The challenge
The Italian business started with a −40% profit margin. Paid acquisition needed tighter commercial control, while B2B client growth required new marketing and pricing.
Solutions
- Led a 24-person cross-functional team across Sales, Brand, Performance marketing and Content/SEO
- Led the acquisition of 200+ more net B2B clients on the platform through B2B marketing and new pricing
- Reduced paid web CPL through changes to targeting, bidding and budget allocation
- Connected acquisition and commercial decisions to profitability, improving the P&L over three years
- Worked with product leadership on a new coupons business concept, including the business plan and MVP
Results
MetricBeforeAfter
- Profit margin−40%+20%
- P&LSix-digit lossSeven-digit profit (+180%)
- Paid web CPL€0.23€0.11
- Net B2B clients—200+ more
StrategyP&LPerformanceSEOLeadershipGo-to-marketPaid searchCROFunnel design
If marketing activity is not moving the P&L in the right direction, I can help identify where acquisition and commercial decisions need to change.
Want a similar result?
Book a free call and tell me what you need to move. I'll tell you if I can help.