Luca Martino – Web & Marketing Consultant

PERSONAL PROFILE

I’m a creative and strategic marketing manager with agency-side experience in branding, digital, social and mobile marketing communication. Experience includes digital marketing plans development and execution, search engine optimization, search engine marketing, viral marketing, social media, and online analytics and reporting. I’ve expertise in directing the creation of marketing tools and steering the execution of marketing plans. Expertise as On-Off line Media planner and Research and Development Coordinator. I’ve a good experience also in providing marketing strategies to support the sales department, in CRM analytics and data mining.

I’m the founder and CEO of the Digital Consulting Network GESTA.cc

SKILLS SUMMARY

Marketing Strategy Development
Marketing Campaign Implementation
Driving Lead Generation Campaigns
Product, Market and CRM Analysis
Web Projects & UX
Project Management
Cross-functional Team Leadership
Innovation & Creative Flair
Proficient in Social Media Tools, SEO, SEM
Facebook Ads, Google Ads, Vtiger, SEMrush

CORE CAPABILITIES

Marketing Campaign Implementation: Advanced use of marketing tools in planning, designing and rolling out complex integrated marketing campaigns; Maximises lead generation, product and brand awareness across distributor networks and the customer base through online, direct and social marketing activities.

Innovation & Creativity: Proven ability developing innovative marketing materials to promote products and services providing clear technical information and business benefits to purchasers.

Product & Market Analysis: High level of commercial acuity analysing products, services and market opportunities; Provides sustainable strategic and tactical solutions to improve competitive performance whilst increasing market share.

Budget & Reporting: Monitors budget and campaigns. Prepares business plans with full financial forecasting and supporting evidence for sound decision making by senior management.

Project Management: Proven ability in leading projects from inception through development and final evaluation supporting individual and team achievements by creating shared vision and explicit guidelines.

PROFESSIONAL EXPERIENCE

Nov 2012 – Ongoing: Web & Marketing Consultant

Company: GESTA cloud consulting, Worldwide – Advisory and Training Services | gesta.cc

Business advice and training on ICT solutions, Web Design, Website Optimization, User Experience, Search Engine Optimization, Search Engine Marketing, Social Media Marketing, Web Presence Strategy, Viral Marketing, Buzz marketing, Guerrilla Marketing, Advertising, CRM Analytics, Marketing Strategies on and off-line.

Jul 2016 – February 2020: Chief Marketing Officer

Company: Sesamo Srl, Reggello, Florence, Italy – Web & Communication Agency | sesamo.net

In charge of marketing strategies, integrated communication plans, media planning, web marketing campaigns and SEO. Sales strategy, CRM analytics and Data Mining.

Responsibilities:

Marketing department management (7 people)
Business development for Agency and Business development strategy for Agency’s clients
Marketing Training and Coaching
On-Off line Media planning based on target and market analysis

Achievements:

Marketing Strategist for www.itstuscany.com (web portal) being responsible of Sales Force in Tuscany (B2B) and Marketing & Communication Plan worldwide B2B/B2C, included partnerships program (years 2017, 2018, 2019)
SEO strategy and SEM campaigns for www.city-sightseeing.it (years 2018, 2019)
SEO strategy ad Online Marketing consulting for kechiq.com, kechiq.it, kechiq.co.uk, kechiq.com.au, kechiq.jp
Marketing strategy for MagneticDays and project manager for the Communication Plan (year 2019)

Dec 2015 – Jun 2016: Area Marketing Manager

Company: Hermes Consulting, Florence, Italy – Advisory and Training Services for Companies | hermesconsulting.it

Mar 2014 – Jun 2015: Web Marketing Executive

Company: En-Eco SpA, Florence, Italy – Renewable Energies Solutions | en-eco.com

In charge of definition and implementation of Marketing strategies and Web Presence for the four Business Units of En-Eco Group SpA: Tregoo, Enecom, Aquilero, Smart Plants. Strategic communication management for launching the new brand “Tregoo” in the Consumer Electronics shops worldwide.

Mar 2013 – Jan 2014: Marketing Strategist & Account

Company: Cubeyou, Milan, Italy – Social Analytics startup | cubeyou.com

Strategic partnerships development and product innovation. Managing web marketing activities for the acquisition of new users for the Social Analytics platform Cubeyou. SEO strategy and User Experience optimization of the website cubeyou.com. CRM Analysis, Data Mining and Predictive Analytics.

May 2009 – Oct 2012: Marketing Strategist – Project Manager & RD Coordinator

Company: Archimede, Trento, Italy – Media & Creative Agency | archimede.nu

Headhunted to manage web, digital marketing and Adv projects directly reporting to the company CEO. Account of the main clients of the agency.

