About me

I’ve spent close to two decades in digital marketing, starting in design and strategy, then analytics, and now marketing science. The thread through all of it is one question: did this activity change the outcome, or would it have happened anyway?

Today I’m Senior Marketing Effectiveness Manager at Hargreaves Lansdown, working on marketing mix modelling and measurement for one of the UK’s largest investment platforms.

How I got here

• Italy, 2007–2019. Fifteen years in Italy as a designer and digital strategist at Suona Multimedia, working on SEO, Paid Search, UX and Performance Analytics for Italian clients. I also completed a BBA at the University of Brescia.
• UK e-commerce, 2020–2022. Led marketing and analytics at Ecomsilver, managing Paid Media and building the GA4/GTM tracking that made spend decisions defensible.
• Agency, 2023–2026. Lead Data Analyst and Optimisation Strategist at Inviqa (Havas Group). Measurement frameworks, data engineering and strategy workshops for enterprise brands.
• In-house, 2026–now. Hargreaves Lansdown, bringing causal measurement into a regulated financial services marketing team.

What I believe

• Attribution isn’t causation. Platform-reported numbers are a starting point, never the verdict.
• Readiness before modelling. Check the data can support a causal answer before you run the model.
• Show the uncertainty. A range you can trust beats a point estimate you can’t.
• Models and experiments need each other. Tests calibrate models; models extend tests.
• Measurement only matters if it changes a decision.

Beyond the day job

• Research: MSc Data Science at UWE Bristol. Dissertation comparing PyMC-Marketing, Meta Robyn and Google Meridian.
• Building: CausalIQ, a measurement product in early development, focused on causal readiness and multi-engine MMM.
• Consulting: Co-founder of WebIQ Analytics, a UK measurement and analytics consultancy.
• Languages: English and Italian (fluent), German (basic).