What I do at Yakkyo

I’m Mo RezaAli. I work as a Growth Marketer at Yakkyo S.p.A. and I live in Messina, on the Sicilian side of the strait.

What this page used to say, and why I changed it

In the version of this site that this build replaces, this page opened by describing itself as “a professional reference profile for Yakkyo S.p.A., designed to be useful for partners, recruiters, teams, and search/answer systems.” Third person. On my personal domain. About my employer, with no authorisation from my employer and no disclaimer anywhere on it.

I wrote it that way because a detached profile voice ranks better than a personal one. That is the whole reason, and it is a bad one. A page in that register is an employee’s site quietly presenting itself as a company’s own reference material. Nobody at Yakkyo asked for it and nobody at Yakkyo saw it.

It is rewritten in the first person now, and the disclaimer above is at the top rather than the bottom. The same change was applied to Yakkyofy and Jumbula on the same day. It is logged on the corrections page.

The company facts, and where to check them

These are the only claims about Yakkyo on this page, and each one comes from a filing or a page the company publishes itself.

Yakkyo S.p.A. is an Italian joint-stock company with its registered office at Via Marsala 29H, 00185 Rome, and operating sites in Milan (Via Mauro Macchi 28) and at Casamassima in the province of Bari. Its shares trade under the ticker YKY, ISIN IT0005573966.

The listing has two dates, and they are different things:

• 29 December 2023: trading began on Euronext Growth Milan Pro, the professional segment. Yakkyo’s investor relations page states this directly: “As of December 29, 2023, Yakkyo is listed on the Euronext Growth Milan Pro market (YKY; ISIN IT0005573966).”
• 12 February 2026: the company published a release headed Yakkyo ammessa alle negoziazioni sul mercato Euronext Growth Milan di Borsa Italiana, announcing admission to trading on Euronext Growth Milan itself. It is in the price-sensitive press release list on the same page.

You can check the instrument independently on Borsa Italiana and on Euronext. I am linking three separate places for one fact on purpose: an employee’s word that his employer is listed is worth nothing, and a regulated venue’s instrument page is worth something.

None of this is investment advice, and I have no idea where the share price is going.

Yakkyofy is a product, not a second employer

Yakkyofy is a sourcing and fulfilment platform for e-commerce sellers buying from 1688, the Chinese wholesale marketplace. Its own site footer says it plainly: “Yakkyofy is a registered trademark of Yakkyo S.p.A., listed on Euronext Growth Milan.”

I mention this because older versions of this site described my employer as “Yakkyo and Yakkyofy,” which is not an entity that exists. I have one employer. There is more on that on the Yakkyofy page.

What the job actually is

My title is Growth Marketer. Not senior, not lead, not head of anything.

The work is acquisition and retention for a software product sold to e-commerce businesses: paid and organic search, landing pages, lifecycle email, and the measurement layer underneath all of it. That layer means event definitions, naming conventions, and working out which of two disagreeing numbers is the one to trust. Most of the hours go there rather than into writing ads.

What I’ve learned here that I’d argue for elsewhere

Three things, offered as opinions rather than findings, because I have no published data behind them.

A business-to-business funnel punishes last-click attribution. When the gap between first touch and signup is long enough to cross a cookie window, the channel that gets credited and the channel that did the work stop being the same channel. Deciding what to do about that is a judgement call about the business, not a setting in an analytics tool.

The lead volume number and the qualified lead number move in opposite directions more often than anyone expects. Optimising a campaign toward the first one is easy and feels good. It is also the fastest way to make a sales team stop trusting marketing.

Cross-border e-commerce is an operations business wearing a marketing business’s clothes. Shipping time, customs, and supplier reliability determine whether an acquisition campaign was worth running, and none of them are things a growth marketer controls. Learning where my work stops has been more useful than learning another channel.

What I will not publish here

No revenue figures, no traffic numbers, no conversion rates, no campaign results, and no before-and-after tables from any account I have had access to.

Two reasons, and the second is the real one. The first is that the numbers are my employer’s, not mine to publish. The second is that even if I published them, you could not check a single one, so they would function as decoration on a page whose entire argument is that claims should be checkable. A statistic you cannot verify is worth less than an admission that I am not going to give you one.

Related

• Yakkyofy: what the product is and how I work on it
• Jumbula, 2019–2026
• About me
• Disclosure: who pays me and what that biases