweaver (Html&CSS)
  • Smart Focus (CRM platform)
  • Photoshop (Basic)
  • Google Analytics SQL (Basic)
  • Matomo (Analytics)
  • WordPress



Fluent in (English) Italian and Spanish. References available on request.

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