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Interview with Eleonora Sansone - Etiqa's Digital Marketing Manager

February 22, 2024

Eleonora Sansone, Digital Marketing Manager at Etiqa, offers insights into her role describing herself as an enterprising person with an insatiable curiosity for learning, constantly seeking inspiration and fresh ideas to study and bring to life.

Her journey began in the realm of journalism, with initial experiences at two journalistic editorial offices. Subsequently, she navigated through roles in large corporations, serving as a Press and PR Officer and later as a Marketing Communication Specialist. Her profound love for the world of communication stems from its inherent blend of creativity, attentive listening, and interpretation of reality.

Throughout her career, Eleonora honed her communication and relational skills, delving into tasks ranging from formulating and implementing corporate marketing and communication strategies to managing social channels, content creation, and overseeing projects, events, and stakeholder relationships.

Since joining Etiqa in 2022, she has shifted her focus to aspects of Digital Marketing, becoming an integral part of the Growth team under the leadership of Luca Tamburrino.

In this interview, we delve into Eleonora's role as Etiqa's Digital Marketing Manager, exploring her experiences, insights, and the exciting challenges she encounters in the ever-evolving landscape of digital marketing.

How would you describe your role as the Digital Marketing Manager at Etiqa, and what are the key responsibilities that come with it?

As the Digital Marketing Manager at Etiqa, I collaborate with a dynamic and specialized team focused on delivering high-quality digital products for successful US-based technology companies, startups, and scale-ups operating in highly regulated industries. This role represents a departure from my previous professional experiences, providing me with the opportunity to immerse myself in the software development sector and acquire new knowledge and perspectives.

Within Etiqa, my primary marketing efforts are directed towards the B2B space, presenting unique challenges that require a nuanced approach to cater to the needs of potential clients and developers alike. Crafting strategies for both short-term and long-term marketing initiatives, my goal is to enhance brand awareness and foster meaningful connections within the industry. Working with a target audience that includes developers adds complexity, requiring a tailored and informed marketing strategy.

A significant part of my responsibilities involves managing social media channels, where I continually generate fresh and engaging content. This allows me to leverage my creative abilities and passion for both copywriting and content creation (two concepts that are often improperly used as if they were the same thing). 

Additionally, my role extends to public relations, where I focus on fostering transparent communication between Etiqa and our audience. By contributing to the construction of a positive long-term image and cultivating trust with stakeholders, I strive to position Etiqa as a reputable and reliable partner.

In this context, international events and conferences play a crucial role as they provide opportunities for me to connect with industry professionals and key figures. This allows me to introduce Etiqa and its mission to a wider audience.

Eleonora Sansone and Fabio Pulvirenti - CEO of Etiqa - at HLTH 2023 in Las Vegas

In the dynamic field of digital marketing, what are some of the daily challenges you face in your role, and how do you navigate and overcome them?

Engaging with developers can be challenging, especially when coming from a vastly different cultural background. It often feels like navigating two diametrically opposed languages, necessitating the search for a common ground between the marketing and software development worlds.

My role is inherently dynamic, requiring extroversion, creativity, and a proactive approach to implementing new activities. This frequently involves engaging the development and QA teams in activities outside their comfort zone, presenting an exciting challenge. Effective communication must be clear and immediate, coupled with a substantial degree of flexibility.

Working in a highly technical sector and interacting with clients and partners in regulated industries such as Healthcare and Digital Therapeutics emphasizes the significance of staying current with emerging technologies, industry trends, and the latest Digital Marketing skills. The rapid evolution of the field, particularly with the transformative influence of AI on work processes, requires continuous updates to remain proficient in the swiftly changing landscape of marketing activities.

Given Etiqa's focus on specialized software for regulated industries, how do you tailor your digital marketing strategies to effectively reach and engage clients in sectors like Healthcare, Life Sciences, Digital Therapeutics?

My main goal as a Marketing Manager is to leverage our communication channels to share industry updates, the latest developments in technology and innovation, with particular attention to recent advancements in AI and RAG. This is because Etiqa has always been attentive to emerging trends, new technologies, and understanding the dynamics of the markets we operate in, spanning across Europe and the United States.

For a while now, we have been working to create, through our social media channels and our online blog, a dynamic observatory that allows us to effectively disseminate news and updated data, various insights, the latest market trends, and technology news in the regulated sectors we serve.

A fundamental aspect of this strategy is also the collection of testimonials and insights from various players in highly technological sectors, which are transformed into interesting interviews and in-depth discussions that narrate case studies and success stories of both small and large companies. We believe in the power of sharing, and providing space for other companies to tell their stories seems to be the best way to create beautiful synergies.

Through our blog, we also give space to our own Etiqers to share their stories, just like I am doing now. Internal interviews allow me to provide those who read and follow us with a personal view of Etiqa through the recounting of their various experiences and perspectives, which are crucial and indispensable. It is through their words that we communicate most effectively who Etiqa is and what its true Company Culture is.

