Selected work
Strategy matters. Outcomes matter more.
A selection of businesses where I've been involved in growth strategy, customer acquisition, performance marketing or digital execution.
Construction, luxury, renewable energy, institutional work and owned e-commerce.
I don't judge marketing by impressions, clicks or lead volume alone.
The question is always the same:
Did it create a meaningful business outcome?
Revenue.Qualified demand.Conversion.Margin.Scalability.
Featured case
Ristrutturiamo Italia.
Turning paid acquisition into closed renovation projects.
€38K
Meta advertising spend
€2M+
Value of closed renovation projects
Analysed period: 6 months
- Challenge
Ristrutturiamo Italia operates in a high-ticket market where generating leads is easy compared with generating qualified opportunities that become signed renovation projects.
So the brief was a customer-acquisition system that produces commercial opportunities, ahead of the lowest possible CPL.
- Strategy
Focus acquisition around:
- Clear offers
- Local market targeting
- Strong creative hooks
- Lead qualification
- Continuous feedback between marketing and sales
- Execution
We used Meta advertising as the primary acquisition channel.
We evaluated each campaign decision against downstream commercial performance, beyond lead volume.
- Outcome
€38K in Meta advertising spend contributed to more than €2M in value of closed renovation projects over the analysed six-month period.
- Role
Performance strategy and customer acquisition through Mayor Digital.
- Lesson
Lead volume was never the target. Signed projects were.
Different markets.Different problems.
- Ristrutturiamo ItaliaConstruction / High-ticket Lead GenerationTurning paid acquisition into closed renovation projects.€2M+ value of closed renovation projects
- Watches InvestmentLuxury / InternationalOne brand across multiple luxury markets.International
- Solar BeeRenewable Energy / B2BPerformance in a long sales cycle.Italy
- Hub for Made in ItalyInstitutional / InternationalHelping Italian businesses enter a new market.UAE
- TelecardE-commerce / Owned VenturePerformance feels different when you own the P&L.Owned venture
Luxury / International
One brand.Multiple luxury markets.
Watches Investment
Problem
A luxury brand present in Dubai, Milan, Miami and Monte Carlo. The audience is smaller, trust and brand perception matter more, and the purchase cycle can be longer than in typical performance marketing.
Approach
Treat acquisition as part of the brand: digital positioning, content, paid media and international communication combined in one plan rather than run as separate services.
- Role
- Digital strategy and acquisition through Mayor Digital.
B2B / Renewable Energy
Performance in a long sales cycle.
Solar Bee
Problem
In photovoltaic installations, operational rental models and revamping, one qualified commercial opportunity can be worth more than hundreds of low-intent leads.
Approach
Optimise for lead quality, not volume: geographic targeting, offers segmented by solution, high-value commercial audiences, educational creative and acquisition built project by project.
- Role
- Performance strategy and lead generation.
UAE / International
Helping Italian businessesenter a new market.
Hub for Made in Italy
Problem
The Hub works between Italy and the UAE on business development, communication and international expansion. Its audience needs market entry, events, content and business opportunities, beyond leads.
Approach
Digital work built to support that wider ecosystem, with lead generation as one part of it rather than the whole job.
- Role
- Digital strategy and execution through Mayor Digital.
- Context
- Dubai and Abu Dhabi.
Owned e-commerce · Previous venture
Performance feels differentwhen you own the P&L.
Telecard
Problem
As owners, we could never judge advertising in isolation. Every campaign decision reached revenue, margin, inventory, logistics, cash flow, conversion and customer service.
Approach
Judge paid acquisition against the whole P&L: ROAS is only one part of the business.
- Role
- Co-owner and operator. The venture was later transferred.
Industries.
- Construction
- Renewable Energy
- Luxury
- E-commerce
- Real Estate
- Food & Beverage
- Education
- Professional Services
“Marketing performance only matters when the business can capture the value it creates.”
Operating principles
01
Start with economics.
Before channels, understand margins, offer and customer value.
02
Measure downstream.
A lead is not the outcome.
The business result is.
03
Creative is part of performance.
Targeting alone does not create demand.
04
Scale what survives reality.
A campaign is scalable only when operations, sales and economics can support it.
Built across different markets.
My work has included businesses operating across:
- Italy
- United Arab Emirates
- United States
- Singapore
and international customer markets.