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

Product Manager in Atlanta, GA, United States

Member since September 23, 2019
From healthcare to financial services, consulting, retail, and hospitality, Giancarlo has spent over 15 years driving innovation through technology. He has led initiatives with companies like Anthem, Accenture, Best Buy, Marriott, Delta Air Lines, and Emory Healthcare, and is well versed in several industries. After his most recent tenure leading a brand team at American Express, Giancarlo relocated to Atlanta and now contributes to the success of Toptal clients.
Giancarlo is now available for hire

Project Highlights



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  • Product Strategist and Manager

    2019 - 2020
    Fortune 50 Health Insurer (via Toptal)
    • Devised product strategy for tools that helped the client quickly adapt to the financial and social impacts of COVID-19 by overseeing development teams and partnering with HR, clinical, and digital leadership.
    • Led a team of three developers in the development and launch of a COVID-19 test site finder generating over $1 million in savings per week by directing members to high-performing lower-cost facilities.
    • Concepted and rapidly launched a web-based application to allow workers to safely return to their workplaces while complying with COVID-19 restrictions. Navigated a complex web of legal, compliance, and security processes while overseeing a dev team.
    • Set direction and product vision for a scrum team of nine in delivering value-added features to client's web and mobile properties.
  • New Product Development Manager and Acting Director

    2010 - 2017
    American Express
    • Conceived and oversaw all aspects of customer experience for Amex's small business solution OptBlue, resulting in over one million new customers and a significant lift in Net Promoter Score.
    • Built experiential and KPI-driven B2C campaigns in digital, partner, and influencer channels to promote increasing Amex coverage to consumers.
    • Built partnerships with Delta Air Lines and Marriott Hotels experiential events and media, driving customer satisfaction, acquisition and brand exposure.
    • Created an acquisition strategy for Amex Offers, a cornerstone of, and the AMEX app with over 10 million users.
    • Contrived the user experience and led the launch of Market 3D, a small business marketing service generating multimillion-dollar revenues.
    • Managed an analytics team generating competitive insights and customer spend graphs to aid in digital and offline targeting.
    • Oversaw goals, financials, and career plans for a team of four high performers.
  • Project Manager

    2001 - 2005
    Accenture Services at Best Buy
    • Oversaw a cross-functional team of 14 technology and business staff with a budget of $1.5 milion in architecting My Best Buy, a loyalty program with over 30 million members.
    • Formed Best Buy’s customer centricity strategies, providing a 360-degree view of customers and 13% increased spending.
    • Worked closely with product owners in authoring user stories.
    • Leveraged Scrum methodology for managing most projects.
    • Tracked and prioritized backlog, managed release schedules and planned deployment.
    • Conducted on-site train-the-trainer workshops.
  • CRM Consultant

    1998 - 2001
    Spherion Technology
    • 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.
    • Collaborated with business analysts, developers, and testing to ensure user stories are fulfilled and all requirements met.
    • Leveraged various languages, including C++, SQL, and MS Visual Studio.

Project History

  • 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
    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.


  • Master's Degree in Business Administration
    2005 - 2007
    New York University - New York, USA
  • Bachelor's Degree in Electrical Engineering
    1993 - 1997
    Trine University - Indiana, USA


  • Certified MBA (CMBA)
    MAY 2007 - PRESENT
    New York University

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