Emiliano Giovannoni
Verified Expert in Marketing
Marketing Expert
Brisbane, Queensland, Australia
Toptal member since September 5, 2024
Emiliano is a global-minded marketing executive and former head of Microsoft's social media marketing for the APAC region. He has over 20 years of experience running marketing functions in leading organizations. Emiliano's background spans Fortune 100 multinationals to VC-funded startups in the technology and eCommerce sectors.
Expertise
- Customer Acquisition
- Customer Journey
- Data Analytics (Marketing)
- Marketing Automation
- Marketing Leadership
- Marketing Strategy
- Product Growth
- Revenue Strategy
Work Experience
Marketing Strategy Consultant
Invesco Asia Pacific - Main
- Developed a marketing measurement and prioritization framework to align campaign planning with growth objectives—enabling the marketing team to track ROI, optimize engagement strategies, and focus resources.
- Delivered an actionable plan outlining phased recommendations, marketing data optimization, reporting structures, and campaign performance benchmarking—providing stakeholders with a clear roadmap for scalable, data-driven marketing effectiveness.
- Designed a marketing performance tracking model that integrates disparate data sources and establishes consistent KPIs across the marketing function, enabling data-driven decision-making and ongoing optimization.
Marketing Expert
Vision Inc
- Developed a multichannel go-to-market plan for the ANZ markets, covering key elements such as resource planning, budget definition, and performance metrics forecasting, laying the foundation for a structured and data-driven launch strategy.
- Designed the strategy with a focus on new customer acquisition to effectively introduce the product into a new geography, leveraging a mix of digital and partner-driven channels to maximize brand visibility and generate demand to drive adoption.
- Created the go-to-market plan incorporating well-defined KPIs, enabling continuous performance tracking and optimization and providing a framework for sustained growth.
Head of Social Marketing | SCC APAC
Microsoft
- Developed and implemented a social media marketing strategy, including paid advertising, to improve performance indicators for a large portfolio of social media accounts in the APAC region.
- Supported a diverse range of product segments, including enterprise and consumer products, to achieve commercial objectives through organic and paid social media marketing.
- Led a team of social and digital marketing specialists, including coaching, training, and performance management.
- Contributed to achieving commercial objectives in the APAC region, including sales targets and customer acquisition.
Head of Digital Marketing & eCommerce
Iconix Brand Group
- Oversaw the international digital marketing and eCommerce strategy by working closely with partners and vendors, ensuring alignment with business objectives.
- Supported international licensees by providing strategic guidance, support, and tools to enhance their local marketing and eCommerce efforts.
- Led a team of eCommerce specialists, driving performance improvements and successfully executing digital initiatives for leading apparel brands.
Head of Marketing & eCommerce
PetHealth Inc.
- Developed and executed a comprehensive digital marketing strategy for PetHealth Inc.'s UK brands, driving a shift in revenue from offline brokers to eCommerce channels.
- Managed an online marketing budget of over £2 million, ensuring optimal ROI and aligning spend with strategic business objectives.
- Delivered eCommerce sales revenue growth targets successfully, navigating market challenges and implemented data-driven marketing strategies that leveraged analytics to optimize marketing spend and drive higher engagement.
- Led cross-functional teams to improve user experience (UX) on the company’s eCommerce platform, enhancing customer journey and conversion rates.
Head of Marketing | UK and Ireland
Namesco
- Planned, budgeted, and managed all marketing activities for the UK and Ireland, driving growth in one of Europe’s largest web services and media companies.
- Led the marketing team to ensure effective execution of marketing strategies across both regions.
- Contributed to the company’s operations, serving over 1.5 million customers across continental Europe and the UK by 2008.
Head of Marketing for ANZ
Melbourne IT
- Successfully drove domain and web hosting growth in Australia and New Zealand by executing targeted digital marketing initiatives for Australia’s largest and one of the world’s leading cloud hosting providers.
- Developed, managed, and executed comprehensive digital marketing strategies tailored to the Australian and New Zealand markets. Responsible for digital marketing execution plans and budgets for Australia and New Zealand.
- Led the end-to-end execution of digital marketing campaigns, including SEO, SEM, social media, email marketing, and online advertising.
Project History
International Digital and eCommerce Strategy
Oversaw the international digital marketing and eCommerce strategy for the leading retail brand, Lee Cooper, by working closely with partners and vendors, ensuring alignment with business objectives.
Supported international partners by providing strategic guidance, support, and tools to enhance their local marketing and eCommerce efforts.
I led a team of eCommerce specialists, driving performance improvements and successfully executing digital initiatives for leading apparel brands.
