Francesca L.-Martech Data Lead

Customer Experience Management (CXM) company offering digital transformation consulting and CXM services.

• Orchestrated global digital initiatives and transformation with a strong focus on data strategy, MarTech ecosystems, marketing CDP, and omnichannel customer experience across multiple markets
• Embedded lead consultant for a major global tobacco company, responsible for building the consumer intelligence foundation enabling journey optimization, personalization, and data-driven decision-making across ecommerce and digital touchpoints.
• Increased data accuracy by 50% by designing and governing end-to-end data quality framework, turning digital analytics into a reliable engine for performance and personalization decisions
• Codified global process standards and governance models (tracking schemas, QA protocols) deployed consistently across markets, ensuring a single source of truth for downstream decision-making
• Led global analytics platform rollout and implementation (Google Analytics 4), working across functions (markets, IT, eCommerce) to ensure accurate event tracking
• Responsible for compliant tracking setup across EU and global markets: validated implementations against GDPR, local privacy regulations and consent requirements, in coordination with the dedicated privacy team
• Drove operating model change and data-driven decision-making adoption across marketing, eCommerce, market and brand teams, enabling functions to self-serve on data for journey, personalization and performance decisions
• Bridged marketing, IT, and local market teams in a complex global setup, defining new ways of working, codifying processes to eliminate friction points and accelerate delivery, while aligning on priorities
• Utilized SQL and advanced analytics tools (e.g., Google Analytics, Looker Studio), to perform in-depth data analysis, identifying tracking anomalies and collaborating with engineering teams for root-cause resolution, also supporting decision-making, performance, and optimization
• Lead consultant for complex CDP implementations, enabling data-driven personalization, real-time activation, and cross-channel journey personalization, bridging the gap between IT infrastructure and business requirements
• Partnered with marketing and digital teams to orchestrate cross-channel journeys (CRM, web, media) aligned with customer segmentation, funnel stage, and brand messaging
• Discussed data schemas, identity resolution, integrations and system architecture with engineers, while communicating business value to marketing and executive stakeholders
• Built in collaboration with the vendors prioritization and value frameworks for enterprise clients to evaluate use cases, balancing business impact, technical feasibility, and data dependencies
• Shaped data platform roadmaps and phased transformation plans, balancing strategic business priorities with technical feasibility, defining phased delivery plans with clear ROI milestones
• Designed and led stakeholder workshops to gather requirements (incl. for identity resolution and unified profile), define use cases, and drive alignment across product, engineering, data, and business teams
• Defined access models and usage patterns for CDP data consumption across business teams
• Owned scrum processes, managing backlogs and translated complex business requirements into functional and technical specifications and user stories for IT, data architects, and engineers
• Benchmarked emerging technologies and solutions to identify high-value use cases, translating business needs into scalable, technology-enabled processes
• Operating in global, fast-paced environments, being responsible for driving multiple projects in parallel
• Led multidisciplinary teams (consultants, data architects, engineers) in both long- and short-term projects

International B2B AI start-up focusing on automotive and smart home solutions

• Launched Resonance AI, an AI-driven IoT engine for contextual automation, acquiring 500+ users in 3 months through growth hacking
• Managed all aspects related to digital analytics (strategies, setup, implementation, and reporting)
• In charge of the design and execution of the omnichannel marketing strategy (paid advertising, social media, CRM, campaigns, …) and automation to support the launch and early growth.
• Drove CRO initiatives leveraging advanced tools and growth hacking techniques across campaigns and website.
• Fueled product innovation with market analysis, user insights and digital a/b testing