Serena Piccioni

Senior Web Developer

Work experience

I have a history of working for over 20 years in digital and in the information technology industry.

I started in 1998, creating HTML pages and taking an ASP 3.0 course.
In 1999 I completed my first website based on ASP 3.0, Access and HTML, I then worked as a Webmaster for some web agencies.

In 2007 I did my first project in PHP, in 2008 I built a business website based on WordPress. In 2012 I helped to complete an e-commerce website using Symfony2.

I am skilled in WordPress, PHP, Databases, CSS and HTML. I have sharp attention to detail, and a keen eye for troubleshooting and I pride myself on writing clean, efficient and user-friendly code.

As an example of my coding work, you can check out my repositories available via GitHub at

Helpful Digital – 12/2018 - present

Helpful Digital
PHP Developer

London, United Kingdom

During my time in Helpful Digital, I built and supported their WordPress websites and other digital products, developing custom themes and plugins. Recent work at Helpful includes websites for UK Parliament Week, Lambeth Together, the Arctic Office, Community Business Weekend and Metflix.

Technologies used

HTML, CSS, Javascript, jQuery, PHP, WordPress.

About Helpful Digital

We give our clients the tools, confidence and skills to help them engage effectively online.

We do this through:

  • simple, cost-effective websites, generally using WordPress
  • training and coaching to build knowledge, confidence and capacity to use digital channels effectively
  • consultancy advice, workshops and simulations to help teams set goals and benchmark their performance – including for business continuity, crisis response and customer service

What makes Helpful different?

We combine creative vision with technical know-how and helpful support. Our team has a range of backgrounds and expertise, working in corporate and government organisations.

Media Business Insight – 05/2017 - 06/2018

Senior Developer

London, United Kingdom

I started fixing-up, auditing and maintaining some WordPress websites, but right after I switched to moving back in-house the website, frontend in Zend2 and backend in custom PHP, fixing bugs, refreshing the backend, and also taking care of all the new features. I also created the new website to replace the DVD connected to the Shots magazine,, using WordPress along with the Vimeo API to manage their videos. I brought also in-house other two PHP projects built in CodeIgniter and Laravel, and, including handling the logistics of moving over the code and domains and implementing new fixes and additions. I helped with developing some feature for the Media Production Show website in Django as the last project.

Technologies used

HTML, CSS, LESS, Javascript, jQuery, PHP, WordPress, Zend2, Vimeo API, CodeIgniter, Laravel, Django, Python.

About Media Business Insight

Media Business Insight (MBI) is a leading authority on the UK media industry, offering news, insight, and events to TV, film and advertising professionals through a range of unique brands. MBI brands include ALF, BRAD, Broadcast, The Knowledge, KFTV, Production Intelligence, Screen International, and shots.

Estée Lauder Companies – 06/2016 - 10/2016

Estée Lauder Companies
Online Engineer

London, United Kingdom

I worked on the frontend and backend of some of the UK brands, helping to implement some functionalities like a new search engine and a social media content manager for Bumble and bumble, and a gift wrap option into the shopping cart for all the brands. I also managed simple changes on the Drupal pages.

Technologies used

Drupal, Perl, HTML, CSS, GIT.

About Estée Lauder Companies

The Estée Lauder Companies Inc. is an American manufacturer and marketer of prestige skincare, makeup, fragrance and hair care products. The Company’s products are sold in over 150 countries and territories under the following brand names: AERIN, Aramis, Aveda, Bobbi Brown, Bumble and bumble, By Kilian, Clinique, Darphin, Donna Karan New York, DKNY, Editions de Parfums Frédéric Malle, Ermenegildo Zegna, Estée Lauder, GLAMGLOW, Jo Malone London, Kiton, La Mer, Lab Series, Le Labo, M•A•C, Michael Kors, Origins, Prescriptives, RODIN olio lusso, Smashbox, Tom Ford, Tommy Hilfiger and Tory Burch.

GovNet Communications – 03/2015 - 06/2016

Website Developer

London, United Kingdom

I worked on the new responsive version of the main website of the company in WordPress, from scratch, I also take care of all the Expo and Events websites. I made responsive the Understanding ModernGov website without changing look and feel, adding Bootstrap and optimising code and database. As for my last project, I migrated from a custom PHP application to WordPress another division website, Inside Government, leaving the same design as the old one but responsive.

Technologies used

PHP, MySQL, CSS3, HTML5, WordPress.

