Federica Sciori
London,City of London
Summary
I specialize in go-to-market strategies and growth marketing, dedicated to enhancing customer acquisition and lifetime value. With a strong track record in developing effective acquisition and retention strategies, promotional planning, and project leadership, I bring 7 years of experience in the travel tech industry at Trainline. My efforts have significantly contributed to the company's growth across multiple international markets, including Italy, France, Spain, and Germany.
Overview
11
11
years of professional experience
8
8
years of post-secondary education
1
1
Certification
Work History
Go To Market lead
Trainline
London, City of London
03.2023 - Current
- Led the development and implementation of go-to-market strategies, achieving double-digit sales growth year on year.
- Shaped and launched three major product differentiators in the Italian market, resulting in over €1M in savings for end users, increased engagement, and double-digit growth in lifetime value.
- Managed a mid-6-digit promotions budget, generating over 30K new customers per quarter while reducing acquisition costs by 20% through effective testing and insights.
- Explored new acquisition channels, establishing partnerships with industry leaders like TheFork and Satispay, contributing thousands of incremental new customers.
- Directed cross-channel seasonal marketing campaigns that decreased price perception barriers and raised unprompted brand awareness to 40%.
- Provided strategic insights and clarity to a large team, receiving positive feedback for effectively navigating organizational complexity.
- Identified and implemented a product update that enhanced the travellers' experience, driven by a customer-first approach.
Growth Lead
Trainline
London, City of London
03.2022 - 03.2023
- Successfully launched multi-channel growth marketing campaigns across France, Spain, Italy, and Germany, enhancing user engagement and revenue. Coordinated a team of 12 growth managers, streamlining processes from sprint planning to post-campaign analysis, leading to measurable efficiency improvements.
- Owned sales targets for key French and Spanish routes, developing an extensive testing plan and playbook based on insights, achieving 80% of an ambitious sales goal before transitioning to the next role.
- Conducted full-funnel analysis across multiple markets (France, Spain, Italy, China), identifying key gaps and collaborating with product and tech teams, resulting in a 1-point increase in conversion rate. Tools utilized included GA, Tableau, and Looker Studio.
- Increased landing page conversion rates by 10 points through optimizations and new features.
- Employed Agile methodologies to prioritize backlog items based on objectives, data insights, customer feedback, and market trends, uncovering optimization opportunities.
- Launched marketing campaigns supporting the entry of new train operating companies, enhancing brand visibility and market penetration, which earned recognition as "Commercial Employee of the Month."
- Leveraged growth channels to introduce product features like delay notifications and promotions, driving acquisition, engagement, and retention.
Senior SEO Manager
Trainline
London, London
03.2021 - 03.2022
- As a senior member of a top in-house SEO team, I developed and executed comprehensive SEO strategies across millions of pages in 14 languages, driving triple-digit growth in visits and revenue while enhancing user experience.
- Mentored and guided 5 junior SEO team members, promoting a culture of continuous learning and improvement.
- Proficient in tools including Google Analytics, Looker Studio, SEMrush, SEO Monitor, Botify, and Ahrefs.
SEO manager
Trainline
London, City of London
03.2019 - 03.2021
SEO and content executive
Trainline
London, City of London
09.2017 - 03.2019
Digital marketing executive
Harrison Parrott LTD
London, City of London
01.2017 - 07.2017
Digital marketing intern/assistant/exec
multiple startups/small businesses
Toronto, Canada
01.2014 - 12.2016
Education
Master of Marketing Management - Marketing
Bocconi University
Milan, Italy 09.2013 - 09.2015
Master of Business Administration - Business, Management
Queen's University
Kingston, Ontario, Canada 09.2013 - 09.2015
Bachelor of Business Administration - Economics, Management
Bocconi University
Milan, Italy 09.2009 - 09.2013
Skills
- Marketing strategy development
- Outcome-Focused decision making
- Marketing planning
- Acquisition and retention strategies
- Promotions planning skills
- Project leadership
- Expert SEO utilisation
- Operational efficiency
Affiliations
- Travel
- Crafts
- Reading
Accomplishments
Commercial team member of the month (X2)
Certification
- Data Analysis for Management certification from The London School of Economics (LSE)
- HTML/CSS Web Development certificate from CODEFIRST
- Certificate of Social Responsible Leadership from the Smith School of Business at Queen's University
Languages
Italian
Native
English
Fluent
French
Intermediate
Spanish
Intermediate
Russian
Elementary
References
References available upon request.
Timeline
Go To Market lead
Trainline
03.2023 - Current
Growth Lead
Trainline
03.2022 - 03.2023
Senior SEO Manager
Trainline
03.2021 - 03.2022
SEO manager
Trainline
03.2019 - 03.2021
SEO and content executive
Trainline
09.2017 - 03.2019
Digital marketing executive
Harrison Parrott LTD
01.2017 - 07.2017
Digital marketing intern/assistant/exec
multiple startups/small businesses
01.2014 - 12.2016
Master of Marketing Management - Marketing
Bocconi University
09.2013 - 09.2015
Master of Business Administration - Business, Management
Queen's University
09.2013 - 09.2015
Bachelor of Business Administration - Economics, Management
Bocconi University
09.2009 - 09.2013
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