Rocco Petrarca’s story epitomizes the power of cultural diversity and adaptive expertise in the pulsing heart of digital marketing. At 28, this son of Montescaglioso, Matera, with his Italian flair, stands out in the competitive landscape of New York City during his tenure as a Digital & Social Media Strategist for Octonano LLC.
His story paints a picture of a man who is not just a professional but a global citizen. A lifetime of transitions has seen him study in five universities across three countries, absorbing knowledge and culture to arm himself with a Bachelor’s in Economics and a Master’s in International Management.
His linguistic prowess spans four languages—an everyday utility in his profession. Growing up in a small business environment imbued in him an appreciation for the human element in commerce, nurturing empathy and people-oriented skills.
Petrarca’s journey to the US, fueled by the Erasmus program for young entrepreneurs, transformed into a cornerstone career opportunity at Octonano. Here, he led with exceptional gusto, managing substantial advertisement budgets and engineering campaigns that have left indelible marks across several industries.
Impressions bordering on the 40-million mark, nearly 12 million people reached, and substantive boosts in revenue and brand visibility are among the staggering results he spearheaded, securing his clients’ spots in the limelight of brand prestige and recognition.
The road to digital marketing
Rocco Petrarca’s ascent to becoming a digital marketing visionary began during his academic tenure, as he navigated the complex landscapes of International Management across France, Italy, and Mexico. This period was pivotal, laying the groundwork for what would become a distinguished career in digital marketing.
As Petrarca himself recalls, “My professional journey around Digital Marketing starts around 2018–2019,” a time when his involvement in projects demanding “an international background and strong skills such as Social Media Marketing, creativity and analytics” sparked his enduring passion for the field.
This era not only honed his expertise in crafting omnichannel digital marketing strategies for diverse sectors but also solidified his commitment to the discipline.
At the heart of Petrarca’s success was his tenure at Octonano, a branding and marketing agency in SoHo, where his international perspective and adept skill set led to remarkable achievements.
He reminisces about the synergy of “the international team and the capability to bring together numbers and creativities,” which propelled them to achieve “10+ millions of impressions, millions of accounts reached across the United States, Fanbases grown by +150%, Sales that grew +30% year over year and thousands of leads generated.”
These milestones not only underscore Petrarca’s prowess in navigating the digital marketing domain but also reflect his ability to leverage his international insights and analytical acumen to drive substantial growth for brands across various industries.
Crafting strategies with a global compass
His approach to digital marketing strategy is deeply influenced by his rich international experience and the linguistic agility afforded by fluency in four languages. This unique blend of cultural understanding and communication skills empowers him to craft strategies that resonate on a global scale.
Petrarca attributes his success to the ability “to really think out of the box for each digital marketing strategy,” leveraging his international background to navigate the diverse landscapes of digital marketing with unparalleled finesse. His strategies are not just plans but journeys tailored to meet the intricate preferences and desires of varied audiences, ensuring that each campaign speaks directly to its intended market.
This ability to “tailor made each strategy and quickly reach the right target audience for each Social media campaign” he manages is what sets him apart in the crowded field of digital marketing.
The tangible outcomes of Petrarca’s internationally informed strategies are significant, leading to “major sales and recognition for the brands” he has worked with. This success is a direct testament to the efficacy of his approach, marrying creativity with analytics to deliver strategies that are not only innovative but also highly effective in engaging with the global marketplace.
Bridging communication gaps
Rocco Petrarca’s innovative leadership in digital marketing is underscored by his exceptional use of multilingual skills to bridge cultural and market divides.
He highlights the critical role of clear communication within his team, stating, “My multilingual skills were essential for communicating with my teams. I briefed every person about what I really needed for the success of a campaign.” This approach ensures that each team member, regardless of their role, grasps their contribution to the campaign’s success.
Beyond team dynamics, Petrarca’s linguistic prowess extends to crafting culturally resonant messages for global audiences. He notes, “By getting close to different languages and dominating foreign languages, I was able to understand what the audiences wanted to hear/read on social media.”
This deep understanding of language and culture allows him to create content that not only engages but also fosters meaningful connections with consumers worldwide.
The secret to precise resource allocation
Petrarca shines with his strategic acumen in budget management, ensuring optimal reach and impact for advertising efforts.
