I am a Data/Web Analyst and turn data into action.

Most analytics teams are drowning in data they can't act on.

Manual reports, Dashboards nobody trusts and Metrics that don't connect to revenue.

💡 Here's what I offer:

📊 Automated reporting pipelines: from raw GA4, Search Console, Crawl and Marketing data to dashboards your team actually uses. 

No more Monday morning Excel rituals.

🔍 Custom Analytics Tools: bespoke scripts, apps and tools built for your business

🤝 Group trainings: for agencies or companies that need to upskill and learn how to use web data and build powerful systems to report on their performance

Here's who this is for:

✅ Marketing and analytics teams who've outgrown spreadsheet reporting

✅ Companies investing in Digital Marketing/SEO and Content with no clear way to measure or report it

✅ Leaders who want to stop guessing and start making decisions from real data

📈 What clients get/learn:

🔸 Reporting that runs itself, built on BigQuery, Dataform, and Looker Studio

🔸 A clear picture of what's driving traffic, leads, and pipeline

🔸 Visibility into how you can grow and what your competitors are doing

📩 DM me if you're ready to:

→ Replace manual reporting with automated data pipelines

→ Finally understand what your web data is telling you

→ Save 100s of hours with automation

→ Get ahead of your competitors before it's too late

Marco Giordano

McKinsey & Company

- Jr. Engagement Manager leading 3 to 8 members of the Digital Marketing Hub & Digital Marketing Operations and Technology teams.
- Level acquired: L1 and L2 in Growth, Marketing & Digital Sales
- My goal is to pursue incrementality and run experiments that reach incrementality in several digital channels such as SEM, SEO, Display, Affiliates, Referrals, Own Media to acquire and retain users.
- Also, I've been reaching a new level of performance using CRO skills to get better and optimize sales in online and offline channels, and in how they intersect.
- I've expanded from 10% to 13% Affiliate Marketing Sales reaching to 7M USD in EBITDA.
- I've achieved 4X in Digital Sales while decreasing -42% in CPA in the banking and ecommerce industry
- I've also increased MAPs +15% while reducing CPA by -74% in the LATAM Fintechs.

Digital Marketing Sr. Lead | Specialist in Growth, Marketing & Sales

- Digital Marketing Lead, responsible for McKinsey project teams of 2-5 consultants working on-site at the client and also off-site. 
- Bringing the best of my teammates, Firm members and colleagues. 
- Focused on holistic impact within the Digital Landscape: combining efforts in multiple digital channels Paid Media (Social, SEM, Display, Affiliates and Partnerships), Owned Media (CRM, Cross-Selling, App and Push Notifications) and Organic (SEO & Direct).
- Responsible for improving Digital Sales with CRO frameworks, pricing and promo strategies and also scoring, interest rates and funnel optimization.
- I drove digital growth in client's companies with agile, product, development and marketing methodologies and strategies towards impactful results.
- I delivered impactful growth for FinTech, Banking, Retail, eCommerce, InsurTech, Travel & Brand companies & clients while providing holistic impact in Agile Marketing, MarTech implementation and Innovation capability building.
- I've built massive Digital, Brand & Consumer marketing strategies, while expanding financial inclusion in areas such as payment technologies, global commerce, in the FinTech landscape.

Digital Marketing Lead in Growth, Marketing & Sales

Lobo Digital Agency

- Digital Marketing Lead
- Technical Chapter Lead
- Led Marketing Operations with a team of 25 engineers, and also with consulting partners, engagement managers & digital experts.
- Management Consultant for Top Tier Client Accounts
- Focus on Go To Market Strategies and Tracking Implementation
- Led Agile transformation for Lobo
- 360 degree consultant with vast experience in ecommerce and lead generation.
- Tag Manager debugger, JavaScript, Single-Page-Application & React JS debugger with an Technical SEO and SEM approach.

Marketing Chapter Lead

- Paid Media & Performance Marketing Team Leader
- Project Manager, Scrum Master & Agile Coach for the Digital Agency. 
- Go-To-Market, Conversion Rate Optimization & Growth Expert
- Business Development for Lobo Digital and its expansion with new & adjacent Business Units.
- Led several technical improvements for tracking & measurement regarding Google Tag Manager.
- Leading Customer Success & Engagement dynamics with clients.
- Participated in Business Development and Marketing Operations projects with big consulting companies.

