Serena Scipioni - Marketing manager

Q: Where is Serena based?

Serena is based in Düsseldorf, Germany .

Q: What languages does Serena speak?

Serena speaks the following languages: Italian (Native), German (Advanced), English (Advanced), Spanish (Elementary) .

Q: How many years of experience does Serena have?

Serena has at least 22 years of experience. During this time, Serena has worked in at least 11 different roles and for 11 different companies . The average length of individual experience is 2 years . Note that Serena may not have shared all experience and actually has more experience.

Q: What is Serena's latest experience?

Serena's most recent position is Senior Digital Project & Quality Manager at WPP Media .

Q: What companies has Serena worked for in recent years?

In recent years, Serena has worked for WPP Media , Redcare Pharmacy GmbH , and MPlatform (GroupM) .

Q: Which industries is Serena most experienced in?

Serena is most experienced in industries like Healthcare , Transportation , and Media and Entertainment . Serena also has some experience in Advertising , Retail , and Cosmetics .

Q: Which business areas is Serena most experienced in?

Serena is most experienced in business areas like Marketing , Operations , and Product Development . Serena also has some experience in Project Management , Information Technology , and Business Intelligence .

Q: Which industries has Serena worked in recently?

Serena has recently worked in industries like Advertising , Media and Entertainment , and Healthcare .

Q: Which business areas has Serena worked in recently?

Serena has recently worked in business areas like Marketing , Operations , and Product Development .

Recommended expert

Düsseldorf, Germany

Check rate

Experience

Sep 2025 - Present

1 year

Düsseldorf, Germany

Senior Digital Project & Quality Manager

WPP Media

Manage and coordinate complex, data-driven digital campaigns across multiple platforms (DSPs, Ad Servers, DCO).
Collaborate with cross-functional teams, clients, and external partners to ensure seamless campaign execution.
Develop and implement quality standards to improve operational efficiency and campaign performance.
Analyze client requirements and translate them into strategic campaign concepts and operational roadmaps.
Advise and enable internal teams and clients on digital marketing and campaign management best practices.
Oversee end-to-end campaign delivery, including planning, execution, monitoring, and optimization.

Jan 2022 - Sep 2025

3 years 9 months

Cologne, Germany

Conversion Rate Optimization (CRO) Manager

Redcare Pharmacy GmbH

Owned the end-to-end experimentation process, from identifying optimization opportunities and defining decision logics to designing A/B tests, evaluating statistical significance and scaling winning solutions internationally.
Optimized Search, Merchandising and Recommendation experiences by translating business objectives into AI-driven decision logics, leveraging customer signals, product data and business rules (Algolia Neural Search, AI Ranking, Personalization).
Defined and prioritized customer signals (e.g., purchase history, browsing behavior, customer segments and product interactions) to drive personalized Search and Cross-Sell experiences across touchpoints.
Established reusable optimization frameworks and governance models to scale decision logics consistently across multiple markets.
Partnered with Algolia, Econda and Optimizely, as well as Product, CRM, Data and Engineering teams, to implement and continuously optimize Search, Recommendation and Personalization capabilities.

Erfolge:

Increased Search Conversion Rate by 35% across international markets.
Increased Search Revenue share by 4 percentage points.
Grew Cross-Sell revenue contribution to an average of 8%

Oct 2018 - Nov 2021

3 years 2 months

Düsseldorf, Germany

Digital Campaign & Operations Manager

MPlatform (GroupM)

Planned, managed, and executed digital campaigns in collaboration with internal and external stakeholders.
Ensured smooth campaign operations while maintaining high quality standards.
Provided technical and operational consulting to teams during the implementation of new solutions.
Analyzed and optimized campaign processes to improve operational efficiency.

Jan 2017 - Nov 2017

11 months

Düsseldorf, Germany

Account Manager

Atraveo (Group TUI)

Built and developed international partnerships.
Managed market development projects and business process optimization initiatives.
Coordinated internal and external stakeholders across multiple projects.

Jan 2017 - Nov 2017

11 months

Düsseldorf, Germany

Digital Activation Manager

Light Reaction (GroupM)

Managed and advised clients on digital campaign strategies and execution.
Developed and presented strategic concepts and campaign solutions.
Delivered workshops and presentations for clients and internal teams.
Monitored, analyzed, and reported campaign performance.

Sep 2016 - Dec 2016

4 months

Bonn, Germany

Local App Manager Italy

WetterOnline GmbH

Set up and optimized Google Ads and Meta Ads campaigns (CPI/CPA) for mobile app acquisition.
Managed App Store Optimization (ASO), including keyword research and content localization.
Analyzed Paid Social campaigns and tracked marketing performance.
Conducted market research on the Italian weather app market.

Aug 2015 - Aug 2016

1 year 1 month

Cologne, Germany

SEO and Content Marketing Manager

Parfümerie Douglas

Contributed to the international SEO strategy for the Italian and Spanish markets.
Planned and executed link-building campaigns.
Developed content marketing strategies tailored to target audiences.
Conducted competitive analysis and market trend monitoring.
Monitored KPIs and prepared regular performance reports.

Sep 2013 - Sep 2014

1 year 1 month

Cologne, Germany

Freelance Journalist

WDR Funkhaus Europa

Wrote news articles and produced radio content.

