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Over the past 12 years I have gained extensive management experience in multinational, multilingual and start up environments. I have managed and trained large teams of sales minded individuals and have acquired a strong knowledge about today's most relevant online marketing platforms. Originally from Italy, I have been living in Ireland for over 10 years.

Throughout my career, I have worked for large organisations such as Facebook, IBM, Sony Ericsson, Bacardi, Vodafone Italy and most recently, in the not-for-profit sector with the oldest and largest national animal organisation, the DSPCA.

- People Training
- Sales and Marketing
- General Management
- Social Media
- Online Sales and Marketing
- Online Publishing and Content Monetization.
- International Business Development

Work experience

Head of Business Development, Sales and Fundraising

Jun 2012Present

The DSPCA, founded in 1840, is Ireland's largest and oldest animal charity organisation, providing shelter and rehabilitation to sick and injured animals. It consists of over 4,000 dedicated volunteers, 55 employees and an external sales force of 25+ people. The DSPCA also provides Veterinarian care to over 3,000 customers every year in its state of the art Animal Hospital. On site, the DSPCA offers a one stop shop for all animal needs with its Training, Boarding, DayCare, PetShop, Cafe and Grooming facilities. In this newly created role, Alex is responsible for leading the development of the national fundraising and communications strategy, introducing new revenue generating initiatives to support ongoing services, and ultimately increasing brand awareness and the overall profile of the charity. Alex is also responsible for the Training and Development of the Sales and Fundraising Team and the overall organisation of the Commercial Team, both internally and externally.

• Strategic Planning: By developing a 3 year strategic plan for fundraising and communications and in 2014 generated increase in revenue(up 5% on PY when market in decline), with 50% being voluntary income secured from acquisition and retention of thousands of supporters.

• Delivered Growth: Secured additional investment to grow the team, invest in new recruitment channels and diversify income streams. • Brand Strategy: Developed integrated communication campaigns to drive donor acquisition and differentiate the DSPCA in a cluttered market (DRTV, digital, radio, press, DM packs, Social Media).

• Digital Communications: Responsibility for the digital strategy to include management of PPC and SEO campaigns with monthly Google analytics reports to monitor progress. Managed the content, design and optimised the supporter journey for the website. Expanded the digital footprint for the DSPCA with management of social media (Facebook, Twitter, YouTube, Instagram) and initiated email marketing communication.

Founder & Training Manager

Jan 2005Present

Kingofpaws was founded as a not-for-profit organisation to help reduce the number of dogs that are relinquished to shelters and pounds in Ireland every year. It's journey began in 2005 and is now the largest dog training centre, helping over 2,000 dogs per year. Kingofpaws trains and rehabilitates shelter dogs, and rehomed dogs. With over 25 trainers nationwide, 2 radio programs (RTE and Today FM) and regular TV slots (RTE,TV3,UTV) Free Seminars 6 times per year, 10k+ people trained and a Guinness World Record Breaker.

CEEMEA Client Partner (Central Eastern Europe Middle East & Africa)

Mar 2010Jun 2012

Having joined Facebook in March 2010, Alex was responsible for developing the sales strategy of the network in CEE and Middle East after spending 1 year in developing the Italian Market. - Hiring and Training of new Sales staff. - By creating persuasive sales presentations using market trends, case studies and Facebook network solutions, Alex developed and built relationships with key agency partners and prospective clients through phone, web based conferences and face to face meetings. Providing campaign performance statistics and recommending optimised media solutions for new and existing clients.

• Defining and driving Facebook CEEMEA sales strategy to develop the overall customer proposition in the short, mid and long term.

• Targeting and penetrating client, media and advertising organizations to obtain both performance and branded advertising.

• Creating persuasive sales presentations using market trends, case studies and Facebook network solutions

• Analysis of campaign performance statistics and recommend optimized media solutions for new and existing clients

System x Sales Development Manager

Jan 2009Apr 2010

Responsible for leading sales team managing the sale of Hardware (System X products) to the Italian Market.

• Responsibilities included, but not limited to: Configuring large servers and storage, pricing, writing proposals and managing end to end processes.

• Developing a set of sales strategies and campaigns to position IBM’s integrated solutions across the team’s customer set, with particular focus on managing IBM’s alliance with key Service Providers.

• Successfully leading the implementation of an IBM’s Data Analytics infrastructure in Italy’s largest Energy and Petroleum provider.

• Building the foundation of a strong and winning partnership with ENI’s deep computing technical team. This preserved a unique competition free environment throughout the length of the project.

• Developing an in depth knowledge of the industry trends and strategies by working alongside very technical individuals, infrastructure architects and c-level executives.

System i Certified Sales Specialist

Oct 2006Jan 2009

Agent Team Sales Executive

Nov 2005Oct 2006

As part of this world-leader company in hedge funds Alex was responsible for creating new agencies acting as intermediaries who provides Gam's products to their new and existing clients. Reporting to Shareholder Management, the main responsibilities included:
• Liaising with management of Financial Institutions.
• Providing updated information on specific funds to Client Directors.
• Ensuring compliance with all conditions as set by the company as well as Irish law.
• Furnishing marketing and promotional materials.
• Maintaining and updating of database and website.

Brand Manager

Jul 2004Nov 2005

As part of Sony Ericsson’s We Know Project, Alex was based in northern Italy responsible for 130 dealers. Reporting to head-office in Rome, the main responsibilities included:
• Introduction and presentation of new products to target dealers
• Organisation of interactive training
• Setting up of in-store promotional material and display units
• Creation of focus point of Sony Ericsson products and re-branding material
• Monitoring and implementation of marketing tactics
• Monitoring of price and sales of competing products
• Updating dealer database

Senior Sales Executive

Sep 2003Jul 2004


Online Advertising
Advertising Sales


MSc Animal Behaviour & Welfare

Queen's University Belfast
Course includes elements such as: Defining and recording animal behaviour Behavioural development Motivation Pain, stress and welfare Navigation Welfare of farm animals Applications of behavioural studies in conservation. Welfare of animals in zoos Behaviour and control of disease Behaviour and control of disease vectors Cognition and the theory of mind Sensory systems, neurons and hormones Physiological stress during courtship, migration and aggression.

BA Hons Degree Business Information System

Dublin Business School

The BA (Hons) in Business Information Systems degree and associated Cloud Computing stream recognise the critical role and importance of information technology at all levels in modern organisations. Alex was exposed to systems analysis and design, database development, programming, web design and network management techniques. The degree prepares students for employment in an information systems (IS) related role in business, an area that has become one of the most dynamic in business.

Global Sales School

Irish Management Institute
IBM Global Sales School is an internationally recognised, certified sales learning program, developing the core and critical "how to sell" capabilities that IBM sellers need in order to succeed. The overall objective of Global Sales School is to enable to more quickly to achieve sales target and contribute to revenue growth. Global Sales School deploys Performance Based Learning and Work Based Learning. Teaching-by-telling is replaced by learning-by-doing. Topics: Prospecting and researching clients and client industries Identifying leads Exploring and identifying opportunities Creating sales strategies, sales plans and call strategies Making sales calls Design solutions and preparing proposals Determining pricing, terms and conditions Presenting solutions or product demonstrations Confirming client benefits and value proposition Negotiating terms and closing deals

BSc, Business/Managerial Economics

Università degli Studi di Torino


IBM Certified Sales Expert - Power Systems with POWER7 - v2




SPANISH: Intermediate