Cuorerbe is the e-commerce brand of Fitofarmaceutica Medica Srl, a company that has been producing natural food supplements since 1988. I managed the entire digital ecosystem of the project for 6 years, handling development, marketing automation, technical integrations, and coordination of external suppliers.
A complex project, with over 59 active plugins, critical integrations, and the need to keep everything aligned, every day.
What I managed:
Development and maintenance WordPress + WooCommerce on optimized cloud hosting (LiteSpeed). Active staging environment for every update. Custom PHP snippets for business logic, custom webhooks for order sync, full management of DNS, SSL, CDN, and backups.
Email Marketing & Automation Complete email strategy: behavioral automations (welcome, abandoned cart, win-back, replenishment), deliverability optimization, management of a database of about 10,000 contacts. Development of a “minimalist email” strategy to maximize open rates.
WhatsApp Marketing Segmented broadcasts, coordinated email + WhatsApp campaigns, automatic replies, UTM tracking for conversion tracking. Multichannel strategy: WhatsApp for urgency and reminders, email for detailed content.
Technical integrations Shipping (with custom webhooks for returns management and custom order statuses), automatic e-invoicing, payment gateways with custom logic.
Tracking & Analytics Client-side and server-side GTM architecture, GA4, Consent Mode V2 “Forced”, Enhanced Conversions for Google Ads. Debugging and tracking conflict resolution.
Advertising campaigns Coordination and management of Google Ads campaigns (Performance Max, Remarketing, Search Brand) and Meta Ads. Product segmentation strategy by performance using custom labels in the Merchant Center feed.
Design and creative Independent creation of all graphic assets: promotional banners, newsletter creative, Meta Ads and Google Ads campaigns, landing pages, seasonal images. Tools: Canva Pro, Adobe Express, Adobe Firefly.
Promotional campaigns Black Friday, Christmas, seasonal promotions. Full management: dynamic discounts, popups, top bar, dedicated landing pages, Merchant Center feed with sale_price.
Tech stack:
WordPress, WooCommerce, FunnelKit Automations Pro, Postmark, WA Smart Business, Qapla’, Fattura24, Doofinder, Trustpilot, GTM, GA4, Stape.io, Google Ads, Meta Ads, Canva Pro, Adobe Express, Adobe Firefly.
