About
Paid social, seen from both sides.
First inside Meta, working with hundreds of advertisers. Then on real accounts, with real budgets and books that had to add up.
Andrea
I am Andrea. From Meta to independent specialist, on international accounts.
Meta, Lisbon
I worked at Meta as a Marketing Pro, in Lisbon. Working at Meta gave me volume of observation: hundreds of advertisers, very different sectors, and performance problems that looked nothing like each other.
When you see many accounts in the same period, you start telling recurring problems apart from specific ones, and you notice how often weak performance comes down to how the work is set up rather than to whichever creative happens to be running.
Sectors and markets
In that role I worked across very different businesses in EMEA: fashion, travel, ecommerce, technology. Every sector puts pressure on an account somewhere different. Fashion on frequency and creative turnover, travel on seasonality, ecommerce on catalogue and margin, lead generation on quality rather than volume.
Seeing many sectors teaches more than many accounts in one: it is what lets you recognise a problem when it turns up on a business you have never seen before.
How I work now
Today I work as an independent specialist with companies and agencies, in Italy and abroad, in Italian and in English. Paid social stays the centre of the work, across Meta and TikTok, alongside everything that decides whether paid acquisition produces margin.
I work this way for a practical reason: when strategy and execution sit with the same person, adjustments happen faster and the whole picture of the account stays in one head. On accounts that change every week, that continuity is worth more than any process.
How I decide
I trained at Talent Garden Innovation School in Milan and went deep on neuromarketing, which is why I read a creative first as a decision and only then as a format.
The rest is a reading order I use every time. Business numbers first, then how the channel is built, then the creative and the method used to test it, then budget. When someone asks to start from the last of those, that is almost always the sign that the answer is in one of the first.
Contact
Let's talk about where you want to get to.
Whether you are a brand, an agency or a performance team, tell me what you are running and what the objective is. I read everything myself and reply within 24 business hours, with an honest read. Including when the answer is that I am not the right person.
I will answer you personally, within 24 business hours.
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