Our people
Nov 24, 2025
Keeping Wolt’s growth engine running – Roberta on life in the Ads & Promotions Team
If you want to understand just how quickly Wolt is growing, Roberta Poccafassi is a great example. Since joining the company 15 months ago, she’s gone from an Ads and Promos role in Germany to becoming a senior client manager for over 30 markets globally. Just to repeat, that’s 15 months, not 15 years.
Roberta describes Ads and Promotions as being one of the key growth engines of Wolt, so why don’t we take a peek into the engine room and see what’s there? Spoiler alert – it’s unbeatable personalised data, an amazing ability to quickly adapt on the fly as needed and teams packed with smart, friendly and humble people.
Roberta sat down to tell us about her path to Wolt, what the Ads and Promotions team does and what sort of person would make a great addition to the team. Wolt is hiring, you know, so consider this an ad and promo for Ads and Promotions team 😉
Hello 👋 Tell me a little bit about yourself and what you do at Wolt.
“My name is Roberta. I'm originally from Italy, but I've been living in Berlin for the past four years. I originally moved here to start my tech career at Zalando, the online fashion company.
I joined Wolt 15 months ago as an Ads and Promos Manager for Germany. Then around four months ago I was promoted to Senior Client Manager for global enterprise brands, so I jumped from a local market to a role overseeing more than 30 markets, which is quite exciting and a big challenge. Even though I haven’t been with Wolt for too long, given how fast things move and the experience I’ve gotten, it feels like I would’ve been here for five years!”
I jumped from a local market to a role overseeing more than 30 markets, which is quite exciting and a big challenge!
“Wolt speed” indeed! How did you get in?
“Education-wise, I have a bachelor’s degree in statistics and economics, so something very numbers focused. But I also have a master’s degree in management, which has helped me develop my communication and negotiation skills, among other things.
I heard about the Ads and Promos Manager role on LinkedIn, but Wolt was already on my list of companies to work for, and I’d used the Wolt app for a long time. I got hooked as soon as I moved to Germany. Like a lot of people, I was drawn in by the great user experience, our reindeer mascot, Yuho, and the bright colours in our branding. It was all very well done.
So the user experience was one thing, but I was also following the news and saw that Wolt was joining forces with DoorDash. That really caught my attention and got me interested in the potential of what these companies could do together. These two things led me to think that I’d love to work at Wolt. And I was so excited when I got the role!”
Great intro to the next question! Tell us about the Ads & Promotions team.
“Ads and Promotions are part of the Wolt Ads business, one of Wolt’s biggest growth engines. Our work helps the company invest back into growth by generating new revenue streams.
We focus on three key pillars: the user experience, merchant growth, and Wolt’s overall growth.
For our users, our algorithm personalizes ads for each user. We make sure they get the best and most relevant discounts. We’re not going to show you an ad for sushi if you’re a vegan.
For our merchants, Wolt Ads provides powerful marketing tools that drive visibility and growth. We give them access to over 55 million loyal, high-intent users across the globe. What makes our model stand out is its fairness – low-risk pricing model: clients only pay for the ad when a purchase is made. That means we can clearly show a merchant, “Your campaign brought in X new users at Y cost.” Not many other platforms offer that level of transparency.
Additionally, we’ve just launched an exciting suite of tools that enable merchants to advertise their venue outside the Wolt app on platforms like Meta, connected TV, and even completely offline on outdoor screens such as our newest Wolt Delivery electric vehicles, transiting in major cities and collecting millions of impressions.
What I love is that we really want to bring transparency and fairness to our merchants. I think it’s amazing that we’re enabling small business owners to use marketing tools they probably wouldn’t have had access to because of limited budgets to work with a marketing agency, giving them a real chance to grow and be seen.”
Sounds like a win-win! What does the Ads & Promotions Specialist role look like day to day?
“A typical day starts with checking dashboards – seeing how your country is performing against targets and reviewing key projects. For example, you might notice that in a certain area, we don’t have enough venues running advertising. Your goal is to drive adoption there by working closely with the Account Management team responsible for that region.
