I built an ecommerce before I ever advised on one.
Most consultants sell you a framework. I sell you what actually worked, because I lived it first. I co-founded faraone.shop and personally hit the same walls you're hitting now: chaotic operations, plateaued growth, marketplaces that don't talk to each other. I didn't study those problems from the outside. I solved them from the inside, on my own P&L, before I ever did it for anyone else.
I build what I use myself first.
I run marketplaces, advertising and operations for real fashion brands, and for years, every time a manual process slowed me down, I chose to build a tool instead of living with it. I don't teach growth hacking in theory. I do it every day on real budgets, real catalogs and real teams, then package what works into something you can use too.
Not an agency. A growth partner.
An agency worries about delivering the deliverables. I worry about your P&L. That's the difference between someone who runs campaigns and someone who designs sustainable growth systems, based on data-driven experimentation, not a package of hours sold.
I work across four areas, always in the same order:
- Strategy: I analyze real margins (not vanity revenue), define KPIs that actually matter, align sales and marketing on the same goal.
- Operational management: I become the single, accountable point of contact, coordinating suppliers, freelancers and the internal team instead of adding another layer of communication.
- Conversion optimization: I improve the user experience and sales funnels where the data shows margin is being lost, not where "it's always been done this way."
- Scalability: I build the systems (CRM, feeds, automations) that support growth instead of slowing it down, often because the right tool for the job didn't exist yet, so I build it.
In practice, the process always follows the same four phases: a deep audit of the business, a strategic plan over 6-12 months, agile execution with continuous testing and iteration, and periodic reporting centered on the business, not on vanity metrics.
Feedback from people I've worked with
"We partnered with Marcello to build and scale mamustore.it from scratch. He is a rare 'full-stack' growth hacker who truly handles the entire e-commerce ecosystem. From the initial development and marketplace integrations to data analysis, SEO and performance marketing, he took complete ownership of the project. His expertise in CRO and automation ensured that our traffic didn't just grow, but actually converted. He is technical, proactive and data-driven: a strategic asset for any brand looking for serious growth."
"We brought him on to handle growth for faraone.shop, and the results speak for themselves. He took complete ownership of our performance marketing (Google, Meta, TikTok) and significantly improved our ROAS.
Beyond just running ads, he optimized our conversion rate and organic visibility, ensuring that the traffic he bought actually converted. He also streamlined our operations by building a custom tool and managing our Klaviyo automation.
He is data-driven, technical and proactive: a true asset to any high-growth ecommerce brand."
"Marcello Riccio is one of the sharpest, most innovative and impactful ecommerce growth hackers I know. He doesn't just run campaigns: he designs sustainable growth systems based on data-driven experimentation."
"Professionalism and dedication are the first two words that come to mind when I think of Marcello. He was one of the best sales performers I've ever known."
"Thanks to his proactive attitude, focus and drive for success, the team overcame multiple challenges and achieved exceptional performance."
"Marcello is a great team member who never loses focus and a positive attitude. Very hardworking, pleasant character, and always ready to find solutions."
Corporate rigor and founder instinct — the making of a consultant
My background is deliberately hybrid: the structure of enterprise marketing, the speed of execution of a startup.
Growth Hacker Consultant
Since March 2025 I've formalized this into a full-time consulting practice, bringing the same playbook I used to scale a bootstrapped store to millions in revenue on Shopify to other ecommerce brands — including Mamù: acquisition and retention strategy, CRO, paid media across Google, Meta, TikTok, Bing and Pinterest, product feed optimization (Channable, custom labels, margin-driven segmentation) and Klaviyo automation. Backed by certifications from CXL, Google Ads Club/PPC Hub, Product Hackers School and Meta Advanced Marketers.
Head of Growth & Co-founder
Founded faraone.shop from scratch — website, team and processes — and turned it into a case study for Shopify, SEO, Google Ads and process automation. I owned the business plan and P&L end-to-end, hired and managed the team across fashion and tech (employees, freelancers, agencies), ran paid media across Meta, Google, Pinterest and TikTok, and selected every tech vendor we relied on. Most of the tools you'll find in Products were born here: they solve my own problem first, then become something I can offer to others.
Sales & Account Manager
Managed a full portfolio of SaaS accounts across trivago's CPC advertising products — profiling, acquisition, retention, up-selling, cross-selling, win-back and dunning — growing the book by +7.2% average monthly revenue. Ran the client relationship end-to-end on Salesforce and Zendesk, from lead sales calls to renewals, as the main point of contact between clients and the internal advertising, design and marketing teams. Recognized as top performer for monthly acquisitions, team retention rate and revenue collected in the retention segment.
Assistant Trade Marketing Manager
A four-month apprenticeship in the food category (GDO/retail channel), acting as the point of contact between the sales force and the internal marketing, production and logistics teams — an early lesson in keeping the commercial and operational sides aligned.
Assistant Brand Manager
Supported the Brand Manager on brand-building strategy for the toothpaste category across Southern Europe, analyzing market dynamics and sell-in/sell-out performance for both Mass Market and Pharma channels. Researched markets, built reports on brand growth and performance, helped design and execute marketing campaigns and product launches, and coordinated packaging agencies alongside Category and Customer Marketing. That's where the rigor around margins and KPIs still comes from.
Business Administration and Management
Business Administration Degree
MSc in Management
Tech & Marketing Certificates
Formal training on top of the on-the-job experience — the platforms and channels I run campaigns on daily.
