Geneva, Geneva, Switzerland
I am a marketer with an unconventional background… and this is what makes my profile different from anyone else who followed a traditional path. Previously employed in the medical field, I turned my life upside down in 2014 when I decided to completely change my career and start developing my marketing and communication skills. It wasn’t easy, but my strong motivation made my way to the second chapter of my professional life. Today, I feel extremely proud of what I achieved just by rolling up my sleeves and working hard. In fact, my professional attitude has landed me positions in Italy, France, the UK, and Switzerland—and I strive to continue my career in an international setting (I speak 4 languages - EN/FR/IT/ES). Why marketing? Since childhood, I have been fascinated by the human brain and the way marketing connects with that craziness to deliver targeted messages. It’s like permanently optimizing for something that is both rational and irrational. I apply the same thinking in digital marketing that I apply in leadership, because whether you are connecting with consumers or with your team, you are connecting with the fun irrationality of their logic to influence an outcome and scale for future growth. Today, digital is a key pillar for success, but its rules change every day. For years, I have been striving to bring innovation to communications, always having the final consumer and ROI as a starting point. In a crowded digital space, it is easy to waste resources on projects that are old the moment they launch. Flexibility and reactivity are now the two main valuable skills, and my aim is to start from them to build a lasting, profitable strategy. In my current role, I am pioneering a new approach to paid media—moving beyond traditional metrics toward attention-based measurement, anti-fraud prevention, SPO, and Agentic Media. I work extensively with GenAI and DCO for creative performance, ad server architecture, taxonomy design, and new KPI frameworks. I have also developed custom briefing templates rooted in the JTBD theory to align teams and agencies around consumer outcomes rather than outputs. Outside of work, I give lectures on media and digital marketing. I practice different sports; I spent thirteen years as a competitive swimmer in the Youth French National Team and the Arena family. I value my time in the pool as a great learning experience for my career and personal development. I am also an avid traveler and always good company for any food & wine experience.
Working directly for the brand Ploom. My daily responsibilities include: • Online and Offline Paid Media Campaigns. • Strategic Media Partnership & Activation. • Influencers Marketing & WOM Campaigns. • Social Media Strategies & Content Creation. • Social Listening & Strategic Insights. • IoT Projects. • Internal Engagement Strategies & Solutions. • Omnichannel Strategy & Project Management. • Web3 (NFT-Metaverse) Projects. • Loyalty Projects. • Digital Store Projects. Evolving Focus (2025-present): • Attention-Based Media Measurement. • Anti-Fraud Prevention & Brand Safety. • Supply Path Optimization (SPO). • Agentic Media & AI-Powered Automation. • GenAI & DCO. • Ad Server Strategy & Architecture. • Taxonomy Design & Governance. • New KPI Framework for Digital Performance. • JTBD-Aligned Briefing, Standardized Media Templates & Agency Workflows. • Media Collaborations and Activation Strategies. • Influencers Marketing.
Led full digital transformation for Frederique Constant and Alpina Watches, building both brand's online presence from the ground up while growing e-commerce revenue YoY. My daily responsibilities included: • Digital Transformation. • E-Commerce (+300% YoY). • Market-Places Development (from 0 to 8). • Analytics & Multi-tracking. • Social Media & Influencers Strategy. • Media Strategy (with focus on ROI). • CRM implementation. • DEM & Marketing Automation. • Co-Branding and Collaborations. • Content Production. • People Management & Development. • Agencies Management. • Budget Management.
Official speaker. Topic discussed: How to build a successful influencer campaign for luxury brands?
Coaching digital media and marketing insights & strategies to Marketer’s Club members. Audience of 80+ marketing students and professionals.
Managed paid media investments across 35+ markets globally for one of the world's most iconic watch brands. My daily responsibilities were: • Digital & Offline Media Strategy. • E-Commerce. • Market-Places Strategy. • Co-Branding and Collaborations. • Analytics & Multi-tracking. • Content Production. • People Management & Development. • Agencies Management. • Budget Management.