Michele Sarzana

I believe in creativity and branding as a mix of intuition, technology, analysis and risk.

Measurability, KPIs and traceability are my keywords, imagination and innovation my main work tools.

“Great ideas need to be scary”.

My Skills

Digital & Social Media Marketing

Performance Marketing

Online Campaign Management

Advertising & Creativity

Digital & Big Data Analysis

Marketing

Tasks:

In charge of the Brand & Communication strategy, brand concept, reputation, advertising creativity and campaign from TVC to social media.
Responsible of the eCommerce team, both on prospects and current customer base, focused on digital sales and upselling & cross-selling and the digital properties evolution and strategy.
Responsible of the Media Strategy definition to achieve Fastweb goals along the complete customer funnel: branding, awareness, consideration and sales

Tasks:

Responsible for the Advertising and ATL strategy definition, from the concept phase to the implementation through all the channels and media: TV commercial, OOH e Digital OOH, events, digital & social creativity, newspaper, …
Responsible for the definition and continuous improvement of the Digital Marketing strategy: leveraging synergies between programmatic advertising, social channels, search and performance marketing, managing and optimizing the advertising budget
Responsible for the digital and cross-channel activities improvement, taking advantage data analytics and dashboard (Google Analytics, Data Studio, …), DMP analytics for prospects and customers behavioral patterns, listening tools for reputation analysis (SFDC Social Studio) and innovative solutions for digital engagement (chatbot for Fastweb customers)

Tasks:

Responsible for the definition and continuous improvement of the Digital Marketing strategy, leveraging synergies between social channels, search and performance marketing and the advertising budget management
Ensure the development and implementation of omnichannel strategies and the
coordination of cross-channel digital initiatives
Developing digital contact channels with Clients with the goal of supporting the evermore digitally oriented Customer Care business strategy through the implementation of new solutions (e.g.: ChatBOT Marvin on Facebook) or improvement of existing ones
Monitoring and analyzing Fastweb Customers and prospects conversations across digital and social channels to track the overall Fastweb online reputation

Tasks:

Social strategy definition and implementation. Ongoing activities, including editorial plan definition, Social advertising strategy + Special projects coordination (events, press release, …).
Social and web monitoring strategy definition. Ongoing activity with the aim of
understanding costumers behaviour through the analysis of their conversations online, both on Fastweb channels (FB, Twitter, …) and earned media.
Social Customer Experience integration with the overall company Customer Experience.
Constant collaboration with other divisions and collegues to assure the consistency of the company Customer Journey through Social channels.

Tasks:

Innovation, Analysis & Tech area team leading. Creation and ideation of services, selling proposition and positioning of the new agency area dedicated to Web & Social development, insights and consumers data, data visualization and monitoring & reporting
Leading social and Big Data drilling and analysis to gain new customer and behavorial insights
Responsible for the native advertising campaigns implementation, measurement and optimization. From brief to ongoing monitoring of Social and Digital advertising campaigns and reporting
Research and developement of new tech and analitical platforms (i.e.:
http://www.phru.it)

Tasks: