Milan, Lombardy, Italy
I create regional and global media strategies which grow brands by seamlessly connecting them with consumers and culture, so these brands move out of their category siloes and into real growth. I've applied my personal approach of 'rigour + imagination' to develop world-first ideas in digital innovation, content and paid media for brands as varied as Moet & Chandon brands, Unilever, Star Alliance, Alfa Romeo / FIAT, Coca-Cola, Heineken, UBS Bank, Johnson & Johnson and Activision / Blizzard. Through my Master’s Degree in Marketing & Advertising and my extensive regional & global experience, I navigate cultural differences & influence in matrix structures up to C-Suite. I thrive in a dynamic culture where my passion & experience help company culture thrive. I have several passions: I run (a lot), I have a rescue puppy, I love adventure travel photography and I'm about to start WSET Level 3.
I’m proud to lead a global media team that helps our marvelous family of Camparistas to make smart media choices which are more effective, more challenging and just more interesting, for our brands globally.
Having achieved distinctions in WSET 1 & 2, I decided to build on my passion for fine wines & champagnes by advising brands in these categories on their global media: the growing consumer trends, the right media platforms and the right message at the right place and on the right device...all to close the loop of 'communications to commerce'. At the heart of this lies a rigorous performance mindset built on industry, consumer and media platform data.
Based in Hong Kong, I lead the team creating rigorous, innovative & effective regional integrated communications strategy across APAC at L'Atelier, WPP's bespoke agency dedicated to LVMH.
Consultant advising dynamic brands and agencies with ambition on using data-led media insights to drive growth. Also studying part-time for 6 Sigma black belt, focusing on how better planning process can consistently deliver award-winning creativity. Experience advising & leading integrated comm's strategy in UK &, most recently, Dubai on MENA regional business. In 2019 four of my campaigns were short-listed for EFFIES.
I led Activision's EMEA team investing US$85m in paid media, PR & social as well as insight specialists and external agencies to create world-class campaigns which step-changed business growth. Key responsibilities: team growth, goal & budget-setting, media performance monitoring, research outputs, content creation, innovation, internal & external stakeholder engagement, post-campaign analyses. I particularly focused upon supporting & empowering in-market teams to deliver regional strategy with superb local relevance.