About

I started in the UK after an MSc in Marketing at the University of Strathclyde. At Myprotein (THG) I was Country Manager Italy, responsible for the Italian site, its marketing and its growth, and I led SEO for the market and launched the brand's Italian blog. At Prodware, a Microsoft solutions partner, I wrote B2B technology content. At Kitbag (now Fanatics) I worked on customer acquisition for the official online stores of Formula 1, McLaren and Roland-Garros.

In 2016 I joined Amazon in Milan, first as Online Marketing Manager for the DIY and Smart Home categories, then as Marketing Manager for Kindle Italy, where I worked on the Italian launch of Prime Reading with teams in Europe and Seattle.

I left Amazon to co-found Angea in Rome, and later Adaptiwave in Las Palmas de Gran Canaria. We built and ran our own publications and did SEO and content work for clients. I coordinated a remote team of about ten freelance writers in Italian, English and Spanish.

Smartdomotica was the main publication: an Italian site about smart home technology that passed 5 million organic visits in under five years, with more than 500 original articles and no paid advertising. We sold it in 2024.

I work as an independent consultant on SEO, GEO and content marketing. Having sat on the brand side, the publisher side and the agency side, I tend to ask what a page is worth to the business before asking how it ranks.

I'm based in southern Italy and work remotely in English, Italian and Spanish.