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MIMIT-accredited Innovation Manager

I turn marketing, data and innovation into measurable growth.

For over 15 years, I have helped B2B and B2C companies drive business growth through marketing strategy, CRM, lead generation, e-commerce and digital transformation. I identify decision-makers and connect them with business owners and management teams through ongoing outreach, digital tools, advertising, social media and trade show engagement.

Discover how I can help your business Book a Call Explore Case Studies

DTE Impianti, B2B general contractor

Before€900k
Afterover €5M

Revenue grew fivefold through targeted outbound campaigns, a database of 5,000 qualified contacts and Pipedrive CRM.

15+years of experience
30+brands and companies
600+campaigns managed

Companies and brands I have worked with

OMAL S.r.l.

OMAL S.r.l.

1st in SEO and 112+ qualified B2B leads generated in 2 weeks.

MindEarth

MindEarth

Development of the Fashion Analytics module targeting C-level executives.

Siemens Italia

Siemens Italia

B2C-style digital editorial plan to boost user engagement.

Google

Google

ROI and conversion optimisation across 600+ campaigns.

TeamViewer

TeamViewer

Commercial penetration into the Italian enterprise market.

Fratelli Beretta SpA

Fratelli Beretta SpA

In-store marketing innovation and POP/POS displays.

Jaclar USA

Jaclar USA

European relaunch of the historic vintage sportswear brand.

Nuova Defim

Nuova Defim

Lead generation for smart fencing systems (Feralpi Group).

Economist

Economist

Business development and positioning in the Italian market.

Zodiak Media

Zodiak Media

Social media reputation management for major national brands (De Agostini).

Turning marketing from a cost into a growth driver

Four areas of expertise, with business development at the core.

B2B & Business Development

Lead generation, outbound, ABM, sales enablement, CRM and new-market development.

Marketing Strategy

Marketing strategy, positioning, go-to-market, brand strategy and structured growth plans.

Digital & Data

CRM, marketing automation, analytics, attribution, SEO, advertising and high-performance e-commerce.

Innovation & Transformation

Digital transformation, AI, new business models and alignment between Marketing and Sales.

Temporary Management: senior marketing and sales leadership, when you need it

I work alongside CEOs, entrepreneurs and management teams to define and execute strategy, without the need to hire a full-time CMO.

  • Marketing Strategy
  • Brand Positioning
  • CRM
  • Digital Transformation
  • Lead Generation
  • Sales & Marketing Alignment
I am not an agency. I am not just a freelancer. I am an external management partner who gets directly involved in your business.

Who I work with

Focused partnerships for complex, ambitious business challenges.

B2B companies

To generate more qualified business opportunities and reach new decision-makers.

Growing SMEs

To build structured marketing, CRM systems and robust sales processes.

Companies undergoing digital transformation

To align strategy, technology, data and people effectively.

Brands entering new markets

For positioning, go-to-market and international communication strategies.

Businesses without an in-house CMO

For companies that need senior strategic leadership, not just an operational supplier.

Case Studies

The challenges, actions and results. Three projects with key metrics up front, followed by the full portfolio, filterable by project type.

DTE ImpiantiGeneral contractor

Revenue grew from €900k to over €5M

DTE Impianti

Result. Revenue grew from €900k to over €5 million (5x). Among the top sources of quote requests in Northern Italy (Schneider Electric, 2022).

Challenge & Approach

Challenge. Enter the B2B market and get past switchboard gatekeepers to reach purchasing decision-makers.

Approach. Company profile redesign, targeted outbound campaigns, a database of 5,000 qualified contacts and Pipedrive CRM implementation.

Client website
Omal S.r.l.Woodworking tech & hi-tech machinery

112 contact requests in 2 weeks

Omal S.r.l.

Result. Ranked first in search engines for key industry keywords, generated 2,700+ additional page views and 112 qualified contact requests in just two weeks.

Challenge & Approach

Challenge. Full digital rebranding, development of a high-performance website, international SEO positioning and structured B2B social channels.

Approach. Creation of a new visual identity (logo, industrial videos and catalogues), complete UX/UI website redesign, competitive keyword-led SEO strategy and B2B social communications strategy.

