Owned and directed the global digital acquisition performance strategy and €70M+ media budget, leading cross-functional execution across a 30-person Customer Acquisition organization and delivering a record €1.1B in online revenue.
Built and led a 6-person Digital Analytics team, designing and deploying an end-to-end global acquisition performance framework that unified tracking, measurement, and reporting across channels, enabling data-driven optimization and strategic goal-setting at scale.
Orchestrated the adoption and global rollout of self-funding acquisition models and Customer Lifetime Value optimization, establishing the foundation for sustained long-term growth.
Led advanced analytics and Machine Learning initiatives, including Attribution, Marketing Mix Modeling, and Predictive Revenue, embedding a data-driven culture across the organization.
Modernized tracking, data, and reporting in a complex, privacy-compliant environment (GDPR, ITP, ATT) by implementing automated pipelines and real-time dashboards (Tableau, MicroStrategy), boosting productivity and accelerating decision-making globally.
