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E-commerce Marketing Available · 2026 ITALIA

Giuseppe Giusa —
Growth Marketer
& Performance Specialist.

I drive qualified traffic, optimise the on-site experience and build automated retention systems that grow the business.

5+ years in digital 3 structured e-commerce projects 1,000+ SKUs managed
See my work
Giuseppe Giusa — professional portrait
§ 01
Working philosophy

Four principles that guide every project.

Not a proprietary method, not a trademarked framework. Just the way I think about digital after five years of hands-on practice on real stores.

01

Data first, opinions later.

Every strategic decision starts from an observed metric — not a generic best practice. GA4, Klaviyo Analytics and the platforms' native reports are the starting point, not an attachment at the end of the month.

02

Full-funnel, not siloed.

Acquisition, conversion and retention are one system. A 4.5x ROAS means little if repurchase frequency is flat. I work across the entire customer lifecycle, not on isolated channels.

03

Hands-on execution.

No middlemen. I set up the pixels, I write the Klaviyo flows, I edit the videos. This dramatically cuts iteration time and keeps strategy and technical execution perfectly aligned.

04

Honest about limits.

The skill levels stated on this page are honest: where I'm expert and where I'm intermediate. A consultant who claims to "do everything" is a consultant to be wary of.

§ 02
Projects

Three case studies in real e-commerce environments.

No NDAs stopping me from showing the numbers. No vanity metrics. Just context, method and results — verifiable in the ad accounts and Klaviyo dashboards.

— Case 01

Ventec S.r.l.

Multichannel B2C e-commerce August 2025 — March 2026
Gravina di Catania (CT)
Context

A PrestaShop store with 1,000+ SKUs, already live on Amazon and eBay but with no structured retention strategy. Paid advertising run in-house, with heavy reliance on promotional spikes.

Challenge

Reduce dependence on advertising by building a recurring revenue channel via email, and bring order to the orchestration between store, marketplaces and CRM.

Approach

RFM segmentation in Klaviyo, rebuilt Welcome Series and Abandoned Cart with advanced flows. CRM/marketplace/payment integration to cut manual errors. In parallel: technical store optimisation, SEO copy on Amazon and eBay product listings, and Performance Max management focused on creative assets.

22%
Monthly revenue from
Klaviyo email marketing
4.5x
Average ROAS on
full-funnel Google + Meta
+30%
Organic traffic on
Amazon & eBay marketplaces
Stack
PrestaShop Klaviyo Google Ads Performance Max Meta Business Amazon Seller eBay Google Merchant
— Case 02

Miatim S.r.l.

D2C lifestyle January — June 2025
Aci Sant'Antonio (CT)
Context

A WordPress/Elementor store with performance issues, a slow checkout and no active retention flows. Decent but declining organic rankings.

Challenge

Migrate to a more scalable platform without losing SEO rankings, launch a first retention channel, and restart paid acquisition sustainably.

Approach

Full Shopify migration with a redirect map and preservation of strategic URLs. Welcome Series and Abandoned Cart built in Klaviyo, complete product-page restyle, creative A/B testing on Meta. SEO strategy built on SEOZoom keyword research and Google Search Console.

+25%
Store speed after
migration to Shopify
35%
Average open rate
on Klaviyo flows
10+
Keywords on Google
page one (organic)
Stack
Shopify WordPress / Elementor Klaviyo Meta Ads SEOZoom Search Console Canva / CapCut
— Case 03

CTA Tende S.r.l.

Services lead generation October 2023 — December 2024
Aci Sant'Antonio (CT)
Context

A B2C services company with a local lead-generation funnel. Meta campaigns were running but without any A/B testing system or structured nurturing.

Challenge

Lower the cost per lead and improve the quality of incoming enquiries, while keeping contact alive after the form.

Approach

Systematic creative A/B testing on Meta Business Manager (hook, format and audience variants). Targeted SEM copywriting for local intent. Zoho CRM set up with automated post-form nurturing flows. In-house photo and video production, including drone footage.

