Roberta Varrasi
ECOMMERCE EXPERT & DIGITAL STRATEGY
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Info
Results-oriented eCommerce professional with expertise in data-driven strategy, digital performance and customer experience, combined with a strong background in wine and a deep passion for organic and biodynamic agriculture. I aim to bring my digital and analytical expertise to forward-thinking wine and food businesses, connecting technology, brand storytelling and sustainable, terroir-driven products.
Esperienza
ECOMMERCE EXPERT at Montura Srl (2025-01 – Present)
- Develop eCommerce strategy for Italian outdoor brand specializing in mountain and outdoor apparel.
- Manage product catalogue, product content and online product presentation.
- Optimize the user experience and collaborate with cross-functional teams.
- Monitor eCommerce performance and supported growth of digital channel.
- Support website design, revenue model, process flows, operations support and customer engagement strategies.
- Improve branding strategies and online communication by utilizing research into competition, market conditions and economic indicators.
- Manage online marketing and promotional calendars by integrating campaigns and daily promotional offers.
- Plan and implement site content updates, merchandising of newly launched products, integrated campaigns and promotions.
PROJECT MANAGER at Synesthesia Srl SB (2023-05 – 2024-12)
- Planned and managed eCommerce projects, overseeing budgets, objectives, resources, timelines, and roadmaps to ensure successful delivery.
- Optimized UX/UI and coordinated cross-functional teams to improve user experience and drive engagement.
- Managed integrations of ERP, CRM, PIIM, warehouse systems, and payment methods to enhance operational efficiency.
- Monitored KPIs, SEO/SEM campaigns and user behavior.
- Used Google Analytics and project management tools including Asana, Jira, Monday and Click Up.
- Created project plans with established timelines and roles with specific goals assigned to appropriate teams and managed workflow throughout construction.
- Furnished project updates to various stakeholders, informing on strategy, adjustments and progress.
- Submitted budget estimates, progress reports and cost tracking reports.
- Identified needs and coordinated resource allocation to deliver quality standards on time and within budget.
KEY ACCOUNT MANAGER at ZeroGrey Srl (2018-11 – 2023-04)
- Managed key clients' eCommerce websites, enhancing user experience and client satisfaction.
- Planned online sales strategies based on market trends and business objectives.
- Analyzed online sales performance and key KPIs including revenue, margin, stock rotation, conversion rate, traffic and user behavior.
- Optimized web content for SEO and supported digital marketing activities.
- Developed and delivered performance reports for management and clients, providing insights on sales trends and opportunities.
ECOMMERCE MANAGER ASSISTANT at Le Dangerouge Shoes Srl (2016-01 – 2018-11)
- Supervised e-commerce platform, optimized UX/UI to enhance customer experience.
- Planned promotional campaigns, SEO/SEM, email marketing, cross-selling and up-selling initiatives.
- Monitored traffic, conversions, average order value, and retention to inform data-driven decision making.
- Planned budgets for e-commerce activities, collection buying, technology, and marketing to align with strategic goals.
- Collaborated with logistics on stock, returns and deliveries.
WEB MARKETING & DIGITAL COMMUNICATION at Progesia Spa (2015-01 – 2015-12)
- Created personalized digital campaigns, managing Google Ads and Meta Ads to increase audience engagement.
- Implemented SEO strategies, analysing keywords and user behavior to improve organic search performance.
- Managed automated email marketing using Mailchimp, HubSpot and Mail Up.
- Planned editorial calendars and managed social media channels to enhance brand visibility.
- Collaborated with copywriters, graphic designers and video makers.
Sommelier at Racine Restaurant (2013 – 2015)
Formazione
EXECUTIVE MASTER in ECOMMERCE MANAGEMENT 4.0 – SAA - School of Management (2019 – 2019)
MASTER in WEB MARKETING & DIGITAL COMMUNICATION – SAA School of Management (2017 – 2017)
MASTER in NUTRIGENOMICS – Faculty of Biotechnology (2016 – 2016)
MASTER in SPECIALISED TRANSLATION AND INTERPRETING – Agenzia Tutto Europa (2011 – 2012)
DEGREE in LANGUAGE MEDIATION & COMMUNICATION – University for Language Mediators (2009 – 2011)
