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

Resume

👋 Hi! I'm a digital marketer specialised in online advertising, with a passion for content.
Read my posts and let me know what you think!
Headshot of Giacomo Iotti, a B2C digital marketing manager who likes to write about digital news and trends.

resume

Professional Profile

You could describe me as a “T-shaped” marketer.

While my background is in performance marketing, eCommerce, and web analytics, I have extensive expertise across the entire digital marketing and advertising spectrum in B2C/DTC.

After several years of solid operational experience, I'm now focusing on project and people management.

I have a keen eye for the latest digital trends and tech innovations, which I comment regularly on this website and on LinkedIn.

I speak Italian and English fluently and elementary German.

Career Mission

I strive for the highest quality work and delve into complex problems with great curiosity to find the best solutions. I'm not deterred by temporary failures as I firmly believe that these combined efforts lead to long-term results.

Leadership Values

  • Commitment
    I strongly believe in leading by example. The more commitment and passion you invest in your work, the greater the commitment you get in return.
  • Proactivity
    I believe in continuous learning and experimentation (this website is an example), even if this means breaking things sometimes. This is the only way we can grow professionally and in life.
  • Accountability
    “It’s somebody else's fault” doesn’t belong to my vocabulary. I own my work, my winnings and my failures.
  • Empathy
    By understanding the deep reasoning behind someone’s behaviour, I can adjust my decision-making and reactions. Empathy and kindness are not about being "nice", they're more about the best way to say “no” and eventually move to "yes, and... "
Giacomo Iotti presents his team's Ai & Marketing projects at the SMG Explorer Days Conference, Zurich, 2023
Presenting my team's Ai & Marketing projects at the SMG Explorer Days Conference, Zurich, 2023

Senior Performance Marketing Manager

SMG Swiss Marketplace Group (formerly TX Group)
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Senior Performance Marketing Manager | Group Marketing & Real Estate

SMG emerged from a joint venture between Switzerland's media giants TX Group and Ringier, the insurer die Mobiliar, and the global equity firm General Atlantic.

As one of Switzerland's digital leaders, SMG operates the country's most popular marketplace and classifieds platforms like Ricardo.ch, Homegate.ch, Tutti.ch, Autoscout24.ch, ImmoScout24.ch and more.

I lead performance marketing at the Real Estate business unit, which includes the brands Homegate.ch and ImmoScout24.ch, managing three channel specialists.

Achievements & Projects:

  • Successfully reorganised the performance marketing function and team post merger of Homegate.ch and ImmoScout24.ch.
  • Managed a CHF 5+ million performance marketing budget, achieving double-digit year-on-year (2023 vs 2022) growth in listings, leads, and other Real Estate service subscriptions.
  • Orchestrated an AI-driven campaign for Homegate in mid-2023, earning media attention (see media section).
  • Led GDPR and new Federal Act on Data Protection (nFADP) compliance initiatives, integrating ad vendors' tracking technologies on our platforms.
  • Spearheaded ad tracking implementation for the merged Homegate.ch and ImmoScout24.ch web and mobile platforms.
  • Developed extensive expertise in the Real Estate marketplace market and its diverse business models.

Performance Marketing Manager | TX Group

Prior to SMG's inception in November 2021, I was part of the TX Group's shared services, delivering elite performance marketing for its portfolio companies, including Ricardo.ch, Homegate.ch, Doodle and others.

Achievements & Projects:

  • Rolled out the Google Marketing Platform (Campaign Manager 360, Search Ads 360, Display & Video 360) across all TX Markets marketplaces (Ricardo, Homegate, CarForYou).
  • Pitched and executed successfully Google Inventory Campaigns for Ricardo.ch and Carforyou.ch, significantly boosting revenue and ROAS.
  • Implemented Feedonomics for all TX Markets and SMG brands, streamlining feed-based campaign management for Google Ads, Facebook Ads, and Criteo, crucial to our marketing strategy.
  • Took charge of all feed-based advertising channels, enhancing dynamic retargeting and search ads efficiency.
  • Contributed to the organisation of the TX Conference in 2020 and 2021, attracting over 300 in-person and 1500 remote participants. I also gave talks that you can access from the media section.

Media

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eCommerce Digital Analyst (interim)

Eason & Son Ltd
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Rehired temporarily by Eason post-Walks layoff due to COVID-19, I not only covered ongoing eCommerce and analytics duties but also successfully executed four key projects:

  • SEO Audit & Restructure: conducted page value assessments and managed the redirection or deletion of outdated content, using Ahrefs.
  • Product Recommendations: used Optimizely to launch and fine-tune on-site product recommendation engines.
  • Product Carousels Tracking & Curation Analysis: deployed custom Google Analytics Enhanced Ecommerce tracking and crafted a Looker Studio dashboard to analyse product list performance and curation effectiveness.
  • Automated Stock Level Report: developed a real-time stock level reporting system for easonschoolbooks.com.