Social Media Marketing Strategy
Developed and implemented a social media marketing strategy, including paid advertising, to improve performance indicators for a large portfolio of social media accounts in the APAC region portfolio of social media accounts at Microsoft.
Supported a diverse range of product segments, including enterprise and consumer products, to achieve commercial objectives through organic and paid social media marketing.
Led a team of social and digital marketing specialists, including coaching, training, and performance management.
Go-to-market Plan for Digital SaaS Startup
Led the development of a comprehensive go-to-market (GTM) plan for a SaaS startup aimed at launching their innovative software solution into a competitive market.
POSITIONING AND MESSAGING
Created the market positioning statement and critical messaging.
MEDIA MIX STRATEGY
Outlined the media mix for customer acquisition, including digital advertising, content marketing, social media, and partnerships.
LAUNCH PLANNING
Developed a detailed launch plan that included timelines, milestones, and key performance indicators (KPIs) to track the success of the GTM strategy.
Marketing Management Consulting Framework Founder
Founded the FAPI Marketing Framework, a sequential marketing organizational planning and management methodology designed to guide managers through the process of organizing and building high-performing marketing functions.
Featured in the University of Queensland MBA program and deployed on marketing planning projects for organizations in diverse industry sectors, including SaaS, eCommerce, retail, manufacturing, professional services, and biotech.
Education
Master of Business Administration (MBA) in Strategic Marketing
University of Queensland - Brisbane, Australia
Bachelor's Degree in Internet Marketing
The Open Polytechnic of New Zealand - Wellington, New Zealand
Certifications
Certified Business Analysis Professional (CBAP)
Starweaver IIBA
Certified Practicing Marketer
Australian Marketing Institute
Certified ScrumMaster® (CSM®)
Scrum Alliance
Digital Transformation Strategy
KTH Royal Institute of Technology
Analytics for Decision Making
Babson College
Australian Marketing Institute Associate Fellow (AFAMI)
Australian Marketing Institute
Finance for Marketing Managers
The Chartered Institute of Marketing (CIM)
Skills
Core
Marketing Strategy, Digital Marketing, Content Marketing, Agile, Marketing, Search Engine Marketing (SEM), Search Engine Optimization (SEO), Marketing Automation, Marketing Budgeting, Performance Marketing, Marketing Leadership, Copywriting, Customer Segmentation, Brand Strategy, Social Media Marketing (SMM), Digital Marketing Strategy, Marketing Technology (MarTech), Marketing Analytics, Paid Advertising, Omnichannel Marketing, Go-to-market (GTM) Strategy, Branding, Marketing Research & Analysis, B2C Marketing, Brand Marketing, Strategic Marketing, Content Marketing Strategy, Growth Hacking, Lead Generation, Landing Pages, Email Marketing, Account-based Marketing (ABM), Chief Marketing Officer (CMO), Affiliate Marketing, Market Research & Analysis, Financial Marketing, Public Relations (PR), Conversion Rate Optimization (CRO)
Platforms & Tools
HubSpot Marketing Hub, HubSpot, Moz, Content Management Systems (CMS)
Business Models
SaaS Product Marketing
Other
Microsoft, Google, Scrum Master, FAPI Marketing Framework, Team Management, Vendor Management, Project Budget Management, Marketing Plans, Paid Media, eCommerce, Forecasting, Cost Management, Marketing Management, Project Management, Brand Management, Customer Relationship Management (CRM), Strategy Planning, Distributed Team Management, Performance Analysis, Customer Journey, Digital Strategy, B2B Marketing, Integration, Audits, Go-to-market Plans, Growth Marketing, Product Launch, Launch Strategy, Stakeholder Management, B2B Lead Generation, Google Optimize, Customer Acquisition, Campaigns, Organizational Structure, Business Modeling, Growth Strategy, Data Analytics (Marketing), Dashboards, Data Reporting, Revenue Strategy, eCommerce Marketing, Integrated Marketing Communications (IMC), HubSpot CRM, Sales & CRM Platforms, Demand Generation, Fractional CMO, Startups, Salesforce, Programmatic Marketing, Market Research, Health & Wellness, Artificial Intelligence (AI), Finance, Digital Transformation, Analytics, International Marketing, Consumer Behavior, Social Media Video Marketing, Business Strategy, Strategic Planning, Marketing Channel Strategy, Marketing Forecasting, Cost-benefit Analysis, Resource Allocation, Risk Management, Database Marketing, User Journeys, Customer Experience, Consulting, Strategy, eCommerce Strategy, Data Analysis, Market Entry, Product Growth, Positioning, MarTech Solutions, Messaging, Business Analysis, Business Planning
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