Giulia Maccagnini
London
Summary
Sr. project manager and editor with experience in content strategy, multilingual content development, digital marketing and corporate communications
Overview
16
16
years of professional experience
Work History
UK Senior Editor, EU Owned Content and Channels
Amazon UK Services
London
02.2024 - 03.2025
- Managing editor for Amazon’s UK corporate website (Aboutamazon.co.uk)
- Managed editorial calendar and content development, including copy writing and editing, photo shoot organisation, keyword research, SEO optimisation, performance analysis and reporting, stakeholder management
- Coordinated and trained a group of junior editors to improve content quality, heading regular editorial meetings, and leveraging gen-AI tools for content drafts
- Defined amplification strategies and negotiated visibility and exclusivity windows with relevant Social and PR teams
Sr Creative Project manager, EU Owned Content and Channels – Strategic Comms
Amazon UK Services
London
04.2021 - 02.2024
- Defined content strategy and led project management and content development for Amazon‘s corporate websites in 6 EU countries (UK-DE-FR-IT-ES-LUX)
- Coordinated multimedia content production (copy, photo, video), translation and localisation, leveraging a network of resources and agencies across Europe and ensuring adherence to quality standards and guidelines
- Negotiated amplification across owned channels (social, Amazon gateway, Amazon Jobs site, Intranet)
- Performed strategic keyword analysis to inform a SEO-based content plan and developed internal SEO guidelines
- Regularly generated performance analyses and reports, including ad-hoc deep dives for stakeholders
Sr Project manager, EU Amazon Stories – Strategic Comms
Amazon UK Services
London
07.2018 - 04.2021
- Defined content strategy and led project management and multimedia content development (copy, video, photo) for Amazon Stories, a reputational storytelling programme deployed across 6 EU markets (UK-DE-FR-IT-ES-LUX) in support of PR and marketing campaigns
- Coordinated and trained a network of resources and agencies across Europe to create multilingual content and managed localisation efforts, enforcing quality standards
- Set up digital marketing campaigns for amplification on O&O channels (corporate websites, Amazon retail websites, social media channels, internal channels)
- Focused on video production and performance optimisation for YouTube channel, leading to a significant increase in user engagement (APV) and the establishment and dissemination of internal best practices
- Developed internal best practices and guidelines for remote content production in response to logistic challenges arising from the pandemic
- Supported content migration across evolving CMS platforms
Project manager, EU Amazon Stories – Strategic Comms
Amazon UK Services
London
10.2017 - 06.2018
- Led project management, multimedia content development and campaign creation for the Amazon Stories programme in Europe, with special focus on the UK and Italy, with the aim of generating reputational impact and awareness in support of broader PR strategy
- Coordinated and trained a group of contributors and freelancers across the UK and IT
- Developed and amplified multimedia testimonials and case studies across O&O channels
- Regularly generated performance analyses, optimisation insights and status reports
- Designed and deployed effective writing training for editorial contributors and PR teams
Content lead, EU Amazon Stories - Strategic Comms
Amazon Europe Core
Luxembourg
12.2013 - 10.2017
- Managed end-to-end multilingual content development for Amazon Stories, a reputational storytelling programme created in support of PR and marketing campaigns on Amazon’s O&O channels
- Developed over 400 multimedia testimonials across 5 countries (UK-DE-FR-IT-ES) to generate awareness and reputational impact, coordinating a network of over 40 contributors. Achieving the top on-page engagement rate across the team
- A/B tested and implemented distribution and site merchandising solutions to maximize exposure and increase traffic
- Upgraded page design with enhanced usability features to optimise the customer experience. Managed content migration across different CMS platforms.
- Set up digital marketing campaigns to drive traffic and engagement to the content (social channels, Amazon retail websites)
- Regularly generated status reports and shared them with stakeholders. Performed specific data deep dives and formulated recommendations to address tactical and strategic issues.
Freelance web editor and translator
Self-employed
Parma, Italy
01.2013 - 11.2013
- Developed and localised content for Barilla's L&D unit
- Literary translation
Communications, L&D Specialist
Barilla Group
Parma, Italy
05.2012 - 12.2012
- Responsible for project management, content development and event management for Barilla’s L&D unit (Barilla Lab)
- Developed digital and offline content for L&D events and internal comms
- Implemented brand communication guidelines and toolkits
- Coordinated the development and launch of a new website for the L&D unit
- Co-designed and implemented an employee engagement programme (which was nominated for a quality award)
Internal Communications, L&D Coordinator for Barilla Lab
Interconsul Srl - for Barilla Group
Parma
01.2009 - 04.2012
- Developed, edited and localized content for the internal L&D unit’s website and house organ.
- Organised and managed L&D events.
- Coordinated training calendar and managed relevant internal communications.
Education
Online Master - Digital Marketing and Communications
Il Sole 24 Ore Business School
Milan, Italy 04.2001 - /2014
MA - Translation and Communication Sciences
Parma University
Parma, ItalyBA - Modern Languages and Literatures
Bologna University
Bologna, ItalySkills
- Project management
- Content development
- Copy writing, editing and proofreading
- Effective writing
- Editorial strategy formulation
- SEO optimisation
- Keyword analysis
- Digital marketing
- Video production
- Photo production
- Translation and localisation
- Data analysis and reporting
- A/B testing
- Stakeholder management
- Budget management
- Attention to detail
Languages
Italian
Native
English
Fluent
Spanish
Fluent
French
Intermediate
German
Intermediate
Personal Information
Nationality: Italian
Timeline
UK Senior Editor, EU Owned Content and Channels
Amazon UK Services
02.2024 - 03.2025
Sr Creative Project manager, EU Owned Content and Channels – Strategic Comms
Amazon UK Services
04.2021 - 02.2024
Sr Project manager, EU Amazon Stories – Strategic Comms
Amazon UK Services
07.2018 - 04.2021
Project manager, EU Amazon Stories – Strategic Comms
Amazon UK Services
10.2017 - 06.2018
Content lead, EU Amazon Stories - Strategic Comms
Amazon Europe Core
12.2013 - 10.2017
Freelance web editor and translator
Self-employed
01.2013 - 11.2013
Communications, L&D Specialist
Barilla Group
05.2012 - 12.2012
Internal Communications, L&D Coordinator for Barilla Lab
Interconsul Srl - for Barilla Group
01.2009 - 04.2012
Online Master - Digital Marketing and Communications
Il Sole 24 Ore Business School
04.2001 - /2014
MA - Translation and Communication Sciences
Parma University
BA - Modern Languages and Literatures
Bologna University
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