Digital Expert

Mercado Libre

- Product Owner for the Marketing Acquisition & SEO. Driven with the Growth Engineering team towards  a democratization of ecommerce in Latin America. Use of agile methodologies for the priorization of projects & tracks in a highly technical and competitive landscape. 
- Successfuly launched the PIX (Instant Payments) Campaign for the Brazil market.
- Scrum Master for the Marketing Operations team & Scrum Evangelist. Data-Driven, constantly trying to improve the use of the project framework to increase Organic CvR, controlling crawlability & indexability & Paid channels budget control and generating a better performance.
- Created the SEO Lab, focused on Growth Hacking (Reforge) & Creative Problem Solving skills.  
- Led the experiments product backlog to apply to the Marketplace, Fintech & ASO y CRO, according to Phiture. Performed marketing research, hypothesis testing, asset priorization & measurement.
- Collaborated with local marketing & UX teams.
- Created SEO Audits looking for on-site & off-site opportunities in all Mercado Libre's venues and business units. Reporting done through Data Studio & Tableau.
- Used web tools such as SEMRush, Ahrefs, DeepCrawl, Moz, Alation, Search Console, G-Suite, Google Marketing Platform y Trello/Asana.
- Performed diagnostics using Data Science approaches & methodologies while collaborating with the Business Insights & Analytics team. 
- Data manipulation with BigQuery & SQL. 
- I spoke at the greatest argentinian SEO Conference: #SEODay2019 about experimentation with large teams. "La X en SEO"
- I spoke for the second time at #SEODay2020 regarding Forecasting with R libraries.
- Optimized wireframing, wording and tagging for the biggest Latin American Marketing Events & Dates (such as Hot Sale, CyberMonday, Black Friday, mostly for Argentina, Brasil & Mexico).

Sr. Marketing & SEO Product Owner LATAM

Almundo

- Created the marketing plan & distributed the budget across the acquisition channels based on the business goals, following the Target ROAS & ROI. I executed these plans based on mark-ups, reporting the Operative Conversion withing the digital channels. Everything was reflected in the P&L of the company (EBITDA).
- Generated multiple Business Cases for the Performance & Growth Marketing team. I evaluated business opportunities for the Latin America markets.
- I started successful negotiations, such as direct & private deals with the most important Latin American mediums and digital newspapers (Clarín, La Nación, Infobae, etc). I guaranteed impression-based inventories for Almundo, generating brand awareness.
- Used agile methodologies to coordinate the Growth Marketing team.
- I was the Paid Social owner and performed the Kick-Off of the first Dynamic Ads for Travel campaign in Almundo. I also introduced the company to Programmatic Advertising, owning the DSPs and DMPs campaigns & projects, executing & optimizing traffic, cross-selling (RFM-based), app installs, reach & mindshare campaigns.
- Took ownership of every retargeting channel. Executed with excellence the marketing budgets towards performance with service providers such as RTBHouse, Criteo, GroovinAds & Herolens. 
- Tag management and website events maintenance through GTM for the entire Growth Team.
- KPI reporting using Supermetrics & Tableau.
- Led the most important Latin American marketing events such as Travel Sale & CyberMonday 2018 with the Product, Marketing, Sales & IT teams. 
- Successfully coordinated both reporting automatization across Almundo and the next-gen attribution model projects. 
- Led the SEM campaign team & participated in the Buddy program, reaching & helping new Almundo's employees.

Sr. Paid Social, Retargeting & Programmatic Owner LATAM

Garbarino S.A.

- Planned Social Media's tactics & schedules integrated with Marketing On Site, CSR & content management within Garbarino, Lista de Regalos, Agente de Seguros, Compumundo, TechGo & iPoint. 
- Managed & optimized campaigns according to business insights with ecommerce & performance goals.
- Executed additional paid & co branding campaigns for Garbarino, Compumundo & iPoint.
- Used sentiment & social listening tools for reporting and dashboard creation.
- Performed Google Apps Script, JavaScript, Oracle Business Intelligence & MySQL based reporting
- Data clustering & segmentation for digital marketing campaigns in collaboration with the Business Intelligence team. 
- Managed the cross-team project with Business Intelligence & Social Media where we created data clusters, data models & social mentions deduplication and depuration with IBM's SPSS.
- Succesfully audited the Customer Experience & Management team, thoroughly trained teammates watching the response tones and content.  
- SEO Tag management within Garbarino's website domains and subdomains improving its structure.
- Succesfully managed digital design & creative agencies through Basecamp, Asana & Trello.