About GovNet Communications

GovNet Communications is the leading Public Sector publisher and events organisation – passionate to ensure that spirited, open debate remains at the heart of our operation. Since 1997 they have delivered news and data through their targeted magazines and topical conferences, allowing for unrivalled access to reliable information and the opportunity to hear from the leading experts and specialists within a range of fields.

Setonix – 03/2014 - 12/2014

WordPress/PHP Web Developer

Milan, Italy

Worked on the new responsive template for the main website,, on WordPress, making also many improvements (porting of old plugins into the template, refactoring of the code, and so on). I also did a plugin to manage mp4 and youtube video, and I converted the old functionality to manage galleries into a new one that uses the standard WordPress gallery shortcode. I also did some customization for special occasions (Christmas, Valentine’s day, Fashion Weeks, etc.) and a platform to manage online tests and quizzes.

Technologies used

PHP, MySQL, CSS3, HTML5, Bootstrap, WordPress.

About Setonix

Setonix deals with digital media, in particular: design and develop editorials websites, conceive and implement communication plans and digital promotion integrated with the offline, have a strong specialization in SEO editorial focused on bringing a high volume of traffic, manage social media marketing which is also used for the distribution of the brand.

SCL Services & Consulting – 11/2013 - 12/2013

SCL Services & Consulting
Senior PHP Developer

Milan, Italy

I worked on a project already online with many unresolved issues. I put it under version control using GIT, I created documentation, I helped colleagues to understand the structure of Silex and I developed the connection with the services of the Facebook API.

Technologies used

PHP, MySQL, CSS3, HTML5, GIT, Facebook Graph API, Silex.

About SCL Services & Consulting

SCL Services & Consulting is a consulting company that works with public administrations and private IT companies. With approximately 100 employees support their clients in projects even highly complex and high value-added.

Vivacom – 10/2012 - 10/2013

PHP Programmer

Milan, Italy

Worked on several projects using WordPress and Bootstrap. I developed the template from the graphic design into HTML and CSS and implemented all the functions needed, making one or more plugins or integrating them into the template. Worked on the e-commerce site for Cargo Milano. I finished this site in Symfony2 with two other developers, it was the first time that I used Symfony. I improved existing sites in Symfony1, for instance by developing the payment process for PayPal and bank transfer via Banca Sella or by adding new dynamic areas.

Technologies used

PHP, MySQL, jQuery, Ajax, CSS3, HTML5, Bootstrap, GIT, Apache, SOAP.

About Vivacom

Vivacom is a small Web Agency that provides e-commerce and institutional websites solutions, and if requested hosting solutions.

GoodPress – 07/2012 - 09/2012

WordPress Developer

Milan, Italy

Worked for them as WordPress Developer and Designer on some projects.

Technologies used

PHP, MySQL, HTML, CSS, WordPress.

About GoodPress

GoodPress is a startup founded in 2009 from a passion for WordPress and the Open Source, created by the people that since 2004 dealing localization for all Automattic products and provide free support to WordPress by WordPress Italy.

Editoriale Domus – 02/2012 - 06/2012

Editoriale Domus
WordPress Developer

Milan, Italy

In 2007 I developed for my former Project Manager the site Appunti di gola in WordPress; I integrated it with their site of Cucchiaio d’Argento in Drupal. The project was finished by a web agency.

Technologies used

PHP, MySQL, jQuery, Ajax, CSS3, HTML5, Apache, WordPress.

About Editoriale Domus

Editoriale Domus is a medium publishing company that has historical magazines like Domus (design and architecture magazine) and Quattroruote (automotive magazine), and famous publications like Il Cucchiaio d’Argento (a major Italian cookbook). They also have some sites about these magazines and publications.

MyBestOption – 04/2011 - 01/2012

Web Developer

Milan, Italy

Worked on redesign and development of the company website in WordPress (Italian and Spanish version), with a custom template and plugin, integrated with the Java engine of the comparator. I also integrated some services directly into the Dashboard (e.g. tracking of the deals).

Technologies used

PHP, MySQL, jQuery, Ajax, CSS, HTML, Apache, WordPress.

About MyBestOption

MyBestOption is an online price comparison service between utilities e.g. gas, electricity, pay-tv in Italy. They also have a Spanish headquarter.

