Welcome to our blog series, people of PA. With each post, we’ll feature one-on-one interviews with the talented individuals on our global team. You’ll get to know the people inside the company and what it’s really like working at Particular Audience.
Meet Fabio Cancemi, an ex-client and now Senior Account Manager at PA. Born in Italy, with ecommerce experience spanning California to London, Fabio was a Head of Ecommerce and Digital Marketing before joining Particular Audience in 2021.
Out of hours, Fabio is most well known for his love of everything digital marketing and his obsession with hats. In this blog post Fabio shares a little more about what led him to Particular Audience.
Q: Hi Fabio - from digital marketing to ecommerce, tell us about your history!
A: Born and raised in Italy, I moved from the UK to the US for university - I lived in California for four years. After finishing my degree I did my masters in marketing communications where I got really interested in digital marketing.
After my masters I started my career in marketing. I fell in love with digital marketing and ecommerce more broadly. It’s great that I can be creative in what I do, I really enjoy coming up with ideas and turning them into reality.
I also have a passion for technology, I’m always trying to improve my knowledge of how things work. When I was a kid I would pull things apart and put them back together, from cars to computers.
I’m passionate about the impact of great technology. I think that’s why I’m so obsessed with PA’s recommendations platform, it’s my favorite product. I like trying different tactics, then analyzing results and optimizing strategies - that’s something you can achieve with the platform, it’s similar to digital marketing in that sense.
Anyway, after a few years in digital marketing and ecommerce I moved from the client side and joined PA.
Q: How did you first hear of PA?
A: According to Arbs, he reached out to me. My first memory is of Tom reaching out! I’d actually worked with Beth and Tom as a client before I met the whole team in my interviews.
When I started working Arbs was so excited to meet me, but I couldn’t remember him! He showed me the email he sent initially. He’d reached out with me in mind as a prospective client, and I was put in contact with Tom. After a few conversations, I decided to sign up and try PA. My decision was heavily influenced by the use of AI by the platform to power recommendations, it was new and super exciting.
That was 2 or 3 years ago. I didn’t realize PA was a young startup at the time, every meeting I had with the team was so great, and I learned a lot. That’s something I really value, I always try to leverage people around me to learn.
Q: From AM to SAM - what’s the last year been like?
A: I’m 10 months in now, and it's gone so fast. I’ve learned so much and feel really comfortable with everything. It’s something I talk to the new account managers about - knowledge comes over time and every integration is different. Each client has different needs and expectations.
I love chatting to the people in the Sydney office, but it was also incredible to meet James, Nielsen and Patrick face to face on their recent trip to London.
Q: We hear you've been running digital marketing learning and development sessions in the office - what inspired that?
A: Well for one thing, I love getting to know everyone at PA. As a previous client, I also thought it was important people understand more about metrics and relevant audiences, as the products PA builds can be seen as conversion rate optimization tools.
For me, it was important for the team to understand how people come to the website, say by PPC. It helps when talking to prospective clients and explaining how to optimize their investment in our products.
So far I’ve done two sessions, one on what digital marketing is and a second about putting together a digital marketing strategy, including a deep dive into PPC and paid social.
Q: What do you enjoy doing outside of work? Aside from collecting 10/10 hats.
A: I love going to the gym, it’s really great for motivation. I enjoy playing video games and watching tv shows in my spare time, as well as karaoke. I also collect Pokemon cards!
Q: What are you looking forward to in the next few months? What's in store for the future?
A: I’m starting to meet clients face to face and I’m really excited about it. Meeting people face to face adds a whole new dimension to the relationship, it’s really important.
Feel free to connect with Fabio on LinkedIn or message him via mail if you want to want to know more about PA.
