Senior brand, campaign, acquisition and commercial product leader with extensive energy retail experience, including building marketing functions from the ground up for a new market entrant and turning brand strategy, customer propositions, pricing and channel ecosystems into integrated growth programs.
Experience across consumer brand launch and transformation, full-funnel acquisition from awareness and consideration through to conversion, ATL/BTL, TV, radio, OOH, press, VOD, social, digital, performance marketing, CRM-enabled campaigns, partner channels, proposition design and sales campaigns.
Strong background in country-HQ and multinational matrix environments, spanning marketing, pricing, product, digital, CX, analytics and sales enablement. Hands-on campaign execution combined with senior stakeholder management, creative/media agency coordination, budget ownership and cross-functional delivery across sales, finance, customer care, digital, operations, IT, legal and external partners.
Additional customer insight and Voice of Customer experience across regulated utilities, including NPS, CSAT, FCR, sentiment analysis, open-text feedback, customer personas, journey analysis and executive reporting, helping connect customer evidence with marketing, product, digital and service priorities.
Based in Melbourne with full working rights, available for senior marketing, commercial product, campaign strategy and integrated marketing delivery roles, including senior individual contributor roles requiring hands-on execution, stakeholder alignment, customer-led propositions and practical growth outcomes.
Brand & Campaign Strategy: brand transformation, proposition positioning, messaging, agency coordination
Integrated Marketing: ATL/BTL, TV, radio, OOH, press, VOD, social, digital and field activation
Customer Growth: acquisition, consideration, conversion, cross-sell, retention, win-back and portfolio growth
CRM & Lifecycle: CRM campaigns, loyalty, lifecycle communications, engagement and channel messaging
Digital Marketing: SEO/SEM, website/app funnels, A/B testing, lead generation and conversion optimisation
Product Marketing: proposition design, go-to-market, positioning, pricing inputs, launches and sales enablement
Analytics & Insights: segmentation, personas, Voice of Customer, campaign reporting, churn and customer value
Channels & Partnerships: direct, indirect, digital, telesales, in-store, co-marketing and commissions
Leadership & Governance: matrix leadership, budget ownership, agency/vendor management and delivery
Provided freelance consulting to a commercial lighting manufacturer, structuring product data and online-store foundations to improve catalogue readiness, product discoverability and digital sales foundations.
Designed product naming conventions, handle structures and Shopify-ready catalogue exports, supporting a phased online launch of ~20,000 SKUs.
Built product-data governance and reporting views to track catalogue completeness, data quality and publishing readiness for management and technical stakeholders.
Led customer insight and Voice of Customer programs across 7 regulated operating companies, translating customer behaviour, sentiment, service feedback and operational data into priorities for digital, customer care, operations and senior leadership.
Managed and coached internal customer researchers and external research/data-analytics contractors while managing an annual customer research and CX budget of around AUD $3M (USD 2M).
Directed feedback programs across web/app, IVR, outbound phone, email and chatbot channels, managing ~275,000 annual surveys and improving visibility of customer journeys, service friction and channel experience.
Built Qualtrics and Power BI reporting linking NPS, CSAT, FCR and qualitative sentiment to operational drivers, customer metrics and improvement priorities, supporting executive reporting and decision making.
Applied speech analytics and AI-assisted open-text analysis to quantify sentiment, identify root causes and strengthen prioritisation across billing, payment, move-in/out, outage, digital and assisted-service journeys.
Partnered with product, digital, customer care, billing and operations teams to turn customer intelligence into practical journey, service, process, system and digital improvements.
Produced executive and regulatory reporting for corporate leaders, regional presidents, customer care vice presidents and regulators across New York, Connecticut and Maine.
Established and led the Marketing & Pricing function for Iberdrola's Italian market entry, building a structured team of 20+ across product, pricing, digital, advertising, CX, sales, analytics, business planning and customer lifecycle workstreams in a complex country-HQ environment.
Led customer growth and lifecycle activity across electricity, gas and value-added services, aligning acquisition, consideration, conversion, retention, cross-sell and win-back with portfolio value and commercial plans.
Planned and executed full-funnel brand launch, acquisition and sustainability campaign architecture across TV, radio, press, OOH, digital, VOD, social, direct marketing and field activation.
Managed AUD $30M+ (EUR20M) in advertising investment across media and digital channels, including national ATL scale-up with up to 1,000+ TV GRPs per wave, growing total brand awareness from zero to 65% in 4 years.
Oversaw advertising and customer communications across brand, acquisition, lifecycle and sustainability-led activity, connecting customer insight with commercial priorities and market positioning.
Connected ATL campaigns with BTL activity, OOH, local field marketing, brand activations, in-store partnerships and event-led communication to build full-funnel awareness, consideration and conversion journeys.
Led customer and market intelligence across B2C, SME and B2B segments, using surveys, focus groups, interviews, customer personas, benchmarking, brand tracking and sales-performance analysis to inform business execution, product development and growth priorities.
Developed customer personas using qualitative and quantitative research and applied across marketing, digital, advertising, product development, customer journey priorities, customer care scripts and sales-channel materials.