Media

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Customer Acquisition Manager

Walks City Experiences (now part of City Experiences Group)
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At Walks City Experiences (now part of City Experiences Group), a leading global tour provider, I managed a $2 million annual budget across all paid acquisition channels, including Google Ads, Search Ads 360, Meta Ads, Criteo, Programmatic, and Pinterest Ads.

Additionally, I oversaw web analytics, delivering critical insights on customer behaviour and website performance to C-level executives.

Unfortunatley, my tenure was cut short due to COVID-19 layoffs in April 2020.

Key Accomplishments:

  • Directed the successful deployment of Google Tag Manager, data layers, Google Analytics and Enhanced eCommerce, establishing a robust and scalable online tracking infrastructure. I had two web developers assigned to this project.
  • Developed live dashboards on Looker Studio for the C-suite, providing real-time insights into customer behaviour and sales/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, right in time for Black Friday (and COVID!).
  • Initiated Facebook Dynamic Ads, achieving a 700% ROAS, and Criteo retargeting campaigns, yielding a 600% ROAS.

Media

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Digital Marketing Executive

Eason & Son Ltd
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Eason & Son Ltd is Ireland's largest bookstore, boasting over 60 shops across the island. Its e-commerce website, Easons.com, is a crucial part of the business, generating high profits and double-digit year-over-year growth.

I was responsible for managing the paid acquisition strategy, which included everything from PPC/SEA/SEM to social ads, the affiliate program, and online partnerships.

Achievements & Projects:

  • Boosted e-commerce revenue by 20% and increased return on ad spend (ROAS) by 27% (year-over-year 2018 vs. 2017) through the strategic use of Google Ads, Facebook Ads, and the Affiliate Program.
  • Successfully launched Google Shopping and Facebook Dynamic Ads, managing an extensive product catalog of over 400,000 items.
  • Expanded and enhanced the online partnership program, collaborating with major entities like Three, SuperValu, and Groupon.
  • Mentored a Digital Marketing Assistant, leading to their promotion to an executive role.
  • Played a significant part in the 2017-2018 omnichannel and digital transformation project for Easons.com. This involved implementing comprehensive e-commerce and ad tracking via Google Tag Manager, and contributing to UI/UX design and testing.

Media

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Google Ads Specialist

Accenture (formerly Arvato)
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I began my career as a contractor at Google, starting as a technical support agent for Google Ads, then transitioning into a role as a Google Ads campaign optimiser.

I received comprehensive training, equipping me to promptly address and rectify various technical issues on platforms such as Google Search Ads, Google Shopping, Google Display Network, YouTube, and Google Analytics.

This is where I honed my skills in PPC and Google Ads. Investigating and resolving customer queries provided a practical way to delve into and gain experience with all aspects of Google's ad products.

I found myself quickly drawn to PPC, which led to high customer satisfaction (94%), efficient case resolution (93% resolved within deadline), and successful adoption of new features (consistently met and often exceeded targets).

My robust performance propelled me into a more operational role, where I optimised Google Ads campaigns for large clients on behalf of Google account managers.

This role taught me how to manage large accounts using Excel, Google Ads Editor, and Google Sheets integrations. The knowledge and experience I gained equipped me to oversee the PPC strategy of a major eCommerce brand like Easons.com.

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MSc in Digital Marketing

UCD Michael Smurfit Graduate Business School
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Post Graduate Diploma in Music Business

LUISS Business School
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Bachelor's Degree in Business & Marketing

Università degli Studi di Parma
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Double Bass

Parma Conservatory of Music "Arrigo Boito"
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Server Side Tag Manager | GA4 + Big Query

Simmer by Simo Ahava
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Google Search, Display & Shopping Certifications

Google
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Music Management

Hot Press, Dublin
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IELTS English Language Exam, Score: 7.5

IELTS Official
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Certificate in Online Marketing and Digital Strategy

The Institute of Commercial Management, Dublin
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Marketing & Tech Skills

Performance Marketing

Performance Marketing

6+ years of experience in managing multimillion and multilingual campaigns across the major online ads channels, including Google Ads, Meta Ads, Criteo, Pinterest Ads, etc

Tools:
Web Tracking & Analytics

Web Tracking & Analytics

Strong expertise in web tracking techniques using Google Tag Manager and Google Analytics (UA & GA4). Good knowledge of Javascript for web tracking and regex.

