Stockholm, Stockholm County, Sweden
International luxury wine & spirits executive with 20+ years of experience leading commercial organisations, building premium and luxury brands, and delivering sustainable growth across sophisticated international markets. My career combines senior leadership roles within Diageo and Pernod Ricard with entrepreneurial, family-owned and distributor-led organisations. This unique combination enables me to bridge strategic vision and commercial execution, combining financial rigor, governance and leadership with agility, market intimacy and entrepreneurial thinking. I have held full P&L responsibility of up to €50 million, led multicultural teams and served on the Diageo Nordics Leadership Team. Working within highly international organisations, I have collaborated across markets, functions and geographies through global launches, cross-market initiatives and international best-practice sharing, developing a broad commercial perspective and strong cross-cultural understanding. My experience spans luxury wine, champagne and spirits across free markets, state monopolies, premium retail, Michelin-starred restaurants, luxury hospitality and travel retail. Operating across these ecosystems has given me a holistic understanding of how premium brands create value across channels, customer segments and markets while identifying synergies that strengthen both growth and brand equity. A distinctive strength is my dual perspective from both brand-owner and distributor environments, providing deep expertise in route-to-market strategy, distributor management, strategic partnerships and premium brand development. As a trained sommelier, I combine technical wine expertise with extensive experience engaging collectors, high-net-worth individuals, luxury hospitality partners, journalists and opinion leaders around some of the world's most prestigious wine and spirits brands. Alongside my corporate career, I founded and developed a premium D2C and B2B platform focused on super-premium Sicilian food and beverage products, further strengthening my expertise in luxury brand building, entrepreneurship and consumer experience. Fluent in various languages I have spent much of my professional life connecting cultures, markets and people in pursuit of sustainable growth and long-term value creation. I believe the strongest brands combine ambition with humility, commercial excellence with continuous learning, and short-term execution with long-term stewardship.
Founder and Managing Director of Bottega Sicilia, a luxury e-commerce and brand platform dedicated to super-premium Sicilian gastronomy. Responsible for overall strategy, brand positioning, and international expansion across Northern Europe. Leading all aspects of the business including e-commerce operations, marketing, partnerships, logistics, and financial performance. Key Responsibilities & Achievements: • Define and execute the international expansion strategy for Northern Europe, focusing on long-term brand equity and profitable growth. • Full P&L responsibility, including budgeting, forecasting, and investment allocation. • Develop and implement omnichannel marketing and sales strategies (B2C & B2B) driving brand visibility and conversion. • Successfully launched Italy’s most exclusive prosciutto in the Swedish market, positioning Bottega Sicilia as a reference brand in the luxury delicatessen category. • Build strategic partnerships with premium restaurants, chefs, and lifestyle media to strengthen market positioning. • Lead digital transformation initiatives including automation of e-commerce processes and customer journey optimization. • Establish Società Pranzo della Domenica — an exclusive customer club celebrating Sicilian food culture and community, driving loyalty and repeat purchase. • Oversee content production and storytelling across website, newsletters, and social media to enhance engagement and brand authenticity. • Negotiate supplier and logistics contracts to ensure quality consistency, supply chain efficiency, and sustainability. • Represent the brand in press and public events, fostering strong relationships with media and industry stakeholders.
Led sales strategy and end-to-end commercial operations for Diageo’s monopoly portfolio across Sweden and Norway, managing a SEK 500M/£40M business/P&L. Responsible for driving growth across ultra-premium and core spirits brands, ensuring commercial excellence, regulatory compliance, and brand elevation in two of the world’s most unique retail systems. Key Responsibilities & Achievements: • Led development and execution of sales strategy for Systembolaget (Sweden) and Vinmonopolet (Norway), achieving continuous year-on-year growth and category leadership. • Owned full P&L (£40M) and budget responsibility, optimizing portfolio mix, pricing, and investment efficiency to maximize profitability. • Built and maintained strategic partnerships with monopoly buyers, ensuring optimal portfolio performance, visibility, and brand rotation. • Leveraged deep market and consumer insights to refine channel strategies, strengthen brand desirability, and align with global brand priorities. • Orchestrated the S&OP process (Sales & Operations Planning) to align sales, marketing, procurement, finance, and supply chain functions, driving operational coherence and forecast accuracy. • Drove successful launches and activation of ultra-premium brands, elevating Diageo’s footprint within the luxury spirits segment. • Collaborated with global brand teams to localize innovation pipelines, adapt portfolio strategy to Nordic consumer trends, and secure listing success in monopoly tenders. • Represented Diageo in key trade and industry forums, enhancing corporate reputation and stakeholder relationships.