Sr. Digital Marketing Analyst

- Performed community management tasks for Garbarino's main Social Media accounts.
- Monitored & created new KPIs by using Google Analytics, Twitter Analytics, Facebook Insights, Facebook Business Manager, Power Editor, SuperMetrics, Radian6 (SalesForce), SocialMetrix (Quantum + Echo) & Kenshoo.
- Succesfully used REST API & development resources from Facebook and Twitter
- Created the Customer Advocacy guidelines for the Customer Experience & Relationship Management team within Garbarino.
- Collaborated with the graphics design, commercial & catalog team as a liaison to highlight and expose products better in our website and in every other digital channel.
- Created reports & monthly dashboards for QBRs with Facebook & Twitter.
- Collaborated with the App Mobile Business & Development team to increase reach in Social Media with App Spotlight & AppsFlyer.
- Created new Garbarino's Social Media accounts for unexplored networks, such as Snapchat, G+, Telegram & Pinterest).
- Worked as a liaison for the Digital Marketing Performance team to increase their campaign budget allocation.

Community Manager

IAC Instituto Argentino de Computación

- Taught the Community Manager y Digital Marketing syllabus within the Commercial program. 
- Web Monitoring & Data Analytics.
- Social Media analysis
- Social Media management, content creation & engagement increase methodologies.
- Taught cross digital marketing topics such as Direct, Viral, inbound & 360.
- Banner design 101
- Marketing Performance & XML Feeds 101

Digital Marketing Professor

Instituto San José de Tigre

- Created the Literature & Linguistics syllabus for freshmen year and senior year.

Literature & Linguistics Professor

- Taught Computer Science for senior year.

Computer Science Professor

- Counselor & psychological support for students.
- Performed administration tasks in coordination with the school's secretary & director.
- Taught as a substitute teacher when needed.

School Prefect

VAVEL.com

- Social Media management with journalism purposes & goals
- Web Analytics & Measurement
- Social Media & web tooling
- Digital Radio communication via VAVEL website

Jr. Community Manager

Instituto CECYS

- Literature, Linguistics, Grammar, History & Social Studies professor
- Taught Estate & Sociecty studies, Philosophy, and cientific thinking for UBA admission students.
- Coordinate kids & student groups of different ages.
- Prepared students for university & college classes.

Professor

Showsport

- Conducetd Press Conferences, where I interviewed argentinian football stars 
- Content writing for Sports events 
- Community Management.

Sports Journalist

I'm passionate about Digital Products and Education. I see myself as an intelectual, and I'm absolutely curious about technology. That's why I love solving problems and moving forward. That spirit has led me to pursue my Bachelor's Degree in Literature that landed on a greater interest in digital products and their go-to-market strategies within social media, display, search engine marketing and digital media.

I have +8 years of experience in the ecommerce world in companies such as Garbarino, where I executed 360° marketing campaigns; Almundo, where I excelled as the programmatic & Paid Social Owner leading the Display Marketing team, negotiating and closing deals with largely known digital newspapers in Latin America. I arrived at Mercado Libre in 2019 (MELI:NASDAQ). I grew professionally as a Sr. Marketing Product Owner, largely focused on data-driven experiments for the Acquisition Marketing and SEO teams. I led the technical and innovation marketing team at Lobo, and then the company I was in got acquired by McKinsey & Company, where I currently lead a Digital Marketing Team as a Consultant. 

I apply agile frameworks and Six Sigma techniques and methodologies on a daily basis so as to cut through problems and attack them from an open-minded point of view. I love working with a team, leading and teaching them. I consider myself a teacher in every aspect of my life, so I tend to learn to teach, and I coach so that others may exceed expectations and succeed.

taplio

The Battle

Marco Giordano

Nicolás D'Andrade

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