Technogym Digital Marketing Framework
My approach to digital marketing strategy is grounded in full-funnel thinking, clear commercial objectives, and disciplined channel prioritisation. I design strategies that recognise where the brand sits in the market, how consumers behave across long consideration journeys, and how different channels work together rather than in isolation.
A core principle of my approach is continuous optimisation. I consistently review performance data and adapt the strategy in real time, doubling down on campaigns, channels, content, and creative that are delivering results while deprioritising or reshaping those that are not. This includes responding to seasonality, peak trading periods, market conditions, and shifts in consumer behaviour, ensuring the strategy remains commercially relevant and effective.
Each strategy is built around three core pillars:
Demand creation – building awareness, desirability, and consideration through credible, aspirational, and relevant touchpoints.
Demand capture – converting intent efficiently through precision targeting, product-led messaging, and retargeting.
Retention and growth – maximising lifetime value through CRM, personalisation, and lifecycle management.
Budgets, brand maturity, and audience readiness dictate how aggressively each pillar is weighted. For premium, high-value products, the focus remains on quality of demand rather than volume, with digital channels supporting assisted conversion and long-term brand equity rather than short-term clicks.
Digital Marketing Strategy Example - Technogym
Demand Creation
To drive top-of-funnel awareness, we leveraged affiliate marketing through premium publications and curated rewards programs aligned with our target audiences. While affiliate marketing is traditionally conversion-led, for a high-value product like Technogym it was repositioned as a cost-effective brand awareness and credibility channel.
Creative and messaging were intentionally aspirational, showcasing Technogym within beautifully designed residential environments to reinforce lifestyle and design-led positioning.
SEO foundations were strengthened through a Contentful-led site optimisation, with tailored B2B and B2C content built around user intent and optimised for high-value commercial and informational search terms.
Organic social media focused on inspirational and educational content, supported by influencer partnerships selected for credibility and alignment, extending reach within premium lifestyle and wellness networks.
Paid media complemented these efforts through premium environments such as Vogue Living and Belle, reinforcing desirability, authority, and brand trust at the awareness stage.
Demand Capture
Digital marketing investment was intentionally concentrated on consideration and conversion, reflecting Technogym’s strong existing brand awareness driven by its established B2B presence across gyms, hotels, and wellness destinations.
With a constrained local budget, the strategy prioritised high-intent retargeting, tightly focused on affluent Australian postcodes. This ensured relevance, efficiency, and stronger conversion potential.
Execution spanned social media and SEM, with messaging shifting from lifestyle aspiration to product-led storytelling, highlighting key features, configurations, and curated bundles designed to accelerate decision-making within a long consideration cycle.
Retention and Growth
CRM activity focused on interest-based segmentation and continuous micro-segmentation, enabling highly personalised and relevant communication across the lifecycle.
Retention and growth were driven through structured lifecycle journeys, supported by one-to-one follow-ups via phone for high-value prospects. This hybrid digital and human approach maximised conversion efficiency, deepened relationships, and increased lifetime value.
Example of new product launch campaign
SEO
SEO and Content Strategy | Organic Growth in an AI Led Search Landscape
SEO has become increasingly critical as consumer search behaviour shifts toward longer research cycles, AI assisted discovery, and content led decision making. As search journeys become less transactional and more exploratory, strong SEO foundations and high quality content are essential to remain visible, credible, and competitive.
My approach to SEO focuses on strategic content relevance, technical optimisation, and long term authority building, rather than short term keyword manipulation.
At Technogym, I led SEO aligned content strategy across brand and product narratives, ensuring all content was optimised for both organic discovery and brand relevance. This included overseeing the migration to Contentful, which significantly improved content structure, scalability, and technical SEO performance.
