Sara Borghi

Birth date: 31/07/1983

Current address: 60 Hume Street || Norman Park || 4170 ||

Queensland, Australia

Contact details: saraboargs@gmail.com || +61 (0)433 402 253

My Social Media profiles:

Skype: saraboargs

Tourism and Communication Qualification and Capabilities

• Flexible in changes and in familiarizing with new and culturally different people and surroundings, thanks to many
travel experiences abroad and great passion in travel literature.
• Outgoing, entertaining and curious personality, keen on learning in depth new trends, developments and in using new
media and technologies (Adobe Photoshop, blogs, location-based applications, podcasts, vertical search engines).
• Proficiency in Microsoft Office.
• HTML and XHTML
• Very pragmatic attitude, focused on solutions and positive mind.
• Broad minded in making decisions and in evaluating circumstances.
• Great passion for music, winter sports, photography.

International Tourism and Marketing Education

• University of Lugano | Lugano, CH 2006 – 2009

Master Of Arts in Economics and Communication, Major in International Tourism
Some of my coursework: Economics and Politics of International Tourism, New Media for Tourism Communication,
HeritageTourism, Digital Marketing, Communication for Cultural Heritage and Advertising Management.

Dissertation Title: “Online Promotion in Tourism: the Silversea Case”. Supervisor: Prof. Lorenzo Cantoni, PhD. Final
mark: 8.75/10

• University of Modena, Economics Faculty “Marco Biagi” | Modena, Italy 2002-2006

Bachelor in Economics and International Marketing
Final mark 100/110

International Tourism Coursework and Projects

• Advertising Management Modules

Analyzed in depth media planning and media-audience measurement, especially related to TV and Internet, with the help of
many seminars held by valuable Italian media market managers (especially Nielsen Media Research Italy and main commercial
TV channels).

• New Media for Tourism Communication Modules

Focus on new media planning and management in the field of tourism communication, especially on new media applications
relevant to the tourism industry, methods for user requirements analysis for tourism interactive services, management and
promotion for web-based tourism communication.

• San Grato Botanic Park Project Work Contest

Developed projects and events to promote San Grato Botanic Park (Lugano, CH) as a tourist destination, in partnership with
Lugano Tourism and Travel Office. I mainly focused on park’s architectural value development with the supervision of major
Lugano’s professionals.

Communication and Tourism Related Activities and Leadership

UntangleMyWeb.com | Brisbane, Australia January 2010 – on going

• Specialised training in Tourism Online Marketing, with great focus on leveraging Web Analytics and Paid Advertising
strategies to achieve measurable business goals for the company’s tourism clients.

MOCA Interactive | Treviso, Italy October 2008 – November 2009

• SEO Specialist at MOCA Interactive, where I’m deepening my strategic and operative knowledge regarding SEO, Web
Analytics and Pay per click marketing. I’m personally managing SEO activities and pay per click advertising campaigns,
as well as their reporting, for some Travel and Tourism Italian businesses, in particular hotels and destinations located
in the Trentino region.

Acquired proficiency in online marketing tools like Google Analytics and Google AdWrods

Highland Business Research | Inverness, Scotland June – August 2008

• Internship in the field of Web analytics and Market research, under the supervision of Ms. Vicky Brock, during which
I’ve analyzed the traffic of an important Scottish Tourism destination website (Cairngorm Mountain) with the goal of
improving and implementing online marketing strategies aimed at better positioning it on the most important search
engines. Besides this activity, I’ve also worked on the creation of a report focused on the importance of leveraging
web 2.0 platforms and technologies as promotional tools and on the opportunities offered by them.

Mediagroup | Modena, Italy March 2008 – June 2008

• Responsible for the creation of a database, commissioned by the Municipality of Milan, hosting contact information
and details about NGOs and companies offering Work&Travel and volunteering opportunities abroad to Italian
students. My area of interest were mainly the USA.

Summer Internship, MEC USA | New York, USA June 2007 – August 2007

• Full-time associates assistant in all facets of meeting planning. I’ve deepened the details that are involved in executing
a professional event, complete with exposure to site selection, contract negotiation, conference management,
housing and global event planning.

Market Research for IKEA, Link Institut (Luzern) | Lugano, CH September 2007

• Assistant in a market research at IKEA in Grancia (Lugano), designed for knowing customers shopping habits and
preferences.

English Intensive Course, ELC (English Language Company) | Sydney, Australia April 2006 - August 2006

• Focus on Trade and Tourism vocabulary and communication techniques

Sale Office Assistant, Modena Football Club | Modena, Italy 2006

• Ticket sale coordinator and PR activity

Store Assistant , Gloria Jeans Coffee | Sydney, Australia April 2006 – August 2006

Ticket Sale, MUVI (Music Village) | Modena, Italy May 2005 – August 2005

• Ticket Sale and PR activity during this International music and entertainment Festival

World Youth Day Representative | Toronto, Canada Summer 2002

• Co-leader for Modena’s Diocese during the Catholic Youth Meeting with Pope John Paul II

Member of Agesci (Italian Scout Association) | Modena, Italy 1992 – 2002

Business Softwares
 MS Project: Microsoft Office (Excel, Word, Power Point, Outlook)
 Web Design Proposal: Bidsketch
 SEO: SEO PowerSuite (Rank Tracker, WebSite Auditor, SEO SpyGlass, Link Assistant)
 Web Analytics: Google Analytics, Hitwise
 Web Usability: ClickTale, Google Website Optimizer
 PPC Marketing: Clickable, Google AdWords Editor
 Project Management: Active Collab

Awards and Achievements

• Financial Aid Winner, University of Lugano | CH September 2006

• Guest speaker at Girl Geek Dinners Milan (http://www.girlgeekdinnersmilano.com) 20th February 2009
• Google AdWords Certified Individual
• Google Analytics Qualified Individual

Other Activities
• Travel Online Partners | Edinburgh, Scotland December 2009: Co-writer of “Understanding Success with Google
Analytics”: a simplified web analytics guide for small tourism businesses.
• Professional Blogger at MyWebSchool.com
• Promoter of Lenovo’s Voices of the Summer Games Program during Beijing Olympics (Summer 2008)
• Expert blogger at Tripshake: http://magazine.tripshake.it/author/saraboargs
• Personal blog (In Italian): http://saraboargs.wordpress.com
• Volunteering at Hillsong Church, Brisbane Campus: http://hillsongbrisbane.com/