Michela Piccinelli
@michelapiccinelli
I turn user research and data analysis into actionable digital marketing strategies.
NetherlandsWhat I'm looking for
I'm completing an MSc in Digital Marketing and Communication at the University of Twente, where I focus on data-driven marketing strategy, digital analytics, AI applications, social media strategy, and SEO/SEM.
For Malvern Panalytical, I led a consulting project to improve engagement among Chinese customers of a B2B scientific instruments company. I used eye-tracking, interviews, and user behaviour analysis to develop website localisation recommendations for navigation, colour schemes, and culturally relevant content.
My research combines marketing insight with rigorous analysis. I mapped vaccination misinformation across 571 YouTube videos and 280 channels using network analysis, sentiment analysis, LDA topic modelling, Louvain community detection, PageRank, and betweenness centrality.
I've also developed B2B value propositions and communication strategies for Veldkamp, and previously managed travel client relationships, website updates, and email campaigns at RI.PI.Project. I'm currently studying Dutch and looking to contribute my cross-cultural, research-led marketing approach in the Dutch professional environment.
Experience
Work history, roles, and key accomplishments
Travel Agent
RI.PI.Project srl
Sep 2019 - Aug 2022 (2 years 11 months)
Managed personalised group travel itineraries and client relationships, ensuring a consistent client experience from planning to booking. Updated and maintained the company website with new packages and itineraries, strengthening the company's digital presence.
Education
Degrees, certifications, and relevant coursework
University of Twente
Master of Science, Digital Marketing and Communication
2025 - 2026
Specialised in data-driven marketing strategy, digital analytics, AI applications in marketing, social media strategy, and SEO/SEM. Thesis on negotiating ethical marketing in the age of AI.
University of Twente
Bachelor of Science, International Business Administration
2021 - 2024
Built a foundation in economics, finance, marketing, international trade, and cross-cultural management, applying analytical and strategic thinking to global business contexts.
University of Twente
Minor, Crossing Borders – International Community Project
2023 - 2023
Collaborated with a Mexican community organisation on sustainable development and women's empowerment; conducted market research and co-designed an eco-friendly product strategy.
Tech stack
Software and tools used professionally
Availability
Location
NetherlandsAuthorized to work in
Salary expectations
Job categories
Skills
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