Francesco Pastorelli, Marketing Expert in Copenhagen, Denmark
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Francesco Pastorelli

Verified Expert  in Marketing

Marketing Expert

Copenhagen, Denmark
Toptal Member Since
April 26, 2023

Francesco is a marketing expert who led the development and execution of go-to-market strategies for a variety of products, from B2B2C marketplaces to eCommerce and D2C. With experience primarily in the Danish startup ecosystem, he leverages his inbound, ABM, and product marketing expertise to drive growth and create strong brands.

Work Experience

Marketing Growth Lead

2021 - 2023
Make Influence
  • Led a team of three and reported directly to the CEO. Oversaw overall marketing, growth, branding, and positioning.
  • Developed and executed marketing and growth strategies.
  • Elevated brand awareness and positioned the company as a key opinion leader in Denmark and Sweden through content marketing and SEO.
  • Pioneered a core methodology for influencer marketing integrated across client strategies, product roadmap, and UX architecture.
  • Implemented an inbound marketing strategy from the ground up, generating 15,000 website visits, 200+ leads, and 50+ free accounts per month.
  • Managed a highly automated marketing and sales funnel using a database with 15,000+ contacts, resulting in a lead-to-opportunity time of fewer than 30 days.
  • Tested and scaled growth tactics throughout marketing and sales departments, resulting in a referral program that attained 600+ new users, lowered CAC, and increased product adoption.

Marketing Manager

2020 - 2021
Blue Lobster
  • Helped pivot company focus towards B2C during COVID-19 pandemic, securing critical partnerships and streamlining inbound product adoption flow.
  • Grew social media following by six times in one year while developing highly effective acquisition and activation playbooks for smaller B2B accounts.
  • Restructured website content and UX, improving user experience and boosting engagement, resulting in two times improved conversion rates.
  • Co-developed and codified the company brand book, including brand messaging and brand story (unique value proposition, mission, vision, and values), tone of voice, and brand applications.
  • Launched the company in the Danish restaurant market and tested the app-based MVP for consumer market penetration.

Digital Marketing Specialist

2019 - 2019
Squarely Copenhagen
  • Tested and optimized eCommerce and digital marketing initiatives, focusing on social and influencer marketing campaigns.
  • Designed website and webshop to enhance UX, SEO, and content for increased engagement and conversions.
  • Established and aligned brand messaging and unique selling point (USP) to target audiences for maximum impact.
  • Curated content production, including website, ads, social media, newsletter, and product imagery.

Partnerships Manager

2018 - 2019
  • Developed and executed strategy for partnerships, influencer, and affiliate marketing in the DACH region, achieving successful campaigns with up to 50 influencers.
  • Led two PR events with over 500 attendees, ensuring seamless execution and a positive impact on brand image.
  • Produced high-quality content for various channels, including email marketing, social media ads, press releases, merchandise descriptions, and stakeholder statements.
  • Supported eCommerce platforms management through analytics, reporting, and content creation on Shopify and Amazon.

Referral Program for SaaS Marketplace

Proved the feasibility and effectiveness of implementing a referral program and grew the user base by 30% in the first three months.

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.

B2B to B2C Pivot During COVID-19 Pandemic

Generated a new revenue stream accounting for 25% of company revenue at the time by pivoting the company focus from the B2B to the B2C market during the COVID-19 pandemic.

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.

Company Methodology for Influencer Marketing

Pioneered a core methodology for influencer marketing integrated across client strategies, product roadmap, and UX architecture.

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.
2016 - 2018

Master of Business Administration (MBA) in Strategic Market Creation

Copenhagen Business School - Frederiksberg, Denmark

2013 - 2016

Bachelor's Degree in Business Administration

Catholic University of the Sacred Heart - Milan, Italy


Growth Marketing Certificate

Growth Tribe


Inbound Marketing Certification



Inbound Marketing, Content Marketing, Influencer Marketing, Content Strategy, Digital Marketing Strategy, Social Media Marketing (SMM), Instagram Marketing, Marketing, Go-to-market Strategy, Content Creation, Search Engine Optimization (SEO), Facebook Marketing, Brand Strategy, Branding, Email Marketing Automation, Google SEO, Email Marketing, Conversion Rate Optimization (CRO), Funnel Marketing, Growth Hacking, Social Media, Paid Advertising, Facebook Ads

Platforms & Tools

HubSpot, HubSpot Marketing Hub, Content Management Systems (CMS)

Business Models

B2B2C, SaaS Product Marketing


B2B Lead Generation, Webinars, Entrepreneurship, Launch Strategy, Project Scoping, Digital Project Management, Event Marketing, Pricing Strategy, Intercom, Innovation, Strategy, Management, Finance, Landing Page Optimization, Analytics, Product Growth, User Journeys, Project Management, B2B Partnerships, Websites, WordPress, Brand Positioning, Partnerships, Event Management, Shopify, Web Analytics, Website Management, eCommerce, Web Content, Newsletters, Digital Newsletters

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