Tools:
Data Analysis & Visualisation

Data Analysis & Visualisation

Experience in data analysis and visualisation using advanced Google Sheets (QUERY formula, Apps Scripts), Looker Studio (fka Google Data Studio) and basic Google Big Query. Currently learning Tableau.

Tools:
eCommerce

eCommerce

I am specialised in B2C performance marketing, particularly in eCommerce and marketplaces. This gives me a strong commercial acumen (revenue & ROAS are my north stars) and a sense for driving tangible business results. Plus, I'm experienced in eCommerce web analytics, including product lists and checkout funnel tracking.

Tools:
Copywriting

Copywriting

I write posts on my blog and on Linkedin about tech news and anything else that catches my attention.

Tools:
SEO

SEO

I have worked on several SEO projects, like page value evaluation and internal link building. Plus, I know and follow the SEO best practices on my blog.

Tools:
Web Development & CMS

Web Development & CMS

This blog is built using Webflow, an incredibly flexible and advanced website builder. I'm not scared of using additional CSS and Javascript to customise certain components.

Tools:
Project Management

Project Management

I currently work as a "project manager" for the real estate business unit at SMG Swiss Marketplace Group. My role involves organising the work of the performance marketing team and managing digital marketing projects. I'm currently learning more about project management techniques.

Tools:
Public Speaking

Public Speaking

I've been used to being on a stage since I was 14 years old. I like to speak in public and I get energy from it. So I don't shy away from company-wide presentations and conferences.

Tools:

Personal Traits

Team Player

I love working in a team, inspiring and getting inspired by others. Success can only be achieved when working together. I consider myself a humble and helpful professional that always goes the extra mile when required by the team.

Committed

I try to focus my energy and time on few but important aspects of my personal and professional life. I love my work and therefore I am very committed to it. This makes me a reliable coworker that always does what he says, within the agreed timeline.

Honest

I believe in open and honest communication. My coworkers know that I tend to say what I think, which saves a lot of time and energy to the team. Of course, communication also needs to be effective and for this reason I always practice empathy when my opinion clashes with someone else's.

Accountable

I'm not afraid to admit my mistakes. I've done many in my career and I've always felt accountable for my actions. Fixing potential issues that my actions caused is always a priority.

Curious

This is probably the first adjective people who know me would use when describing my personality. I always try to learn everything I can about topics that interest me or I feel committed to. This might include a sometimes awkward amount of questions to my coworkers and friends :)

Work in Progress

Project & People Management

My current role requires me to manage several stakeholders as well as the work of my team. Therefore, I'm now on a journey to improve project and people management skills. I'm doing so thanks to several tools and courses provided by my employer.

Manager-level communication skills

My current role requires a more senior communication style, which I'm learning thanks to mentors and tools provided by my employer.

Javascript

I'm on a constant Javascript learning journey. My focus is on Javascript for digital marketing, which I am studying on the Simo Ahava's "Javascript for Digital Marketers" online course at teamsimmer.com.

SQL

I'm improving my SQL skills thanks to the Simo Ahava's "Google BigQuery and Google Analytics 4" online course at teamsimmer.com.

Python

I'm studying Python for Data Analysis at dataquest.io

German Language

I'm trying my best to learn how to speak German. I'm currently enrolled in weekly German classes. Wish me good luck!

Google Ads
Google Ads
,
Meta Ads
Meta Ads
,
Google Search Ads 360
Google Search Ads 360
,
Google Campaign Manager 360
Google Campaign Manager 360
,
Google Analytics
Google Analytics
,
GA4
GA4
,
Google Tag Manager
Google Tag Manager
,
Looker Studio
Looker Studio
,
Advanced Google Sheets
Advanced Google Sheets
,
Google Apps Script
Google Apps Script
,
Pinterest Ads
Pinterest Ads
,
Criteo
Criteo
,
Snapchat Ads
Snapchat Ads
,
Linkedin Ads
Linkedin Ads
,
Wordpress
Wordpress
,
Optimizely
Optimizely
,
Webflow
Webflow
,
Asana
Asana
,
Notion
Notion
,
Basic HTML
Basic HTML
,
Basic CSS
Basic CSS
,
Basic Javascript
Basic Javascript
,
Ahrefs
Ahrefs
,
SEMrush
SEMrush
,
RegEx
RegEx
,
Basic SQL
Basic SQL
,
Supermetrics
Supermetrics
,
Google BigQuery
Google BigQuery
,