Led and developed the Procurement & Innovation department at Altia, overseeing a team of 8 specialists and managing an annual volume of over 20 million liters of wine sourced globally. Accountable for category strategy, supplier management, new product development (NPD), and commercial innovation across all Nordic markets. Reported directly to the Business Unit Director and contributed to the company’s strategic growth and profitability agenda. Key Responsibilities & Achievements: • Led procurement operations across all Nordic countries, ensuring cost efficiency, quality, and sustainability throughout the supply chain. • Managed full P&L responsibility for the wine procurement and innovation department, aligning purchasing, marketing, and finance to meet corporate targets. • Negotiated long-term strategic partnerships with key suppliers, achieving improved margins and consistent quality performance. • Directed a high-performing team of eigth procurement and product development professionals, fostering collaboration and commercial accountability. • Oversaw purchasing of 20+ million liters of wine annually, ensuring optimized sourcing mix and compliance with Nordic monopoly regulations. • Drove innovation and new product development (NPD), launching multiple successful brands and SKUs tailored to Nordic consumer preferences. • Designed and implemented new processes and tools for procurement efficiency, vendor performance tracking, and risk management. • Collaborated cross-functionally with Marketing, Production, and Finance to streamline go-to-market execution and accelerate innovation pipelines. • Spearheaded sustainability and packaging initiatives that reduced environmental footprint and strengthened corporate responsibility credentials. • Provided strategic input for business development, portfolio strategy, and long-term supplier ecosystem planning.
Led commercial strategy, operations, and business development for the monopoly channel (Systembolaget) in Sweden, with full responsibility across strategic, tactical, and operational levels. Accountable for sales performance, customer relationships, and brand portfolio development, ensuring alignment with Pernod Ricard’s global objectives while driving local market growth and profitability. Key Responsibilities & Achievements: • Owned the overall commercial strategy for the monopoly channel, including planning, pricing, tender management, and sales execution. • Developed and implemented growth strategies aligned with company objectives, resulting in increased market share and improved portfolio profitability. • Conducted continuous market analysis to identify opportunities, anticipate regulatory changes, and mitigate competitive threats. • Managed strategic relationships with key monopoly stakeholders, ensuring long-term partnership alignment and joint business planning. • Coordinated cross-functional teams across marketing, finance, logistics, and production to deliver commercial excellence and timely market execution. • Drove new product development (NPD) initiatives in collaboration with global and regional innovation teams, ensuring successful tender submissions and brand launches. • Defined and tracked KPIs to measure performance, optimize promotional investments, and ensure sustainable business growth. • Oversaw business development activities, identifying new commercial opportunities and strengthening Pernod Ricard’s presence within the premium and ultra-premium spirits segments. • Represented the company in trade forums and industry meetings, reinforcing Pernod Ricard’s reputation as a trusted and responsible partner to the monopoly.
Led commercial strategy and operations for Interbrands, a leading Nordic distributor of premium wines and spirits. Accountable for full P&L, business growth, and team leadership across sales, marketing, and brand management. Spearheaded initiatives to accelerate portfolio performance, strengthen partner relationships, and enhance profitability through data-driven commercial excellence. Key Responsibilities & Achievements: • Directed all commercial activities with full P&L responsibility, ensuring alignment with corporate goals and sustainable profit growth. • Led and developed a cross-functional team of 10 professionals across sales, marketing, and business development. • Defined and executed comprehensive commercial strategies to drive revenue, brand visibility, and market share in the Nordic market. • Oversaw marketing strategy and execution, including ATL, BTL, digital, and PR initiatives across a diverse premium portfolio. • Managed annual planning and implementation of brand plans in close collaboration with international partners and brand owners. • Conducted in-depth market research and performance analysis to identify commercial opportunities, new channels, and business expansion areas. • Built and maintained strategic partnerships with key stakeholders — suppliers, distributors, and retail customers — ensuring long-term growth and collaboration. • Oversaw product development and portfolio optimization, ensuring local relevance and consumer appeal. • Established and implemented new customer acquisition strategies, increasing both penetration and retention. • Monitored key metrics and commercial KPIs, delivering actionable insights and strategic reports to senior management. • Managed budgets, forecasts, and investments to ensure optimal resource allocation and ROI across the organization. • Championed a culture of performance, accountability, and innovation within the commercial team.
Responsible for leading key brands within Interbrands’ premium wine and spirits portfolio. Accountable for brand strategy, marketing activation, and commercial performance across the Swedish market, including the monopoly channel. Worked cross-functionally with sales, trade marketing, and international brand owners to build awareness, drive growth, and ensure brand consistency across all consumer touchpoints. Key Responsibilities & Achievements: • Developed and executed annual brand plans and go-to-market strategies aligned with company objectives and market insights. • Planned, implemented, and evaluated ATL, BTL, PR, and digital campaigns, ensuring consistent brand positioning and measurable impact. • Managed marketing budgets and ensured optimal ROI across channels and activities. • Conducted continuous market research and competitor analysis to inform portfolio strategy and uncover new growth opportunities. • Managed sales and marketing within the monopoly channel (Systembolaget), optimizing listings and tender submissions to secure strong commercial performance. • Collaborated closely with global brand owners to adapt global strategies to the Swedish market and local consumer behavior. • Led new product development (NPD) initiatives — from concept to launch — ensuring strategic fit and commercial success. • Oversaw creative development, packaging, and communication to maintain brand consistency and premium perception. • Coordinated and executed brand events, tastings, and sponsorship activations to strengthen brand engagement and visibility. • Monitored and reported key performance metrics (sales, market share, brand health), providing insights for strategic decision-making. • Built and nurtured strong relationships with agencies, partners, and stakeholders to enhance collaboration and execution quality.