Sergio Selvelli, Milan. I put the marketing systems of small and mid-sized companies in order, and build on top of them the automations those systems make possible.
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My route started in media planning for large brands, went through lead generation and e-commerce, and stopped where I find the work most interesting: inside a company, holding campaigns, CRM, online sales and the numbers for the board together. A real budget to run, suppliers to coordinate, an owner who wants a number by Friday.
That's where I learned the thing I bring to clients. The lead nobody calls back, the customer record that doesn't match, the report nobody opens: these are boring problems, and they're the ones that move revenue.
Over the last few years I've added a second craft to the first: building ecosystems on AI platforms — assistants connected to company data, automations built on language models, agents that write inside the CRM instead of next to it.
I work alone, one project at a time, with companies of up to 50 people that already have at least two digital systems not talking to each other. I don't have an agency to keep busy, so I have no reason to stretch a project beyond what it needs.
Digital media planner on international accounts. I learned how a plan is built and read, and how little it counts for if the data doesn't add up afterwards.
Digital strategist: acquisition funnels, SEO, social campaigns and CRM. The point where I first saw how many leads get lost in the handovers.
Marketing coordination: CRM architecture on HubSpot with workflows and automations, a quarterly budget run first-hand, reporting for the board, automation of production processes, coordination of internal people and outside suppliers.
The same two levels I bring to clients: first the systems that talk to each other, then the assistants and automations built on top of them.