Hey👋,
I'm Giacomo

As Head of Marketing at Comparis, I lead marketing for Switzerland’s best-known online comparison platforms.

My mission is simple: make Comparis grow. That means growing revenue and profit while strengthening the brand, bringing more consumers to the platform and helping them discover more of what Comparis offers across its different categories.

The role gives me broad responsibility across marketing strategy, performance, brand and team development.

I'm also particularly interested in what growth looks like in the age of AI. Search, customer acquisition and the way people discover and compare products are changing quickly. Part of my mandate is therefore to help Comparis adapt its marketing model to these changes while keeping a strong focus on measurable business outcomes.

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More on Comparis:

Comparis is Switzerland’s leading independent online comparison platform. Founded in 1996, it helps consumers make better-informed decisions by comparing offers across insurance, finance, telecoms, property and mobility. With around 80 million visits per year, it is one of the most widely used websites in Switzerland.

I spent six years across TX Group and SMG Swiss Marketplace Group, working at the intersection of paid media, marketing technology and, increasingly, AI. Over time, my role evolved from hands-on performance marketing to leading teams and cross-functional programmes across some of Switzerland’s largest digital marketplaces, including Ricardo, Homegate, ImmoScout24, Flatfox and AutoScout24.

I initially joined TX Group’s marketing centre of excellence, supporting portfolio companies across search, display and YouTube advertising. I helped roll out the Google Marketing Platform across the marketplace portfolio and introduced technologies such as Feedonomics to make large-scale, feed-based advertising more efficient.

After the creation of SMG, I took responsibility for performance marketing in the Real Estate business unit. Following the merger of the Homegate and ImmoScout24 marketing teams, I restructured the paid media function and grew it from a two-person operation to four specialists across Zurich and Belgrade. Between 2023 and 2025, we increased leads by 54% while reducing cost per lead by 50%. I also led large-scale campaigns across online and offline channels, including an early AI-driven campaign for Homegate in spring 2023.

From March 2025, I was promoted into a group-wide role focused on new marketing technologies and AI. I led cross-functional initiatives across business units, ran regular roadshows with marketing directors to share results and emerging industry developments, and took responsibility for paid media for the Automotive business unit. I also coached channel specialists across the organisation, including supporting a turnaround in Ricardo’s search advertising that returned revenue and ROAS to double-digit growth in the second half of 2025.

During this period, I also contributed to preparing the marketing organisation for SMG’s IPO (one of Europe's biggest IPOs of 2025), helping strengthen processes, governance and operational discipline across paid media and marketing technology.

Across these roles, I worked in a marketing organisation investing tens of million per year across performance and brand media. The experience gave me a broad view of how paid media, data, technology, teams and commercial priorities need to work together to drive sustainable marketplace growth.

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Roles timeline:

Digital Campaign New Products & AI Lead | Mar 2025 - Aug 2026 (~2 years)

Senior Performance Marketing Manager | Oct 2022 - Feb 2025 (~2 years)

Performance Marketing Manager at TX Group | Aug 2020 - Oct 2022 (~2 years)

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More about SMG Swiss Marketplace Group:

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, Autoscout24.ch, ImmoScout24.ch and many others.

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More about TX Group:

TX Group is one of Switzerland’s leading media and digital companies, with a portfolio spanning journalism, advertising and technology. Its former TX Markets division included digital marketplaces such as Ricardo and Homegate. In 2021, TX Markets merged with Scout24 Switzerland to form SMG Swiss Marketplace Group. TX Group remains an anchor shareholder in SMG following its IPO in 2025.

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I temporarily rejoined Eason after my role at Walks ended during the COVID-19 layoffs. Alongside ongoing eCommerce and analytics responsibilities, I was brought back to deliver a number of focused projects across SEO, personalisation, measurement and stock reporting.

I conducted a full SEO audit using Ahrefs, assessing the value of existing pages and managing the redirection or removal of outdated content to improve the overall structure and quality of the website.

I also implemented and refined on-site product recommendation engines using Optimizely, helping customers discover relevant products more easily. To better understand merchandising performance, I introduced custom Google Analytics Enhanced eCommerce tracking for product carousels and built a Looker Studio dashboard to measure how different product lists and curation choices influenced customer behaviour.

For easonschoolbooks.com, I developed an automated real-time stock reporting system, giving the business better visibility into product availability during a period when online demand and operational conditions were changing rapidly.

The role gave me the opportunity to combine technical analytics work with practical eCommerce optimisation, using data to improve both the customer experience and day-to-day commercial decision-making.

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More about Eason:

Eason is one of Ireland’s best-known retailers, specialising in books, stationery, magazines and educational products. Founded in 1886, the company operates a nationwide store network alongside Easons.com, its direct-to-consumer eCommerce business.