Shaped product propositions, pricing and portfolio governance for retail and business customers, translating customer, market & commercial inputs into channel-ready propositions, launch messaging and sales enablement.
Embedded renewable-energy positioning across product propositions, campaign messaging and sales-channel materials, strengthening green-energy offer architecture across electricity and bundled services.
Owned website and digital experience roadmap, partnering with UX, design and development teams and running A/B tests to improve conversion funnels, customer journeys, self-service and digital sales effectiveness.
Managed innovative digital and partnership channels, including online brokers, indirect digital lead generation for chat/phone sales, direct digital sales and in-store partnerships, contributing ~25% of total sales.
Oversaw sales planning, channel mix and remuneration governance across D2D, telesales, inbound, partnerships, pop-up stores and digital channels, including AUD $55M+ (EUR35M) in sales-channel commission budgets.
Built and governed a CRM-integrated campaign platform supporting large-scale telephone lead management, privacy-compliant execution and more consistent campaign follow-up across 20M+ leads processed.
Supported 400,000+ electricity and gas customers and 200,000+ value-added-service customers, contributing to high-volume acquisition, cross-sell and portfolio growth.
Managed product, pricing and lifecycle planning across electricity, gas, smart energy and value-added-service portfolios for residential, SOHO and SME customers, translating commercial objectives into offer design, launch requirements, messaging and customer-facing materials.
Defined customer propositions and go-to-market plans for fixed, indexed, capped, bundled, insurance-adjacent and value-added offers, making complex energy mechanics easier for customers and sales teams.
Refined product concepts, value propositions and go-to-market plans through competitor analysis, market intelligence and qualitative/quantitative testing, including interviews and focus groups, supporting proposition development, campaign messaging and launch readiness.
Developed customer personas using qualitative and quantitative inputs for product and proposition development, feeding insights into advertising briefs, customer care scripts and sales-channel materials.
Introduced bundled retail services and smart energy concepts including smart meters, LED bulbs, maintenance and bundled home-service insurance propositions, supporting product discovery and channel readiness.
Developed CRM and billing requirements, process maps, customer documentation, product explanations, battlecards, sales pitches and training materials, supporting controlled offer setup and post-launch execution.
Led end-to-end B2C campaign strategy across acquisition, cross-sell, upsell, loyalty, retention and win-back, integrating pricing, margin and customer value objectives into commercial planning and performance monitoring.
Managed campaigns, promotions and partner initiatives, using campaign results, promotional performance and customer-acquisition data to refine offers, messages, channel priorities and commercial outcomes.
Managed co-marketing agreements and partner initiatives with SkyTV, Leroy Merlin, Agip, Coop, Alitalia and ACI, supporting acquisition, loyalty, customer engagement and campaign performance.
Optimised response, redemption and conversion rates across digital and telesales funnels, using campaign results, sales performance and customer-acquisition data to refine offers, messages and channel priorities.
Leveraged existing you&eni loyalty infrastructure and official promotion mechanics rather than building a new loyalty programme from scratch, reducing execution complexity and enabling faster cross-business campaign delivery.
Residential Market Product Manager | Oct 2008 - Mar 2014 | Managed B2C gas and electricity offer portfolios, including pricing models, margin performance, volume planning, lifecycle management and sales enablement; supported Nuon-to-Eni Belgium rebranding and cross-business electricity-gas-fuel bundling.
Commodity Products Specialist | Mar 2006 - Oct 2008 | Defined electricity and gas pricing for retail and business customers, including fixed and indexed offers, margins, discounts, commercial terms and launch materials.
SDA Bocconi, Milan | Master in General Management | 110/110 cum laude
University of Milan-Bicocca, Milan | Degree in Business Economics | 103/110
Applied Data Science & Machine Learning Program - MIT Professional Education | 2026 (Completed)
National Electricity Market (NEM) and Gas Markets Overview - AEMO | 2026 (Completed)
XM for Strategy & Research Expert Certification (L1 and L2) - Qualtrics | 2025
AI in Business: Creating Value with Machine Learning - Harvard DCE | 2024
Energy Markets Training Program - EFET / Energy Traders Europe | 2023
Business Analytics for Leaders - IMD Business School | 2020
Google Ads & Analytics Fundamentals - Google Academy | 2018
Social Marketing - Hootsuite Academy | 2018
Digital, IoT, Big Data & Ecommerce Strategy - Politecnico di Milano | 2018
Registered Insurance Intermediary (IVASS Italy) - Certified to manage and distribute regulated insurance products
Data Analysis & Reporting: Excel, Power BI, Python, SQL
Marketing, Digital & Analytics: Google Analytics, Qualtrics, Shopify
CRM & Billing Systems: Salesforce, SAP, CRM and billing platforms
Project Management: Monday.com, Jira
Office: Word, PowerPoint
English - Full professional proficiency (PTE Academic 80, 2025; TOEFL iBT 111/120, 2017)
Spanish - Advanced working proficiency
Italian - Native
Deeply fascinated by the intersection of neuroscience, behavioural sciences, and AI models.
Applying the mechanics of strategy and compounded growth to investing and weightlifting.
Certified Level 1 Sommelier with a deep appreciation for fine wine and craft beer.
Tech enthusiast and lifelong PC gamer.