Account Managers and their leaders are your main partners in this role since they own the direct relationship with merchants. You’ll support them with the right tools, templates, and list of accounts to focus on to drive adoption of Ads and Promotions. For larger accounts, you might also join business reviews to present the Wolt Ads & Promotions products and co-create marketing plans together.
Beyond working with local teams, you’ll also collaborate with the global Ads & Promotions team – sharing market insights, identifying improvement opportunities, and setting next year’s targets together.
So, day to day, it’s a mix of analytics and people work: reviewing numbers, spotting opportunities, but also spending time talking with your team members, other stakeholders, and merchants.”
You recently moved to the role of Senior Client Manager. Tell me about this new role!
“While I used to look after a single market, I now support over 30 markets worldwide. As the scope of my role has expanded significantly, also the type of work I do has changed a lot. I’m now focused on our Global Enterprises Clients, including multi-national fast food chains in all the Wolt markets where they’re partnered with us.
I define the strategy and focus for these accounts and coordinate with the local Ads & Promo Specialist (my old role!) to help convert these clients to our products and build successful marketing campaigns with them. I’m responsible for launching global scalable projects, designed to support our local teams and set them up for success. It’s been a big shift – from detailed, hands-on daily work to focusing on the bigger picture and driving global initiatives that move the needle.”
What sort of challenges do you face?
“Our industry is very innovative and competitive. Every day there’s a new competitor coming from somewhere. A competitor might decide to launch a promotional campaign at the same time as you do, so how do you make sure that venues will decide to go with Wolt? This requires a lot of attention to detail, staying on top of trends, and having really strong connections with your customers.
Given our fast growth, you often need to step back and take the time to find the right focus and see what will really move the needle. It’s very easy to get lost in a sea of ideas and initiatives. There are so many interesting opportunities to grab! So you need to consistently ask yourself what should we focus on and what will drive us towards our goals.”
What skills does someone in Ads & Promotions need?
“I’d say the role is a mix of productivity, analytical thinking, and fast troubleshooting. Our Global Head of Advertising, Catalina, once described it as you’re like a General Manager for Ads & Promos in your own market.
You need to be proactive and quickly identify patterns in the data. If the numbers aren’t moving in the right direction, you have to be fast to understand what’s causing the low performance and find a solution. The main KPIs we look at include ad revenue, merchant funded promotions share, and new campaigns.
Adaptability is another key skill. What’s exciting is that we continuously release new features and products, so you’ll need to define how to go to market with a new offering, which accounts to target, and adapt your proposals to reflect these new products.
Strong communication and empathy are just as important. At the end of the day, your goal is to help Account Managers who already have a lot on their plate. You need them to trust you and believe your insights will make their work easier and more impactful.
And finally, you have to be data-driven. I’m not just talking about mastering Excel, but you need to know how to translate numbers into insights. We continuously create data-driven action plans to reach our targets.”
How are the career growth opportunities at Wolt?
“The past 15 months have been amazing and I feel grateful for the growth opportunities that I’ve had at Wolt in such a short timespan. It’s something I always bring up when I speak with friends or anyone interested in joining Wolt.
At Wolt, there are lots of interesting growth opportunities. Depending on your performance, of course, you can step into leadership, move sideways into a new domain, or rotate across teams to try something different. We build a lot of cool things at Wolt, so as new products launch and new cities and markets open, there are chances to explore a lot of interesting projects, and learn fast.”
Let’s close with your thoughts on Wolt’s culture and people.
“At Wolt you’re encouraged to take initiative and bring your ideas to the table. If you have a valid, feasible idea that you want to test, it's possible that within one week of presenting it, you're going to have the resources to test it! This is something that’s not common in most big companies, and yet Wolt is a big company, right? We’re already a team of over 15,000, with over 60 million customers and over 300,000 courier partners and 200,000 merchants partnered with us. Although we’re a large company, it feels like we’ve retained that startup spirit.
Here you get to work with a lot of smart, talented, humble, cooperative and fun people. One of our values we have at Wolt is ambition – we take ownership beyond the obvious and get things done. I think that’s really representative of our culture: we get things done, but also have fun along the way, and this is super important for me.
The ambition of the people we have means everyone is raising the bar high every day, and you need that to become the best version of yourself.”