Oct 2009 - Mar 2014

4 years 6 months

Rome, Italy

Head of Communications & Marketing

Campus Bio-Medico University Hospital

Developed and managed communication channels and marketing campaigns.
Coordinated internal and external communications with cross-functional stakeholders.
Planned and organized events, conferences, and seminars.
Managed press relations and media activities.

Dec 2007 - Sep 2009

1 year 10 months

Rome, Italy

Head of International PR & Foreign Press

Ferrovie dello Stato Italiane

Built and maintained relationships with international media correspondents.
Served as press officer accompanying the CEO during international business trips and press conferences.
Coordinated international corporate communication projects across the organization.

Dec 2002 - Dec 2007

5 years 1 month

Rome, Italy

PR Manager

Trenitalia (Ferrovie dello Stato Italiane)

Led a team of 20 regional press officers.
Managed corporate PR activities across print, radio, television, and digital channels.
Prepared executive interviews and press conferences.
Managed crisis communications, including live media interviews during major railway incidents.
Monitored and evaluated media coverage and communication effectiveness.

Industry Experience

See where this freelancer has spent most of their professional time.

Experienced in Healthcare, Transportation, Advertising, Media and Entertainment, Retail, and Tourism.

Healthcare

Transportation

Advertising

Media and Entertainment

Retail

Tourism

Business Area Experience

See which departments and functions this freelancer has contributed to most.

Experienced in Marketing, Operations, Project Management, Product Development, Information Technology, and Business Intelligence.

Marketing

Operations

Project Management

Product Development

Information Technology

Business Intelligence

Summary

Digital Marketing, Search & Conversion Rate Optimization (CRO) expert with more than 13 years of experience in SEO, SEA, Performance Marketing, Social Media Advertising, and Conversion Optimization.

Extensive expertise in Google Ads, Meta Ads, Search Marketing, App Marketing, Customer Journey Optimization, and data-driven Performance Marketing.

Proven track record in planning, implementing, and optimizing digital campaigns, analyzing user behavior, KPIs, and conversion opportunities. Demonstrated success in increasing conversion rates, improving traffic quality, and driving sustainable digital growth.

Key strength: combining analytical thinking, customer-centric insights, and creative campaign development to deliver measurable business results.

Skills

Project & Stakeholder Management
Strategic Planning & Process Optimization
Customer Journey & Conversion Rate Optimization (Cro)
Data Analysis & Data-Driven Decision Making
Cross-Functional Team Leadership
Optimizely
Algolia
Dsps
Ad Servers
Analytics Tools

Languages

Italian

Native

German

Advanced

English

Advanced

Spanish

Elementary

Certifications & licenses

Google Ads (Search & Display)

Google Analytics

Social Media Marketing

Statistics

Experience

Total positions 11

Experience in Healthcare 8 y

Avg length 2 y 1 m

Longest experience 5 y

Global Experience

Countries worked in 2 (Germany, Italy)

Primary country Germany

Expertise

Recent roles Senior Digital Project & Quality Manager, Conversion Rate Optimization (CRO) Manager, Digital Campaign & Operations Manager

Main industries Healthcare, Transportation, Advertising

Main business areas Marketing, Operations, Project Management

Qualifications

Certifications earned 3

Profile

Created

August 2026

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Frequently asked questions

Have questions? Find more information here.

Serena is based in Düsseldorf, Germany.

Serena speaks the following languages: Italian (Native), German (Advanced), English (Advanced), Spanish (Elementary).

Serena has at least 22 years of experience. During this time, Serena has worked in at least 11 different roles and for 11 different companies. The average length of individual experience is 2 years. Note that Serena may not have shared all experience and actually has more experience.

Based on recent experience, Serena would be well-suited for roles such as: Senior Digital Project & Quality Manager, Conversion Rate Optimization (CRO) Manager, Digital Campaign & Operations Manager.

Serena's most recent position is Senior Digital Project & Quality Manager at WPP Media.

In recent years, Serena has worked for WPP Media, Redcare Pharmacy GmbH, and MPlatform (GroupM).

Serena is most experienced in industries like Healthcare, Transportation, and Media and Entertainment. Serena also has some experience in Advertising, Retail, and Cosmetics.

Serena is most experienced in business areas like Marketing, Operations, and Product Development. Serena also has some experience in Project Management, Information Technology, and Business Intelligence.

Serena has recently worked in industries like Advertising, Media and Entertainment, and Healthcare.

Serena has recently worked in business areas like Marketing, Operations, and Product Development.

Serena has 3 certificates. These include: Google Ads (Search & Display), Google Analytics, and Social Media Marketing.

Serena will be available full-time from August 2026.

Serena's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.

To hire Serena, click the Meet button on the profile to request a meeting and discuss your project needs.

Daily Rate Distribution

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<€640 €800-960 €960-1120 €1120+

The rates shown represent the typical market range for freelancers in this position based on recent contracts on our platform.

Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.

Average rates for similar positions

Rates are based on recent contracts and do not include FRATCH margin.

1200

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600

300

Daily rate avg. 955 €

The average daily rate is the mean of all daily rates from recent contracts of comparable freelancers on our platform.

1200

900

600

300

Median rate 1000 €

The median daily rate is the middle value of all daily rates — half of comparable freelancers charge less, half charge more. Unlike the average, it is barely affected by outliers.

Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.