Roberto Bertinetti - CEO at WHITE Consulting | PPC/Digital Marketing Guru | Top Brand CMO | PPC/Meta/Google | 12y exp

Online Marketing Expert with special focus on PPC/SEM/Google/Bing/Meta (Facebook) Ads, and demonstrated experience both from a strategical and a technical point of view.
Hands on approach, able to setup and manage top performing campaigns across multiple industries, proven in demanding and competitive environments / markets.

🚀 𝗖𝗛𝗔𝗡𝗡𝗘𝗟𝗦 𝗦𝗞𝗜𝗟𝗟𝗦𝗘𝗧🚀:
‣ 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝗘𝘅𝗽𝗲𝗿𝘁𝗶𝘀𝗲: leveraging all available tools such as campaign types (Search, Shopping, pMax, App, Video, Discovery, Display etc), Bidding methods (tCPA, Max Conversions, Max CPC, pCPA, CPM etc), Match Types, Audiences, Extensions, Segments, Ad Types, Negatives, Shared Libraries, Automated Rules, and more.
‣ 𝗠𝗲𝘁𝗮 𝗔𝗱𝘀 𝗘𝘅𝗽𝗲𝗿𝘁𝗶𝘀𝗲: leveraging all available tools such as Campaign Objectives (Sales, Leads, Video Views, Advantage+, Traffic, etc), Custom Audiences, Lookalikes, Interest Audiences, Creative Types, Bids and Budgets Optimisation (CBO, ABO, Bid Cap, Scheduling, etc), Dynamic vs. Static AdSets, Automated Rules, and more.
‣ 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀 𝗙𝗼𝗰𝘂𝘀: using the right approach for creative testing and identifying new winners to succeed in Meta Ads. Working with experienced Ad copywriters and graphic/motion designers to produce highly converting Ads, and adopting a pragmatic yet quantitative approach for fast iterations to identify winning concepts.
‣ 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗔𝗽𝗽𝗿𝗼𝗮𝗰𝗵: focussing always on the big picture, developing synergies within each single channel, but also with other acquisition channels and re-engagement strategies.
‣ 𝗧𝗿𝗮𝗰𝗸𝗶𝗻𝗴 𝗮𝗻𝗱 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀: working with Google Ads / Facebook Pixel Tag, GA4 and GTM, importing Offline Conversions,Setting Up Server-to-Server tracking (Conv. API or Enhanced Conversions), Integration with internal data warehouse / CRM, working with multi-touch attribution models.
‣ 𝗔𝗰𝗰𝗼𝘂𝗻𝘁 𝗦𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗶𝗻𝗴: maximising relevance but also favouring data collection for machine learning to work effectively. When needed, using automated scripts for campaigns creation.
‣ 𝗧𝗲𝗰𝗵 𝗮𝗻𝗱 𝗔𝘂𝘁𝗼𝗺𝗮𝘁𝗶𝗼𝗻: Python scripts both to analyse and manage accounts, usage of automated tools and AI wherever possible, focussing on conceptual and qualitative work.
‣ 𝗠𝗮𝗻𝗮𝗴𝗲𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗙𝗼𝗰𝘂𝘀: usage of clean naming convention, documentation, and processes harmonised with the internal stakeholders and other channels.
‣ 𝗤𝘂𝗮𝗻𝘁𝗶𝘁𝗮𝘁𝗶𝘃𝗲 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵 𝗮𝗻𝗱 𝗧𝗲𝘀𝘁𝗶𝗻𝗴: leverage of data and statistical approaches (for example, using Experiments or a χ2 test for statistical significance) for decision making.


🧞 𝗘𝗫𝗣𝗘𝗥𝗜𝗘𝗡𝗖𝗘🧞:
✔️ Online Marketing Experience in more than 40 countries in 5 continents.
✔️ Experience in managing 7 digits monthly budgets.
✔️ Close collaboration with Google/Meta, invited to headquarters in Mountain View/Menlo Park as well as Dublin multiple times.
✔️ Direct work experience with world top class experts and companies such as Roc

Founded: 2011

Work Terms

- Projects with a specific length like 1-3 months or 3-6 months
- Long-term partnerships or long-term management of accounts
- Fulltime / Flex / Partime - to be negotiated per project