Each month we recognise a K2 consultant who has received outstanding client feedback on their recent project.
This month the K2 Consultant of the Month is Tiziana Anelli, a digital consultant from Spain.
Read our interview with Tiziana below.
Can you tell us a little bit about yourself?
I am originally from Italy and I have been living in Spain for the last 12 years. I am currently based in Madrid, having previously lived and worked in Barcelona and Bilbao. I started working for start-up in digital content and operations and have been a digital consultant for the last five years, specializing in digital transformation.
My key responsibilities are to help companies design, define and implement their digital marketing activities. For this I use a variety of different digital marketing tools such as; Salesforce Marketing Cloud, Google Analytics, SEO and SEM tools.
What was your most recent K2 project?
My most recent project with K2 was working as an email specialist with Accenture for a private bank. The first part of the project was to define the email marketing KPIs and reporting, to ensure a suitable comparison between the different countries (LATAM and USA). I supported the email marketing teams across the Latin America’s and the US about email channel, training them in understanding how to use the new processes.
The second part of the project was to implement Salesforce Marketing Cloud, During this I supported the functional team in preparing each email marketing team to get the most out of the tool, helping them to define the customer journey and trigger emails.
The biggest technical challenges faced on this project was in adapting the tool to each country, working to the different operations and data models. Through working with a group of functional experts in Salesforce Marketing Cloud and using email marketing best practices we were able to overcome these issues.
What do you enjoy most about your job?
I’ve enjoyed being part of an international team, working with email marketing teams in Latin America, working across with many different expertise in the channel. I have enjoyed getting to know how digital marketing works in the financial industry and the behaviour of customers online and offline. I had the opportunity to collaborate in the implementation of a powerful marketing tool, giving me an overview of the impact this had on the customer’s day to day work.
Which technical development do you think will have the biggest impact on your field over the next few years?
I think we will see a lot more companies using marketing automation tools to save them time, get more out of their CRM, customising it to help increase ROI and have direct access to their critical marketing KPIs. Marketing automation is a powerful tool, with many benefits, which can help create a rich profile of the audience and send out targeted marketing messages.
What advice would you give to someone starting out as a freelance IT consultant?
My top advice to someone just starting out as a freelance IT consultant would be to:
- Listen to customer requirements.
- Be flexible, because more often than not you will be working with many to different multidisciplinary teams.
- Update yourself and your skills continuously so not to be outdone in the market.
- Always focus on the project objectives.
Tiziana Anelli is a Digital Consultant based in Spain.