Gabriele Taviani

I specialize in retail e-commerce and digital marketing, with a strong focus on data-driven strategy. On LinkedIn I create and curate educational content, with in-depth looks at industry trends. I also wrote Retail E-Commerce Management, a comprehensive handbook for industry professionals.

On a fixed-term contract, I built data-driven e-commerce marketing strategies. I owned the budget and set up the management control system that tracked sales against costs, using BI with dynamic dashboards. I led the full integration of Portanatura Srl, a startup the group had acquired. I set up marketing automation for two e-commerce platforms on SalesManago and built multichannel BI environments in Google Looker Studio to track performance. I also led mixed teams across operations and after-sales, including logistics and shipping.

I co-founded a startup that built a SaaS business analytics platform for e-commerce, drawing on more than 10 years in e-commerce marketing. I ran administration, fundraising, investor relations and international marketing for the product, and raised more than €200,000 from private investors and venture funds. I led customer acquisition and coordinated onboarding and setup. When the company was wound down, I oversaw the transfer of its corporate and technology assets and helped the buyer shape its sales strategy.

At Bottega Verde, a long-established cosmetics brand with more than 400 stores and a strong online presence, I led the overhaul of the digital strategy. I set up a dedicated digital office to take the business digital through e-commerce and a mobile app, driving growth and opening up new markets in Italy and abroad.

I managed more than €500,000 a year in online ad spend for WishDays, owner of the Emozione3 brand, which the Smartbox Group acquired in 2016. I built a multichannel attribution model that went beyond last-click and invested heavily in mobile advertising and Facebook retargeting. E-commerce sales grew 400% in 18 months. I also built and led a team of five.

I launched and ran the São Paulo office of Effiliation, a French group, as its South American branch. I handled the whole start-up phase: international joint venture agreements, the business plan, budgeting and all the red tape. I also ran marketing, built strategic partnerships and set up the company structure. I hired and grew the team to six people and brought in clients and key partners in Brazil's internet market, including Buscapé and MercadoLivre.

I brought OneMedia Spa's mobile payment platforms to Brazil, letting users top up their phones by credit card. I analyzed the Italian platform, planned the port and coordinated the rollout with Brazilian mobile carriers. I managed relationships with credit card networks and carriers, and set up the teams for operations, fraud control and customer care. I also planned and ran mobile and web campaigns.

I coordinated e-commerce for BRA, a Brazilian charter airline, focusing on selling its flights online in Europe.

I ran the entire e-commerce sales process, from pre-sale to after-sales, and built the international web marketing, SEO and SEM strategies.

I ran marketing for a web agency in the Technogym group, focused on designing and selling web services. I also sold directly to mid-sized and large companies and to public sector clients.

I managed sales distribution across Italy through trade fairs and direct B2B relationships.

I built and managed nationwide sales distribution for electronic document archiving services.

As De Agostini's exclusive sales agent for two Italian provinces, I was fully responsible for all sales and business development in the territory.