Giorgio Guardigli. Summary. Experience. Head of Digital & Acquisition Marketing at CheBanca! S.p.A - Gruppo Mediobanca

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Giorgio Guardigli

Head of Digital & Acquisition Marketing at CheBanca! S.p.A - Gruppo Mediobanca giorgio.guardigli@gmail.com

Summary

• Management of ATL and BTL acquisition campaigns • Developing and executing a Social Strategy • Developing and executing a Mobile Strategy • Developing and executing an Online Customer Acquisition Plan designed to maximize sales demand and site traffic • Concept Desing and User Experience Management of all the digital properties • Maximizing paid/natural search traffic and order conversion, while meeting cost per acquisition targets • Managing online campaigns to meet business performance objectives • Executing effective affiliate programs/publisher management activities to achieve business development goals • Tracking and measure online advertising programs • Designing test strategies and creative to optimize results • Ensuring effective creative development and execution to support program and media efforts Specialties:Marketing strategy, media planning, web project management, digital direct marketing campaign management, search engine marketing, affiliate marketing, Interactive Promotions Management, CRM, Accounting, New Business Development, Concept Desing and User Experience Management Feel free to contact me at giorgio.guardigli@gmail.com

Experience

Head of Digital & Acquisition Marketing at CheBanca! S.p.A - Gruppo Mediobanca

October 2012 - Present (2 years 6 months)

- Management of ATL and BTL acquisition campaigns: budget responsibility and agency coordination for media planning, buying and trafficking - Definition of the strategic and operational plan of acquisition channels digital campaign: planning, investment optimization, planning and management of co-marketing/ partnership, agency coordination and digital creative agency for digital projects - Development and

management of the mobile channel as a channel of acquisition and customer management - Development and management of the official pages of the bank on the Social Networks - Web Content management of the all owned properties - Concept Design and User Experience Management for all the digital properties of the bank - Development of Home Banking and Corporate website for medium and long term interventions aimed at optimization - Operational and strategic management of the team: planning and prioritization of activities, definition and management roles of the employees, coaching of the digital resources. - Continuous monitoring of the digital performance, customer experience and satisfaction on customer touchpoints,

continuous benchmark of the digital world - Development and management of online publishing projects

Digital Marketing Manager at CheBanca! S.p.A - Gruppo Mediobanca

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Definition of the strategic and operating plan of the digital acquisition channel: planning campaigns, optimize investment, development and testing of new channels (mobile, social), planning and management of co-marketing/partnership activities, coordination of the digital agency. Management of the Home Banking channel as channel of management and relationship with the customer base: inbound and outbound activities planning and monitoring of the results, creation of a dedicated communication format, defining dedicated rules of contact, multi-channel optimization of synergies. Active participation in the development of Home Banking and corporate website for medium and long term interventions aimed at optimization. Operational and strategic management of the digital team: planning and prioritization of activities, definition and

management roles of the employees, coaching of the digital resources. Continuous monitoring of the web performance, customer experience and satisfaction on customer touchpoints, continuous benchmark of the digital world. Development and management of online publishing projects.

Web Manager at CheBanca! S.p.A - Gruppo Mediobanca

October 2009 - February 2012 (2 years 5 months)

1 recommendation available upon request

Web Specialist at CheBanca! S.p.A. - Gruppo Mediobanca

October 2007 - October 2009 (2 years 1 month)

• Developing and executing an online customer acquisition plan designed to maximize site traffic and sales demand • Maximizing paid/natural search traffic and order conversion, while meeting cost per acquisition targets • Managing online campaigns to meet business performance objectives • Executing effective affiliate programs/publisher management activities to achieve business development goals • Tracking and measure online advertising programs • Designing test strategies and creative to optimize results • Ensuring effective creative development and execution to support program and media efforts

Marketing Banking & Credit at FinecoBank

November 2006 - October 2007 (1 year)

8 recommendations available upon request

Web Marketing Specialist at ING DIRECT Italia

May 2004 - October 2006 (2 years 6 months)

6 recommendations available upon request

IT Help Desk at ING DIRECT Italia

May 2003 - April 2004 (1 year)

1 recommendation available upon request

Call Center Agent at ING DIRECT Italia

April 2002 - May 2003 (1 year 2 months)

1 recommendation available upon request

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January 2002 - April 2002 (4 months)

Customer Care Agent for Clarima Banca S.p.A. - Unicredit

Customer Service Agent - IT at Acroservizi

February 2001 - September 2001 (8 months)

Customer Service Agent - IT for Dada S.p.A.

Languages

English

Projects

Amazon e CB!

January 2013 to Present

Members:Giorgio Guardigli, Chiara Gerosa, Andrea Campana, Matteo Rossanigo, Biagio Gaeta, Michele Vasari, Diego Vagni, Daniela Tornelli

Disegno e implementazione dell'iniziativa promozionale.

WoW CheBanca! mobile app

October 2014 to Present

Members:Giorgio Guardigli, Inga Beretta, Francesca Regazzetti

WoW è il mobile wallet di CheBanca! aperto anche a chi è cliente di altre banche.

