Summary
Overview
Work History
Education
Skills
Timeline
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ALICIA CAPPELLI

Sunnyvale,CA

Summary

Strategic partnerships and media lead with a focus on building data-driven programs that deliver measurable growth. Experienced in full-funnel media strategy, performance marketing, and partner enablement across platforms like Pinterest, Google, and Meta. Skilled at working across product, legal, and analytics teams to operationalize new initiatives. Strong understanding of how AI and data can power recommendation engines, personalization, and media performance. Versatile team leader with experience managing budgets, building teams, and driving go-to-market execution.

Overview

6
6
years of professional experience

Work History

Head of Strategic Partnerships, Media (Interim Director of Display, Social, Influencer, 2023)

eBay
San Francisco, USA
04.2022 - Current
  • Lead strategic product and media partnerships across platforms including Pinterest, Google, Meta, Facebook Marketplace, and Reddit—delivering full-funnel growth for eBay’s priority verticals (Motors, Fashion, Collectibles).
  • Build and activate commercial and technical roadmaps, with recent examples including co-developed AI-powered product surfacing and audience recommendation tools with platform partners.
  • Developed customer profiles and audience segmentation strategies to support performance marketing and personalization; driving measurable improvement in GMV and conversion.
  • Actively involved in eBay’s data governance initiatives, including Clean Room infrastructure and new data-sharing frameworks to support media and product use cases across strategic partners.
  • Navigate enterprise-scale complexity across Legal, Privacy, Product, Engineering, and Analytics to enable scalable external data access and value creation.
  • Interim Director (2023) overseeing Display, Social, and Influencer teams; led team of 25 and $150M+ annual media investment.

Director, Head of Business Development, Commerce Partnerships

NBCUniversal
San Francisco, USA
07.2021 - 04.2022
  • Built the commercial go-to-market for NBCU Checkout, NBC’s native ecommerce platform, scaling retail brand and platform integrations with a focus on personalization and conversion optimization.
  • Led team of 5 Account Executives; drove 250% growth in platform integrations and 150% revenue growth in under 6 months.

Director, Head of Global Retailer Partnerships & Strategic Programs

ShopStyle Collective (Rakuten)
San Francisco, USA
11.2019 - 07.2021
  • Owned $30M in media revenue and $200M in affiliate GMV, with accountability for retailer strategy, growth, and innovation.
  • Piloted AI-powered influencer cashback and Rakuten search/SEO initiatives, accelerating conversion through data-led experiments.
  • Led cross-functional programs aligning Rakuten affiliate and media offerings to streamline access to retail audiences and product-level performance data.

Education

Bachelor of Arts - Economic Sociology

Stanford University
Stanford, CA
06.2014

Master of Arts - Economic Sociology

Stanford University
Stanford, CA
06.2014

Skills

  • Strategic Partnerships
  • Media & Performance Marketing
  • Data Strategy & Governance
  • Enterprise Stakeholder Management
  • Team Leadership & GTM Execution

Timeline

Head of Strategic Partnerships, Media (Interim Director of Display, Social, Influencer, 2023)

eBay
04.2022 - Current

Director, Head of Business Development, Commerce Partnerships

NBCUniversal
07.2021 - 04.2022

Director, Head of Global Retailer Partnerships & Strategic Programs

ShopStyle Collective (Rakuten)
11.2019 - 07.2021

Bachelor of Arts - Economic Sociology

Stanford University

Master of Arts - Economic Sociology

Stanford University

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