At Octonano, his strategy was rooted in a deep understanding of a brand’s goals, crafting campaigns that align closely with their broader business objectives. Petrarca emphasizes the importance of a diversified budget allocation, stating, “My first thought is: what the brand wants to achieve?” and “I never ‘put the eggs all in the same basket’ because different goals require different budgets to be reached.”
His approach involves a careful distribution of resources across various objectives—brand awareness, fanbase growth, traffic, lead generation, and sales—based on their relevance and the brand’s market position.
Moreover, Petrarca highlights the significance of collaboration with other business departments and the iterative process of testing, understanding analytics, and adjusting strategies based on performance insights, demonstrating how strategic resource allocation can amplify digital marketing success.
Blending European and American flavors
How can blending European elegance with American efficiency redefine advertising narratives? This lies at the heart of Petrarca’s innovative transcultural marketing strategies that represent a masterful blend of European and American marketing philosophies, creating a powerful narrative that appeals to a global audience.
By integrating “European artistic sensitivity, cultural and historical heritage, traditions, and lifestyle insights” with “American straight-to-the-point advertising copywriting, more business-oriented storytelling, and the vibrant colors used in advertising,” Petrarca crafts campaigns that resonate deeply across cultural divides.
This approach not only widens the consumer base but also brings a novel perspective to the advertising domain, leveraging the unique strengths of each cultural background to enhance message impact and engagement.
Petrarca’s vision underscores the significance of transcultural understanding in developing marketing strategies that are not only visually appealing but also emotionally and intellectually stimulating, proving that the harmonious blending of different cultural perspectives can lead to unparalleled success in digital marketing.
Tapping into the pulse of the market
In a digital marketing landscape, standout metrics are the gold standard.
Petrarca’s formula for success—a blend of strategic insight, relentless testing, and an acute understanding of social media dynamics—has led to impressive outcomes, including reaching 12 million people and generating nearly 40 million impressions.
According to Petrarca, this achievement comes from “a great listening, a deep analysis of the target persona, a lot of testing, being on top of every social media update, understanding the algorithm.” Such precision in crafting content ensures deep resonance with the audience, leveraging the latest trends and algorithmic shifts for maximum engagement.
At the core of Petrarca’s strategy is the crucial role of a dynamic team environment.
He attributes significant credit to having “a strong and open-minded team always able to collaborate and be proactive,” which is essential for generating innovative content.
This combination of strategic planning and collaborative creativity allowed Petrarca and his team to stay ahead, creating content that not only meets but often surpasses audience expectations.
Steadfast leadership
At the heart of every successful digital marketing campaign lies unyielding leadership and meticulous coordination.
Petrarca places a high value on the human facets of project management, affirming, “Leadership and coordination are key for me,” and stresses the importance of empathy and active listening.
Petrarca’s approach emphasizes the integration of each team member’s perspective, enriching campaigns with diverse insights and strengths. He advocates for a leadership style rooted in empathy, “Being empathetic is a great plus because first of all, we are humans before being professionals,” which fosters a supportive and collaborative environment.
This human-centric philosophy not only enhances team morale but also ensures effective communication and collaboration, crucial for synchronizing campaign elements. Petrarca’s commitment to “transparency, updating the team, and proactivity” underlines his strategic approach to leadership, ensuring that all team members are aligned with the campaign’s objectives and that execution flows seamlessly.
Through steadfast leadership and strategic coordination, Petrarca crafts a culture of respect and mutual collaboration, setting the stage for future successes.
What’s next for digital marketing?
As we navigate toward an era where creativity intersects with cutting-edge technology, Rocco Petrarca emerges as a pioneer, weaving the potential of artificial intelligence (AI) into the fabric of digital marketing.
He regards AI as a monumental shift, “a huge change that is happening right now and will be even bigger in the future,” highlighting his proactive stance towards embracing technological advancements.
Petrarca capitalizes on AI’s capabilities to augment his creative strategies and operational efficiencies, viewing it as a collaborative force that brings new perspectives to his work. This synergy between AI and human creativity not only propels his campaigns to the forefront of innovation but also forecasts a future where the blend of technology and creativity in digital marketing sets new benchmarks for success.
