Like music, digital content is everywhere. But to make it sound good (not noise but joy), you need to know how to let the pieces play together: content, channels, product and experiences.
That is what I do for a living and my why: I orchestrate digital content to serve customers, develop audiences, and build brands across their digital journeys. With quality media, relevant stories and responsibly designed products.
I am: a media executive, a content architect, a brand builder, an audience developer.
I have: hands-on experience with all media types and tools needed to convert ideas into actionable content across owned, earned, and paid media.
I do: happily eat the dog´s food; I passionately spend time with creators, talents, developers and users. Content is connection. It starts with conversations, it ends with engaged audiences.
A seasoned digital media leader with proven experience strategizing and developing content at an international/global scale. Background in the news media and publishing transitioned later to leadership roles at the intersection between corporate publishing, communications, and brand building.
I worked both on the product side and the editorial side of content: ☀︎ I developed successful digital news products (Mediaset) ☀︎ Led the digital transformation of traditional publishers (De Agostini) ☀︎ Managed and grew global media outlets (Red Bull Media House) ☀︎ Run the global activation of disruptive projects (Red Bull Stratos) ☀︎ Supported the growth of innovative B2B publishers (Industry Dive) ☀︎ Developed and optimized content, communications, and messaging for corporates and startups, investors and founders (HeidelbergCement, Foundamental) ☀︎ Laid the foundation for rebranding corporates by developing strategic messaging and playbooks.
From strategy to execution, I orchestrate stories and messages to serve customers, develop audiences, and build brands across owned, earned and paid media.
Newsroom management: I have built and coordinated midsize to large teams with 30+ FTE and 100+ freelance talents, including writers, reporters, editors, videographers, art directors, photo editors, web analysts, and product managers.
M.Sc. Business Administration
Management of technology and innovation, 110/110
Università Commerciale Bocconi, Milano
Master’s Program in Business Communication
WU Wirtschaftsuniverstät, Wien
Scrum Agile Product Owner Certified
Scrum Alliance, Vienna, 2014
Design Thinking Practitioner
Hasso Plattner Institut, 2016
Business Innovation Leadership Program
IE Instituto de Empresa, Madrid
and IBC, Kolding, Denmark, 2017
In “The Good Attention”, I explore responsible ways to produce content, develop media products, and communicate with audiences.
I cover topics such as media literacy, ethical design, and the responsible use of AI in the media.
I publish both “helicopter view” and “into-the-weeds” posts, all guided by a firm belief: we can overcome the attention economy with meaningful content and responsibly designed products.