−15%
Cost per lead (CPL)
on Meta campaigns
>5%
Average CTR on
segmented newsletters
+10%
Lead-to-customer
conversion (CRM)
Stack
Meta Business Zoho CRM Google Ads Drone / Camera CapCut
Tools & platforms

Advertising

Meta Business Manager Google Ads

CMS & E-commerce

Shopify PrestaShop WordPress

Automation & Analytics

Klaviyo Google Analytics 4
§ 03
Email Marketing & Funnel Automation (Klaviyo)

Klaviyo: turning email into a revenue channel.

Broadcasts, newsletters and automated flows across two very different stores — artisan food (Racilia) and technical climate-control (Climatec). The goal isn't to "send emails", but to build a recurring revenue channel: cross-selling, up-selling, repurchase and retention driven by behavioural data.

A

Broadcast Campaigns & Newsletters

Two brands, two tones of voice. Seasonal and promotional campaigns — Easter, Mother's Day, seasonal offers — built as a system of Klaviyo flows, not as isolated sends.

Racilia
Artisan food
Shopify
Focus

Turn the seasonal buyer into a recurring customer, bringing Sicilian tradition to life in every send.

Methodology
  • Editorial calendar anchored to key dates — Easter, Mother's Day, national holidays — to maximise relevance
  • Automated Welcome and Abandoned Cart flows with a warm, narrative tone
  • Dedicated, segmented coupons to trigger the first repurchase
  • Product storytelling: origin, raw materials, craftsmanship
Racilia email campaign — Sicilian pistachio Easter
Seasonal campaign — Sicilian Easter · product storytelling and a single CTA.
Climatec
Climate control
Technical e-commerce
Focus

Communicate complex technical offers with absolute clarity, working on price, guarantees and controlled urgency.

Methodology
  • Product blocks with SKU, struck-through price and savings clear at a glance
  • Explicit trust levers: free quote, fast delivery, instalment payments
  • Time-windowed campaigns (holiday offers) with a clear deadline
  • Cross-sell to related categories — micro-filtration, spare parts, accessories
Climatec email campaign — Ariston Alys air conditioners
Seasonal promo — Ariston air conditioners · pricing and trust levers front and centre.
B

In-email Cross-selling & Up-selling

The inbox not as a catalogue, but as a lever to raise average order value (AOV) and drive repurchase.

Inside the emails I design blocks of related and recommended products: not to fill space, but to anticipate the customer's next need and build a fuller order without ever leaving the inbox. It's cross-selling and up-selling done right where the customer reads.

On Climatec, recommendation modules link the main purchase to coherent accessories and spare parts (filtration, maintenance); on Racilia, seasonal logic pushes bundles and related lines. In both cases the selection is data-driven, based on behaviour and purchase history managed in Klaviyo, serving AOV and retention.

Racilia email — Mother's Day with coupon and related products
Racilia — Mother's Day broadcast
Seasonal campaign with the coupon built into the visual and a block of related lines to grow the cart without leaving the email.
Climatec email — related and recommended products section for in-email cross-selling
Climatec — recommended-product blocks
In-email cross-sell and up-sell modules: complementary products with a price and CTA for each option, designed to lift AOV.
C

Trust & Social Proof

An offer persuades, but trust is what earns the click. In every email I built in two reassurance levers: third-party verified reviews and badges covering shipping, support and secure payments.

On Racilia I gave room to Trustpilot reviews — overall score, the "Verified Company" badge and individual verified experiences — to carry the store's hard-earned reputation straight into the inbox.

On Climatec, where the purchase is more demanding and technical, the Feedaty widget (4.8/5 from over a thousand reviews) lowers perceived risk before the price is even considered. Social proof does half the selling.

Racilia — Trustpilot review widget in email, 4.6 and Verified Company
Racilia — Trustpilot in email
Score, the "Verified Company" badge and real reviews: the store's reputation goes straight into the newsletter.
Climatec — Feedaty review widget, 4.8 out of 5 from over a thousand reviews
Climatec — Feedaty 4.8/5
Volume and average rating made prominent: on a costly technical purchase, verified numbers cut decision friction.
Recurring reassurance badges

Below the offers, a constant band of micro-guarantees that answers objections before they turn into drop-offs: e-commerce reliability communicated visually and repeatedly.

Verified company Free shipping 48/72h delivery Secure payment Instalment payments Dedicated support Easy returns

Out of respect for my former clients' privacy, I've structured these case studies around the strategic methodology implemented. The screenshots show already-public communications; sensitive data, confidential metrics and account information are not disclosed.

