Fabrizio Erra_ Case Study

1. Fabrizio Erra: Case Study Case Study 1: Influencer Marketing Division Background: In 2021, the company was a small online psychology startup with only 5 employees. Over the years, the company has grown to over 350 employees and expanded into 4 European countries. In this context, I had the opportunity to start the Influencer Marketing division from scratch, gradually scaling from Micro Influencers to Macro and Mega Influencers. Challenges: Digital influence was a relatively new territory for the company, and launching this division posed several challenges. These included selecting the right influencers for our industry, balancing the budget to achieve maximum ROI, and managing collaborations across multiple communication channels. No one had done it before and there was no framework or guidelines. It was test and learn. Action: I began by identifying the need, budget and objective we wanted to achieve: my company and my responsibilities were heavily performance-oriented, so i needed to generate customers, not awareness. Having said so, I started testing Micro Influencers related to our industry because of their profession, or their passions. I developed a framework for collaborations’ evaluation before and after the deployment, and generated benchmark for future collaborations, developing knowhow while progressively increased the budget as we scaled to Macro and Mega Influencers. I worked on building authentic and long-lasting partnerships, ensuring that each collaboration reflected the company's values and objectives. My framework included a quantitative model (which I’ll mention again in Case study 3), as well as a qualitative culture, values and message check by our communications department. Results: Over 70 annual collaborations were established across multiple communication channels, with a monthly budget growing from 1k to 250k. The average ROI was greater than 3, demonstrating the success and effectiveness of the Influencer Marketing division in increasing the company's visibility and engagement.

2. Case Study 2: Customer Acquisition Scaling Background: As part of a high-growth startup, I focused on scaling customer acquisition in two European countries: Italy and Spain. Over 3 years in Italy and 2 years in Spain, we experienced significant customer growth while effectively managing the cost per acquisition (CAC). Challenges: The main challenges included adapting the customer acquisition strategy to two different markets and managing a budget that grew from 3k to over 2M monthly. It was crucial to maintain a sustainable CAC while rapidly expanding. Action: I kept a continuous testing and iterating approach: i weekly tested multiple type of campaigns, keywords, targeting, title and descriptions, markets, analysing weekly results and applying (or not) modifications with boldness and in a fast-paced and highly growth-oriented context. I diversified the marketing mix from 2 to 12 channels and from 2 to over 80 campaigns in 28 countries, customizing the strategy to maximize impact in each market. This included optimizing PPC campaigns, implementing localized SEO strategies, and collaborating with local influencers. Results: In Italy, Iexperienced a 220x increase in customers with a CAC growth of only 2.6x, while in Spain, I achieved a 36x increase in customers with a CAC growth of only 1.8x. These results demonstrate success in scaling customer acquisition efficiently and sustainably over multiple countries. Case Study 3: Partnership Revenue Increase Background: To increase partnership revenue, I developed a quantitative model to evaluate the feasibility of new collaborations. This enabled the management of over 50 annual collaborations, resulting in a 40% increase in revenue. Challenges:

3. The main challenge was identifying the most profitable partnerships and accurately assessing their potential impact on the company's revenue. Action: I developed a data-driven model to assess the profitability of potential partnerships, considering metrics such as expected ROI, user engagement, and brand relevance. It was based on benchmarks collected through previous collaborations, which allowed me to classify the expectations of future collaborations. This guided the selection of the most promising partnerships and optimized resource allocation. Results: Thanks to this data-driven approach, I was able to increase partnership revenue by 40%, surpassing predefined targets and solidifying the role of partnerships as a significant revenue source for the company. The framework and model for evaluation and forecasting of collaborations is still used today after 3 years. Case Study 4: International Expansion Support Background: I supported the company's international expansion into two countries through market research, advertising insights and strategy, pricing analysis and launch planning. Challenges: The main challenges included adapting the company's strategy to new markets, understanding cultural dynamics, and optimizing advertising strategies to maximize impact. This needed to be done in a 6 weeks window of time, while also managing other 3 primary projects at the same time. Action: I conducted in-depth market research to understand the way local consumers approach opur market and how competitors offer differed from ours in the countries where we were already in. I compared the main KPI of our active markets with forecasted KPIs of the new markets, underlining opportunities (lower competition, cultural openness to our service) and threaths (lower price of the service, lower expected revenue/profit). I then worked on defining competitive pricing and targeted launch strategies, also supporting the operational organization of the team which provided the tools and human resource in order to drive a first test. Finally, I developed and tested targeted advertising strategies to effectively reach our target audience in the new countries with a moderate budget, in order to gain data fast and react to the actual conditions of the new markets as soon as possible.

4. Results: The company successfully expanded into two new countries respecting the tight deadline, achieving rapid adoption by consumers due to effective marketing strategies and competitive pricing, and allowed us, due to the stability provided by the strategy and initial outcome, to expand our hiring and structure a team of over 20 individuals per country. This new team then enabled faster growth and allowed me to push customer acquisition further, diversifying the customer base and solidifying the company's international presence.