gianni polato, online marketing manager.

phone: 520-***-****; abmrwf@r.postjobfree.com ;

Education: - Bs in Economics, Finance section, 1999 University of

Bologna (I)

-Experian Hitwise Certificate, Sept 2009 at Experian

Hitwise - London Office

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Key strengths:

V Online Marketing Channels: extensive & comprehensive experience with

Digital Media (CPM; networks), Affiliate (CPA and renting) and Emails.

Drive to Web (offline-online; telemarketing-online) and ATL.

V Search: sound experience of PPC & SEO, synchronized with the channel

above and web-development; sound knowledge of AdWord and AdSense.

V Web Analytics & Clickstream: subject matter expert in Online Tracking

tools & setting up, data analysis and Reporting. Good with using

Hitwise and Omniture Platforms.

V Conversion optimization: sound experience in Behavioral Targeting and

advanced segmentation (vertical/horizontal) for CTR optimization and

relevant ROI maximization; A/B/C test as well as A/Multivariate tests.

Competitive Intelligence for Targeting Strategies - Hitwise Mosaics

based.

V Web Development: high performance in managing developments &

innovation around template, imagery, Call To Action, tracking, SEO,

multiple tests setting up. Worked on websites, unique landing page and

emails (proprietary and co-brand); achieved remarkable improvements

and cost reductions along the implementation process.

V Lead Generation: sound experience in projects for prospects

eAcquisitions

V Web 2.0 : sound experience in highly targeted Digital Campaigns on Web

2.0 environment

V Online and IT Project Management: Six-Sigma methodology (green belt);

CPM and Pert Cost optimizations methods. Managing project teams up to

5/8 members, up to 8/10 large projects simultaneously

V Strategy & Forecasting: Hitwise Benchmark across competitors

Clickstream's, online audience and Search engines traffic. Sound

experience in Dynamic Econometrics Models; in-depth knowledge of

Asset/Liability models for Strategy optimization.

V Relationship Management: successful records of building & leveraging

relationship with Amex Vendors and Internal teams (Digital Agencies,

IT, Legal & Compliant's, Web Designer teams and Credit Card

Operations team) along with corporate long term vision.

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WORKING EXPERIENCE:

Consultant for Online Marketing Strategy & Web Management - Jan 2010 to

present at The WriteStuff, New York. Mainly for small business clients:

manages websites design, build, launch and periodical updates; manages SEO,

SEM and PPC (Adwords and AdSense on Google); manages Affiliate networks

(mostly small business to become an Affiliate); manages Social Media

advertising (primarely Facebook advertising; Twitter as secondary channel);

occasionally, with medium size clients, manages Digital marketing

campaigns, including Emails design & broadcast.

Online Marketing - Jan 2006 to Nov 2009 at American Express UK Acquisitions

Managed Marketing Digital campaigns for New Accounts Acquisitions with up

to $1.5 mil year budget & lead external Digital Media agencies. Managed

Search (SEO/PPC) and integrated with Affiliate campaigns optimization.

Managed & developed external Web-designers for premium html assets

delivery. Managed Drive To Web projects and Interactive implementations

with external Business Partners (BMW-Mini, British Airways, Nectar, and

British Medical Association). Designed, implemented and tested new

Interactive Tracking' Tools. Used Hitwise and Omniture Platforms for

steering Agency in their Media Buy and mentored Media Agencies on campaigns

reporting tools.

Selected Contributions:

> Successfully launched 3 new Credit Cards Online within deadlines

assigned and delivered business analysis on products growths

opportunities.

> Drove revenues growth within existing consolidate Co-brand Credit

Cards portfolio (from +20% up to 55%)

> drove remarkable interactive developments on 3rd party co-brand

websites (ba.com, nectar.com)

> Achieved ROI maximization through behavioural targeting with 500% of

cost reduction on media display

> Drove remarkable cost minimizations across Web-designing and Email

assets as well as sales increase for Co-brand credit cards (between

50%-30% reductions achieved).

> Designed, built & implemented unique online tracking tool for Media

Buy Campaigns Control; achieved 100% accuracy on post clicks and post

impression analysis.

> Developed innovative targeting strategies for Online marketing

campaigns based on Hitwise Competitive Intelligence.

> Designed & launched new dynamic Reporting tools for Media Campaigns

optimization (Media Buy cost optimization and time delivery

optimization); achieved 100% accuracy for planning & control

campaigns.

> Built and drove strong relationships with IT Teams and Media/Creative

Agencies and developed new (streamlined) processes for interactive

product launches

> Managed end2end 360 degree credit card pilot launch, developed across

all the marketing channels.

Project Manager Interactive - March 2004 to Jan 2006 -American Express

Business Engineering

Responsible for the entire End2End Operational testing phases (planning,

developing & facilitating) of EMEA Interactive projects that involves e-

Acquisitions and Platform developments for European Market and American

Express Partners. Responsible for e-Applications Projects budgeting

allocation. Responsible for Amex-New Accounts engagement for Back-End

Process flow preparation and validation. Provided and Implemented

remarkable enhancements on the interactive eApplications.

Risk Analyst (Back Office) Mar 2002 to Feb 2004 -American Express European

Collection

Worked on unauthorized spend prevention and card pick up coordination with

Merchants and Collections Agencies. Worked closely with other Amex

Department (especially Amex Establishment Service, Electronic Merchant

Services, Authorizations, Amex Credit and Fraud) and Amex Partners for

system faults on cancelled accounts. Designed, built and launched new

Quality Check process flow for internal and external Card Pick up

strategies.

UK Authorizer (Call Centre), Jun 2001 to Mar 2002 American Express UK

Provided premium customer service whilst making effective lending decisions

and protecting the Merchant from illegal use of the Amex Cards. Performed

credit score analysis on CM Amex accounts, including financial status

checks with banks, building societies and other financial bodies. Offered a

premier service to both the Merchant and Card member even under extreme

pressure

ITALY - Stock Trade Marathon SIM

Performed analysis and trading on Shares, Call, Put; performed stocks

trading at NYSE through trading online Platform.

REFERENCES:

Ramon Martin, Executive Senior Vice President at American Express,

abmrwf@r.postjobfree.com

John Dotto, Interactive Director at American Express: abmrwf@r.postjobfree.com

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