Break The Web

Head of Operations

MilaDiBella.com

I help marketing teams run their content ops at the speed of light⚡️

Content operations specialist

SaaStock

As the Lisbon City Leader, I curate in-person events and online spaces for the SaaStock
Local Chapter community to grow by sharing challenges, best practices, knowledge and
facilitating networking.

Lisbon City Leader

Flying Cat Marketing

⚡️ Generated almost €1M in inbound pipeline per quarter
⚡️ I set up the foundations and processes of the marketing department
⚡️ Created and optimized SOPs, systems, processes, automation, you name it
⚡️ Ran the partners program
⚡️ Created and operationalized an inbound content engine that works like clockwork
⚡️ Conducted deep customer research and turned it into a Customer Experience Map
⚡️ Ran 2 employee advocacy programs
⚡️ Planned and executed a rebranding plan

Head of Marketing

As the first Marketing person at Flying Cat Marketing, I aim to build a customer-led qualified inbound machine that will ensure sustained growth in the number of leads for Sales. 

Some of my responsibilities are: 
⚡ Managing the FCM blog 
⚡ Producing The SEO Growth Podcast 
⚡Developing an engaging employee advocacy program for personal brands 
⚡ Manage the FCM website 
⚡ Help build Sales assets 
⚡ Experiment with formats and channels 
⚡ Manage the FCM LinkedIn page 
⚡ Measure and report the marketing performance

Marketing Manager

As a CAM, my goal was to provide unforgettable white-glove service to all clients, by ensuring they feel listened to, strategies are executed in a timely manner, and clients feel like they are provided with more value than they paid for.

Some of my responsibilities were:

⚡️ Onboard clients, introduce them to all the stakeholders, and act as the central point of contact for all project-related matters
⚡️ Create project timelines and workflows for each individual client's needs
⚡️ Ensure that we exceed growth expectations and that the client is 100% aware of the growth impact we're making
⚡️ Have oversight on team capacities & availabilities, assign tasks and responsibilities to all stakeholders
⚡️ Build and maintain strong, long-lasting client relationships paying attention to their needs and objectives
⚡️ Exceed all client expectations in terms of service and results

Client Account Manager

I’m HelpingSaaS help their customers by creating Knowledge Bases and writing useful Product Content. I work within the confluence of product content, customer success, and UX, blending with the team and its way of working. 

I conduct deep research about the product and audit the existing KB. Then, I ideate the structure, map out the content, and write highly detailed tutorials featuring GIFs, images, and videos. Then, we work on standardizing the product language and improving the UI for a better UX.

My goal is to provide highly useful content for the customers to get the most out of the product,  reduce inbound contacts to the Customer Support team, and promote a self-serve mentality that enables scalability without compromising customer satisfaction.

Knowledge Base & EduContent Creator

Intrro

Marketing Lead

Octopush.com

I was in charge of the monthly newsletter. I reactivated the blog, optimized it for SEO, wrote plenty of articles, guides, and interviews with experts. I created the Company Guidelines of the brand. I reviewed and improved the copywriting site-wide, in French, English and Spanish, optimized for SEO. 

I contributed with the graphic design (infographics, images, schemes) and introduced improvements in the UI/UX of the platform, that were put in practice after my departure.

I contributed a great deal in operations, processes and group dynamics. I was in charge of interviewing freelancers and full-time contractors.

Also: I helped with Customer Support by phone, char and email in English, Spanish and French. I improved processes in User.com (automation), designed the email marketing strategy and created the Knowledge Base. I also crafted +10 video tutorials for our YouTube channel.

Content Marketing

South Ventures

I was the first and almost only channel for investors to know and follow up their investments. Money is one of the most sensitive topics to deal with: in my job I constantly managed with frustration, confusion, fear and even anger. It gave (and still gives) me a great satisfaction to be our investors anker and person of trust. Also I managed the day-to-day cash, did customer support and compliance. handled operations in the digital platform, and was in charge of the weekly newsletter.

Investor Relations

Poket.co

I was in charge of onboarding customers to our platform and guiding them all the way during their life cycle. I was in constant search of innovative ways and features to improve their experience and to reduce the churn rate. Also, I was in charge of operations, troubleshooting and reporting to our developers as well as working hand in hand with them to optimize the user experience. To my CEO I was the porte-parole of our customers, giving him insight into what they were demanding from us.

Customer Success Manager

Metrobox Selfstorage

I designed and executed the online presence of the startup. From website design and execution to newsletters and social media management. I also produced the content, the graphic designs and took and curated the pictures of the flyers and brochures.

