Three years running the marketing of 13 Italian hotels. Direct bookings went from 20% to 70% of revenue, and I wrote down what didn't work along the way.
Two kinds of work, each with the number it moved.
20% → 70%direct bookings on online revenue
32.8Morganic views, zero paid amplification
Comedy Week, the most watched videos. 32.8M organic views across four editions, €0 paid.
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All the projects I've worked on: the brief, my role, and the number it moved.
The briefMost online sales went through travel agencies at 15–20% commission. The 13-hotel group needed its own channel.
My rolePaid acquisition, CRM and email, content, influencers and a live format, on about €200,000 a year reallocated weekly.
I can't prove which lever moved it most: there was no channel attribution in 2023.
Read the case →The briefThe cheapest possible reach for 13 hotels, without buying it.
My roleRan a national comedy programme across the hotels and tracked it video by video.
The surprise: the act with the worst debut became the best performer.
Read the case →
The brief: grow a regional food publisher from zero. My role: find the formats that reached new people and rebuild how they were made.
The brief: sell content projects to luxury hotels. My role: built the service with three others; I did outreach, pricing and accounts. The close rate stayed low: this market buys on reputation.
Meta Ads
Google Ads
GA4
Excel
MailUpI did not arrive at marketing through a business degree. I spent my first years at art school in Cuneo, learning why one image holds a person for three seconds while the one next to it does not. Then a master's in Milan, where the question changed: what happens to that attention once a company needs it to become a decision.
Someone watches a video on a Tuesday night in February and sleeps in a room in July. Between those two moments there are a hundred small decisions you can either guess at or measure.
Looking for growth, lifecycle or CRM in Dublin?
The fastest way to find out is a conversation.
I am looking for a growth, lifecycle or CRM role in Dublin, or remote within CET, in a company with its own users and its own data. Available from 1 November 2026, EU citizen, no sponsorship needed.
Happy to walk through any of these case studies in a call, including the parts that did not work.
