Giorgia Gervasi
Marketing Team Leader
Monza
Summary
I’m a marketing leader with a strong track record in launching and scaling fintech brands in Italy. I helped build buddybank from scratch inside UniCredit, acquiring over 400,000 customers through a mix of performance campaigns, influencer marketing (a first in banking), and culturally bold initiatives — always within the framework of compliance and regulatory precision. My background blends startup execution with strategic thinking: from local growth hacks to cross-channel planning, from customer acquisition to brand positioning. I’ve trained teams hands-on, shaped full-funnel strategies, and built meaningful user relationships that convert. I’m currently investing in my evolution as a strategic marketer, with advanced training in growth hacking, AI-powered marketing and trainer development. I use tools like Lean Canvas and Value Proposition Canvas to uncover what really moves people — because marketing that resonates, performs.
Overview
18
18
years of professional experience
10
10
years of post-secondary education
Work History
Marketing Project Lead
UniCredit
Milan
01.2024 - 04.2025
- I was part of the core team behind the strategic relaunch of buddy UniCredit, supporting the transition from buddybank to a new, fully integrated service model. I played a key role in shaping and executing the entire marketing and communication ecosystem, from website and social media, to internal communication and client-facing DEMs. I worked closely with compliance teams to ensure alignment with regulatory standards, coordinated directly with our agencies for social, visuals, web and content execution, and contributed to the definition of go-to-market strategies, messaging, and positioning. With a small and agile team of four, we handled all external and internal communications for the launch of a new digital bank, reaching over 150,000 new customers in just one year.
Head of Growth at Buddybank
UniCredit
Milan
03.2023 - 12.2023
- Leading the full-funnel growth strategy of buddybank, a fintech incubated within UniCredit and launched with a startup mindset: performance-driven GTM via waiting list model, localized digital ads, and a bold OOH campaign in Piazza 25 Aprile, Milan.
- Acquired 400,000+ new banking clients in under four years by building a robust marketing engine across acquisition, activation, and retention.
- Pioneered influencer marketing in the banking industry in Italy, launching branded content formats like “Niente di Strano” (live music show hosted by Carlo Pastore from Torre UniCredit) and entering the e-sports space through partnerships with League of Legends teams and players.
- Full ownership of marketing budget, channel mix, and KPIs: managed strategies spanning performance marketing, CRM, social media, partnerships, branded content, and display.
- Scaled an iterative, experimentation-first approach using tools such as Adobe Analytics, DOMO, and Adjust to optimize campaigns and channel performance.
- Mentored and trained the marketing team internally, fostering a growth hacking culture and introducing frameworks for test–learn–scale cycles.
- Closely collaborated with Compliance and Legal teams to ensure full adherence to regulatory frameworks (MiFID, GDPR, transparency standards), turning legal boundaries into creative opportunities.
Digital Marketing Manager
buddybank
Milan
11.2022 - 03.2023
- Analyzed online users behaviours, conversion data of digital marketing campaigns, customer journeys and funnel analysis and creates periodic control reports.
- Developed conversion optimization strategies, with the aim of improving the efficiency of digital marketing activities and increasing ROI.
- Developed multi-channel marketing and communication campaigns by defining effective audience segmentation strategies.
- Supported traffic generation and customer acquisition activities and contributes to the execution of digital marketing plans.
- Together with data colleagues, implemented CRM strategies for customer loyalty by constantly improving business performance in terms of acquisition of new customers, cross selling and optimization of the conversion rate.
Internal Digital Engagement
UniCredit
Milan
10.2014 - 10.2017
- Assisted the COO in numerous projects, like introducing "bring own device" or launching social community
- Creation of the internal "avatar" gamification project to promote digital culture when it was at its early stage.
- Kept intranet editorial plan with a strong focus on digitalization
Education
Bachelor's degree - Business linguistic expert
Università Cattolica Sacro Cuore
Milan 01.2004 - 1 2007
Online academy - undefined
01.2021 - Current
Skills
8 years of experience in market strategy role
Ability to obtain, organize, analyse and evaluate complex data, coming from different resources
Solid experience with Microsoft Office software packages
Ability to understand main industry KPIs and propose new one
Strong ability to plan & organize short and mid term tasks, in line with business priorities
Excellent relational & communication skills
Strong flexibility, ability to work under pressure & with tight deadlines & self-motivation
Accuracy & precision
Team worker & collaborative
Timeline
Marketing Project Lead
UniCredit
01.2024 - 04.2025
Head of Growth at Buddybank
UniCredit
03.2023 - 12.2023
Digital Marketing Manager
buddybank
11.2022 - 03.2023
Online academy - undefined
01.2021 - Current
Internal Digital Engagement
UniCredit
10.2014 - 10.2017
Bachelor's degree - Business linguistic expert
Università Cattolica Sacro Cuore
01.2004 - 1 2007
Extra
- Personal blog, YT channel and freelancing - 2021-ongoing
- Personal blog: giorgiagio.com showcasing my passion for home decor and "Do it yourself" projects.
- YouTube channel: "Giorgia Gio" featuring ideas on home decor and tutorials for transforming homes without breaking the bank.
- Amazon shop: featuring my favorite gift ideas in affiliation with Amazon.
- Social media: exploring the best direction for my presence on Instagram and TikTok.
- Pursuing ongoing education in digital marketing to stay up-to-date with the latest trends and strategies.
- Freelancer.com profile: Assisting small businesses in establishing and growing their online presence by crafting digital marketing strategies.
- Local neighborhood council collaboration: I assist the council in my area by creating event flyers and social media videos to promote special initiatives.