Giuliana Napolitano
I started in the influencer marketing industry about 10 years ago in 2016, and I'll never forget when I was speaking to a colleague at my previous agency about going to work at an influencer marketing agency. There was a gentleman in the elevator with us who worked on the creative side, and he said, 'Oh, influencer marketing isn't going anywhere,' kind of intending that it was a dead-end job. I remember that comment so distinctly, and then 10 years later, here we are, and my work has very much evolved since those early 2016 days. I've been at Star Power for almost 8 years, starting as an account executive on the account management path. I was promoted to director and spent about 5 years leading influencer strategies and executions for beauty brands within the Estee Lauder Company's portfolio. I always found the campaign wrap report aspect fascinating, where we could glean a lot of insights, so when a position opened up at the same level on the analytics side of the business, I opted to move towards the Director of Analytics role. For the past 3 years, I've been leading measurement and evaluation for Diageo's multi-brand influencer portfolio. What I like to say is that my job is to translate numbers to narratives and help equip account teams, leadership, and C-suite with the insights, learnings, and strategic recommendations on how to execute and activate their brands based on performance, competitive insights, or what's happening in the space and culture. I've carved out a niche within a niche - influencer marketing is already a tactic within the marketing space, but to be specialized in influencer measurement, evaluation, and analytics really helps inform what we do with our influencers, and that data and narrative translation can be applied to any tactic. I work remotely from Naples, Italy, maintaining U.S. Eastern Time hours despite the 6-hour time zone difference. I'm first-generation American from Italian parents, born and raised in Morgantown, West Virginia. About 6 years ago, when COVID hit and Italian borders were reopening, I was meeting my parents in Italy for our summer holiday and planning on working a few weeks remotely. I packed up a suitcase and my cat, and I've actually been here ever since, fully committed to the remote work life, and my company has supported me on that journey.
• PADI Certified Advanced Open Water Scuba Diver
• Bachelor of Science in Journalism and Public Relations
• Minor in Italian Studies
• West Virginia University
• 2013
• Master of Science in Integrated Marketing with a focus in Digital Marketing
• New York University
• 2015
• West Virginia Promise Scholarship Recipient
• Volunteer at local animal shelter in Naples
• Italy
• Working with abandoned and street dogs to raise awareness for adoption and responsible pet ownership
What do you attribute your success to?
I would say my parents. They made sacrifices to leave their family and friends behind in Italy and move to the U.S. to pursue their professional journeys, and they've always encouraged and empowered me to take on my own experiences, whether that be through my studies or working. I've worked abroad and I've lived in Italy, London, and New York, so they've always supported me. They were there with me in moments when I've fallen, both professionally and personally, but they continue to be a rock for me today.
What advice would you give to young women entering your industry?
The answer to every question that you don't ask is always no. That was a piece of advice that was given to me when I was young, and I try to remember that every day. If you don't apply, the answer's no. If you don't ask, the answer is no. So, you know, being able to have the courage or, you know, even to try something new or to put yourself out there - that's what I would say.
Locations
starpower llc
Morgantown, WV