§ 04
E-commerce UX & Conversion Design

Optimising the website and the product page.

This is work on the store's actual interface. Information hierarchy, user experience and conversion triggers on the product detail page (PDP), engineered to reduce purchase friction and turn traffic from Meta Business Manager and Google Ads into paying customers.

A

Anatomy of the Product Page

I broke the Racilia product page (Shopify) down into the six Conversion Rate Optimisation levers I worked on — each one answers an objection or moves the user a step closer to the cart.

Case · Racilia / Shopify · PDP Six sections of the same product page. Hover a card to scroll through the full screenshot.
01 UX · CTA Above the fold of the Racilia product page: image, price, variant selector and CTA scroll

Above the Fold & UX Core Architecture

Optimisation of the visual hierarchy in the primary fold of the page. Strategic placement of the variant selectors and the main CTA to remove cognitive friction and maximise click-through to the cart.

Friction reduction
02 Trust Reviews and social-proof section of the Racilia product page scroll

Social Proof & Trust Building

Structuring social-proof elements and tearing down purchase objections. Strategic integration of verified reviews and persuasive micro-copy placed right next to the decision triggers, to reassure cold traffic.

Objections removed
03 Urgency · FOMO Format selector and scarcity levers of the Racilia product page scroll

Scarcity Levers & Urgency Triggers

Implementation of psychological scarcity and urgency levers (FOMO) to shorten the user's deliberation time and actively counter cart abandonment.

Cart abandonment ↓
04 Copywriting Benefits and value-copywriting section of the Racilia product page scroll

Value Proposition & Product Copywriting

Reworking of descriptive copy and selling points through a direct-response lens. Immediate emphasis on end-user benefits over bare technical specs, to spark desire to buy.

Direct response
05 AOV Cross-selling and related-product blocks of the Racilia product page scroll

Cross-Selling & Average Order Value (AOV) Boost

Configuration of dynamic blocks for related and complementary products ("Complete the set" / "Frequently bought together"). A strategy to increase the profitability of each session by raising the average order value.

Average order value ↑
06 LTV Post-click engagement and secondary-path section of the Racilia product page scroll

Retention & Post-Click Engagement

An architecture of incentives and secondary purchase paths woven into the flow to drive customer loyalty and recurring repurchase (Lifetime Value), improving the efficiency of ad spend.

Lifetime Value ↑
B

Migration & Restyle

The technical side of conversion: moving Racilia to Shopify without losing catalogue, rankings or customer history — the stable base everything in CRO rests on.

Racilia, migration to Shopify.

A platform migration isn't a copy-paste: it's a data-management operation where the real risk is losing months of SEO work and catalogue consistency. I handled the move end-to-end, treating every URL and every SKU as data to preserve, not to re-enter by hand.

The restyle came after technical stability: a new theme, a rethought product hierarchy and a simplified checkout, built on top of clean data.

Complete
Catalogue migrated
301 mapped
Redirects & SEO
Preserved
Order history
  1. 01Audit & mappingA complete inventory of existing SKUs, categories and URLs before touching anything.
  2. 02Catalogue migrationStructured import of products, variants, images and price lists with integrity checks.
  3. 03301 redirectsA redirect map to preserve the SEO value accumulated on the old URLs.
  4. 04UX restyleA new theme, product hierarchy and simplified checkout on top of clean data.
  5. 05IntegrationsEmail marketing, shipping, payments and order sync reconnected and tested.
§ 05
Technical skills

Tools and areas of practice.

The level shown reflects months or years of hands-on management — not a course watched at 2x speed. Expert means I set it up from scratch; intermediate means I run it independently with reference points.

