Dec 2023 – May 2026 · 2 yrs 5 mos

• 🔹 Driving CRM & Customer Strategy for Scalable Growth 🔹
• Senior executive with a proven track record in designing and executing data-driven CRM strategies, leveraging advanced analytics, AI, and machine learning to accelerate growth. Extensive international experience leading marketing transformation and customer experience programmes across corporate and consulting environments, with a strong focus on Travel, FMCG, Retail Banking, Media & Telecom.
• Key Leadership Impact:
• ✅ Strategic CRM Transformation – Designed and implemented multi-channel engagement strategies to maximise customer lifetime value.
• ✅ Cross-Functional Leadership – Led diverse, high-performing teams and aligned stakeholders to deliver integrated solutions.
• ✅ Data-Driven Customer Segmentation – Developed and deployed advanced segmentation models to drive targeted activation.
• ✅ B2C & B2B Growth Acceleration – Delivered CRM-driven strategies to enhance revenue, customer retention, and satisfaction.
• ✅ Performance & Continuous Optimization – Established robust measurement frameworks to ensure ongoing performance improvements.
• 💡 A strategic and results-oriented leader, I collaborate with C-suite executives and global stakeholders to develop scalable, high-impact customer strategies that drive business growth. Always open to exploring new leadership and transformation opportunities.

May 2018 – Dec 2023 · 5 yrs 7 mos

• Design Growth & Experience Strategy | CRM Strategy & Campaigns | Digital Transformation | Omnichannel Experience
• “Great experiences are no longer a nice-to-have they’re a necessity for business survival.”
• Business Experience

Jun 2014 – Apr 2018 · 3 yrs 10 mos · London, United Kingdom; Switzerland

• As Head of Customer Audience and CRM Strategy (Director level), I define the global strategies for our customers and internal audience (www.lastminute.com, www.volagratis.it, www.rumbo.es www.bravofly.com ) to be applied by the acquisitions team.
• With a team of 15+ people divided in 4 squads (Design, Go2Market, Data Science & Lab, CEx) spread out around Europe, I:
• Define the loyalty strategy trough a wide range of actions/reactions bringing value to the Customer Base
• Define CRM digital strategy for all markets including synergies with social media channel and Go2Market plan for the mobile apps launch
• Lead the Marketing Intelligence programs to generate value from the BIG Data Audience
• Design and manage the Customer experience roadmap and relative implementation
• Develop, define and execute globally consistent Contact Strategy for each proposition
• Continue to evolved global campaign and lead tracking
• Prioritize CRM development & plans at a Strategic level
• Develop, define and execute standards for campaigns and triggers, for each proposition

Sep 2013 – May 2014 · 8 mos · Europe, Middle East, Asia

• Mission:
• Spread a new culture of the Value, acting as temp Chief Customer Officer, the voice of the customer in the organization, taking any kind of insights and indirect messages from the market and from the base, spreading them internally influencing product roadmap, pricing, sales channel policy, CRM, Marketing programs and budgeting
• Strategy & Operations:
• Scouting hidden critical insights
• Effective competitive intelligence programs
• Design cross-functions CRM and Customer Value strategy and related framework
• Building high level tracking board for measuring results
• Competitive analisys and Pricing benchmark

Apr 2012 – Aug 2013 · 1 yr 4 mos

• Overall and full commercial responsibility of Customer Retention activities and Value Programmes including pricing repositioning and promotional plan
• Vendor management with an annual commissioning budget of 5mio Euro
• Responsible in CRM of WB Inbound calls of customer declaring a clear intention to migrate to other operator or dismiss the Broadband line
• Business Intelligence leadership gathering information and reporting of competitor’s commercial strategy in terms of:
• Tariff plans and products offered and comparative tables
• Weight of sales channels
• Evidences of conduct in violation of the rules of Competition and Privacy Law for legal and regulatory scope
• Design, execution of Market Research on the reasons of cancellation or migration, by customer type, channel and competitors recipient
• Lead Customer Base analysis and Reporting:
• Segmentation for technology, usage, churn type, frequency and quality of touch points
• Collection and analysis of customer satisfaction and NPS pre-and-after prevention campaigns
• Customer Base’s Tableau du board for the Monthly Executive Committee showing Activation, Deactivation, Net Adds, split of churn with details of channel, monthly and annual trend and also balance report of donating and recipient customers by competitor

Aug 2006 – Mar 2012 · 5 yrs 7 mos

• Overall Customer Base responsibility managing a Retention Budget of €3mio
• Develop, lead and monitor Churn retention and preventive activities focusing on active and silent churn with a customer contact plan
• Responsible for all Value Stimulation Campaigns to increase customer margin
• Monitor and identify churn reasons within whole company, and working with each department to fight churn also running surveys
• Manage partner call centres for all outbound activities including training, site visits, monitoring and improvement of conversion rates
• Responsible for selling on customer base trough multiple sales channels including direct marketing communication
• Launched the first offshoring project in TeleTu since 2007

Apr 2004 – Jul 2006 · 2 yrs 3 mos

• Develop and implemented marketing programmes to help Vodafone Business goals of reducing customer churn, increasing satisfaction, strengthening loyalty and increasing revenues.
• Developed and implemented customer marketing and usage programs for Messaging, Data Card and Vodafone live! for SOHO, SME enterprise, throughout the customer lifecycle to achieve agreed revenue targets
• Launched a wide range of initiatives to stimulate voice and data usage also pushing value added services
• Designed the Marketing program framework segmenting the customer base by usage potential

Apr 2002 – Mar 2004 · 1 yr 11 mos

• Kicked off the Vodafone live! Product Line Management and the inter-working flow among the global organization and the operating companies.
• Rolled out VF live! Release 1 in Greece and Egypt and contributed to Vodafone live! next Releases Management until 6th
• Designed the high level Usage program framework for live! driving and orchestrating the usage program in some countries.
• Defined the new Messaging Strategy
• Marketed Vodafone Messenger and Vodafone Mail in the South of Europe and France

Jun 1999 – Mar 2002 · 2 yrs 9 mos

• Achieved partnership with leading brands in order to penetrate potential targets by specific Pricing and package offers (Exxon Italy, Alitalia Airline, Coop Italy, Carrefour/GS Supermarkets)
• Identified new revenue sources developing, rolling out and marketing entertainment mobile services (Big Brother, Canal Plus)

May 1997 – May 1999 · 2 yrs

• Launched Bref Professional in the two new segments of Household Cleaner Market.
• Developed and launched the new brand "SIL" which competes in two highly profitable segments
• Developed and marketed Vernel Fior di Pesca (5% of Value mkt. Share after 1 year) and in Sept '98 Vernel Latte di Rosa.
• Studied and implemented Vernel Mini line full re-launch in terms of product re-styling, new flankers, implementation of a special box display (+50% volumes vs. previous year)

Nov 1996 – Apr 1997 · 5 mos

• Assisted the Product Manager managing Dixan Piatti and Special Projects.
• Led project to evaluate business opportunities into the hand dishwashing market