MARTECH BUSINESS ANALYST

Stefano Di Franco

I'm a MarTech business analyst specializing in data-driven growth. I design and execute strategies for CRM, digital transformation, and marketing automation, aligning technology with business goals to enhance customer experiences and drive impact.You can discover more about my professional experience by clicking on the Resume button, or learn more about me and my journey by visiting the About Me section.

Resume

Experience

07/2025 - PRESENT

MARTECH BUSINESS ANALYST
ALPEGA GROUP - Barcelona

  • Own end-to-end intake and delivery of cross-functional CRM requests across Sales, Finance, Marketing and Customer Care: discovery, functional analysis, solution design, build and release.

  • Drive Salesforce CRM enhancements (process improvements, system updates, user/configuration changes) with a hands-on approach, operating autonomously on configuration and administration activities.

  • Write detailed user stories and acceptance criteria; manage backlog, priorities and delivery milestones in an Agile Scrum setup using Jira and Confluence.

  • Lead CRM reporting improvements and enablement, ensuring data quality and actionable insights for business stakeholders.

  • Coordinate integrations between Salesforce and other group platforms, aligning functional requirements with technical implementation.

  • Govern AI initiatives, including Agentforce project governance and agent configuration to support scalable automation and adoption.

  • Manage external development partners and align internal stakeholders to ensure timely, high-quality deliveries.

About me

Although technology and digitalization are my passions, there’s much more to me beyond work. My Italian roots and multicultural experiences have shaped my curiosity and openness to change. To start, you can watch an interview from my time at Omega, where I share my story and values.

Multiculturalism
Erasmus generation

In 2010, my Erasmus in Seville opened my mind to new perspectives. I learned that diversity is an opportunity for growth and that curiosity should be embraced, not feared. This experience pushed me beyond the limits of where I was born, shaping the way I work, connect with people, and face challenges with an open mind.

Sports
Mens sana in corpore sano.

CrossFit is my main sport, but I also love surfing and tennis. For me, sports are not just physical activity but an essential part of maintaining a healthy work-life balance. They help me relax, recharge, and, most importantly, connect with others. Sports bring people together, build a sense of community, and push us to be our best, both on and off the field.