Client website
FarmaBraccoFarmacia Gritti, 40k products

Over €618k in online revenue

FarmaBracco

Result. Improved conversion rate and online revenue exceeding €618k.

Challenge & Approach

Challenge. Strategic e-commerce management and online sales growth.

Approach. Optimisation of operational and administrative workflows, attribution models and marketplace integration (Alibaba, Amazon and TikTok).

Client website

All projects

MindEarthGeospatial AI & fashion analytics

MindEarth

Digital, SEO & Data

Result. Development of a Fashion Analytics and Trend Detection module targeting C-level executives to support luxury brands’ location strategies.

Challenge & Approach

Challenge. Advanced analysis and data extraction of street-level fashion preferences and purchasing behaviours for retail.

Approach. Distributed collection of millions of street-level images, AI extraction of apparel attributes, and spatial and temporal analysis of fashion trends.

Client website
Mixer Eventi (Boggi Milano)Event production & concept design

Mixer Eventi (Boggi Milano)

Events & Special Projects

Result. High audience engagement, praised styling and extensive social media sharing of the event.

Challenge & Approach

Challenge. Event organisation, set design and integrated guest experience for Boggi (400 guests, East End Studios).

Approach. AV and lighting technology, MICE management and logistics, airport-style experiential check-in, video direction and the “DESTINATION HAPPINESS” concept with 3D rendering.

Client website
Siemens ItaliaSocial media strategy

Siemens Italia

Brand & Communications

Result. Strengthened corporate thought leadership and employer branding, increasing engagement across social channels.

Challenge & Approach

Challenge. Position Siemens as a global technology leader and connect with future decision-makers through social media.

Approach. Adoption of an innovative, B2C-style communications approach and development of a digital editorial plan focused on AI, smart cities and sustainability.

Client website
Jaclar USAGCore SA, sportswear

Jaclar USA

Brand & Communications

What I delivered. Company and brand profiles, ambassador coordination, communications and marketing management, and POP/POS placement in retail outlets.

Challenge & Approach

Challenge. Relaunch the heritage sportswear brand, founded in 1975, in the European market.

Approach. Semiotic and sociological brand strategy (“Born to be Bold”) and ambassador negotiations (Carlton Myers and Joel Myers).

Client website
Nuova Defim OrsogrilFeralpi Group, smart fencing

Nuova Defim Orsogril

B2B & Lead Generation

Result. Consistent generation of qualified leads among industrial and security decision-makers.

Challenge & Approach

Challenge. Generate B2B leads for an intelligent anti-intrusion fencing system developed with Politecnico di Milano.

Approach. Development of recinzioneallarmata.com, SEO optimisation and targeted B2B Google Ads campaigns.

Client website
Cominter WineWine trading since 1927

Cominter Wine

B2B & Lead Generation

Result. Export expansion and acquisition of global industrial buyers.

Challenge & Approach

Challenge. Rebranding and international market development for rectified concentrated grape must.

Approach. HubSpot CRM implementation, multilingual SEO website, company profile, promotional packaging and trade fair stands in China.

Client website
TeamViewerEngage Solution

TeamViewer

B2B & Lead Generation

Result. Direct access to IT and customer care departments at medium-sized and large Italian companies.

Challenge & Approach

Challenge. Position a video customer interaction solution in the Italian enterprise market.

Approach. CRM setup targeting IT buyers, management of complex demos and high-level negotiations.

Client website
GoogleGlobal media & advertising

Google

Digital, SEO & Data

Result. Maximised advertising performance for high-value clients.

Challenge & Approach

Challenge. Management of strategic accounts to optimise advertising ROI.

Approach. High-performance omnichannel advertising strategies, data analysis and conversion tracking across 600+ campaigns.

Client website
Zodiak MediaDe Agostini

Zodiak Media

Brand & Communications

Result. Increased organic engagement and effective community moderation.

Challenge & Approach

Challenge. Management of social media presence and reputation for national productions and brands.

Approach. Editorial calendars and moderation for major brands (Sky Cinema, Sky Uno, Ferrero, UniCredit and Libero).