Digital Account Manager

hey hi! thanks for stopping by :) A bit about me:

⚡️Started my career as Investor Relations for a VC / trading app for LatAm
⚡️Saved all my money and bought a one way ticket to France
⚡️Traveled around and started a role as Content marketer at a SaaS. And then another one
⚡️Freelanced for a lil’ bit and was recruited as Client Account Manager
⚡️Then promoted to Marketing Manager, then Head of Marketing
⚡️I burned out big time, resigned, and took time off to realign
⚡️Started consulting for Content Ops
⚡️Got offered a FT role as Head of Operations by my first client
⚡️Happily turning the agency upside down to radically improve efficiency, profitability and team happiness

What I’m working on in 2024:
🎯 Not burning out
🎯 Radically improving efficiency, profitability, and team happiness following EOS
🎯 Using my marketing background to bring in more biz 

Ice-breakers for your cold emails:
🏄‍♀️ I surf, and my PTO is mostly surf trips
🇦🇷 I’m so Argentinian. I’ll defo use every chance I can to  to remind you that we’re World Champions
🎵 In another life, I woulda been a musician. In this one, I sing at jam sessions

HMU if I can help with anything related to ops and marketing. 
Especially if it’s for an agency. 
Definitely if it’s an SEO agency.

Mila Di Bella⚡️

I help adtech companies including Scope3, Viant, LiveRamp, tvScientific, Transmit, Firsthand, and many others with marketing strategy, content, and PR. 

If you want to talk about ad/martech marketing, send me a message at joe@sharppenmedia.com or DM me on LinkedIn.

If you're here because you like my content, sign up for my weekly newsletter, where I talk about ad/martech GTM strategy and best practices: https://shorturl.at/celmR

Joe Zappa

I am in AdExchanger today with an opinion piece arguing that the Outcomes Era is accelerating in 2026.

When I coined the term Outcomes Era in 2024, the idea was that advertising would be increasingly driven by products that allow advertisers to declare desired outcomes and use AI to optimize against them.

Does this mean that all of advertising should be boiled down to this type of product? Of course not. But I'm a GTM guy. And what I see is these products driving and winning the market. It's not for nothing that the makers of PMax and Advantage+ rule the ad industry. Everyone else has to take note.

In 2026, I see the Outcomes Era picking up steam. Pinterest, in one of the most significant acquisitions in recent adtech history, bought tvScientific, the performance TV company known for its Guaranteed Outcomes product. Reddit launched Max Campaigns, its response to PMax and Advantage+. And then Viant launched Outcomes, its version of the same for the open internet.

When I talk to my clients, adtech CEOs, they tell me agencies are asking them: "Can you drive/guarantee outcomes?" Why? Because that's where budgets are going. And that means budgets are going to Google, Meta, and Amazon.

If the open internet is to compete, adtech founders need to be clear-eyed about what's happening and respond accordingly, whether they're personally selling similar products or not. The Outcomes Era thesis is my attempt to capture the state of play.

In 2026, I think the Outcomes Era thesis will be more relevant than when I wrote the piece two years ago, not less.

Check out today's column in AdExchanger.

Helping adtech and proptech companies with marketing, content, PR

Lots of folks are starting new roles this week. Your instinct will be to turn off LinkedIn. One big piece of advice from your marketing friend:

Don't do that! It's more important than ever now that you share what you're learning, comment on what your peers are doing, and stay abreast of industry discussion.

When you evangelize your own work in your new role AND your company, you:

1. Grow the company's reputation and your own.
2. Get the opportunity to workshop your message every day.
3. Collect feedback from others, learn from what peers are doing, and incorporate it into your own work, which broadens your view and allows you to dial up the urgency of your contributions.

Folks get active on LinkedIn when they're looking and disappear when they find a new role. They should do the opposite.

It's never a bad time to market yourself and your company. And starting a new role may be the best time of all.

If I were OpenAI, I'd stop framing advertising as a threat to my product. 

It was inevitable that OpenAI would adopt advertising. As even Marc Andreessen (not a lover of ads) has said, ads are the go-to business model to subsidize accessibility for billions of users.

OpenAI is leaning into that narrative, which is good. They're also repeating the (true) Meta narrative about ads being a boon to small businesses and emerging brands.

But where OpenAI continues to stumble is in how they frame the relationship between the nature of their product and the ads it needs to mature.

“People trust ChatGPT for many important and personal tasks, so as we introduce ads, it’s crucial we preserve what makes ChatGPT valuable in the first place,” the company wrote.

It’s an understandable sentiment, but it still betrays an anti-advertising bias and indulges the assumption that ads represent a threat to what has made ChatGPT useful to this point. 

As a ChatGPT daily user and adtech professional, if I were designing OpenAI’s message on this subject, I wouldn’t concede, much less promote, this misguided tension. 

