Milan, Lombardy, Italy
Reporting to the CMO, I lead brand and product marketing, branded entertainment, and partnerships at a pivotal moment for the House: the arrival of Alessandro Michele with a renewed bold new creative vision. As the only function with full 360° visibility across Valentino's marketing communications, my role sits at the intersection of narrative, product, and market strategy, ensuring every activation, from brand platform to campaign execution, cohesively serves this new chapter for the House.
Entrusted with elevating Gucci Vintage into the pinnacle expression of the House, I led its repositioning both internally and externally, driving creative transformation, redefining distribution, and orchestrating global retail expansion into Japan and North America. In parallel, I shaped Gucci Continuum, the House's upcycling program, as a platform of purpose, sustainability, and cultural relevance for a younger generation. Key partners included Christie's, Roblox, A$AP Rocky, and Slam Jam.
I joined Gucci Vault to challenge conventions and bring a fresh multibrand sensibility to the House. Reporting directly to the EVP New Businesses and CEO of Gucci Vault, I conceived and led special projects, capsule collections, and brand collaborations rooted in the creative direction; always at the intersection of culture, commerce, and innovation. Over 50 partnerships brought to life, including Palace Skateboards, The North Face, Microsoft, and Gohar World.
Recruited by Buying and Creative Director Clara Cornet to help reinvent the department store model from the ground up. I built a menswear assortment of 120+ brands that were genuinely new and unexpected for the industry, while developing community-based concepts that extended beyond fashion into food, art, and entertainment. Key partners included Jacquemus, Peggy Gou, Warner Music Group, and System Magazine.
Took ownership of the buying strategy for this Seoul-born concept store and repositioned it within the Paris market. I introduced exclusive-to-France brands: Gentle Monster, Sunnei, Ader Error; and elevated the offer through relationships with Loewe, Marni, Dries van Noten, and Jil Sander. Beyond buying, I amplified the store's cultural dimension through communication-driven activations, from the 'A Magazine Curated By' exhibition to a Galeries Lafayette PFW takeover.