Headshot of Giacomo Iotti, a B2C digital marketing manager who likes to write about digital news and trends.

my work experience

Performance Marketing Manager

SMG Swiss Marketplace Group (formerly TX Group)
SMG Swiss Marketplace Group (formerly TX Group)
SMG is the result of a joint venture between TX Group and Ringier, the two largest media groups in Switzerland. It owns and operates Switzerland's most popular marketplace and classifieds platforms like Ricardo.ch, Autoscout24.ch, Homegate.ch, Tutti.ch, Immoscout24.ch and more.

I work as a performance marketing manager for Ricardo.ch, Homegate.ch, Immoscout24.ch and other brands within the TX Group and SMG portfolio.

Achievements & Projects:

》Led the implementation of Google Campaign Manager 360 and Google Search Ads 360.

Implemented Google Inventory Campaigns for Ricardo.ch and Carforyou.ch

》Being project manager for the Real Estate business unit (Homegate & Immoscout24), organising the work of the performance marketing team.

》Implemented the Feedonomics tool across all SMG brands.

》Responsible for all things feed-driven advertising.

Media

TX Conference Talk  2021 - Google Inventory Campaigns
Feedonomics Guest Article
Google Case Study about Inventory Campaigns
Swiss Marketplace Group - Feed-Advertising Video

eCommerce Digital Analyst (interim)

Eason & Son Ltd
Eason & Son Ltd
Eason hired me back on a temporary basis after being laid off from Walks due to COVID-19.

On top of ongoing eCommerce and analytics tasks, I delivered 4 main projects:

》SEO audit & restructure:Page value evaluation, redirect or deletion of old pages.

》Product recommendations implementation:Worked with Optimizely to implement and optmise on-site product recommendation campaigns.

》Product carousels tracking and product curation analysis:Implemented the full Google Analytics Enhanced Ecommerce tracking with some customisation. Created a Data Studio dashboard for product lists and curations analysis.

》Automated stock level report:Created an automated report for real-time stock level check on easonschoolbooks.com

At Eason we use the Optimizely CMS & Marketing suite products.

Media

Eason and UNRVLD partner to create a state-of-the art eCommerce platform
Eason and Optimizely partner to deliver 60% Black Friday sales growth

Customer Acquisition Manager

Walks LLC
Walks LLC
Walks LLC (takewalks.com) is a world-leading provider of guided tours and experiences across the main tourist destinations in Italy, Europe and the US.

Managing a budget of $2mln per year, I owned all paid acquisition channels including Google Ads, SA360, Facebook Ads, Criteo, Programmatic and Pinterest Ads.

On top of this, I managed the web analytics function providing C-level stakeholders with key insights into the customer behaviour and website performance.

Due to COVID-19, myself and several other colleagues were laid off in April 2020.

Achievements & Projects:

》Led the implementation of Google Tag Manager, data-layer and Enhanced eCommerce Tracking. With two developers assigned and a two-month timeline, the project delivered a solid and scalable online tracking infrastructure.

》Provided the C-level team with live dashboards around customer behaviour analysis and sales and advertising performance.

》After bringing paid search in-house, I performed a turnaround which resulted in +24% revenue and +11% ROAS YoY between Nov ‘19 and Feb ’20.

》Launched Facebook Dynamic Ads delivering a 700% ROAS.Launched Criteo retargeting ads delivering a 600% ROAS.

Media

Single page app Google Tag Manager implementation
Google Ads performance turnaround
City Experiences acquires Walks Tours LLC

Digital Marketing Executive

Eason & Son Ltd
Eason & Son Ltd
Eason Ltd is the largest bookstore in Ireland with over 60 shops around the island. Easons.com is an essential part of the business delivering high profits and double-digit YoY growth.

I managed the paid acquisition strategy, from PPC to social ads, to the affiliate program and online partnerships.

Achievements & Projects:

》Delivered a 20% eCommerce revenue growth and 27% increase in ROAS (YoY 2018 vs 2017) through Google Ads, Facebook Ads and the Affiliate Program.

》Launched Google Shopping and Facebook Dynamic Ads managing a product catalogue of over 400,000 products.

》Managed and grew the online partnership program, working with large partners like Three, SuperValu, Groupon and others.

》Mentored and trained a Digital Marketing Assistant who was then promoted to the executive level.

》I was involved in the Easons.com omnichannel and digital transformation project between 2017 and 2018. Among other tasks, I implemented the full eCommerce and ad tracking via Google Tag Manager, as well as assisted with UI/UX design and testing.

Media

TX Conference 2020 - Eason Feed-Driven Search Ads
Eason on The Irish Times - 31% online revenue growth over Christmas
Eason partners with 3Plus App

Google Ads Specialist

Accenture (formerly Arvato)
Accenture (formerly Arvato)
I worked as a Google contractor, first as a Google Ads technical support agent and then as a Google Ads campaign optimiser.

I was given excellent training to be able to quickly respond to and solve customers' technical issues on several Google properties like Google Search Ads, Google Shopping, Google Display Network, YouTube and Google Analytics.

That is where I learnt everything about PPC and Google Ads. Investigating and solving customers' queries was the best way to explore and get hands-on experience in all aspects of the Google ad products.

I got passionate about PPC very quickly and that helped me achieve great results in terms of customer satisfaction (94%), case resolution time (93% cases resolved within the deadline) and new features customer adoption (always met and often exceed targets).

My strong performance allowed me to move forward to a more operational role where I was optimising Google Ads campaigns for large customers on behalf of Google account managers.

That is where I learnt how to manage large accounts through Excel, Google Ads Editor and Google Sheets integrations.

The knowledge and experience gained there gave me the ability to take charge of the PPC strategy of a large eCommerce brand like Easons.com

Media

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MSc in Digital Marketing

UCD Michael Smurfit Graduate Business School
UCD Michael Smurfit Graduate Business School

Post Graduate Diploma in Music Business

LUISS Business School
LUISS Business School

Bachelor's Degree in Business & Marketing

Università degli Studi di Parma
Università degli Studi di Parma

Double Bass

Parma Conservatory of Music "Arrigo Boito"
Parma Conservatory of Music "Arrigo Boito"

Server Side Tag Manager | GA4 + Big Query

Simmer by Simo Ahava
Simmer by Simo Ahava

Google Search, Display & Shopping Certifications

Google
Google

Music Management

Hot Press, Dublin
Hot Press, Dublin

IELTS English Language Exam, Score: 7.5

IELTS Official
IELTS Official

Certificate in Online Marketing and Digital Strategy

The Institute of Commercial Management, Dublin
The Institute of Commercial Management, Dublin