Career

Professional experience

Throughout my professional and academic experiences, I have gained organizational, administrative, and project management skills, as well as expertise specific to the contexts I have worked in.

Business economist with a major in marketing

Bachelor's Degree

Business Administration, Major in Marketing

I graduated from SUPSI (University of Applied Sciences and Arts of Southern Switzerland) with a degree in Business Administration, becoming a business economist with a specialization in marketing. During these university years, I was able to develop and strengthen my skills in the economic field by presenting projects to local companies (Ticino). The words that have best described me over these years are: dedication, organization, quality, and customer orientation.

During my full-time Bachelor of Science in Business Administration, I worked on numerous projects with local companies that trained me in time management, enhanced my problem-solving skills, and taught me to offer strategic proposals aligned with budgets, corporate values, and objectives.
Throughout these university years, I developed specific professional skills that enabled me to graduate as a business economist: a key interlocutor for company management with a solid understanding of economic and managerial models and methods.
My studies covered accounting, finance, public and non-profit organizations, and marketing, the field in which I later specialized.

  • Business Plan for Pirmin Murer Falegnameria SA

  • Phygital Marketing Strategy for OCST

  • Integrated Marketing Planning for GastroFormazione

  • Improvement of the Offering System for ConProBio

  • Others

Bachelor’s thesis

Can consumer behavior be simulated by generative artificial intelligence using LLM models?

I completed my university studies with an empirical and literature-based Bachelor’s thesis that explored whether generative artificial intelligence, particularly through LLM models, can simulate consumer behavior.
In brief: questions from an online Starbucks survey, which studied the behavior of real coffee shop consumers, were presented to two LLM models, namely Llama and Gemma. The real responses were then compared with the synthetic ones.

  • Practical and theoretical approach

  • Reproducibility of the experiment for companies and adaptation to their strategies

  • Result: Hybrid approach, the experiment is highly useful for companies as an initial market analysis tool to save both money and time.

  • Grade: 5.5 (max 6)

Skills

Apprenticeship Experience

  • Managed customer relations via in-person, phone, and email communication.

  • Handled the registration of insurance policies, contracts, and mortgages.

  • Maintained contact with the Vehicle Licensing Office and the Claims Department.

  • Managed administrative activities such as file registration, document tracking of pending files and CRM updates, and customer case management, while also overseeing general office duties including guest reception, contract preparation, printer maintenance, and inventory control.

  • Monitored deadlines and ensured timely processing of all office procedures.

  • Collaborated with consultants and supervisors to ensure accurate and efficient workflow.

  • Demonstrated strong organizational skills and the ability to prioritize tasks effectively.

Skills

B.Sc. in Business Administration

Major in Marketing

  • Developed solid economic and marketing knowledge, including Business Planning, Integrated Marketing Strategy, Phygital Marketing, Customer Orientation, ...

  • Marketing Tools (Canva, Analysis of Meta and Google campaign performance, ...).

  • Completed a Bachelor’s thesis (grade 5.5/6) titled:“Can consumer behavior be simulated by generative artificial intelligence using LLM models?”. This research deepened my understanding of AI and enhanced my ability to use GitHub, Seaborn, SciPy, HuggingFace, ChatGPT, Llama, Gemma and Visual Studio Code.

  • Managed project deadlines and coordinated group work efficiently.

  • Maintained professional communication with professors and local companies.

  • Conducted CATI (Computer-Assisted Telephone Interviewing) research for statistical purposes, developing interpersonal skills in handling sensitive topics and managing data.

  • Delivered work with precision, structure, and attention to detail.

Skills

Soft Skills

  • Dedicated and hard-working

  • Creative

  • Highly organized and detail-oriented

  • Professional and reliable

  • Strong sense of responsibility and goal orientation

  • Teamwork, team coordination and independent work

Hobbies

I love capturing aesthetics through photography, getting lost in books, exploring the world of real estate and design, planning and organizing with care, finding inspiration in fashion, and traveling to discover different realities.

Bachelor’s thesis

Can consumer behavior be simulated by generative artificial intelligence using LLM models?

