Paolo Baldriga

Lead end-to-end product development, collaborating with cross-functional teams and

external partners, define KPIs, monitor performance, and employ machine learning for

card spending data insights

Develop the Loyalty and CRM strategy for EMEA, reporting of the loyalty KPI´s for each country Engagement and retention activities with the consumers through e-mail marketing, social media, on line retargeting and digital promotions Management of the data analytics team and the marketing platforms (media mix modelling, attribution modelling, central data warehouse, campaign management, digital reccomendation) in order to increase e-commerce and off line revenues Responsible for the acquisition and management of the European customer data base Definition and management of the customer care and the loyalty programm for EMEA Build and optimize a multi-channel, integrated loyalty strategy across digital and offline channels Definition of the marketing and media plans based on the media mix modelling platform Responsible for the customer center strategy in Europe and of the Net Promoter Score monitoring and customer pain points solution Definition and management of the consumer insights , the customer segmentation and the brand health tracking

Build & execute the business strategy on the issuing and acquiring side Definition of the marketing and branding strategy – including media and advertising, social media storytelling to drive customer spending and on line acquisition Definition and implementation of the loyalty program based on cashback and concierge services Definition and management of the Bank partnerships for co‑branded cards Definition of the Card Product portfolio (emerging payments, value added services like concierge premium services, insurances,…) Profit and loss accountability of the card issuing business (customer profitability) Definition of the digital customer experience and implementation of the campaign management platform