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, Homegate.ch, Tutti.ch, Autoscout24.ch, Immoscout24.ch and more.
I am responsible for the performance marketing function in Real Estate, organising the work of the central team's specialists. We cover Google Ads, Meta Ads, Criteo & Programmatic, Pinterest Ads, TikTok and more.
Beside my specialised expertise in performance marketing, I am now also developing an interest in the real estate industry as a whole.
Before SMG was founded in November 2021, I worked for TX Group, in the TX Markets shared services team.
We provided top-class performance marketing services to several portfolio companies within the group, like Ricardo.ch, Homegate.ch, Tutti.ch, Carforyou.ch, Doodle, Neon and more.
Achievements & Projects:
》 Implemented and ran Google Inventory Campaigns at Ricardo.ch and Carforyou.ch, delivering great revenue and ROAS performance. See media for case study and results.
》 Implemented and owned Feedonomics across all TX Markets and SMG brands. Feedonomics help us manage feed-based campaigns across Google Ads, Facebook Ads, Criteo and more, on which our performance marketing strategy strongly relies.
》 Owned all things feed-based advertising: dynamic retargeting, dynamic search ads, Facebook dynamic ads, and more.
》 Involved in the organisation of the TX Conference in 2020 and 2021. (300+ in-person attendees, 1500+ remote attendees)
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.
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.
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.
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
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
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.
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.
I write posts on my blog and on Linkedin about tech news and anything else that catches my attention.
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.
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.
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.
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.
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.
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.
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.
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 :)
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.
My current role requires a more senior communication style, which I'm learning thanks to mentors and tools provided by my employer.
I'm improving my SQL skills thanks to the Simo Ahava's "Google BigQuery and Google Analytics 4" online course at teamsimmer.com.
I'm studying Python for Data Analysis at dataquest.io
I'm trying my best to learn how to speak German. I'm currently enrolled in weekly German classes. Wish me good luck!