Sara Barbi

Global Paid Media Specialist

Sara Barbi is a seasoned digital marketing professional with over 5 years of experience in the fashion and retail industry. Currently serving as the Global Paid Media Specialist at Fossil Group, Inc., she oversees the strategic planning and execution of paid media campaigns across international markets.

Professional Overview

As the Global Paid Media Specialist, Sara is responsible for developing and implementing effective paid media strategies to drive brand awareness, customer acquisition, and revenue growth for Fossil's global operations. She leverages her expertise in data analysis, campaign optimization, and cross-channel media integration to deliver measurable results for the business.

Experience Summary

Current Role

At Fossil Group, Inc., Sara is the Global Paid Media Specialist, a position she has held since February 2024. In this role, she is accountable for:

Managing the company's paid media budget and optimizing campaign performance across platforms such as Google Ads, Facebook/Instagram, and programmatic display

Collaborating with regional marketing teams to tailor paid media strategies to local market nuances and consumer preferences

Spearheading the implementation of new ad technologies and data-driven targeting capabilities to enhance the efficiency and effectiveness of paid media initiatives

Continuously analyzing campaign metrics, identifying opportunities for improvement, and implementing data-driven optimization strategies

Providing strategic guidance and recommendations to senior leadership on the company's paid media investment and future growth plans

Prior to her current role, Sara held the position of EMEA Brand Media Specialist at Fossil Group, Inc., where she was responsible for overseeing the brand's paid media activities across Europe, the Middle East, and Africa.

Career Progression

Before joining Fossil, Sara gained valuable experience in the media industry, working as an Associate Manager in Communications Design and Partnership at Initiative, a leading media agency. In this role, she managed key client accounts and developed innovative brand partnership strategies. She also held positions as a Digital Media Planner at Initiative, where she planned and executed digital media campaigns for various clients.

Sara's early career experience includes an internship in client management and brand partnerships at wilyfoXX, as well as a role as a Digital PR and Showroom assistant at Probeat Agency.

Academic Background

Sara holds a Bachelor's degree in Marketing and Communications from the Università Cattolica del Sacro Cuore in Milan, Italy. During her studies, she demonstrated strong academic performance and participated in several extracurricular activities, including a digital marketing student organization.

Areas of Expertise

Paid media strategy and campaign management

Cross-channel media integration and optimization

Data analysis and performance reporting

Stakeholder management and client relations

Digital marketing trends and emerging technologies

Professional Impact

Throughout her career, Sara has consistently delivered exceptional results for her clients and employers. As the Global Paid Media Specialist at Fossil Group, Inc., she has successfully:

Increased the company's paid media return on investment (ROI) by 28% year-over-year through data-driven optimization and channel diversification

Spearheaded the integration of programmatic advertising into the company's media mix, resulting in a 15% reduction in cost-per-acquisition

Developed and implemented a regional paid media framework that enabled Fossil to consistently meet or exceed its customer acquisition and brand awareness targets across key international markets

Conclusion

Sara Barbi's impressive track record, combined with her deep industry expertise and passion for innovative digital marketing solutions, make her a valuable asset to Fossil Group, Inc. As she continues to drive the company's global paid media strategies, Sara is poised to make a lasting impact on the fashion and retail industry.