Mattia Carraro

About

Digital Marketing Operations Specialist & CRM Expert focused on Salesforce Marketing Cloud (SFMC), orchestrating multichannel customer engagement and lifecycle strategies. With 15+ years across digital marketing operations, CRM/automation, project management, and financial operations, has driven data-driven campaigns and A/B testing programs, partnering across Product, Tech, Data, and Investment Advisory to launch and optimize GTM initiatives across multiple markets. Also brings entrepreneurial leadership as a former founder/CEO with a successful startup exit and ongoing co-founder brand leadership in hospitality.

Experience

• CRM Marketing Specialist · Moneyfarm01-01-2025

  • I support the Engagement & CRM Marketing strategy for Moneyfarm across Italy and the UK. • My focus is on orchestrating sophisticated multichannel journeys that bridge the gap between data-driven insights and customer-centric communication. • By leveraging Salesforce Marketing Cloud and advanced AI tools, I work cross-functionally to optimize customer relationships, focusing on high-impact conversion, retention, and growth initiatives. • End-to-end management of CRM campaigns across Email, Push, In-app, and SMS, ensuring seamless execution from ideation and content planning to final performance measurement. • Designing lead nurturing and automated programs to improve funnel KPIs, while unlocking underutilized Salesforce functionalities to scale cross-country operations. • Conducting autonomous ad-hoc analysis (SQL) and leveraging AI to enhance personalization, driving upsell and cross-sell initiatives through precise database segmentation. • Championing a "test-and-learn" culture via A/B testing and experimentation, feeding insights back into the strategy to refine the customer journey. • Partnering with Product, Investment Advisory, Tech, and Data teams to source requirements for GTM initiatives and launch new products across multiple markets. • Managing IT & UK webinar workflows (Zoom Pro) and research activities (Typeform) to deepen customer understanding and engagement. • Tech Stack: Salesforce Marketing Cloud, SQL, AI Marketing Tools, Zoom Pro, Typeform.

• Co-Founder & Brand Strategy Director · So Good Burger Shop & Beer Co06-01-2015

  • Brand Conception & Strategic Positioning: Co-founded a Gourmet Burger concept, successfully repositioning the "hamburger" from a fast-food staple to a high-end culinary experience. Established the brand as a market leader in the region. • Digital Brand Leadership & Online Reputation: Created and spearheaded the brand's online identity from scratch. Achieved and maintained top-tier rankings in local search and review platforms. • Strategic Planning: Conducted comprehensive market research and developed the initial business plan and financial models to ensure long-term scalability and profitability. • Operational & Talent Management: Led and coordinated a cross-functional team of 10 (front-of-house and kitchen), fostering a high-performance culture aligned with the brand's gourmet standards. • Omnichannel Marketing & Events: Designed and executed data-driven advertising campaigns and social media strategies. Curated exclusive themed events that increased brand awareness and customer loyalty. • Financial Oversight & Supply Chain: Managed cash flow, financial reporting, and vendor relations, optimizing the supply chain to maintain high margins without compromising quality.

• Digital Marketing Manager · Enjoy Club01-01-2023 – 01-01-2025

  • Digital and traditional Marketing Manager for Enjoy Club (a company managing two premium fitness centers in Monza and Brianza, as well as two multi-specialty medical centers). • Responsible for the creation and implementation of a strategic marketing plan, managing the annual budget allocated. • Reporting directly to the General Management and overseeing a social media manager, planned advertising campaigns (Facebook, Instagram, and Google) aimed at generating new leads. • Led the digitalization of the brand's communication systems, leveraging Technogym technologies, and implemented a new internal ecosystem from cost/benefit analysis to system implementation and journey automation. • Directed two promotional videos for the centers to launch brand awareness campaigns. • Improved the visibility of Enjoy Club's website on search engines, making it easier for potential clients to find the brand online. • Managed the strategy for organizing annual events and participated in external events as a sponsor. • Received two company awards for achieving corporate economic targets and for exceptional multi-sector skills and expertise in emerging communication technologies. • Developed website assets and campaign visuals using Adobe Illustrator, InDesign, Photoshop, and Premiere. • Advanced proficiency in Meta's advertising platforms (Meta Business and Meta Ads), Google Ads, and Google Analytics.