Client website
PURE ItaliaCosmetics & supplements

PURE Italia

B2B & Lead Generation

Result. Placement of the product line in pharmacies and para-pharmacies, increasing brand awareness.

Challenge & Approach

Challenge. B2B market entry into pharmacies for natural cosmetics and supplements.

Approach. Pipedrive CRM setup, direct outbound campaigns and influencer marketing management.

Client website
Atres AutomazioniIndustrial automation

Atres Automazioni

B2B & Lead Generation

Result. Digitisation of the customer network and improved direct ROI.

Challenge & Approach

Challenge. Creation and launch of the Accessori Portoni Express B2B e-commerce platform.

Approach. Digital platform development, SEO and outbound campaigns to convert traditional installers.

Client website
MyWayVodafone Excellent Partner

MyWay

B2B & Lead Generation

Result. Improved sales processes and increased contract conversion.

Challenge & Approach

Challenge. Increase sales of complex ICT solutions in the corporate segment.

Approach. Tiger CRM segmentation, email marketing campaigns and technical/commercial mentoring for the sales team.

Client website
Brokerad LTDB2B Lead Generation

Brokerad LTD

B2B & Lead Generation

Result. Consistent new-customer acquisition and stronger market presence.

Challenge & Approach

Challenge. Data-driven digital marketing consulting and B2B lead generation.

Approach. Salesmanago behavioural CRM, outbound campaigns and presence at 20+ trade fairs (SMAU).

Client website
Fratelli BerettaFMCG & retail

Fratelli Beretta

Brand & Communications

Result. Engaging entry into large-scale retail and continuous digital support for sales reps.

Challenge & Approach

Challenge. Innovate in-store promotion and e-learning for the sales network.

Approach. Creation of interactive POP/POS displays (3D totems) and a dedicated sales force WebApp.

Client website
Silea S.p.A.Public utilities

Silea S.p.A.

Brand & Communications

Result. Broad media coverage and increased public awareness.

Challenge & Approach

Challenge. Public awareness campaign on recycling in Lombardy.

Approach. Production of a promotional video broadcast on TV stations across Northern Italy and on company displays.

Client website
Simone MicheliLuxury architecture & hospitality

Simone Micheli

B2B & Lead Generation

Result. Acquisition of high-profile international projects.

Challenge & Approach

Challenge. Development of international luxury architecture and hospitality projects.

Approach. Strategic representation and targeted business development with international developers.

Client website
Prelios S.p.A.Real estate & finance

Prelios S.p.A.

Brand & Communications

Result. Strengthening corporate image among stakeholders and investors.

Challenge & Approach

Challenge. Operational support for investor relations and high-profile events.

Approach. Corporate communications and event coordination (e.g. Palazzo Pallavicini Rospigliosi).

Client website
CRC Srl / CierresseShopfitting & luxury contract

CRC Srl / Cierresse

B2B & Lead Generation

Result. Acquisition of complex, nationwide contracts.

Challenge & Approach

Challenge. Business development for shopfitting (CRC) and luxury hospitality contracts (Cierresse).

Approach. Targeted outbound outreach to general contractors, luxury hotels and architecture firms.

Client website
El CharroFashion retail

El Charro

Brand & Communications

Outcome. Brand successfully repositioned for its target audience.

Challenge & Approach

Challenge. European relaunch of the iconic 1980s–1990s brand.

Approach. Marketing direction, multimedia content and in-store displays.

Client website
Lavazza, Poste Italiane, PioneerSpecial projects

Lavazza, Poste Italiane, Pioneer

Events & Special Projects

Result. High user profiling, instant engagement and qualified lead databases.

Challenge & Approach

Challenge. Special projects for lead generation and gamification.

Approach. Interactive LED wall slot machine (Lavazza), iPad scratch card (Poste), wine totem/test, psychological test (Pioneer).

Client website

My Method

A proven process to guide companies from data analysis to result scaling.

  1. Diagnosis

    Analysis of business, market, positioning, funnel, current data and commercial bottlenecks.

  2. Strategy

    Objectives, strategic priorities, differentiating positioning and success KPIs.

  3. ### Architecture

    CRM, tech stack, content, advertising channels and alignment with sales.

