Today, the expansion of the digital age promotes the creation of new practices. Of these, “growth hacking” stands out. But what is this marketing strategy about?
According to Michele Techchiathis discipline “balances the art and science of marketing to acquire and retain users/customers using the most meaningful data”.
The young consultant knows his trade well: he has been working as a ‘growth hacker’ for almost ten years. But how does this digital professional intend to revolutionize his sector? Portrait of a committed enthusiast.
Michele Tecchia, marketing in the skin from childhood?
Michele Tecchia was born on June 13, 1980 in Monaco. He is a curious and determined child. In elementary school, the little boy joined his school’s first aid team. Michele and her classmates take part in the competitions and it doesn’t take long to win trophies. These victories arouse in the boy a constant desire to surpass himself. And this is just the beginning… The years pass and the teenager’s ambition grows.
During his high school years, he was admitted to the French Red Cross team. For him, this integration is a blessing as his team participates in major European competitions. And the experience turned out to be fruitful: his group reached the top 10. In order to pass on his passion, Tecchia decided to set up a youth club of the Red Cross in the heart of the Principality.
For him, opening a club is also an opportunity to reform first aid training. Little by little, his association grew and became one of the most important in the country.
This expansion is no accident. Indeed, Tecchia Michele uses a specific tool to expand his network: Facebook. Aware of the potential of digital, de Monegask develops a real marketing strategy to highlight the actions of his organization. A calling was born.
Studies: from marketing to communication
Back then there was no such thing as ‘growth hacking’. However, Michele Tecchia already knows that marketing interests him. In 2000, he joined the IDRAC Business School. For five years he researched all marketing strategies. He obtained his Master’s degree in Marketing & Management in 2004.
After graduating, he chose to study at Sciences Po Grenoble. There he acquires crucial skills for his future. During an interview, he explains: “My time at IEP Grenoble comes in handy every day, even though I don’t work in administration. After all, as long as you work in a team, you must be able to communicate clearly and professionally”.
After two years in Grenoble, he got his first job. He worked for the Expleo group for almost a year, in the heart of Toulouse. It is essentially limited to communications missions. This professional experience confirms him in his ambitions. He says: “Communication and marketing go hand in hand.
So when I worked as a communicator for an Airbus contractor, I always thought about my target audience, how to promote my interviews and stories, and my media business. That’s how I started to get interested in the business side of content, known today as content marketing.”
Subsequently, the young man became a “business developer” for Orange. Two years later, he joined Ebookers. Responsible for creating content to attract customers, the Monegask discovers the experience of marketing. This experience in the field is a real trigger for the future entrepreneur.
Discovery of “growth hacking”
Within Ebookers, Tecchia’s missions essentially revolve around the concept of marketing. But something is wrong. In reality, Michele Techchia notes that his knowledge of marketing remains relatively limited. For him, these shortcomings become a source of motivation.
The young man then went in search of THE training. And his perseverance paid off: in early 2012, Tecchia joined the Growth Hacking Academy. Based in London, this institution is a pioneer in this field: it is the only European institution to offer this course. The training is intensive: during three months, Tecchia discovers new marketing approaches. And above all, his network is evolving rapidly.
Indeed, the young man rubs shoulders with business analysts, software engineers and designers. He participates in real startup projects. For the future entrepreneur, this training is a total revelation.
A project that fulfills its ambitions
Now accomplished, Techchia returns to Monaco and decides to set up his own structure. In 2016 Michele Tecchia officially became an entrepreneur. His company offers innovative strategies to meet the needs of industries (lead generation, growth hacking, Google Ads, online marketing, digital marketing, business development, media strategy, etc.). For Tecchia, the message is clear: “growth hacking” is a “buzz term for the new and, in my opinion, the right direction” in online marketing.
The primary mission of a growth hacker is to conduct experiments to unlock growth opportunities based on an in-depth analysis of stages and user flows (the “funnels”). Basically, this sailing enthusiast helps companies achieve their business goals through innovative marketing approaches. But what are the essential skills to become a “growth hacker”?
According to Tecchia, a “growth hacker” masters topics such as optimization or statistics. This professional must also have great open-mindedness and great reflectiveness. For Michele Tecchia, every individual is a potential pioneer. His motto? “Learn and test”. Far from trivial advice from such a daring entrepreneur…
More info about Michele Tecchia: https://www.michele-tecchia.com/