Strategic marketing
Positioning, value proposition, market analysis, marketing planning and go-to-market.
- Commercial strategy and priorities
- Team and partner organisation
- KPIs, budget and governance
Strategic Marketing · CRM · Digital Transformation
Stefano MasieroTemporary & Fractional Manager
Clear strategy. Measurable impact.
I work alongside entrepreneurs, management teams and organisations when senior experience, sound decisions and fast execution matter. From strategic marketing to CRM, loyalty and digital transformation.
30+ yearsof management experience
Corporates & SMEsdifferent contexts, equal rigour
Strategy + executionfrom decision to delivery
Italy & internationalcross-market assignments
Profile
Senior management experience for business growth
I do not bring a pre-packaged model. I understand the context, identify priorities and build an achievable path with the team.
I have worked in marketing, CRM and business development for more than thirty years. I have founded and led entrepreneurial ventures, helped launch Italian subsidiaries of international groups and delivered complex projects for corporations and SMEs.
My experience includes the Italian launch of AutoScout24, the opening of Atento Italy for the Telefónica group, and corporate client management at American Express and Diners Club International. More recently, I have focused on loyalty, gamification, customer engagement, digital transformation and practical AI applications for commercial processes.
Leadership
Building businesses, teams and new growth initiatives.
Go-to-market
Launching and scaling operations in competitive, changing markets.
Innovation
CRM, loyalty, gamification, automation and outcome-led AI.
Areas of expertise
Strategic marketing, CRM and digital transformation
Flexible engagements, from a focused assessment to a temporary or fractional mandate with direct responsibility for execution.
CRM, loyalty & customer value
Programmes that turn data and relationships into retention, frequency and long-term value.
- Customer journey and segmentation
- Loyalty and member-get-member
- Dashboards and marketing automation
Digital transformation & AI
Technology applied to processes, with measurable objectives and real team adoption.
- Roadmaps and solution selection
- Commercial process automation
- AI for marketing and customer service
Gamification & engagement
Mechanics and platforms designed to improve participation, conversion and first-party data quality.
- Concept and business case
- Promotions, apps and communities
- Engagement measurement
Method
An execution-focused method that turns strategy into results
A pragmatic approach designed to create alignment quickly and move from analysis to action.
Understand
Objectives, numbers, market, organisation and real-world constraints.
Choose
Priorities, opportunities and decisions that can materially shift performance.
Organise
Activities, owners, KPIs and a practical 30–90 day roadmap.
Deliver
Team support, partner governance and impact measurement.
Selected experience
Experience in marketing, CRM and digital innovation
Go-to-market · Automotive
Italian launch of an international marketplace
Commercial set-up, team building and local market development.
Outcome: first-year sales KPIs exceeded.
CRM & Loyalty · Services
Redesign of a loyalty programme and CRM automation
Customer journey, engagement mechanics and KPI dashboard redesign.
Outcome: lower churn and stronger customer lifetime value.
Gamification · Consumer
Engagement platform for a national brand
Concept, mechanics, data collection and operational governance.
Outcome: higher participation and better-quality first-party leads.
Transformation · B2B
CRM implementation and sales funnel redesign
Processes, automated workflows and greater performance visibility.
Outcome: improved conversion and stronger sales discipline.
Latest insights
Insights on marketing and innovation
Three questions about your funnel
Customer cost, drop-off points and alignment between marketing and sales: three checks for your funnel.
Read the article →Lead generation is not a campaign. It is a system.
Target, message, landing page, data and measurement: why lead generation only works as a system.
Read the article →The best positioning isn’t built. It’s discovered.
A real case shows how the strongest value is often the one a company considers normal.
Read the article →Contact
Have a challenge worth turning into a project?
Tell me briefly what you would like to achieve. The message will open in your email application so you can review it before sending.
info@smasiero.it
+39 348 3214327
Padua · Milan · Rome
Available for temporary, fractional and advisory assignments.