The website serves customers across Ireland with books, school supplies, stationery and gifts, combining Eason’s traditional retail presence with a large online catalogue and nationwide fulfilment.

I managed an annual paid acquisition budget of around $2 million across Google Ads, Search Ads 360, Meta Ads, Criteo, programmatic advertising and Pinterest. Alongside paid media, I was also responsible for web analytics, turning customer behaviour and website performance data into insights for senior leadership.

A major part of the role was building a stronger measurement foundation for the eCommerce business. I led the implementation of Google Tag Manager, data layers, Google Analytics and Enhanced eCommerce, working with two dedicated web developers to create a more robust and scalable tracking infrastructure. I also built live Looker Studio dashboards for the C-suite, making sales, advertising and customer behaviour data easier to access and act on.

I brought paid search management in-house and led a turnaround in performance ahead of the peak trading period. Between November 2019 and February 2020, paid search revenue increased by 24% year on year while ROAS improved by 11%. I also launched new acquisition and retargeting channels, including Facebook Dynamic Ads and Criteo, which achieved ROAS of around 700% and 600% respectively.

The role gave me end-to-end responsibility across media buying, measurement and eCommerce analytics, and strengthened my understanding of how performance marketing connects directly to commercial results.

My time with the company ended earlier than planned in April 2020, when the COVID-19 crisis led to company-wide layoffs.

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More about City Experiences Group:

City Experiences is a global travel and tourism group offering experiences across major destinations, from sightseeing and dining cruises to walking tours, food tours and ferry services. It is part of the wider Hornblower Group.

The business operates through both B2B distribution and direct-to-consumer (DTC) eCommerce. On the B2B side, experiences are distributed through partnerships with online travel agencies (OTAs) such as Booking.com and other travel platforms. The DTC business sells experiences directly to travellers through the group’s own websites and digital channels, giving the company greater control over customer acquisition, pricing and the overall booking experience. This was the side of the business I worked on.

I was responsible for paid customer acquisition for Easons.com, the eCommerce business of Ireland’s largest bookseller. My scope covered paid search, paid social, affiliate marketing and online partnerships, with a strong focus on growing revenue efficiently.

Between 2017 and 2018, I increased eCommerce revenue from paid acquisition by 20% year on year while improving return on ad spend by 27%. I also launched Google Shopping and Facebook Dynamic Ads, managing a product catalogue of more than 400,000 items and helping Eason scale its performance marketing activity across a much broader range of products.

Beyond paid media, I expanded the online partnership programme through collaborations with companies such as Three, SuperValu and Groupon. I also mentored a Digital Marketing Assistant, supporting their development into an executive role.

During this period, Easons.com was going through a wider omnichannel and digital transformation. I contributed to the project by implementing more comprehensive eCommerce and advertising measurement through Google Tag Manager, and by supporting UI/UX design and testing.

The role was an important step in my development as an eCommerce marketer. It gave me direct responsibility for revenue growth while exposing me to the wider mechanics behind a large online retail business, from product feeds and analytics to partnerships, merchandising and customer experience.

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More about Eason:

Eason is one of Ireland’s best-known retailers, specialising in books, stationery, magazines and educational products. Founded in 1886, the company operates a nationwide store network alongside Easons.com, its direct-to-consumer eCommerce business.

The website serves customers across Ireland with books, school supplies, stationery and gifts, combining Eason’s traditional retail presence with a large online catalogue and nationwide fulfilment.

I started my career as a contractor supporting Google Ads customers, first in a technical support role and later as a campaign optimiser. It gave me a strong practical foundation in paid search and digital advertising, and was where I first developed a real interest in performance marketing.

I received extensive training across Google’s advertising and analytics products, including Search Ads, Google Shopping, the Google Display Network, YouTube and Google Analytics. Working directly on customer cases meant learning the platforms from the inside: diagnosing tracking and campaign issues, understanding why performance changed and finding practical solutions.

I performed strongly in the support role, achieving 94% customer satisfaction and resolving 93% of cases within the required deadline. I also consistently met or exceeded targets for the adoption of new Google Ads features.

I later moved into a more operational position, optimising campaigns for large advertisers on behalf of Google account managers. This exposed me to much larger and more complex accounts and taught me how to manage campaigns efficiently using tools such as Excel, Google Ads Editor and Google Sheets integrations.

The experience gave me both a technical understanding of the Google advertising ecosystem and the hands-on campaign management skills that became the foundation of my later career in performance marketing and eCommerce.

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More about Accenture:

Accenture is a global professional services company specialising in consulting, technology and business operations. One part of its business provides business process outsourcing (BPO), where Accenture operates specific functions on behalf of large corporate clients.

In my case, Accenture provided outsourced operational support for Google. I was employed by Accenture while working on Google Ads services, first supporting advertisers and later optimising campaigns on behalf of Google account managers.