SEO Impact at Technogym (indicative, conservative metrics)
Improved organic search visibility, delivering a 25–35% uplift in organic traffic within 12 months post migration
Increased average keyword ranking across priority commercial and brand terms, with multiple keywords moving into top 3 positions
Reduced page load times and improved crawlability following CMS migration, supporting stronger indexation and ranking performance
Increased dwell time and reduced bounce rates through clearer content hierarchy and relevance
SEO Execution Framework
SEO strategy was executed across multiple dimensions:
Keyword strategy: Research and optimisation across branded, non branded, informational, and commercial intent keywords
Content optimisation: SEO led copywriting for product pages, educational articles, blogs, and landing pages aligned to user intent
On page SEO: Optimisation of metadata, headers, internal linking, image alt text, and structured content
Technical SEO: CMS migration support, URL structure optimisation, site performance, and indexation health
Authority building: Content designed to support thought leadership and natural backlink acquisition
Entrepreneurial and Consulting Experience
Prior to Technogym, I built my own consumer brand, which achieved first page Google rankings across key commercial search terms within a highly competitive category. This experience gave me hands on exposure to SEO as a direct revenue driver, not just a marketing channel.
Earlier in my career, I also consulted for small businesses, supporting them in building SEO foundations through:
Keyword and search intent mapping
SEO optimised articles and blog content
Internal and external linking strategies
Metadata and content structure optimisation
This combination of enterprise scale SEO leadership and entrepreneurial execution allows me to approach organic growth with both strategic rigour and commercial pragmatism.
In an AI influenced search environment, SEO is no longer a technical function alone. It is a content, brand, and trust strategy. My focus is on building durable organic visibility by aligning search behaviour, content relevance, and brand authority over the long term.
AFFILIATE
MARKETING
Affiliate Marketing | Brand Exposure and Strategic Alignment
For a high value, premium product such as Technogym, affiliate marketing was not used primarily as a direct response or lead generation channel. Instead, it was deployed strategically to build brand exposure, credibility, and alignment within premium media and loyalty ecosystems, while maintaining a highly efficient cost structure.
The focus was on creating meaningful connections with high quality publishers and platforms whose audiences closely matched Technogym’s target consumer. This included premium lifestyle and wellness publishers such as Body + Soul and Vogue Living, where visibility and association were more valuable than immediate conversion.
A critical success factor was the development of offline relationships alongside affiliate placements. By building direct relationships with editors, publishers, and media owners, affiliate activity became an extension of broader brand partnerships rather than a purely transactional channel. This approach ensured consistent brand presentation, stronger visibility, and long term collaboration opportunities.
In parallel, I activated affiliate partnerships with corporate, banking, and travel rewards programs, including Qantas Frequent Flyer, American Express, and Reward Gateway. These programs aligned closely with Technogym’s premium consumer profile, enabling the brand to reach high net worth and aspirational audiences within trusted ecosystems.
Given the high consideration nature of the product, the affiliate strategy prioritised brand positioning and awareness over short term revenue. The channel delivered sustained exposure at a relatively low cost, complementing paid media and PR while reinforcing premium brand perception.
Affiliate activity was managed across platforms including Commission Factory and Rakuten, ensuring access to a broad network of quality partners while maintaining control over brand representation and commercial terms.
SEM
SEM and Paid Search | Full Funnel Performance Strategy
At Technogym, I oversaw the paid search and SEM strategy across the full marketing funnel, ensuring investment was aligned to the brand’s premium positioning, long consideration cycle, and limited local budgets.
Given the high value, consultative nature of the product, the SEM strategy prioritised precision over scale. Rather than broad acquisition, spend was focused on high intent audiences through retargeting, branded search, and carefully selected non branded terms. Geographic targeting was deliberately narrowed to specific high value postcodes across Australia, ensuring relevance, efficiency, and stronger conversion potential.
SEM activity was tightly integrated with other channels including PR, events, showroom activity, and CRM, supporting assisted conversion rather than last click dependency. Performance was evaluated against contribution to pipeline and quality of enquiry rather than volume alone.
At BUCK Grooming, I took a hands on execution role, managing SEM directly. This included keyword research, campaign setup, bid and budget management, ad copy optimisation, and ongoing performance analysis. This dual experience allows me to operate effectively at both strategic and executional levels, depending on business needs.