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

Product Manager in Atlanta, GA, United States

Member since May 9, 2019
From financial services to consulting, retail, and hospitality, Giancarlo has spent over 15 years driving innovation through technology. He has led initiatives with companies like 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, he relocated to Atlanta and now contributes to the success of Toptal clients.
Giancarlo is now available for hire

Project Highlights

  • Development and launch of OptBlue digital properties.
  • Developed the offer acquisition strategy and process for small businesses on the Amex app, website, and social.
  • Conceived and launched the tech supporting Best Buy's loyalty program My Best Buy (formerly called Reward Zone.)



Select Certifications


  • 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

  • OptBlue
    Development and launch of 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.

  • 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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