Paolo Viesti

• Responsible for developing annual, quarterly and in-flight media plans and translating these into clear and actionable forecasts, to aid with performance tracking and optimisation of digital media.
• Macro performance and in-flight performance analysis to assist with business-wide reporting and to inform strategic decision making.
• Ownership and management of product line media budgets, working closely with central planning and campaign teams to align these with business priorities.
• Developing go-to-market briefs for the in-housed activation teams and working with them to shape effective plans that deliver against agreed targets.

Achievements:

• Reduced pre-to-post campaigns' SLAs by 20% with > 90% accuracy through the implementation of clear ways of working for enhanced structure, rigour, and accountability.
• Boosted media buying effectiveness by 22% through the operationalisation of the new CDP solution across the 'Always-on' paid media activities.
• Improved speed (from 4h to 1.5h), accuracy (< 5% fail rate) and coverage by leading the automation of centralised in-flight media performance and channel-level dashboards.
• Co-led the creation and execution of plan for bringing all digital media activation in-house within 8 months.

• Owned the strategy for PPC, SEO and Display/Video and took responsibility for yearly budget allocation and target setting across all Digital channels.
• Go-to-person for all PPC, Display/Video and SEO queries within O2 and represented the Media Performance team in the Online Trading forums.

Achievements:

• Improved efficiency of Always On activity across PPC (up to 10% YoY), SEO and Display (up to 49% YoY) through a number of strategic and tactical initiatives.
• Introduced set of governing principles across Programmatic Display/Video and Paid Search, which resulted in 17% cheaper vCPM YoY and 73% higher viewability.

• Main point of contact for global client on all things PPC.
• Led PPC and SEO workshops with local client teams and local media agencies.
• Responsible for creating and cascading material to local offices, including global PPC strategy, best practices, launch plans and other educational materials.
• Audited local offices' PPC accounts to establish consistency and best practice.
• Managed the development of one Global Search Planner.

Achievements:

• Streamlined market on-boarding process through the adoption of tiered approach, resulting in more cost-efficient operations.
• Developed and rolled out search reporting solution across 25+ markets, delivering saving of approx. 3.5 working days p/month for each market.