Giancarlo Marcopoli, Product Manager in Atlanta, GA, United States
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Giancarlo Marcopoli

Verified Expert  in Product Management

Product Manager

Location
Atlanta, GA, United States
Toptal Member Since
June 18, 2019

From healthcare to financial services, consulting, retail, and hospitality, Giancarlo has spent over 20 years driving innovation through technology. He has led initiatives with companies like American Express, Accenture, Best Buy, Marriott, Delta Air Lines, and Emory Healthcare and is well-versed in several industries. After his most recent tenure leading product development at Elevance Health, Giancarlo relocated to Atlanta and now contributes to the success of Toptal clients.

Project Highlights

Worksafe (COVID-19 Screening for Office Workers)
Created the concept and led design and development of the MVP for a web-based app that allows employees to return safely to their workplaces under COVID-19 restrictions.
COVID-19 Test Site Finder
Led the design and development of a web-based tool for locating COVID-19 test site facilities for a major healthcare insurance firm.
OptBlue from American Express
Developed and launched OptBlue digital properties.

Expertise

Work Experience

Senior Director of Product Management | Carelon Digital Platforms

2021 - 2023
Elevance Health
  • Created a digital platform connecting providers, consumers, and payers and developed a new product strategy, streamlining operations and reducing costs by 40%+.
  • Defined product roadmaps collaborating with internal customers in commercial, government, and diversified business units, shortening delivery timelines by 25-50%.
  • Created and implemented go-to-market plans, enabling over 10,000 providers to identify and address care opportunities for more than 40 million patients.
  • Analyzed market opportunities and identified new revenue streams, including commercializing in-house products to external customers, representing a potential upside of over $20 million.
  • Researched GenAI applications and received grants to support the effort. Developed potential future GenAI roadmaps.
  • Fostered cohesive stakeholder alignment across legal, finance, governance, privacy, marketing, and risk functions, ensuring regulatory compliance and strategic congruence.

Product Strategy Director

2019 - 2020
Fortune 50 Health Insurer (via Toptal)
  • Implemented rapid-care solutions during the pandemic, generating over $1 million in cost savings while ensuring efficient test and vaccination site accessibility for affected consumers.
  • Conceptualized and launched a workplace re-entry app, enabling the safe return of more than 50,000 global associates amid COVID-19 restrictions.
  • Optimized user experiences across multiple digital channels and achieved 80% end-user satisfaction through meticulous user research, analytics, interviews, and surveys.
  • Cultivated a high-performing and empowered team culture, emphasizing accountability and psychological safety.

Acting Director and Senior Manager | Brand Promotions

2010 - 2017
American Express
  • Developed a national B2B digital brand strategy, acquiring 1+ million new small business merchants over three years, achieving business goals ahead of schedule.
  • Analyzed merchant concerns and developed a new pricing structure. The new campaign lifted the net promoter score by 10 points, boosting market penetration.
  • Identified new marketing tactics, including using customer testimonials, search engine optimization, and PR partnerships.
  • Managed hiring, development, and performance of the brand promotions team.

Manager | New Products and Strategic Partnerships

2010 - 2012
American Express
  • Analyzed small business offer players (Groupon, etc.) and developed an acquisition strategy, resulting in the creation of Amex Offers.
  • Forged co-branded B2C campaigns with Delta Air Lines, US Open Tennis, and the NBA to lift consumer spending at local merchants, reaching $15 billion on Small Business Saturday.
  • Created user experience for small business marketing services, generating $2.4 million in revenue; recognized for outstanding customer focus.

Project Manager

2001 - 2005
Accenture
  • Worked closely with marketing and senior leadership in conceptualizing and launching the Best Buy loyalty program now called My Best Buy, with 30 million members.
  • Managed a cross-functional team of 14 technical and business staff with an annual budget of $1.5 million for prototyping, architecting, and deploying enterprise CRM systems.
  • Developed a customer-centric segmentation and outreach strategy, generating a 13% increase in consumer spending.

CRM Consultant

1998 - 2001
Spherion
  • Designed user experience for large-scale corporate CRM applications.
  • Architected back-end code for real-time and batch processes.
  • Developed and executed test plans and strategies to ensure software quality.
  • Collaborated with business analysts, developers, and testers to ensure user stories were fulfilled and all requirements met.
  • Leveraged various languages, including C++, SQL, and MS Visual Studio.

Worksafe (COVID-19 Screening for Office Workers)

Created the concept and led design and development of the MVP for a web-based app that allows employees to return safely to their workplaces under COVID-19 restrictions.

Worksafe is a web-based application that allows employees of an organization to return safely to their offices. It screens employees through CDC-guided questions and connects to an employer's badge security system to allow or deny access based on their answers. A robust dashboard provides real-time reporting to HR to help preemptively identify locations potentially at risk.

Working under the direction of the CTO as well as clinical and HR leadership, I developed the concept and led it through a complex internal compliance and review process through the launch of an MVP. The app is currently used in multiple offices globally.

COVID-19 Test Site Finder

Led the design and development of a web-based tool for locating COVID-19 test site facilities for a major healthcare insurance firm.

Partnered with the leadership of national contracting and local market teams to generate over $1 million in cost of care savings per week by directing thousands of members daily to lower-cost facilities. Created a roadmap starting from a rapidly deployed MVP evolving to a full-featured tool geared to accommodate COVID-19 vaccination sites as well.

OptBlue from American Express

Developed and launched OptBlue digital properties.

As the owner of the digital brand strategy and customer experience for OptBlue, I was the evangelist tasked with converting Amex-skeptics into happily accepting customers.

My team was the primary driver in signing up over one million new customers and significantly lifting NPS scores of existing merchants through a new brand architecture, effective digital marketing, and attentive customer support. In this journey, we pioneered many tactics for Amex merchant services, including the first SEM campaigns, customer video testimonials, and PR partnerships.

We heavily leveraged Agile software development methods in designing, developing, and deploying all the supporting technology for this initiative.

Amex Offers

http://www.amexoffers.com/

Developed the offer acquisition strategy and process for small businesses on the Amex app, website, and social.

My task was to devise a way to integrate small business content into Amex Offers, a feature of the Amex app, website, and social pages.

Building a business case for creating this feature, I then collaborated with developers, big data analysts, and third parties to design a solution that enabled Amex partners to acquire offers and present them to end users.

Know Before You Go

Partnered with the customer service leadership team of a major health insurance provider to develop a concept designed to reduce a volume of 6M+ inbound call volumes through personalised education.

Know Before You Go is a concept that arms insurance members with the necessary information and tools to make informed decisions about an upcoming episode of care.

Partnering with the customer service reimagine team, I developed a concept to proactively educate members about issues they are most likely to call about. This initiative leverages predictive modeling to generate personalized information and uses the client's app, website, and emails to surface it to the user in a timely manner, reducing the 6M+ annual calls about benefits and coverage.

My Best Buy

Conceived and launched the tech supporting Best Buy's loyalty program, My Best Buy (formerly called Reward Zone).

Being part of a core team that built Best Buy's Reward Zone from scratch was a truly exciting experience, the lasting effects of which I still feel every time I walk into one of their stores. The program we launched lifted spending by 13% and planted the seeds of a program that is now over 30 million strong.

During this initiative, I worked very closely with product owners to carefully capture and prioritize user stories, then led a cross-functional agile team of ten developers, designers, and testers to launch the capabilities supporting the program.
2005 - 2007

Master's Degree in Business Administration

New York University - New York, USA

1993 - 1997

Bachelor's Degree in Electrical Engineering

Trine University - Indiana, USA

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