01 Performance & Advertising

  • Meta Business ManagerAdvanced
  • Google Ads — Search, Display, ShoppingAdvanced
  • Performance Max & Google MerchantAdvanced
  • Pixel Tracking & Conversion APIAdvanced
  • Creative & copy A/B testingAdvanced

02 Retention & Email

  • Klaviyo — advanced flow designExpert
  • RFM segmentation & cohort analysisExpert
  • Welcome / Abandoned / Post-PurchaseAdvanced
  • Segmented newsletter copywritingAdvanced
  • Deliverability & domain warm-upIntermediate

03 E-commerce & CMS

  • PrestaShop — catalogue & theme managementAdvanced
  • WordPress / WooCommerce / ElementorAdvanced
  • Shopify — migrations & optimisationIntermediate
  • Conversion Rate Optimization (CRO)Advanced
  • HTML / CSS / JavaScriptBasic

04 SEO & Analytics

  • SEOZoom — keyword research & auditAdvanced
  • Google Search ConsoleAdvanced
  • Amazon SEO & listing optimisationAdvanced
  • Google Analytics 4 (GA4)Intermediate
  • Tag Manager & custom eventsIntermediate

05 Marketplace & CRM

  • Amazon Seller CentralIntermediate
  • eBay — listing & optimisationIntermediate
  • Zoho CRM — workflows & nurturingIntermediate
  • HubSpotIntermediate
  • Multichannel order integrationAdvanced

06 Multimedia & Production

  • Canva — design system & templatesAdvanced
  • CapCut — social video editingAdvanced
  • Drone & camera shootingAdvanced
  • Generative AI (copy & visuals)Intermediate
  • Photoshop & IllustratorBasic
§ 06
Education

Academic background and certifications.

Academic background

2019 — 2021 · EQF Level 5
Higher Specialisation Diploma in Marketing & Communication for Business Internationalisation
ITS Machina Lonati · Brescia
2013 — 2018 · EQF Level 4
Technical Diploma in Business Information Systems
ITE Gioacchino Russo · Paternò (CT)
Languages
Italian native · English intermediate (B1)
Driving licence (cat. B)

Certifications

01Google Ads — Search Network Google
02Google Ads — Display Network Google
03Google Ads — Shopping Ads Google
04Google Fundamentals of Marketing Google
05Attract & Engage Customers with Digital Marketing Coursera
06Foundations of Digital Marketing & E-commerce Coursera
08Google Ads Search Certification Verified Verify → · Skillshop, Jul 2026
09Google Ads Measurement Certification Verified Verify → · Skillshop, Jul 2026
10Google Ads Video Certification Verified Verify → · Skillshop, Jul 2026
11Google Ads Display Certification Verified Verify → · Skillshop, Jul 2026
12Google Ads Creative Certification Verified Verify → · Skillshop, Jul 2026
13AI-Powered Shopping Ads Certification Verified Verify → · Skillshop, Jul 2026
14Google Ads Apps Certification Verified Verify → · Skillshop, Jul 2026
15AI-Powered Performance Ads Certification Verified Verify → · Skillshop, Jul 2026
16Grow Offline Sales Certification Verified Verify → · Skillshop, Jul 2026
17Google Ads Search Professional Certification (2026) Verified Verify → · Skillshop, Jul 2026
18Google Ads Video Professional Certification (2026) Verified Verify → · Skillshop, Jul 2026
19Google Analytics Certification (2026) Verified Verify → · Skillshop, Jul 2026
07Workplace Safety — General & Specific (Low Risk) D.Lgs. 81/08
§ 07
Field notes

Technical notes from the field.

Operational deep-dives on problems I've tackled recently. These aren't articles — they're method notes, where I explain in detail how I solved a specific problem.

March
2026

RFM segmentation in Klaviyo: from theory to a working flow

How I structured the Recency / Frequency / Monetary matrix for a 1,000+ SKU catalogue on PrestaShop, and translated the resulting six segments into automated flows differentiated by tone, frequency and offer.

Klaviyo Retention RFM Ventec case
Read the note →
Coming
soon

WordPress → Shopify migration without losing rankings

Redirect map, URL strategy and product-page handling during a full migration. The technical part is half the work — the other half is protecting the SEO value already accumulated.

Shopify SEO Migration
Publication expected in the coming weeks.
§ 08
Contact

Let's work together.

If you have an e-commerce store that has stopped growing the way it should, or a project that needs a full-funnel view, get in touch. I reply personally within 24 working hours.

No account managers, no filters. The first conversations are always with me — and they stay with me.

EMAIL giuseppegiusa.mktg@gmail.com WhatsApp +39 345 93 28 204 LinkedIn /in/giuseppe-giusa Intro call — 30 min Calendly