  4. Execution

    Coordination of activities, internal teams and partners for seamless delivery.

  5. Measurement

    Real-data monitoring, performance analysis and progressive ROI optimisation.

  6. Scaling

    Taking what works to the next level to expand market share and revenue.

Strategy first. Data always. Business at the center.

How we can work together

Three formats, depending on how defined your goal is and how much continuity you need.

Ongoing Partnership

Temporary marketing and commercial development leadership, with regular presence alongside the entrepreneur and team.

Project-based Goal

A specific deliverable—such as a new SEO website, CRM implementation or lead generation campaign—with agreed scope, timeline and KPIs.

Diagnosis & Action Plan

Positioning, funnel and data analysis, with a plan your team can execute independently or under my coordination.

Not sure which format is right for you? Tell me about your situation and we’ll figure it out together during our initial chat.

About

I am a Business Development and Marketing Strategist with over 15 years of experience in marketing strategies, digital transformation and commercial growth.

I have worked with B2B and B2C companies, SMEs and international organisations, specialising in marketing strategy, CRM, lead generation, e-commerce, branding, communications and new market development. Among the companies I have collaborated with are Google, Siemens, TeamViewer, De Agostini, Prelios, Feralpi and Fratelli Beretta. Since 2023, I have been accredited as an Innovation Manager in the MIMIT register.

My approach starts with a simple question: what business problem does marketing need to solve? From there, I build strategy, technology, data and communications. To me, marketing is not just producing content or campaigns, but the infrastructure that generates attention, commercial opportunities and growth.

Credentials & Certifications

  • Innovation Manager Ministry of Enterprises (MIMIT)
  • Master’s Degree and Master’s programme IULM Milan
  • Accredited Manager Manageritalia
  • Google Search Ads Google
  • E-commerce Certification Netcomm
  • Engage Certification TeamViewer
  • Certified Mentor Bridge for Billions
  • Independent Technical Jury Member Mediastars

Insights

Three real project stories: what was done, with what tools and what I learned from them.

How a general contractor grew from €900k to over €5 million

Getting past switchboard gatekeepers to reach purchasing decision-makers: the method used for DTE Impianti.

Read

DTE Impianti had a clear goal: enter the B2B market and reach purchasing decision-makers, bypassing the switchboard filter.

We started with a Company Profile redesign. Then we built a database of 5,000 profiled contacts and launched targeted outbound campaigns managed via Pipedrive CRM.

The result: revenue grew from €900k to over €5 million (5x) and they became one of the top sources of quote requests in Northern Italy. My takeaway: in B2B, growth stems from the right people, a clear message and a measurable process.

A B2B website is measured by contact requests, not visits

The Omal case: new identity, website, SEO and B2B social, generating 112 qualified requests in two weeks.

Read

For Omal, operating in woodworking tech and hi-tech machinery, a full digital rebranding was needed: new visual identity, new website and international SEO positioning.

We worked on the logo, industrial videos and catalogues, redesigned the portal with a UX/UI focus, and set up an SEO strategy based on competitive keyword analysis alongside B2B social communications.

In just two weeks: first place for industry keywords, over 2,700 additional page views and 112 profiled contact requests. Visits are just a means: what matters is how many right people ask to talk to you.

Temporary Manager: when is it right for a business?

Senior marketing and sales leadership, without hiring a full-time CMO.

Read

A Temporary Manager is an external management figure who steps into a business and works alongside the entrepreneur and management on strategy and execution.

It is designed for companies that lack an internal CMO and do not want—or cannot yet—hire one full-time: a growing enterprise, a B2B company looking for new clients, or a brand entering a new market.

The work follows a method: diagnosis, strategy, architecture, execution, measurement and scaling. Marketing must solve a business problem, and results show up in the data.

More content on social media

Instagram @william_zappa LinkedIn

Media & Press

Interviews, academic speaking engagements, awards and presentations.

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Mediastars Award

My video contribution for Italy's most significant independent technical award.

Watch on YouTube

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International Supermarket News

Insights on business development and international growth.

Watch on YouTube

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SUPSI, University of Applied Sciences of Southern Switzerland

Practical discussion on new technologies and best practices.