Skills & Expertise

SEM

Marketing Strategy Affiliate Marketing Media Planning

Web Project Management CRM

New Business Development Accounting Online Advertising Web Analytics SEO Web 2.0 Direct Marketing Digital Marketing Social Media Marketing Web Marketing

Strategy

Mobile Devices

Conversion Optimization Digital Strategy

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Marketing Management Digital Media E-commerce Google Analytics Email Marketing Online Marketing Mobile Marketing Marketing online Mobile marketing

Education

Università degli Studi di Milano

Comunicazione di Impresa e Marketing, Marketing and Enterprise Communication, 2002 - 2007

Istituto Salesiano Sant'Ambrogio

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Giorgio Guardigli

Head of Digital & Acquisition Marketing at CheBanca! S.p.A - Gruppo Mediobanca giorgio.guardigli@gmail.com

17

people have recommended Giorgio

"Giorgio’s capacities, expertise and professionalism are so rare to find in other person. The possibility to work with such an enthusiastic and qualified w.m.m. allows to achieve every aim. Great vision of online marketing and strong focus on results. Overarching positive approach. A certainty!"

— Simone Fortunato, Account Manager, Tiscali, was a consultant or contractor to Giorgio at CheBanca!

S.p.A - Gruppo Mediobanca

"Serious ,professional and clever worker. He works with passion and intelligence. Always friendly and kind. I recommend him."

— Giancarlo Ghezzi, Art Director, fineco bank, was with another company when working with Giorgio at

FinecoBank

"Giorgio is a positive and smart person, with strong skills and a complete vision and understanding of online marketing and communication. Working with him for me was a great pleasure."

— Chiara De Giorgi, Project Manager, FinecoBank, worked directly with Giorgio at FinecoBank

"Giorgio is a talented marketing expert with enthusiastic energy. It's nice to find such a positive attitude and it's easy to work with this reliable man: he is always ready to look for the best solution and to work hard to reach it. Great!"

— Laura Carmignani, Art Director, FinecoBank, worked directly with Giorgio at FinecoBank

"Giorgio is a smart guy, always reliable and very kind. It's a pleasure to work with him."

— Paolo Castelletti, Marketing Manager, Monclick, was with another company when working with Giorgio

at FinecoBank

"Giorgio was my web marketing guru at FinecoBank. He can setup and start any campaign in just few hours and give you quick and smart answers to anything you need to know about online marketing. No frills, full performance. This is Giorgio."

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"Giorgio is enthusiast about business and always proactive, approaching demanding tasks with a smile and much needed energy."

— Edoardo Giorgetti, General Manager, FinecoBank, managed Giorgio at FinecoBank

"Giorgio is a talented young marketeer: a great team player, smart and enthusiastic about his work"

— Pavel Popek, Senior Analyst, Fineco, worked directly with Giorgio at FinecoBank

"Giorgio is a smart and a positive person. He knows what he want and he always reach his purpose. I'm sure, he will have a great and a bright career."

— Mattioli Barbara, marketing credit, FinecoBank, worked directly with Giorgio at FinecoBank

"Giorgio is a very smart and pleasant person, with high commercial and marketing skills. He has a great potential, highly recommended. Moreover he is also a good friend."

— Paolo Baudin, Development Supervisor, ING Direct Italy, worked with Giorgio at ING DIRECT

"Giorgio is really a very pleasant person to work with, great at mixing a deep knowledge of Internet

marketing together with human touch and an innovative way of thinking and facing issues. It has always been a pleasure to work with him and I strongly recommend him."

— Laura Cocorempas, Digital Marketing Consultant, DMC - FullSIX SpA, was a consultant or contractor to

Giorgio at ING DIRECT

"Giorgio is an extremely hard working professional with a bright vision of online marketing. Moreover, he is a very positive person and a great guy to get along with."

— Riccardo Torchio, Product Manager Mortgages, ING Direct NV, worked with Giorgio at ING DIRECT

"Positive guy with strong relational skills and outstanding problem solving attitude, Giorgio deserves his fast career growth."

— Paolo Giambertone, Web Marketing Manager, ING DIRECT, managed Giorgio at ING DIRECT

"Great temper and always in a positive mood to work with"

— Francesca Castagnetti, Junior Web Marketing, ING, worked directly with Giorgio at ING DIRECT

"A very smart guy, with great commercial and social skills, Giorgio is also a good friend. It's a pleasure to work with him."

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"Very willing guy. Excelent in operations, excelent in Marketing view. Analitic and precise, he has demostreted a good behavior."

— Fabio Marmondi, IT MANAGER, ING DIRECT Italy, managed Giorgio at ING DIRECT

"Giorgio was a nice colleague and a great resource of the Call Center team. We worked together on several projects and I can say he's also a great team player. He's growing the career he deserve: well done Giorgio!"

— Leonardo Giuliodori, Sales & Customer Service Agent, ING Direct, worked directly with Giorgio at ING

DIRECT

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