Francesco Pastorelli

Devised and implemented a zero-budget MVP of a referral program leveraging the client’s product capabilities, UTMs, and HubSpot landing pages and forms to drive new user growth. The program used the performance tracking capabilities of the client product, its engaged community of creators, and monetary incentives to create measurable word of mouth. During the first three months after the program’s launch in Denmark, the campaign generated 150 referred users, 7,000+ clicks to the landing page, 700 leads, and 230 new users.

Today, while the company is investing in developing the program further by integrating it into the product and automating it, the MVP is used as a growth tactic across six new markets with excellent results. The referral program MVP has been used to drive user adoption in those markets and proved to be the most effective and highest ROI.

Over a three-month sprint, together with the CEO, head of sales, and product team, I helped a digital marketplace connecting restaurants and canteens with low-impact fishermen diversify their revenue stream to cope with the decrease in revenue from the restaurant industry during the second COVID-19 lockdown.

The product team devised a solution to enable the product to serve private customers, and I mapped out the whole internal processes necessary to serve the new market, close strategic collaborations with last-mile delivery and distribution partners, mapped out the user journey from first touch to delivery, and developed and implemented the solution for fast user acquisition in Copenhagen. In just over three months, we launched the app in the consumer market and covered over 25% of lost revenue from the B2B segment in just the first month.

As part of the brand strategy, I developed a SaaS product for influencer marketing. I refined an overall marketing methodology similar to the HubSpot inbound framework, starting from product capabilities, brand positioning, and the company culture. The methodology, consisting of various assets like strategic frameworks, playbooks, customer cases, and product tours, was adopted company-wide as an encompassing tool for developing new client strategies, aligning product roadmap, and prioritizing development sprints, as well as guiding the overall product UX architecture.