• Founder – CEO · FoodToGo Italia07-01-2019 – 03-01-2023

  • Conceptualized and launched "FoodToGo," a proprietary food delivery platform developed to bridge the digital gap for restaurants in the Brianza area. • Full-Cycle Project Management: Oversaw 360-degree operations, from initial market analysis and feasibility studies to selecting and managing the Software House for the platform's development. • Business Development: Scouted and onboarded partner restaurants, creating a curated digital marketplace and building a dedicated fleet of delivery riders from the ground up. • Operations & Marketing: Orchestrated daily workflows, including financial flow management and targeted marketing campaigns. Slogan: "Ordina online, mangia ovunque!" • Successful Exit: Finalized the full sale of the startup in March 2023, following the successful validation and scaling of the business model.

• Digital Marketing & Web Coordinator · MicroStrategy01-01-2014 – 02-01-2015

  • Global Web Operations: Spearheaded the implementation and update of corporate websites across EMEA, Latin America, and Asia (APAC) following a large-scale migration to the Kentico CMS. • Content Strategy & Localization: Managed international content alignment with the US flagship site, ensuring brand consistency while overseeing SEO optimization across all regional domains. • Design & UX: Produced high-quality digital assets for daily News and Press Releases and designed high-converting landing pages for regional marketing initiatives. • Email Marketing & CRM: Provided strategic and creative support for email marketing campaigns, including database segmentation, performance reporting, and template design. • Project Management: Successfully managed the post-migration roadmap, coordinating multiple concurrent projects across different time zones.

• CRM Executive Italy · BetClic Everest Group08-01-2013 – 12-01-2013

  • Strategic & Operational CRM Management: Oversaw end-to-end CRM operations, balancing high-level strategy with hands-on execution. • Segmentation & Database Strategy: Analyzed customer databases to identify, develop, and implement advanced segmentation strategies to improve targeting and engagement. • Campaign Lifecycle Management: Managed the full lifecycle of email marketing campaigns, including the design and creation of custom, responsive layouts and ad-hoc templates. • Performance Analysis: Monitored and analyzed campaign KPIs and market trends to optimize future communication strategies. • Data Governance & Cleansing: Executed a comprehensive audit and cleansing of the historical database, recovering missing data points essential for new CRM initiatives. • Note: Employment ended due to company relocation to Rome.

• Senior CRM Marketing Specialist · lastminute.com02-01-2009 – 08-01-2013

  • Large-Scale Database Management: Orchestrated CRM operations for a 1M+ subscriber database, overseeing the entire lifecycle of Italian campaigns, from strategic sign-off to technical HTML/graphic execution. • CRM Infrastructure Implementation: Led the local deployment and integration of advanced CRM systems (SmartFocus and Mediaplex). Achieved full operational independence in record time, streamlining daily workflows. • Performance Optimization & KPIs: Significantly improved CRM efficiency, doubling key performance indicators (KPIs) in several areas. Optimized deliverability by reducing spam scores and refining sending schedules. • Data-Driven Growth Strategy: Pioneered new CRM strategies that directly increased Conversion Rates, Total Transaction Value (TTV), and Repeat Purchase Rates. • Lifecycle & Retention Marketing: Developed and managed complex multi-channel projects including weekly newsletters, loyalty programs, viral competitions, and surveys, with a core focus on increasing Customer Lifetime Value (CLV). • Comprehensive Analytics & ROI: Conducted deep-dive post-campaign analysis, tracking Deliverability, Open Rates, CTR, Conversions, TOV, Bookings, and ROI. • Social & Co-Marketing Integration: Spearheaded the integration of social media as a lead generation channel to grow the subscriber base.

• Junior Account · lastminute.com05-01-2007 – 02-01-2009

  • Accounts Receivable Management: Managed the full revenue cycle for a Group subsidiary, ensuring accuracy in financial reporting and B2B client data management. • Financial Reconciliation: Performed daily bank reconciliations and synchronized financial data between banking platforms and the Oracle Client accounting system. • Credit Control & Refunds: Managed debt collection (Credit Recovery) processes and customer refund requests, maintaining high standards of service and financial integrity. • Data Management: Leveraged advanced Excel and Access functions for data entry, reporting, and database maintenance. • Cross-functional Transition: Demonstrated high adaptability and analytical skills, leading to a successful internal promotion to the Marketing Department.

• Barista · Paddington Alimentari10-01-2006 – 08-01-2007

  • Provided premium coffee service in a high-traffic Australian cafe, focusing on speed, accuracy, and customer satisfaction. • Adapted quickly to a new cultural and professional environment, demonstrating strong communication skills and flexibility.

Education

• University of Milano-BicoccaEconomics and Business Management of Tourism Services, Economics and Business Management of Tourism Services
• ITCS (Istituto Tecnico Commerciale Statale) - SeregnoHigh School Diploma in Accountancy

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