About me

I hail from Italy, and I am currently living in Oslo, Norway, with my wife and three kids. I speak English, Norwegian and Italian. I have lived and worked in four countries.

I am a growth consultant at Fixmade, helping small but ambitious B2B companies in the US and Norway. My clients are usually business where the CEO is very much in the trenches and the CMO/Marketing Director needs help quickly. If you have asked yourself "how do I increase my qualified lead pipeline?" but don't have a huge budget to spend on growth, I can help you. Send me a quick email or head over to fixmade.com to learn more.

Before starting Fixmade, I worked at Defigo, a B2B company selling access control solutions to residential and commercial real estate: we made hardware, software, and mobile apps, and we sold to customers in Norway, USA, and Sweden. Defigo is a venture-backed startup, so by definition we were growing fast and everything was always on fire. I was the first marketing hire, so I had the privilege to build everything from scratch. It was great.

I joined Defigo from Airthings, where we sold connected air quality monitors to customers in more than 35 countries worldwide. I was part of the Digital Team, and our KPI was to grow our eCommerce revenue. This let me work on all the aspects tied to a digital business: customer journey, webstore, conversion optimization, and customer relationship management.

I worked at Airthings for 6 years - I was actually the third employee outside the founders. What I absolutely loved about Airthings was the mind-blowing number of challenges you could actually tackle. There were dozens of problems to be solved at any given time, spanning from scaling our webstore, to scaling our customer onboarding process, to scaling our logistics, to scaling our software architecture. I enjoyed learning new stuff, so I was spoilt for choice: I worked in field sales, then digital sales, then I worked on our Amazon sales, then our US retail sales, then I built a CS team from a team of 1 (me) up to 11 people in 3 continents. I then became the Hubspot product owner, serving our three business units (B2C, B2B, and Pro line) and managing an email list of 150k subscribers. Amongst other things, I have written emails read by hundreds of thousands of customers, shot YouTube videos, submitted bug reports, built onboarding guides for employees, and designed our webshop. The list goes on and on.

Before Airthings, I was Country Manager Italy at Viagogo, working between Milan and Geneva, Switzerland. The company was an online marketplace for tickets, as well as a very typical American tech startup: heavily funded and 200% focused on growth. I was responsible for growing the Italian market, and my job was about sales: online sales, partner sales, B2B and B2C sales. Mostly, combat sales. I learned a lot about working remotely, working under considerable pressure, and building a team: by the time I left, the team responsible for the Italian market was 6 people in Customer Service, 2 in Operations and 2 in Sales - with a nice little office. Before becoming Country Manager, I was working for Viagogo in London, where I was responsible for driving online sales. I learned about content marketing, SEO, affiliate marketing, and, more broadly, I learned a lot about online marketplaces: how to manage the two sides, how to grow the supply-side when the demand suddenly spikes and requires immediate action - this kind of things. It was a great experience, and I recommend everyone working in tech to seriously consider joining a rocket ship at least once throughout their career.

‍Before that, I founded and ran a small company called DoJo, producing and selling a ginger-based soft drink with the same name. Think Bundaberg Ginger Beer, but without alcohol. At that point, I was studying my Master's Degree in London, and I bonded with two great people: Dan Redman-Hubley and Waqas Ahmed. We were encouraged to take entrepreneurship classes and join a series of seminars held by Accelerator London: Dan was working as a bartender all over East London, and he noticed a growing trend of folks who wanted low-alcohol, low-sugar and low-calorie cocktails. We set up to craft a ginger-based alcoholic beverage but very soon pivoted to something non-alcoholic, to avoid the UK Food Standards Agency. It started as an after-school project, then we won a business competition at our uni, then we got invited to incubate at Accelerator London (first non-tech company to do so!), then we got a little funding... that's how we got the ball rolling. Though we never really managed to go all-in and take it off (we quit before hitting the inflection point), it was a fabulous experience as I learned a lot, and then some: how to define customer personas and how to do customer development are probably the two biggest takeaways.

I like to build stuff. This is a non-exhaustive list of products and side hustles I have worked on since 2012, excluding DoJo:

  • a marketplace for service businesses, called Fixmade.com (haha yes, I didn't want to invest in a new .com domain)
  • an appointment reminder/CRM for doctors in the UK, called Fixmed (🙃🤷)
  • a Shopify store selling crib mattresses, called Premium Crib Mattress dot com, for that extra SEO juice
  • a fashion jewelry store on Etsy and Instagram, called Bianca White
  • a Teachable competitor for CS teams
  • a browser-based screen recorder (Loom before it was Loom)
  • freelance website builder
  • flipping tech gear on eBay and Finn using automated price monitoring
  • a simple HR tool for companies that don't have a dedicated HR person
  • a social media scheduler, powered by GPT-3, helping marketing teams write LinkedIn posts on behalf of their lazy sales colleagues.

Some of these projects never really turned a profit. Some of them ended up being fairly profitable. All of them were an excuse for me to learn new stuff around paid advertising, eCommerce, or software development.

Which leads me to the last bit about myself. I also understood that I like creating things from scratch: I am a self-starter and I like to learn new things.

If you want to improve your demand generation, or create more leads for your sales team, or simply say hi 👏 get in touch.

If you want to read what I'm currently up to, read on.