{"id":1015,"date":"2025-05-29T10:55:43","date_gmt":"2025-05-29T10:55:43","guid":{"rendered":"https:\/\/www.lucacaciagli.com\/?p=1015"},"modified":"2025-05-29T10:55:44","modified_gmt":"2025-05-29T10:55:44","slug":"business-developer-e-marketing-strategiest-per-scomunica-2","status":"publish","type":"post","link":"https:\/\/www.lucacaciagli.com\/?p=1015&lang=en","title":{"rendered":"Business developer e Marketing Strategiest per Scomunica"},"content":{"rendered":"\n
\"Questa<\/figure>\n\n\n\n

Project Overview<\/strong><\/h3>\n\n\n\n

With Scomunica<\/strong>, a creative agency based between Nettuno and New York<\/strong>, I\u2019m contributing to the definition of a new strategic and operational positioning<\/strong> aimed at strengthening the agency\u2019s identity as a flexible, contemporary collective<\/strong> highly specialized in promoting Made in Italy<\/strong>. I joined at a pivotal moment: the agency was transitioning from a primarily creative structure to a more strategic and consulting-driven model<\/strong>, with the goal of attracting mid-to-high tier B2B clients<\/strong>, both nationally and internationally.<\/p>\n\n\n\n

Within this context, I\u2019ve worked on improving internal workflows<\/strong>, developing scalable processes<\/strong>, and defining a value proposition that clearly differentiates Scomunica<\/strong> in the independent agency landscape. I\u2019ve supported the creative direction team in writing concepts for active clients and prospects<\/strong>, while also contributing to the design of communication strategies, advertising campaigns, and social media planning<\/strong>.<\/p>\n\n\n\n

Role and Responsibilities<\/strong><\/strong><\/h3>\n\n\n\n

Role Title:<\/strong> Business Developer & Digital Strategist<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Responsibilities Overview<\/strong>:<\/p>\n\n\n\n

Strategic research and development:<\/strong> I conducted market analysis, benchmarking, and competitor research<\/strong> to define project proposals for both active clients (e.g. SiEnergie<\/strong>, Colavita<\/strong>) and strategic prospects (e.g. Cirio<\/strong>, Petti<\/strong>, Caff\u00e8 Borghetti<\/strong>, Oud<\/strong>).<\/p>\n\n\n\n

Business development and consulting:<\/strong> I\u2019m responsible for identifying new business opportunities<\/strong>, drafting custom editorial plans<\/strong>, preparing pitch materials<\/strong>, and overseeing the institutional tone of voice<\/strong> in client communications.<\/p>\n\n\n\n

Advertising and performance marketing:<\/strong> I proposed and structured full-funnel advertising strategies<\/strong> (Google Ads, Meta, LinkedIn), with a focus on B2B lead generation<\/strong> and local SEO<\/strong>, using tools like SEMrush<\/strong>, Google Analytics<\/strong>, and Google My Business<\/strong>.<\/p>\n\n\n\n

Internal process management:<\/strong> I optimized the management of PED (Digital Editorial Planning)<\/strong> workflows and cross-team projects<\/strong>, coordinating collaboration between content, design, and copywriting areas<\/strong>.<\/p>\n\n\n\n

Content and branding:<\/strong> I contribute to writing creative concepts and storytelling<\/strong> for projects with high narrative potential (e.g. The Tomato Family<\/em> for Cirio\/Petti, La Cartucciera<\/em> for Caff\u00e8 Borghetti), aligning them with the visual identity and values of each brand<\/strong>.<\/p>\n\n\n\n

Ongoing learning and upskilling:<\/strong> I completed vertical certifications on Learnn<\/strong> (including Google Ads<\/strong> and Paid Strategy<\/strong>), and I regularly follow trends and tools related to strategy and digital marketing<\/strong>.<\/p>\n\n\n\n

Key Objectives<\/strong><\/h3>\n\n\n\n

Within my role at Scomunica, one of the main goals has been to reinforce the agency\u2019s positioning as a creative company with a strong strategic core<\/strong>. In a landscape where many agencies focus solely on aesthetics, we chose to position ourselves as a consulting partner<\/strong>, capable of analyzing markets, understanding client needs, and building tailored solutions<\/strong>.<\/p>\n\n\n\n

On an operational level, I\u2019ve worked to increase the quality and solidity of project proposals<\/strong>, aimed both at current clients (such as SiEnergie<\/strong> and Colavita<\/strong>) and strategic prospects (Cirio<\/strong>, Petti<\/strong>, Caff\u00e8 Borghetti<\/strong>). The goal was clear: to consolidate Scomunica\u2019s identity as an agency able to work with B2B companies and nationally relevant brands<\/strong>, not only through creative ideas but also with measurable, business-oriented strategies<\/strong>.<\/p>\n\n\n\n

Strategy and Approach<\/strong><\/h3>\n\n\n\n

The approach was structured on multiple levels, combining creative vision with a consulting mindset<\/strong>. I led the preliminary market and competitor analysis<\/strong>, using tools like SEMrush<\/strong> to identify key leverage points for our proposals. The collected data was essential in defining targeted positioning and advertising strategies<\/strong>, such as the full-funnel proposal for SiEnergie<\/strong>, focused on Google Ads, LinkedIn, and retargeting<\/strong>.<\/p>\n\n\n\n

I also contributed to the development of creative concepts and storytelling<\/strong> aligned with the tone and values<\/strong> of the brands we analyzed \u2014 as in the case of The Tomato Family<\/em> for Petti and Cirio<\/strong>, or La Cartucciera<\/em> for Borghetti<\/strong>. Each concept was designed to offer a concrete solution to a real challenge<\/strong>, turning it into an opportunity for visibility and conversion<\/strong>.<\/p>\n\n\n\n

In parallel, I worked on improving internal workflows<\/strong>, optimizing PED management<\/strong> and facilitating collaboration between content, design, and project management<\/strong>. The goal was to make the process more streamlined, scalable, and easy to monitor<\/strong>.<\/p>\n\n\n\n