San Paolo Digital – 11/2010 - 03/2011

San Paolo Digital
Web Developer Senior

Milan, Italy

Worked on a project named “I Foglietti di Credere”, I provided to develop an original template in XHTML and PHP, I’ve made the WordPress installation and selection and adjusting plugins. I provided to develop also a geo search engine on Google Maps. The same for a project called “La Gazzetta d’Alba”, a magazine.

Technologies used

PHP, MySQL, jQuery, CSS, HTML, WordPress, Google Maps API.

About San Paolo Digital

San Paolo Digital is the digital agency of Gruppo Editoriale San Paolo. It cares about managing, developing and updating all digital presences of the Group. It’s a service company that is committed to helping all companies in the Group to manage their presence on new media effectively.

2Spaghi – 05/2010 - 10/2010

Web Developer

Milan, Italy

I helped to maintain, bugfix and develop new features for the company website in PHP; I also managed related websites in WordPress.

Technologies used

PHP, MySQL, jQuery, CSS, HTML, WordPress.

About 2Spaghi

2spaghi is a social network created by two founders (“two spaghi” is a slang form that indicates a plate of spaghetti) that allows members to insert, review and comment restaurants and hotels, and book them.

Spirali Edizioni – 03/2008 - 04/2010

Spirali Edizioni
PHP Programmer

Milan, Italy

I completely redesigned their e-commerce site in PHP3, developed connections with various online payment systems (PayPal, Banca Sella, Banco di Sardegna) and reviewed the information architecture. I also developed some functions for their event site and simplified the common backend to both sites to facilitate information insertion.

Technologies used

PHP, MySQL, jQuery, CSS, HTML.

About Spirali Edizioni

Spirali Edizioni was a small publishing company that publishes books and magazines on various topics. They also organized cultural events.

Mozart – 09/2007 - 03/2008

Web Area Coordinator and Programmer

Milan, Italy

I developed the intranet for their company and related companies in PHP and a corporate website for one of their clients in ASP. I was also the coordinator of the development team, I was responsible to manage the timing of projects and the training of developers.

Technologies used

ASP 3.0, SQL Server, PHP, MySQL, CSS, HTML.

About Mozart

Mozart is a multimedia agency working in mobile, video, web and publishing.

Editoriale Domus – 07/2006 - 09/2007

Editoriale Domus
Chief Technical Officer

Milan, Italy

I coordinated the Italian team with the Swiss developers for the portal Car4you, for the sale of new and used cars, based on the database Infocar developed by Quattroruote. I also managed more than 120 dealers to integrate their systems with the portal, developing an internal CRM for them. I finally developed some web service for use by developers in Switzerland, for the control of the tax code and the connection with the payment of Banca Sella.

Technologies used

SQL Server, Microsoft Access, .NET.

About Editoriale Domus

Editoriale Domus is a medium publishing company that has historical magazines like Domus (design and architecture magazine) and Quattroruote (automotive magazine), and famous publications like Il Cucchiaio d’Argento (a major Italian cookbook). They also have some sites about these magazines and publications.

Engineering – 10/2004 - 06/2006

Web Developer

Milan, Italy

I worked in ENI, designing of information architecture for the portal of internal communication., prototyping to complement existing websites in the portal business, reorganizing the content and features, and proposing new graphical interfaces conform to the portal by following the requirements of accessibility standards and XHTML.

Technologies used

HTML, CSS, Perl, ASP 3.0, TeamSite.

About Engineering

Engineering offers business integration, application and infrastructure outsourcing, solutions and strategic consultancy to many IT companies in Italy. Engineering has a consolidated presence in all vertical markets and operates through its 4 business units: Finance, Public Administration and Healthcare, Industry and Services, Telco & Utilities.

Worldstartel Communications – 02/2003 - 04/2004

Worldstartel Communications
Web Developer

Milan, Italy

I developed a mobile phones repairs system in ASP and SQL Server. From the admission to the exit, the application traced all the states of every mobile phone to repair, and managed also clients database, suppliers, warehouse and shipping.

Technologies used

ASP 3.0, SQL Server, HTML, CSS, Javascript, VBScript.

About Worldstartel Communications

Worldstartel Communications was a company that dealt with repairs of mobile phones and computers, either directly for individuals and for some dealers who collected the phones to repair.

Ideone – 02/2002 - 06/2002

Web Developer

Milan, Italy

I worked on website, an interactive satellite television. I developed e.g. a voting system, the insertion and programming of the schedule, a filtering system sending SMS on TV.

Technologies used

ASP 3.0, SQL Server, HTML, CSS, Javascript, VBScript, Macromedia Flash.

