Gio is Flow’s Director of Client Services. He’s here to be your advocate throughout everything we do, from initial goal setting and marketing strategy to performance delivery and reporting.
Under his watchful eye and supportive guidance, our team of specialists can push harder than ever before for our clients: securing you the best results and delivering the smartest techniques to make you present, relevant and commercially impactful across the online channel mix.
Starting his career in performance marketing in 2009, Gio has had a very diverse agency journey to date, spanning performance, brand marketing and strategy. He draws on best practices to inform present decisions, amidst a rapidly changing search and AI visibility landscape. While being a firm proponent of “being humble about what you don’t know,” to drive agility and foster genuine enjoyment in finding new ways to solve problems, new and old alike.
Since 2015, Gio has led high-performance teams in boutique and networked agencies. He attributes agency success to leading people with patience, compassion and respect. Because a supported team is a creative one – and the best performance marketing is creative at its core.
Away from work, you’ll find Gio walking his beloved and very mischievous Cockapoo, Beauregard (“Bobo”), embarking on yet another home renovation project (“this one will be the last one) or travelling across Europe and Asia (“because a rich life is an experienced one”).
Top 3 Influencers You Follow Religiously
- Steven Kenwright – Seriously impressive track record in scaling an agency while retaining heart and soul. His resources on agency sales and operations are free, generous and genuinely useful. In a world of snake oil agency scaling consultants, this puts him streets ahead of his peers in my eyes.
- Sally Hendseron – High-stakes leadership mentor, who I follow for real, unfiltered advice around boundary setting, managing upwards and commanding spaces even when you aren’t automatically welcomed. This sort of advice and guidance has proven so helpful in agency and client settings, time and time again.
- Katherine Pomfret – A very different lens on the corporate world. Highly successful CMO publicly chose a very different path and calls out much of the nonsense that plagues the high-pressure B2B marketing space. While I love my industry and career path, reading her Substack (she also writes really persuasively) does give food for thought when it comes to remaining human and having integrity while growing businesses and making money. And her B2B SaaS marketing knowledge is encyclopedic to boot, which, for me, qualifies her as ‘the voice’ on navigating the industry.
Most Bizarre/Interesting Client Project
Bizarre:
Wearing a gold jumpsuit to a client’s birthday to model a stunt idea we had for their brand. From memory, the client liked my outfit but didn’t go for the stunt. I failed hard.
Interesting and fun:
Staying up all night to host a live ‘Twitter party’ (when Twitter was good), targeting an audience that was up at night and meeting them when and where they were having conversations.
Interesting and serious:
Reframing conversations around mental health and wellbeing in one of the largest metropolitan areas in the UK, starting from a research department at an eminent hospital and branching out into the community. This was an incredible project I’m genuinely honoured to have contributed to, and it began with proper brand foundation work before we activated the outreach, messaging and calls to action using digital channels.
What Values Motivate You?
- Being a straight shooter | Integrity – Particularly in leadership.
- Being a straight speaker | Clarity – This isn’t code for being a “see you next Tuesday” but it is a reference to not hiding behind corporate jargon or blaming “the machine”.
- Being a straight player – | Trustworthiness – Do as you say, and do it when you say.
- Being a straight-up blast | Humour – I’m convinced that almost all clients and colleagues want some fun in their day. When we bring humour and skills to the conversation, that makes us unstoppable.
Favorite Ways to Spend Your Free Time?
Slow weekend mornings with a great cup of coffee and a long walk with the apple of my eye (my dog, Beauregard). Escaping to the seaside. Buying and selling cars. Renovating beautiful old houses (Victorian seems to be my go-to era).
Favorite Industry Podcasts to Follow
I’ll be very honest: I understand that podcasts are a really neat source of information consumption for lots of people. They can be consumed on the go and act as a passive learning tool without having to carve out huge swathes of time.
I struggle to connect with the format. I’m a speed reader and love to devour words on a page. So I don’t have a podcast to recommend!
Top Resources Everyone Should Know About
I’m revealing my roots (and my age) here. Search Engine Land and PPC Hero taught me so much and gave me a huge lift during the early years of my career as a paid search manager and organic content specialist.
Favorite Area of Your Work?
Seeing the wood for the trees and helping a client to do so. I get real satisfaction when we’re part of a client’s lightbulb moment, whether that’s with their organization’s positioning or at a more granular level, such as understanding the marketing user journey of their customers.
As A Kid, What Did You Want To Be When You Grew Up?
An architect … and then I realised how bad I was at graphic design. And drawing. Which is a shame because I have so many visionary ideas for buildings!