I completed my university studies with an empirical and literature-based Bachelor’s thesis that explored whether generative artificial intelligence, particularly through LLM models, can simulate consumer behavior.
In brief: questions from an online Starbucks survey, which studied the behavior of real coffee shop consumers, were presented to two LLM models, namely Llama and Gemma. The real responses were then compared with the synthetic ones.
Starting from a literature review, the theoretical concepts of consumer behavior and generative artificial intelligence were examined in depth. The empirical experiment was analyzed using response distribution analysis and an association analysis (Cramer’s V) between the variables.
The research produced interesting results and suggested possible improvements to the experiment, representing a practical and preliminary approach to the long and costly market research processes typically used by companies.

Thesis Abstract

This thesis aims to understand whether generative artificial intelligence, through Large Language Models (LLMs), is capable of simulating consumer behavior. In a context where artificial intelligence and marketing are rapidly evolving, it is important to understand how companies might leverage AI, especially in marketing strategies such as market and demand analysis.
The document is structured in two parts: it begins with a review of the literature that includes both an introduction to artificial intelligence (AI), with particular emphasis on generative AI and LLMs, and an overview of consumer behavior research. The second part presents and discusses an empirical analysis designed to assess whether LLMs can generate synthetic questionnaire responses that are comparable to those provided by a real sample of participants.
To conduct this experiment, two LLMs were used in particular: Meta Llama and Google Gemma, which were asked to answer a questionnaire developed by Starbucks Malaysia. The empirical results, along with several other case studies, show that these models are able to produce responses that imitate those of real consumers. However, they also reveal several limitations: AI still struggles to represent the responses of specific segments within the sample, tending instead to follow the majority trend and showing difficulty in capturing precise and realistic differences such as gender, social, or ethnic variations.
The results of the experiment confirm what has been suggested in the literature: in this case as well, Llama and Gemma exhibited limitations by generating polarized synthetic responses or representing opinions and behaviors in an overly stereotyped manner. Nevertheless, the models were able to correctly identify the dominant trends in the real participants’ answers, demonstrating their usefulness as predictive tools.
Companies can leverage AI to gain an initial understanding of consumer behavior, highlighting the most common customer preferences and providing a starting point that can be further explored through targeted primary research in the field. Artificial intelligence can thus serve as an ally for marketing teams and an important tool for increasing a company’s competitiveness and performance.

Key Outcomes

  • Practical and theoretical approach

  • Reproducibility of the experiment for companies and adaptation to their strategies

  • Result: Hybrid approach, the experiment is highly useful for companies as an initial market analysis tool to save both money and time.

  • Grade: 5.5 (max 6)

Business economist with a major in marketing

University projects

Integrated Marketing Plan for GastroFormazione:

  • Understanding of the mandate, context, and company description

  • SWOT analysis

  • Targeting

  • Value proposition

  • Strategic objectives (selected strategic levers: product and promotion, with additional secondary levers), metrics, and KPIs

  • Budget management

A new course strategy was proposed to the client, improving the offering system to better align with the company’s values, identity, and target audience.

Phygital Marketing Proposal for OCST:

  • Description of the trade union

  • Understanding of the product system, target clients, currently used promotion channels, and objectives: SEO analysis, communication and channel analysis

  • Phygital marketing proposal with a new strategic perspective and target

  • Buyer personas and timeline of proposed activities to improve promotion

  • Integration of the proposals within the marketing funnel and examples of good promotional practices to reach the target audience

  • Budget

  • Metrics and KPIs

OCST requested a Phygital marketing proposal aimed at engaging younger audiences.

Improvement of the Offering System for ConProBio:

  • Understanding of the project objectives: improving the offering system through a specific methodology (interviews, desk analysis)

  • Qualitative market analysis

  • Competitor analysis

  • Analysis of the offering system

  • Coherent improvement proposals

ConProBio required an improvement of its offering system, aiming to increase membership and enhance the overall experience.

Business Plan for Pirmin Murer Falegnameria SA:

  • Company study

  • Target market study with market segmentation and demand quantification

  • Analysis of the offering system

  • Competitor analysis

  • Analysis of the company structure (analysis, proposals, organizational and legal aspects)

  • Communication plan proposal (analysis of current and potential tools, communication and promotional proposal – channels, contests, guerrilla marketing, promotion timeline)

  • Economic and financial forecasts

Pirmin Murer Falegnameria SA requested a business plan for the opening of a new showroom.