Roberto D'Alterio, CRM and Direct Marketing Expert

About

CRM & Modern Marketing expert with more than 20 years experience. Digital transformation projects, multichannel CRM, loyalty programs. Business development

Experience

Cisalfa Sport

Jun 2019 – Sep 2021

Bergamo Italy

Head of CRM

Head of a department consisting of 4 people. Configuration and implementation of Cheetah Digital Suite (Marketing Automation and Loyalty Platform). Customer insight. Coordination of Direct Marketing Campaigns (cross channel journeys design, targeting, copy strategy, campaign P&L). Loyalty program reengineering: business case and new omnichannel processes design. Responsible for 1st level Customer Care. Achieved results: open rate increased by 25%; tripled redemption and ROI on customer driven campaigns; >5 mio€ revenue from subscription fees to loyalty program in 6 months

Amilon

Jan 2018 – Jun 2019

Milan, Italy

Director Customer Insight & Value Management

Head of a department consisting of 10 people (Accounts, CRM Consultants and Data Analysts). Customer segmentation, CRM Strategy & cross channel campaign design & execution. Main Customers: VAG: Volkswagen - Seat; Salmoiraghi & Viganò; Brico Center; Guess Europe; Nau!; illy Internal project: DMP implementation for data monetization project (Project Leader)

Oracle

Feb 2017 – Dec 2017

Milan, Italy

CS Domain Expert

Project Management and marketing processes design in CRM and Digital Transformation projects enabled by Oracle Customer Experience suite. Main Projects:  Ferrari - Marketing Team Leader in Customer Centric Project: customer journey design and cross channel campaign design and execution, through Marketing Automation tool (Eloqua) and DMP (BlueKai)  Pirelli - Marketing Team Leader in Digital Transformation Project: project manager for implementation of Oracle Marketing Suite (BlueKai, Eloqua, Maxymiser) in 10 countries;

ECRM Italia

Jan 2015 – Jan 2017

Milan, Italy

CRM & LOYALTY UNIT MANAGER

ECRM Italia is a consulting company focused on digital relationship marketing. I am head of a department composed of 9 people (Accounts, CRM Consultants and Data Analysts). My role covers marketing and CRM consulting, business development.

Pragmarketing

Jan 2005 – Dec 2014

Milan, Italy

Owner

Pragmarketing provides consulting and operational services about Marketing Management; CRM; Database Marketing; Customer Intelligence, Direct Marketing. Main projects:  Cartasi [Finance - Credit cards issuing]: CRM processes reengineering (customer lifecycle design and marketing goal definition for each customer segment); Business requirements for CMDM (CRM Data Mart) enrichment with other internal data sources (loyalty DB, contact center, website, DEM gateway); Business requirements for new marketing automation tools; Profitability analysis on current loyalty program; Direct marketing campaigns planning and execution: • First card usage stimulation (new customers): targeting rules, benefit, mechanics (rush&win campaign), prizes, channels; • Usage stimulation: (low/medium users): targeting rules, benefit, mechanics (contest); Achieved results: • increased first usage of cards within first 3 months by 26% • Increased average spending per user by 5% - Sephora (LVMH Group): Management of multi-channel marketing campaigns on loyalty card owners. - Avanzi Holding (Pearl Europe Group): Marketing management (Brand communication, Promotions); CRM strategy and Direct Marketing Campaign planning and execution. Achieved results: high performance campaigns (happy birthday campaign: ROI 700%) - Consorzio Ottico Italiano (Greenvision): Design of fidelity program: spending targets, benefit system; Customer lifecycle design: upselling, cross selling, retention, reactivation (targeting rules, marketing goals, contact strategy, benefits/promotions); Provider of SaaS marketing automation platform for 400 stores. Achieved results: high performance campaigns (average redemption: 6%) - BHBL Italia (Sonova Group) [Retail – Acoustic devices]: CRM processes reengineering; Marketing management; Direct marketing campaigns. - Sonova Group [Retail – Acoustic devices]: Business requirements for CRM platform

Yoda - since 2003 Business Division of ALLAXIAGROUP

Mar 2000 – Dec 2004

Milan, Italy

CRM Business U-nit Director

Allaxiagroup is a group of companies providing consulting services in the following fields: Marketing & Sales, Marketing Research, Communication. My business Unit provides the following consulting services - CRM strategies and loyalty programs - Database Marketing, Data Analysis, Data Mining - Direct Marketing Campaigns (planning and execution) My responsibilities include: • Project Management: in this role I am project leader of marketing project developed on behalf of Allaxia’s customers • Business development (new customer acquisition, up/cross sellin on existing customer • Team management: I am head of a team of 7 consultants Main projects: - Alfa Romeo [Automotive]: development of CRM processes and management of marketing plans on behalf of Alfa Romeo italian dealers network - Alleanza Assicurazioni [Insurance]: Data Analysis; Customer base segmentation Marketing plan: cross-selling, up-selling and acquisition campaign planning and execution; telemarketing activities; Design of sales process and development of a SFA tool - Banca Popolare di Milano [Banking]: Marketing processes re-design; LTV analyisis - Gruppo Coin [Retail]: Data analysis on cardholder customer base CRM strategy on the fidelity card “Coincard”; Business requirements definition for marketing automation tool (NCR Teradata CRM 4.0); Direct marketing campaigns planning and execution - Wind Infostrada [Telco]: Planning and execution of loyalty program “Windavenue”

Education

Publitalia 80

Sep 1996 – Aug 1997

Master degree, Marketing

Università degli Studi di Napoli Federico II

Oct 1987 – Mar 1996

Degree in Economics, Economics

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Roberto D'Alterio

CRM and Direct Marketing Expert

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