Claudio Giordani

Owner of marketing strategies driving brand visibility, user engagement, and market leadership in the corporate welfare sector. Focused on innovation and measurable outcomes, I lead initiatives that balance scalable growth with long-term brand equity.

• Strategic Growth: Spearheaded the go-to-market strategy for the corporate welfare sector, balancing scalable user acquisition with long-term brand equity.
• Team Leadership: Built and currently mentor a high-performing team of 5, establishing a culture of "measurable outcomes" and fostering alignment between product and sales departments.
• Brand Authority: Elevated LianeCare's presence through targeted campaigns that position the company as the industry leader in well-being, directly resulting in increased organic traffic and improved brand favorability metrics.
• Operational Efficiency: Optimized marketing operations to achieve high ROI on cost-effective campaigns, boosting user loyalty while maintaining sustainable growth.

• Advising the founder on Series A fundraising positioning and B2B product-market fit.

• Teaching marketing principles, sharing real-world insights from 18 years in top-tier tech companies.

Owner of the international marketing strategy and execution for BetterUp, leading the go-to-market plan and marketing function for global expansion. Balanced growth across B2C and B2B markets while bringing BetterUp's product and message to market, fostering brand equity and growth.

• Market expansion: Developed and executed the international GTM strategy, ensuring growth objectives were consistently met and a cohesive voice across a multi-cultural environment.
• Team management: Coordinated and mentored a distributed workforce to maintain agility and strategic alignment
• Demand generation: Built a pipeline growth strategy, executing region-wide and country-specific campaigns to maximize impact.
• Operational excellence: Optimized marketing processes, including web presence, regional influencers, SEO, nurture campaigns, and marketing technology and automation systems.
• KPI Achievement: Consistently exceeded pipeline goals by 155% and brand awareness targets by 150% through rigorous benchmarking against competitors. Managed an 8-figure budget.

Led the marketing efforts for internationalizing the Google Assistant in the fastest global expansion of a product in Google's history - Managed the product marketing strategy and the operations for the launch of a customized Google Assistant in +130 markets and +40 new languages to drive awareness, adoption and growth across users globally.

• Career progression: Promoted to design and oversee all Google Assistant initiatives to support and enhance Diversity, Equity and Inclusion (dual role). Built and led the internationalization team (35 distributed people).
• Campaign Execution: Orchestrated +50 complex, multi-channel global campaigns that increased brand favorability and awareness in key international markets to grow an engaged user base. Designed processes, communication and product development strategies to increase market fit.
• KPI Achievement: Global DAUs grew 100x (to achieve 1B active users) and non-US markets grew to contribute from 0% to 70% of user base.

Orchestrated and led Google's outreach for B2B marketing strategies; designing campaigns and communication projects across all of Google advertising solutions (+$15M budget, 5 reports).

• International and cross functional project coordination. Responsible for business performance (co-owned with sales), content operations, user growth & insights, marketing and partnerships.
• Led long-term marketing strategies to sustain sales activity, (incl. B2B and B2C campaigns, websites, narratives and collateral development, events and digital activations) and designed processes as well as OKRs for the team.
• KPI Achievement: Clients' investments increased by 2x in 4 years (+20% vs. the control group).

• Led Google's outreach for advertising offerings and education strategies to Large Advertisers and Agencies (+$1.5M budget, 2 direct reports).
• Synthesized complex datasets to drive strategic decision-making and optimize resource allocation.

• Successfully delivered strategic consultancy across different sectors (IT, advertising, FMCG, Financial Services, SaaS solutions, Telecom & Media, Energy), focusing on business development, operations excellence, marketing strategies, CRM, and market/competition analysis.

• Led strategic consultancy and innovation projects for SMEs, focusing on business development, international marketing, internationalization, business analysis, R&D and innovation related projects.

• Leveraged strategic agility and rapid problem-solving to deliver critical strategic and operational consulting solutions in dynamic, client-facing environments across diverse industries.

A leadership innovation program focused on how key converging technologies will shape our future; exploring the impact of exponential technologies on users and companies in a world of rapid change.

• Graduated with full grades.
• Exchange program: Universidade Getulio Vargas (FGV), Sao Paulo, Brazil - 2007.

• Graduated with full grades.
• Exchange program: ITAM University, Instituto Técnico Autónomo de México, Mexico - 2004.

• i) Google Ads Fundamentals, ii) Search Advertising, iii) Video Advertising, iv) Mobile Advertising, v) Display Advertising, vi) Shopping Advertising.

Large, distributed teams management; driving clarity in complex, fast-paced environments. Strong analytical reasoning and problem solving. Mentor at Leadthefuture.tech.

• Growth & Performance: User Acquisition, CRM (Salesforce/ HubSpot), SEO/SEM, Revenue Growth, Data Analysis (AI, SQL, Python).
• Tech Stack: SEMrush, Google Analytics, SPSS.

Matrixed global teams management and complex cross-functional coordination. Onboarding and partner relationship management. Excellent communication capabilities.

Judge of the Cannes Lions 2016, co-creator of the IF festival.

Università Statale di Milano - Bachelor degree in Philosophy.