SEARCH. DISCOVERABILITY. ADAPTIVE ORGANIZATIONS.
A perspective on what comes next
I help leaders connect search, AI, measurement, and organizational design to create systems that learn, and growth that lasts.
The way people find, evaluate, and buy is changing. Our organizations need to change with it.
I’m Vicente Fiumara, a digital performance leader, author, and educator.
My experience spans global paid search at AWS, integrated search and performance at Shutterfly, and search leadership at Office Depot, alongside agency work for major brands.
At Shutterfly, I brought SEO and SEM together under the Integrated Search function and lead display and programmatic media.
In previous roles, I also managed YouTube and Demand Gen campaigns. My experience also includes App Media.
I work at the intersection of strategy and execution: how discovery happens, how performance is measured, and how teams make better decisions together.
I also teach at BrainStation, hold an MBA from Hult International Business School, and have earned an analytics certificate from the Massachusetts Institute of Technology (MIT).
Explore my professional backgroundEXPERIENCE ACROSS
Three lenses for navigating a changing discovery landscape.
DISCOVERABILITY
Search, social, AI answers, content, and commerce shape one fragmented journey. Treat them as a connected experience and earn the next iteration.
Start with the questions people need answered, wherever they ask them. Connect useful content to a clear next step, and feed what you learn back into the experience. Orchestration makes each part more valuable.
MEASUREMENT
A performance dashboard can look precise while telling an incomplete story. Understand what a signal measures before allowing it to drive a decision.
Validate the path from customer behavior to reported outcomes. Compare platform reporting with business results, examine changes in tracking, and use experiments to test what attribution alone cannot establish.
ADAPTIVE ORGANIZATIONS
New technology creates little value if teams keep the same assumptions, incentives, and decision processes. Adaptation is an organizational capability.
Connect marketing, product, analytics, and engineering around shared questions. Make hypotheses explicit, create room for experiments, and turn findings into decisions that change the next cycle of work.
“The greatest limitation facing modern organizations is not technology. It is the mental models they continue using to understand it.”
Vicente Fiumara
How the Google Ads Auction Works & How to Win It
A strategic lens on the mechanics behind the Google Ads auction, helping practitioners understand the system they work within.
Find the book on AmazonExploring how connected teams, better measurement, and continuous experimentation can help organizations adapt in the AI era.
Read about the next bookIdeas your audience can carry into their next decision.
Keynotes, panel conversations, and team workshops on the changing relationship between discovery, performance, and organizational design.
Discuss a speaking engagementHow AI, social search, and fragmented journeys reshape the way brands are found.
Moving from isolated platform metrics toward useful business signals.
Connecting people, incentives, experiments, and shared learning.
A thought partner for leaders navigating complexity in performance and discovery.
Discuss a consulting projectConnect paid search, organic visibility, AI discovery, and the customer experience around business priorities.
Examine how your signals inform decisions and identify the questions an experiment can answer.
Build shared goals, decision rhythms, and learning practices across marketing, analytics, product, and engineering.
For speaking invitations, consulting conversations, or professional connections, reach me on LinkedIn. Share your goal, your audience or team, and your timing.
Connect on LinkedIn