19.05.2026 aktualisiert

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AI & Marketing Analytics Executive

Hamburg, Deutschland
Weltweit
Master in Statistics and Economics
Hamburg, Deutschland
Weltweit
Master in Statistics and Economics

Profilanlagen

Paolo_Baldriga_ CV 06 may 2026 eng.pdf

Über mich

Marketing leader with 30+ years building analytics that link spend to real outcomes. I step in as interim/fractional executive to implement MMM, geo-tests, incrementality, and CRM optimization. Ex-Zalando Lounge, Bain advisor. Available for CMO/Analytics interim and AI strategy roles.

Skills

Datenstrategie
I drive growth at the intersection of AI, data strategy and customer insight — turning analytics into business impact.
Currently Interim Head of Analytics at Zalando Lounge, I lead initiatives that transform demand, forecasting and customer behaviour data into strategic decisions that improve retention, profitability and market performance.
With 30+ years of leadership across banking, fintech, retail, telco and mobility, I have led companies through major shifts in:
- AI and generative AI adoption
- CRM & loyalty transformation
- Product and digital innovation
I specialize in:
- Scaling data-driven loyalty and CRM programs that increase retention and CLTV by up to +30%.
- Driving AI initiatives that accelerate go-to-market and unlock multimillion-euro growth.
- Building and developing international teams, connecting product, data and commercial strategy.
- Coaching senior leaders (ICF PCC) to execute transformation with clarity and resilience.
My focus is simple:
use AI and analytics to create measurable customer and revenue outcomes, fast and at scale.
Expertise: AI & Data Strategy, Demand Analytics, CRM & Loyalty, Digital Transformation, Product Innovation, Executive Coaching Languages: English | German | Italian

Erfahrung

Berufserfahrungmehr als 10 Jahre
Freelancer seit2023

Sprachen

DeutschverhandlungssicherEnglischverhandlungssicherItalienischMuttersprache

Projekthistorie

Interim Head of Analytics at Zalando

Zalando

Konsumgüter und Handel

>10.000 Mitarbeiter

- Leading Demand Analytics to turn data, AI and forecasting insights into strategic decisions across markets. - Building Media Mix Modelling and Incremental testing framework to measure the impact of media spending on GMV and profit
- Driving AI-powered demand planning and personalization to improve customer engagement, retention and revenue.
- Partnering with Product, Commercial, Marketing and Finance to align analytics with growth targets.
- Building and mentoring international analytics teams to scale impact, speed and decision quality.

Independent Senior Advisor

Bain & Company

Sonstiges

250-500 Mitarbeiter

I advise the integration of AI to tailor marketing strategies, utilizing data analytics to enhance customer engagement and personalization.
My experience allows me to enhance customer retention and engagement, applying predictive analytics to personalize offers and improve customer segmentation.
  • With my background in banking and digital payment solutions, I can advise on innovative payment technologies to streamline transactions and provide customer insights
  • Deep expertise in driving e-commerce growth and optimizing online sales channels through SEO and performance marketing
  • Banking Innovations: I can offer insights into digital banking innovation, leveraging AI for personalized banking services and improving digital customer experiences.

Interim Chief AI and Marketing Officer

Octo Telematics

Internet und Informationstechnologie

250-500 Mitarbeiter

- Leading AI and product roadmap and go to market strategy
- Accountable for the Product profit and loss
- Developing digital strategies for insurance and mobility clients
- Developing the BTB marketing strategy, PR, CSR initiatives, sales training, and commercial collateral
- Implementing AI/data projects and leveraging OEM data to develop telematics products

Senior Advisor (Chief Product Officer)

Reworth

Banken und Finanzdienstleistungen

10-50 Mitarbeiter

Fintech, 50 FTE, 1 million euro revenues, Mexico city

Lead agile based product development, data strategy and merchant-banks value
proposition

Key Accomplishments:

* integration with 5 financial institutions and +100 merchants
* implementation machine learning analytics for merchants and issuers

Head of Marketing

Cornerbank

Banken und Finanzdienstleistungen

500-1000 Mitarbeiter

Banking , 250 million euro revenues, 1000 FTE

* Build & execute the business strategy on the issuing and acquiring side
* Definition of the marketing and branding strategy
* Definition and implementation of the loyalty program based on cashback and
concierge services
* Definition and management of the Bank partnerships for co-branded cards
* Definition of the Card Product portfolio (emerging payments, concierge premium
services, insurances, travel services,...)
* Profit and loss accountability of the card business
* Definition of the digital customer experience and implementation of the campaign
management platform

Key Accomplishments:

* Launch of the loyalty program based on cashback
* 30% decrease of the churn rate and 10% increase customer spending
* Launch of the new banking app

Head of Communications, Loyalty and Partnership

PosteItaliane

Banken und Finanzdienstleistungen

>10.000 Mitarbeiter

Banking, 6 billion euro revenues , 3.000 FTE

* Definition a cash back based -merchant funded- card loyalty program
* Board Member of Eurogiro (global clearing house)
* Definition of the brand marketing strategy
* Definition of merchant and payment partnership
* Definition of the bank sponsorships with music and crowdfunding events

Key Accomplishments:

* +50 million euro cash back in 4 years and acquisition + 30,000 merchants
* Partnership with the major music events involving +100.000 customers
* Mobile international money transfer service launched with Moneygram
* launch of a Contactless pre-paid card for the transport system

Head Of Marketing Communications and emerging payments

PostePay

Banken und Finanzdienstleistungen

1000-5000 Mitarbeiter

Mobile Banking - payments, 1 billion euro revenues, 1000 FTE

* Definition of the business strategy on mobile payment services
* P&L management of the remittances business
* Emerging payment strategy (e-wallet, mobile remittances, mobile payment, peer
to peer money transfer, bill payments...)
* Media Planning and branding




* P&L Management
* Definition of CRM initiatives and loyalty program

Key Achievements:

* Launch of a mobile peer to peer money transfer service
* Launch of a virtual pre-paid card linked to the mobile operator sim card
* Launch of the Mobile Virtual Network Operator offering in 4 months
* From 0 to 600,000 subscribers in one year

Head of marketing

ANSA

Medien und Verlage

500-1000 Mitarbeiter

Media (News Agency), 800 FTE, 100 million euro revenues

* Board member of the European Pressphoto Agency
* Definition and control of the marketing plan
* Definition of the digital news product roadmap
* P&L management
* Marketing Communication and media relations

Head of Marketing (data services)

WIND3
Telecom, 5 billion euro revenues , 10.000 FTE

* Definition of the data services marketing plan
* P&L management of data, content and broadband services
* Product Development
* Definition of CRM initiatives and loyalty program

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