Milan, Lombardy, Italy
With over 20 years of experience in digital strategy, eCommerce, and marketing, I am a passionate and results-oriented leader who thrives in fast-paced and dynamic environments. As the Global Consumer Engagement Sr. Director at Campari Group, I am responsible for supporting the growth of our iconic brands through digital, media, and experiential channels with analytics at the core. My expertise spans across multiple sectors, including wine and spirits, agencies, startups, and freelancing, where I have successfully delivered integrated marketing campaigns, growth hacking initiatives, and business transformations. I have also built and managed diverse and high-performing teams across the globe, fostering a culture of collaboration, innovation, and excellence. I hold a Master's degree in Marketing, Management, and Entrepreneurship from Neoma Business School, and I am always eager to learn and explore new trends and technologies. Additionally, I am a passionate about the game of rugby, and I enjoy sharing my insights and opinions on tech, AI, marketing, books, and music through my publications and newsletter.
As Head of Integrated Marketing at Campari Group, and member of the House of Brands Executive team, I’m responsible for shaping and executing a unified marketing vision that connects strategy to execution across markets, disciplines, and consumer touchpoints. This role sits at the intersection of creativity, data, and commercial impact — designed to elevate the way our brands show up in the world, from high-level storytelling to in-market execution. Strategically, I lead the integration of brand narratives across digital ecosystems, media investment, communications planning, and physical brand experiences — ensuring every element works together to drive brand growth. My scope now brings together: - Media, Digital Marketing & Analytics - driving performance through insight-led planning and execution. - Integrated Communications - aligning messaging across paid, owned, earned, and experiential touchpoints. - POS Materials — shaping consumer engagement at the point of decision with elevated design and consistency. - Brand Home Projects - creating immersive spaces and experiences that bring our brands to life in a tangible, memorable way.
Leading the Consumer Engagement capability at global level to support brands growth leveraging integrated marketing. Global strategy, governance and coordination for: Digital Marketing (Web, SEO, CRM, Care) Advertising and Partnerships Experiential / Events Marketing analytics and performance measurement Content Excellence
Creation of the Digital Marketing function at global level Successfully launched the group digital transformation program in 2020 to define strategic roadmap and organisation design around Integrated Marketing Communication Hired central team and support local hires across 20+ countries
Responsible for the development and execution of integrated marketing plans related budgets: - Strategic planning process management and execution - Complete rebuild of the brand marketing system including creative platform - Full management of online and offline marketing activities: paid/owned/earned - Growth Marketing tactics to drive online sales of bottles and merchandising via direct and indirect activities - Development of eCRM and Loyalty activities - Direct Management of a team of 3 brand managers - Coordination with global brand team
Responsible for the creation, execution and management of the global digital strategy for Absolut Elyx Vodka - Paid Media management: Social, Search, Video, Programmatic, Mobile, OOH - Owned platforms rebuild/optimization: www.absolutelyx.com / Social Media - Creation and development of merchandising eStore at www.ElyxBoutique.com - yearly turnover $XXXk - Influencer marketing strategy - Smart Content Creation for online and offline activities - Development of eCRM programs supported by automation and conversion paths - Coordination with local markets outside the US for local campaigns
Key leader in the definition and execution of the group's digital roadmap - Support the Head of Digital Marketing in the rollout of the Digital Acceleration Roadmap for Pernod Ricard Group. - Ensure consistency and excellence in multiple domains: Search, Social Media, Paid Media, Content creation and distribution, analytics & insights. - Identification, testing and execution of pertinent external digital innovations around media, content creation and distribution. - Creation and animation of Digital trainings & workshops for the group - Leader of the internal digital community
Strategy and Business development of digital brands. Specialization in E-Commerce / Digital Distribution / Social Media Missions: - Video games digital distribution strategy - Mobile apps conception - Food company multichannel digital strategy - Multiple Startup consulting missions before fundraising