About Ideone

Ideone was a small web agency connected with a multimedia production company.

Gate/Ernst & Young – 10/2001 - 01/2002

e-Learning Developer

Milan, Italy

I developed the main website of the division. I also managed courses in the learning management system, IBM Lotus Learning Space 5.

Technologies used

ASP 3.0, SQL Server, HTML, CSS, Javascript, VBScript, IBM Lotus Learning Space 5.

About Gate/Ernst & Young

Gate was the Internet Learning Division of Ernst & Young. They planned and realized online training through educational courses that integrate and make the most of the skills, behaviours and the potential of human resources in organizations operating in both public and private.

Temporary – 07/2001 - 10/2001

Web Developer

Milan, Italy

I modified and developed new features for the corporate website, for example, a 3-steps form to insert cv, and developed proposals for other sites.

Technologies used

ASP 3.0, SQL Server, Macromedia Flash, Fireworks, HTML, CSS, Javascript.

About Temporary

Temporary is an employment agency specializing in research, selection, training and management of human resources.

Altoprofilo – 09/2000 - 05/2001

Information Architect

Milan, Italy

I designed the information architecture of the e-learning project Pirelli Learning Lab with our team. We also chose the technology platform, Isopia ILMS, a learning management system in Java, later acquired by Sun Microsystems.

Technologies used


About Altoprofilo

Altoprofilo was a web agency focused on various services: Business to Business eStrategy formulation and implementation, Corporate eLearning, Dynamic Media and Digital Video and Research and Development.

Learning Technologies – 05/2000 - 07/2000

e-Learning Designer

Milan, Italy

I designed and developed several online courses, and I also installed and administered IBM Lotus Learning Space, a learning management system.

Technologies used

ASP 3.0, SQL Server, HTML, CSS, IBM Lotus Learning Space.

About Learning Technologies

Learning Technologies was a company focused on e-learning services for private companies and public administration.

Seceti – 03/2000 - 05/2000

Web Developer

Milan, Italy

I developed with HTML, CSS and Javascript the interface of an application of Internet Banking based on a COBOL program on an IBM OS/380.

Technologies used

HTML, CSS, Javascript, Apache.

About Seceti

Seceti is a company specializing in payment systems and interbank services. It is part of the Banking Group which operates in support of the growth and consolidation of Banks, Financial Institutions and Insurance, Business and Public Administration.

TC Sistema – 12/1999 - 02/2000

TC Sistema
Web Developer

Milan, Italy

I developed some of the features of an intranet document management designed for enterprises. I worked with a large group of developers using CVS connected to Visual Studio.

Technologies used

ASP 3.0, SQL Server, HTML, Visual Studio, CVS.

About TC Sistema

TC Sistema was a company that provided computer hardware and other hardware for enterprises. They also provided technical assistance and management outsourcing services.

Teleura – 06/1999 - 09/1999

Web Master

Milan, Italy

I modified and developed new features of the website of Colletta di Castelbianco, a medieval hill-top village restored as an internet e-village. I modified and improved VRML models of the apartments. I also worked on the corporate website of one of their clients, reworking the structure and graphics.

Technologies used

ASP 3.0, SQL Server, DHTML, SSI, VRML.

About Teleura

Teleura was a small web agency that was mainly engaged in developing websites and managing a medieval hill-top village.

ARPANet – 01/1999 - 04/1999

Web Master

Milan, Italy

I worked on graphics and programming a website of antiques. I developed the product database in Access, creating a reserved area for registered users and an area for the administration of users by the admin.

Technologies used

HTML, ASP 3.0, Microsoft Access, Adobe Photoshop.

About ARPANet

ARPANet is a small multimedia publishing company created in 1998.

CIRED, Università Cattolica del Sacro Cuore – 09/1998 - 12/1998

CIRED, Università Cattolica del Sacro Cuore

Milan, Italy

I worked on the university website, modifying the HTML, they provided me with an internal course of ASP 3.0 and Access and I managed enrolments in computer science courses, using Excel.

Technologies used

ASP 3.0, HTML, Microsoft Access, Microsoft Excel.

About CIRED, Università Cattolica del Sacro Cuore

Università Cattolica del Sacro Cuore, founded in 1921 in Milan, is Europe’s most important Catholic university. With its four campuses of Milan, Brescia, Piacenza-Cremona and Rome, it is also the only university in Italy operating on a national scale. CIRED was the IT department of the Milan campus.