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Entrepreneurial and results-driven Entertainment and Digital Media Executive with a distinguished career combining unique and outstanding creative talents with high caliber management qualifications. Expert in strategic marketing, multi-platform product development, social media, licensing, and customer acquisition

One of the 2005 founders of the Dada USA start-up - which in 2007 formed a Joint Venture with Sony Music Entertainment.

  • Throughout the 4 years at Dada, as VP of Marketing, I have deployed a cost-effective customer acquisition strategy which resulted in a growth of the Dada mobile subscribers’ base from 0 to 1MLN active users. Budget managed: $30mln/year. Milestones: launch of the first on and off-deck multi-million mobile campaigns, creation of a Dada API affiliate program, TV campaigns through the new Google TV Ads program.

Successful launch of music and mobile services.

  • I was responsible for conceiving the new Dada Mobile Music service, for executing the product and go-to market strategy and coordinating the branding, PR and advertising campaigns. After 6 months from the launch, was named one of TOP 5 MOBILE STORIES OF 2008 by Billboard Magazine (December 20, 2008) along with the Apple iPhone. The revamped service produced a dramatic improvement of the life-time value of Dada customers.
  • I was responsible for introducing the Shazam mobile music recognition service in the Italian market and secure its exclusive launch in partnership with zed Italy in 2004. The service generated an 8% improvement of the customer retention for zed.
  • I was responsible for executing the first European mobile marketing campaign for Pringles in partnership with zed Italy (6mln packs with a Get free music promo code), Italy 2003.


In the past 10 years, I’ve participated to the negotiation of all types of licensing deals from games to applications to music downloads and streaming, dealing with big and smaller brands (Disney, THQ, UMG, EMI, Sony, The Orchard, IODA, etc)


Product Launch Planning, Marketing Strategy Consulting, Customer Acquisition, Optimization, Direct Marketing, Customers’ Engagement via Social Media, Product Marketing and Market Research, Licensing, Community Building.


Twitter: _antonella_


Work experience

Jun 2009Present


eXpressoTech Inc

I provide consultancy service to mobile start-ups. Services include Marketing Requirements Documents, Product Launch Planning, Marketing Strategy Consulting, Market Research, Direct Marketing Campaigns, Social media, SEO.

  • Clients include: Veveo Inc, CellTak.
Jun 2005Jun 2009

VP Marketing &Distribution

Dada Entertainment LLC

Main Achievement:Growth of the customer base from 0 in 2005 to 1million premium paid users and 5million unique/visitors a month (2009)

Product Marketing & Market Research-In charge of the US roadmap for the e-commerce and social networking Dada mobile and music services. Achievements include:

  • 2009-2008- Repurposing of the Dada social network and ringtones store into a music social store. Ranked in the top 2000 by Alexa as of June 2009 and one of the top mobile music service by Billboard (December 20 2008).
  • June 2008- Search and Chart API for the Dada Mobile and Music Store – available at,
  • Q1 2008 Launch of white-label stores ( and productized widget creation for Sony artists (widgets for mySpace and other major social networks)
  • 2007 Launch of a social network revolving around paid blogging and UGC which grew  to 1+ MLN active users in less than 6 months

Customer Acquisition–Achievements include:

  • Negotiation of the first US multi-million on-deck and off-deck mobile campaigns (VerizonWireless, Sprint, Virgin, Alltel, AdMob, Yahoo!Mobile).
    • In 2009 the COA for this channel has been 40%  below average
  • Creation of a Dada affiliate program for contextual advertising (
    • In 12 months (June 2008-2009) it has become the first and most efficient customer acquisition channel for the Dada subscription service.
  • Constant optimization of the sign-up process through A/B and Split Testing
    • Latest achievement-May2009: redesign of the landing pages which resulted in  above the standard market average conversion rates notwithstanding the tighter communication regulations and the fierce competition.

Merchandising - Responsible for coordinating the merchandising and retention programs for Dada. Achievements include:

  • Responsible for creating and executing a Multi-channel multi-million dollars marketing campaign for the Jamie Foxx’s new album (Dec 2008)
  • Responsible for securing the involvement of artists and labels in multiple marketing campaigns exclusive to the Dada customer base
    • Artists involved include: Chris Brown, Jamie Foxx, Don Omar, Chrisette Michelle, Jim Jones, Wyclef Jean, Huey, Keith Urban, Jonas Brothers, Ciara.
  • Responsible for coordinating the cross-channel marketing campaigns which ranged from street marketing to Twitter to blogging to site take-overs.

Customer Retention- Responsible for the conception and execution of retention programs. Achievements include:

  • Weekly ringtones’ push launch -which resulted in a 10% improvement of the lifetime value of the customer base.

CRM-Built a 24/7 support for Dada from the ground up. 2009: reduced costs of Customer Support by 50% thanks to a combination of cost-cutting measures and re-negotiations with the customer support vendor.

Team LeadershipBuilt a US team from the ground up and Managed cross--functional teams including Product marketing, Product Development, Customer Acquisition and CRM.

Jul 2002Jun 2005

Marketing & Product Director

zed Lanetro

Main Achievement: Introduced the mobile subscription plan in the Italian market improving the cost of acquisition by 100%

Customer Acquisition, Retention & Branding

  • 2005-2003: Improved efficiencies of the TV and Print ads media buying by 35%, dealing directly with the TV stations and Publishing companies
  • 2005-2004: Launched the first magazine dedicated to mobile entertainment. 4 issues distributed nationally. A scratch card within the magazine prompted customers to sign-up for a free ringtone in exchange for their opt-in. The magazine improved the top off mind brand awareness of zed by 300% and the scratch card created a 100k+ user base of profiled users
  • 2004: Responsible for defining the pricing and product offer and the advertising strategy for the first mobile subscription offer in the Italian market (a renewing bundle of ringtones and wallpapers). Reduced by 100% the cost of acquisition
  • Launched the Shazam Music application in partnership with Tim and then across all the carriers which improved the customer retention by 8%

B2B Partnerships – Coordinated the implementation of white-label services for b2b partners

  • Magazines: Maxim, GQ; CPG: Pringles; Newspapers: Corriere della Sera and Gazzetta dello Sport


  • Worked with third party vendors and BI to implement a smart ad system within our SMS customer base to up-sell and cross-sell Zed services to opted-in customers which increased sales by 50%
  • Worked with a Usability firm to launch a machine-learning service that reduced errors in SMS parsing by 2%
Sep 2000Jul 2002

Marketing & Product Manager


Main Achievement: Introduced one of the first Mobile communities in Europe. Viral growth of 500% in 6 months.

  • Mobile Community: launch and maintenance of the first European multi-mode dating community via WAP, SMS and Web for BLU (Italian incumbent operator). .
  • Mobile Marketing: launch of the first mobile marketing campaigns for brands such as Pringles, Ericsson, Club Nokia.
  • Mobile Usability: research on usability in a multi-channel environment (Speech at the Mobile User Interface conference, IBC; London 27-28th Sept. 2001: A successful Wap Experience on the HiuGO community)


Contributed to the launch of an online CRM portal for Vodafone customers.


Jan 1994Dec 1999


University of Milan