182. How To Align Marketing With Business Goals with Francesco Alfano
On this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Francesco Alfano, a Toronto-based digital marketing leader with over 12 years of experience. He has worked with some of Canada’s most recognized brands, including Rogers & Shaw Communications and Campbell’s Soup Company.
Francesco has built his career around turning business goals into clear marketing strategies, and he brings a mix of passion, engagement, and curiosity to the way he leads. He believes those qualities are not just personal values, but the foundation of how teams grow, learn, and perform at their best.
In this conversation, Eitan and Francesco talk about what it takes to connect company strategy to day-to-day work. Francesco shares why giving context matters, how culture is built on respect and trust, and why leaders should step back at times and let their teams take the spotlight.
They also explore the role of personal branding. For Francesco, it is not about maintaining an image, but about integrity, about what people say when you are not in the room. That approach has shaped his career moves and the way he builds relationships.
The discussion also touches on how to approach measurement, the challenges of juggling multiple tools, and the limits of attribution. Francesco explains why long-form content and real engagement will always matter, even in a world chasing shorter attention spans.
If you are in marketing, whether you are just starting out or leading a team, this episode offers a grounded perspective on balancing business goals with people, culture, and career growth.
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Guest: Francesco Alfano, Digital Marketing Director
Watch the full Youtube video here:
https://youtu.be/dFv6hxj0qp8
Takeaways:
- Passion is essential in everything you do.
- Understanding business goals is crucial for team alignment.
- A positive team culture enhances performance and engagement.
- Over-communication helps in high-pressure environments.
- Personal branding reflects your integrity and transparency.
- Staying updated with industry changes is vital for marketers.
- Integration of marketing tools is a significant challenge.
- Justifying investments in digital strategy requires clear business cases.
- Self-care is essential for maintaining productivity and creativity.
- Taking breaks can lead to innovative ideas and solutions.
Chapters:
00:00 Introduction to Francesco Alfano
02:53 Passion, Engagement, and Interest in Marketing
05:37 Aligning Company Strategy with Team Goals
08:26 Building a Positive Team Culture
11:03 Understanding Leadership and Company Priorities
13:42 The Importance of Personal Branding
16:21 Navigating the Evolving Marketing Landscape
19:21 Evaluating Marketing Tools and Performance
22:00 Budgeting and Justifying Marketing Investments
24:26 Prioritizing Well-Being in Marketing
27:25 Conclusion and How to Connect with Francesco