Watch on YouTube

LinkedIn & Google Reviews

Testimonials from clients and colleagues who have worked with me.

★★★★★
«William is the marketing consultant you need if your organisation is ready to grow. His change management skills will help your internal teams transition to new marketing practices. Empathy is an essential quality for a marketing strategy consultant.»
Alessandro PadovaniB2B Marketing Director / CMOLinkedIn Recommendation
★★★★★
«We have been working with William for about a year and a half. Thanks to his marketing and communications consulting, we have successfully won important tenders and strategic contracts.»
DTE ItaliaGoogle Business ReviewVerified Google Review
★★★★★
«To me, William is the colleague everyone would love to meet: competent, selfless and passionate. Through his empathy, he creates a great working environment and motivates those around him by example and enthusiasm.»
Ilaria PortaluppiGlobal Product Marketing Team LeaderLinkedIn Recommendation

FAQs

What is the difference between you and an agency?

An agency executes a service. I step into the business as an external management partner: I start from the commercial goal, coordinate internal teams and partners, and measure results rather than just activities.

What is a Temporary Manager?

It is senior marketing and sales leadership on a flexible basis, designed for CEOs and entrepreneurs who do not want to hire a full-time CMO. I continuously support the organisation on strategy, CRM, lead generation, and sales-marketing alignment.

Which companies do you work with?

B2B companies looking for more qualified commercial opportunities, growing SMEs, companies undergoing digital transformation, brands entering new markets, and entrepreneurs without an in-house CMO.

How does a collaboration start?

With a diagnosis: I analyse your business, market, positioning, funnel, and current data. From there, I define objectives, priorities, and KPIs before moving on to architecture (CRM, tech stack, content, channels) and execution.

What should I write to request an initial consultation?

Five points are enough: what you want to achieve, your current challenge, company size, target market, and timeline. I reply personally.

What does it mean to be a MIMIT-accredited Innovation Manager?

Since 2023, I have been listed in the official register of Innovation Managers maintained by the Italian Ministry of Enterprises and Made in Italy (MIMIT).

Let's discuss your project

Have a marketing, growth or digital transformation challenge? Book a call or fill out the fields below: I will prepare an email with your answers for you to send.

Your email client will open with the ready-made text. If it doesn't open, click “Copy text” and email marketing@williamzappa.com.

Direct contact

I personally answer every enquiry.

Email
marketing@williamzappa.com
Phone
+39 366 329 73 87
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Privacy & Cookie Policy

Privacy & Cookie Policy

Last updated: October 2026

Data Controller

William Zappa, Via Don Minzoni 41, 23849 Rogeno (LC), Italy, VAT No. 03557980137. Email: marketing@williamzappa.com.

What data I process and why

Contact enquiries: if you write to me via the form or by email, I process the data you send (name, company, email, message content) to respond and evaluate your request. Legal basis: pre-contractual measures requested by you (Art. 6.1.b GDPR).

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Data is not sold. It may be processed by suppliers supporting website operations (hosting, email) and by Google and YouTube for the functions described above. Some of these providers are located outside the European Economic Area, specifically in the US: transfers take place based on GDPR mechanisms (adequacy decisions or standard contractual clauses).

Retention period

I keep contact messages for as long as necessary to reply and handle potential collaboration, and subsequently for statutory legal terms. Technical browsing data is retained by the hosting provider for the period specified by them.

Your rights

You can request access to your data, rectification, erasure, restriction, portability, and object to processing (Arts. 15–22 GDPR) by writing to marketing@williamzappa.com. You can also lodge a complaint with the Italian supervisory authority—Garante per la protezione dei dati personali (garanteprivacy.it).

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Updates

This policy may be updated. The revision date is shown above.

WILLIAM ZAPPA

Business Development & Marketing Strategist

Listed in the official MIMIT register (Italian Ministry of Enterprises and Made in Italy).

Contact

Email: marketing@williamzappa.com

Phone: +39 366 329 73 87

Website: www.williamzappa.com

Credentials

Master’s Degree and Master’s programme, IULM Milan

Mentor: Bridge for Billions

Technical Jury Member: Mediastars

© 2026 William Zappa. All rights reserved.

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