I’d argue that there’s never been a consumer tech product that lends itself more to advertising than ChatGPT, and the debut of ads, in addition to making the product more accessible, will simply capitalize on that natural alignment.

Instagram currently holds the trophy for most useful and enjoyable ads. But my conversations with ChatGPT are far more granular and revealing than my usage of Instagram. So, I see no reason why ChatGPT shouldn’t make incredible ads that are, indeed, enjoyable, relevant, and useful.

Will advertising affect the answers ChatGPT provides? Of course. But if I ask for 5 cars reflective of my style and Chat provides answers, why should it be catastrophic that 1 of 5 is a sponsored product? It shouldn't — assuming OpenAI is deploying the same relevance signals it uses to surface organic results to show relevant ads (as Meta does).

The same intuition about desire and intent that makes ChatGPT a superb organic product should make it a great advertising product.

The only thing holding OpenAI back from its best potential message on advertising might be its own skepticism about the subject.

Most “AI agents” in advertising are still vague demos.

This week on Open Market, we talked to someone actually building AND selling one.

Adam Epstein, CEO of Gigi, joined Eric Franchi and me to break down what it really takes to build a verticalized AI agent for advertising — and make it work in the market.

We covered:

+ Why Gigi focused narrowly on Amazon DSP instead of boiling the ocean
+ How selling agents is fundamentally different from selling SaaS
+ Why agents should be framed as jobs, not features
+ How to think about pricing, pilots, and proof of value for agentic software
+ What onboarding looks like when software is doing the work, not just enabling it

I think founders in particular will appreciate this one as it really straddles product and GTM.

Check out Open Market on Apple, Spotify, or wherever you get your pods.

On this week's Open Market pod, Eric Franchi and I cover the Pinterst-tvSci acquisition from the GTM and investor POVs.

+ Why tvSci is one of my favorite examples of a great narrative
+ How their marketing approach built the performance TV category
+ What the acquisition foreshadows for investors

Check it out on Spotify, Apple, or wherever you get your pods.

What's the point of a B2B blog in 2026? Let's be honest, no one's waking up and rushing to a corporate blog.

In the 2010s, even if very few blogs commanded direct readership, they thrived on SEO. But now SEO is diminishing, too, as LLMs and AI overviews take over.

So, is the blog dead? I don't think so. Here's how I'd encourage you to think about it:

The blog is the home of evergreen content. It's the library someone can peruse if they want to understand your category, your product, and your key perspectives on ongoing industry issues (not one-time events). 

If someone goes to my blog, they'll get a very good sense for how I think about the core work my agency does (B2B marketing and communications). Your blog should answer the same questions.

So, topically, your blog content can fall into 3 buckets:
+ What's our category? Why does it matter? What's our unique take on it?
+ How does our product work? How does it differ from those of competitors? How do we use emerging tech eg AI?
+ What are the most important issues in our industry? What's our take on them?

And, from a distribution perspective, while very few people may read the blog directly, it should fuel:
+ SEO and generative engine optimization (GEO)
+ sales enablement (eg product or competitive walkthroughs)
+ email
+ LinkedIn distribution

The blog isn't dead. But its role is changing. How else do you think about it?

As a CEO, it's your responsibility to share your wins publicly. Why?

Because as a public company CEO once put it to me, "People want to do business with winners."

Put yourself in your customer's shoes. They need a partner in your category. You never post publicly about client wins, performance, team growth, or funding milestones. Your competitor does this constantly.

Who are they more likely to reach out to? The invisible company or the one they're seeing all the time that seems to be crushing it?

Share your wins. It's not for your ego. It's for your business, your shareholders, and your team.

Sometimes I hear from founders who want to start marketing right before a launch. Here's the problem:

B2B launches work like Instagram posts: people engage because of a pre-existing relationship, not because it’s the “best” launch. 

So, how do you ensure your launch is successful? You want to be sure the launch isn't the first time people have heard of you.

Ideally, by the time you launch a company or product, you'll already have been out in the market building awareness and relationships with the people you want to reach.

You'll like and comment on their posts, share takes on what's going on in the industry, and provide best practices so other people can do their jobs better.

Then, when you do your big launch, people will show up to support you, not necessarily due to the content of the launch alone, but because they like you and want you to succeed.

That's the secret of B2B marketing, especially in tight-knit industries: people show up for their friends. Content is a path to making them.

taplio

The Battle

Mila Di Bella⚡️

Joe Zappa

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taplio

The Battle

Mila Di Bella⚡️

Joe Zappa

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Joe Zappa's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJoe Zappa's LinkedIn Performance