Responsibilities:

Web marketer responsible for web site optimization, web analysis and conversion improvement, search engine marketing/SEM, search engine optimization/SEO, Pay Per Click Marketing (PPC), and Social Media strategy.
Project Manager in the design and development of websites, mobile applications and integrated communication projects.
R&D Coordinator of ICT, web and SEO projects.
Expert in information architecture and website usability.
On – Off line Media planner based on target and market analysis.

Achievements:

Project Manager for www.adamelloski.com (web portal) being responsible of social and digital marketing campaigns including DEM, Google AdWords, Facebook Ads.
Developed iPhone/iPad and Android “A22 Travel Assistant”, motorway’s official application for Autostrada del Brennero SpA.
Developed and overviewed digital marketing campaigns including Newsletter, Google AdWords, Facebook Ads for www. apt.trento.it, the official Tourist Office of Trento and Monte Bondone’s website.
Project Manager for www.myCAF.it (portal) being responsible for web identity, social media marketing campaigns and SEO & SEM activities.
Project Manager for www.odatech.it and www.greenmap.it (web portals) for the Trentino Technology District for Energy and the Environment.
Developed online marketing strategy and project manager for the site www.schenkitalia.it
Project manager and web architect for the development of www.superpoli.it (web portal of a Large-Scale Distribution company), overseeing integration processes between CMS and CRM, and the communication protocols between management clients, reserved website and mobile application.

Nov 2010 – Feb 2011: Tutor

Company: PSCT “Marie Curie” di Levico Terme, Trento, Italy – ICT High School

Recruited to deliver classes on Web Marketing and Creative Communication. Utilized the most effective teaching and learning methods and online tools to teach to 16-19 years old students.

Responsibilities:

Planning, preparing and delivering lessons to a high standard.
Preparing textbooks, handouts, course work & homework assignments.
Assisting students in homework assignments, skills development, and career counseling.

2003 – 2005: University assignments

Company: University of Pisa, Lungarno Pacinotti, Pisa, Italy – Public University | unipi.it

Held a variety of roles within university and student organizations including:

2003-2005 | Student Representative in the Academic Senate | University of Pisa

2003-2004 | Auditor | European Association for Aerospace Students

2003 | Treasurer | Ingegneria Senza Frontiere di Pisa (Engineering Students NGO)

2001-2005 | Editor | Student Magazines (Euroavia, Sinistra Per, Ingegneria Senza Frontiere – Pisa)

EDUCATION, QUALIFICATIONS & TRAINING

2009-2019: Different trainings about Search Engine Marketing (SEM), Project Management, Search Engine Optimization (SEO), Social Media Marketing

2016: Licensed NLP Practitioner in Neuro-Linguistic Programming™ (PLS Coaching, Italy)

2007-2011: Bachelor’s degree in Economics & Business Studies, University of Trento (Italy)

2001-2005: Completed 16 exams towards a Bachelor of Science in Aerospace engineering, University of Pisa (Italy)

Accomplishments:

2011 | Wrote my final dissertation on Web Presence analysis and project management: “Web presence of Italian political parties: communication strategies and development prospects in the web 3.0”, achieving a final mark of 105/110.
2009 | Won a Silver medal for best final research project at the International workshop on Sphinx software, funded by European Union and aimed at 100 students from 10 different nationalities. Workshop was aimed at studying the Sphinx software for data processing of questionnaires and statistical analysis applied to customer satisfaction and market research.
2005 | Participated to a microgravity experiment carried out by ESA (European Space Agency).

ITC SKILLS

Advanced user of Google Ads & Google Analytics
Extensive expertise in copywriting and social media marketing tools and techniques
Depth knowledge of Google Webmaster Tools and Google Website Optimizer
Proficent MS Office and Goolge cloud services
CRM Analytics with Cubeyou, SalesForce, Vtiger
Ability to write creative and optimised Ad copy
Delivery & interpretation of comprehensive reports
PPC campaign optimisation
Ability to manage multiple PPC accounts across multiple channels
Good understanding of CSS/HTML
White Hat SEO techniques
Creation and implementation of social media marketing campaigns
E-mail Marketing best practice proficient
E-mail list management
Statistical optimisation of web traffic trends
Proficient in writing copy and publishing content online
Carried-out split-testing & multivariate testing of content and landing pages for SEO and PPC
Extensive Knowledge of CMS blogging systems
Fully proficient with Statgraphics Plus for interactive statistical data analysis