Gianfranco Pooli

Digital business management, online marketing and technology. Based in Amsterdam.

Last updated on 29 March 2021

Digital marketing and technology to increase outreach and conversion

How to plan a digital marketing strategy with social media and SEO? An experienced online business consultant can help you to grow and to manage your business online.

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Who is Gianfranco Pooli?

Hi, I'm Gianfranco. I'm a results-driven, experienced digital business consultant with strong technical skills and a focus on marketing and business growth.

Based in Amsterdam, in the last 15 years I have planned and directed the digital strategy of businesses, nonprofits, e-commerce, and online media platforms. I also love to take the initiative and grow my own startups.

A solid background in technology developed earlier in my career grants me a competitive edge in my current focus: management, digital marketing, and business growth.

As a digital business consultant, I help companies develop the online marketing strategy and the technology that determine their success. Understanding both the technical and marketing sides, I enjoy communicating across different teams of a company.

I speak fluent English and I have a working knowledge of Dutch. My mother tongue is Italian.

Before moving to Amsterdam in 2010, I worked in Milan as a digital manager in the online media publishing industry.

Thanks to my education - a master's degree in Philosophy of Science and a master's in Social Enterprise Management - I developed and refined excellent communication skills, the ability to listen, to confidently analyze complex situations, and to think out of the box.

Digital business management

Advise over business development strategy

  • Strategic planning and organizational development to empower all the activities of a company with digital processes and technology.

  • Data-driven decision-making; a participative process of setting objectives, goals, and KPIs directed to the fulfillment of the broader company's objectives.

  • Budget management, financial reporting, and accounting. A passion for cost avoidance.

  • Team management, in-house and remote. Coordination of professionals specialized in technology and digital marketing, tech developers, marketers, community managers, SEO and digital communications specialists. Executive leadership valuing team members' personal growth and employee training/coaching opportunities.

  • Entrepreneurial proactive attitude towards fundraising.

Digital communications strategy management

  • Objectives: improvement in the online outreach and brand awareness.

  • Strategy: engaging the online audience into a community generating original content, on the corporate website and social media. This process promotes organic growth for the company's online platforms.

Planning and management of custom digital tools:

  • when these provide value and facilitate the achievement of business objectives

  • to be used internally in the organization or to be promoted to the broader online audience

  • this includes content management platforms, online community networks, CRMs, tools to promote campaigns, and fundraising.

  • Development and growth of online publishing platforms hosting user-generated content.

  • Management of the online media publishing platforms

  • Developing SaaS services for managing and organizing campaigns, events, workshops.

Special skills

  • Ability to communicate with technical and non-technical people, to translate and mediate

  • Understanding business objectives, technology needs and marketing dynamics.

Team management tools

Airtable, Asana, Basecamp, Office 365, Microsoft Teams, Slack, Trello, Jira, Confluence.

Online marketing strategy

Achieving organic growth through inbound marketing

  • Management of digital content networks interconnecting the company's website, webshop product pages, social media nodes, and key 3rd party referrals that grants visibility on search engines and brand trust.

  • Producing valuable content for the target demographic has proven to be a successful strategy that attracts, engages, and converts.

Social Media Marketing

  • Innovative, creative media formats: Google Web Stories powered by AMP Accelerated Media Pages; branded Instagram stickers for stories.

  • Engaging audience with informative how-to videos, infographics, and tips

  • Marketing technology automation tools that synchronize posting and feed across different networks: Twitter, Instagram, Facebook, Pinterest, Giphy, TikTok, Clubhouse, Reddit.

Search Engine Optimization and Marketing (SEO - SEM)

  • Analysis of search trends (Google Trends, Keyword planner, Google Question Hub)

  • SERP and competition research (SEMrush, Ahrefs for keywords discovery)

  • SEO performance analysis (Search Console, Bing Webmaster Tools)

Attracting leads at different points of the funnel

  • Custom content based on audience and localization, on the corporate website, and on social media pages.

  • Multilanguage content management: presenting website product pages, landing pages, and company blogs custom-made in English, Dutch and Italian.

  • Social-commerce on 3rd party platforms such as Facebook shops, Instagram shops, Google Shopping, and Etsy.

  • Prototyping of innovative story formats, blogging, storytelling, and visualizations empowered by API data and maps (story maps).

  • Community engagement, growth to tens of thousands of members worldwide.

User behaviors analysis

  • Track on-site interactions (Event-based Analytics, Microsoft Clarity)

  • Focus on conversion optimization (CRO)

Marketing Technology Management

  • High-performance pages for fast indexing and great user experience

  • Mobile and desktop optimization

  • Top scoring page loading time on Google PageSpeed Insights and Lighthouse tools

Technology skills and web/app development

Excellent knowledge of administration and development with:

  • Drupal

  • Wordpress

  • Shopify

  • Ghost

I am familiar with modules and plugins programming on these frameworks.

Web and mobile development

  • High proficiency with HTML, CSS, Javascript, PHP.

  • Responsive and mobile applications for Android.

  • Maps API: ArcGIS Javascript, Mapbox, OpenStreetMaps, Google Maps API.

  • App development with fitness activity data from Strava API.


  • Adobe Photoshop

  • Illustrator

  • InDesign

  • Sketch

Setup and administration of newsletters and e-zines (Mailchimp), custom-built CRMs.