How do you stay updated on the latest digital marketing trends and incorporate them into your strategies?

The field of Digital Marketing is constantly evolving, as are the various approaches to this profession and the tools used daily to enhance performance and results.

It is undeniable how crucial it is to stay updated on the various trends and how this world changes from day to day.

The advent of AI, in this sense, has already disrupted part of the work processes and will increasingly be present in the daily lives of us marketers. However, it remains to be seen to what extent humans will control it and how far Artificial Intelligence will go.

In the meantime, personally, I can do nothing but stay informed about the various developments in this technology and beyond. I keep myself updated by reading the latest news, conducting research, following online newspapers, participating in webinars and various events, and taking relevant courses. 

Being aware of what is happening and how the world is changing in this new technological era is the right approach to gather all the necessary information and apply it correctly by translating it into effective marketing and communication strategies.

As a Digital Marketing Manager, collaboration is often key. How do you foster effective collaboration and communication within your team and across different departments to ensure cohesive and successful marketing initiatives?

Fostering effective collaboration and communication is at the core of achieving cohesive and successful marketing initiatives. I firmly believe that a harmonious team and cross-departmental collaboration are key to navigating the dynamic landscape of digital marketing.

First and foremost, I emphasize the importance of open communication within the Growth team. I am fortunate to work within a closely-knit, all-female team. We support and help each other despite our different roles and responsibilities—we all look in the same direction.

Regular team meetings create a space for ideas to flow freely. I always like to encourage my colleagues to share their thoughts, insights, and challenges. This not only ensures that everyone is on the same page but also provides an opportunity for diverse perspectives to enrich our strategies.

Furthermore, I believe in breaking down silos between different departments. Collaboration should extend beyond the confines of the Growth team and that is why I actively engage with colleagues from other departments. By fostering a culture of inter-departmental collaboration, we gain a comprehensive understanding of our company's strengths and challenges.

I also recognize the value of informal interactions. Casual discussions and brainstorming sessions, whether in-person or virtual, contribute to team bonding and a shared understanding of our goals. Team-building activities, both within the marketing team and with other departments, further strengthen our collaborative spirit. Soon, for instance, many of us Etiqers will be participating in a weekend in the Langhe region of Piedmont, creating an opportunity for connection and team building since we operate in a full remote setup. I am very excited about this initiative!

In your opinion, what are the essential skills and qualities that a successful Digital Marketer and communication expert should possess?

In my perspective, a successful digital marketer and communication expert should possess a multifaceted skill set and a blend of qualities that are crucial in navigating the ever-evolving landscape of digital marketing.

Firstly, a profound understanding of digital platforms, technologies, and trends is essential. The digital realm is dynamic, and staying abreast of the latest developments ensures effective utilization of tools and strategies. This involves continuous learning and adaptation to emerging technologies.

Creativity is another indispensable quality. Crafting compelling and engaging content, whether it's for social media, emails, or other digital channels, requires a creative mindset. 

Analytical skills play a pivotal role in interpreting data and deriving actionable insights. The ability to assess the performance of marketing campaigns, understand user behavior, and optimize strategies based on data-driven decisions is crucial for success in the digital marketing landscape.

Moreover, effective communication skills are paramount. A digital marketer must be able to convey complex ideas in a clear and concise manner, both in written and verbal form. This extends to creating persuasive and impactful messaging that aligns with the brand's voice and resonates with the target audience.

Adaptability and agility are qualities that cannot be overstated. The digital marketing landscape evolves rapidly, and a successful professional must be adaptable to change, quick to embrace new technologies, and agile in responding to shifts in consumer behavior and market trends.

Finally, a strategic mindset is essential for long-term success. Digital marketing is not just about executing tactics; it's about aligning efforts with overarching business goals. A successful digital marketer thinks strategically, develops comprehensive plans, and measures success in terms of overall business impact.

Why do you enjoy working at Etiqa?

It might sound exaggerated, but since I joined Etiqa, my quality of life has significantly improved. Here, I have found an informal environment that is open to dialogue and attentive to my needs.

The 7/7 adoption of smart working allows me to manage my days and various commitments effectively, having a decidedly positive impact on my physical and mental well-being.

Unlike previous work experiences, at Etiqa, I have discovered my own dimension—a place where I am not afraid to make mistakes or express my opinions. Moreover, I have reignited the passion for what I do every day, and that is no small feat.

This is thanks, in large part, to the Etiqers I work with, who create a pleasant environment every day for collaborative and serene work. They never overlook the human aspect of the job itself, characterized by sharing, virtual coffee breaks, conversations, and laughter that warms the heart.

People often ask me if working remotely all the time is isolating, without genuine contact with the team and colleagues. I believe Etiqa's success lies precisely in its ability to create connections and cohesive teams despite the distance. When you work in a healthy environment, it does not matter if it is in an office or at home. The important thing is that you can start the day with a smile and end it with the satisfaction of having done your job without it negatively impacting your life. For this, I will always be grateful to Etiqa.

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