Media, messages,
content and code.

Media, messages,
content
and code.

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

      Content and Brand Building
      2016-2022

      Brand and Content Director @ Heidelberg Cement Ventures ⦿ Germany, Global ❖ Private Equity (ConTech) ➪ Developed the branding and content for the Venture Capital Fund launched by HeidelbergCement, a global leader in the construction material sector. ➪ Flankered the GM to transform the business strategy and investment thesis into messaging and content for a B2B audience: founders, partners, and other investors.

      Success story: Construction: dusty, but sexy.

      Content Strategy Sr. Director @ Industry Dive Ltd, USA ⦿ GAS EU Region ❖ Content marketing agency ➪ Provided senior support to handle key European Clients: data and strategy review, content optimization, response to RFP and pitches. ➪ Always-on content marketing for owned, social, and paid media.

      Success story: Value Proposition Storytelling: how to communicate complex products?

      Brand and Content Director @ Lastminute.com ⦿ CH, DE, UK, ES, IT❖ Online Travel ➪ Led the merge of three different teams and reorganized all content operations (40 FTE across 3 Countries), ➪ Worked with the Leadership teams to develop a new brand architecture and brand communication strategy, with the goal to rely less on pure performance marketing and reduce customer churn.

      Success story: Align and relaunch a travel brand.

      Brand strategy advisor  @ Music Support Group GmbH ⦿ Munich, Germany ❖ Creative Education ➪ Supporting the digital transformation of media and music academies, redefining the brand positioning and translating it into strategic messages, content, communications, and channel strategy. ➪ Wrote new texts and developed new formats for the German language channels. Currently hiring the missing talents to roll out the new digital team.

      Content Leadership at Red Bull Media House
      2011-2015

      Global Head of Digital Channels @ Red Bull Media House ⦿ Salzburg, AT, Global HQ ❖ Brand and Publishing ➪ I took part in one of the most impressive media transformation stories: a consumer brand becoming a global media company and a credible publisher, with a passionate (and monetizable) audience. ➪ I redeveloped (content and product) the Red Bull branded owned digital channels, hired and grew a global newsroom (21 FTE + 100 freelancers) responsible to create, edit, commission and license content for 50 Countries: videos, text, infographics, micro-content, photography. ➪ Results. From 100K UU monthly to over 10.5 Mio in less than two years.

      Success story: from communication tools to credible media player.

      Success story: design and content.

      Digital Media Products at Deagostini Publishing
      2007-2010

      Head of digital – Product and Content  @ DeAgostini Publishing ⦿ ITA Milano HQ ❖ Special interests in publishing ➪ Led the digital transformation of one of the oldest European publishers, rooted in education and children publishing. ➪ I was in charge of developing new media products and new revenue channels that needed original content. ➪ That content was missing. I had to develop it, together with a brand new team made by junior videographers (15 FTE) and editors (5 FTE). ➪ I also educated and coached Deagostini BU leaders to integrate digital in their product strategies.

      Product Management at Mediaset Broadcasting
      2000-2006

      Digital Product Manager,
      later Product Strategist
      @ Mediaset ⦿ ITA Milano HQ ❖ Commercial TV ➪ Took part from       day one to the digital transformation of the biggest Italian commercial TV groups. Led the development of several projects, with one still in my heart: tgcom24, the first all-digital, omnichannel Italian news outlet. Still, one of the most popular news outlets in Italy.

      Content audit ● Audience research ● Brand building content ● Customer communications ● Inbound and SEO-optimised content ● Owned media management ● Paid content distribution. ● Format development and content editing ● Strategic messaging and copywriting

      Newsroom development for both media outlets and brands, B2C and B2B ● Job demands assessment and recruiting ● Editorial workflows ● Supporting technology and tools: calendars, planning, content and asset management, analytics. ● Content calendar development and maintenance.

      Audience research, analytics, and personas ● SEO and SEM ● Media partnerships and syndication agreements ● Paid promotion and offline ● Optimisation, conversion, and retention tactics.

      All major web analytics tools, including backend management and setup (Super-User and Product Owner profile): Webtrekk, GA, Matomo, Hotjar, etc. ● Audience-relevant OKR and KPI setting based on business (media) goals ● Experience with dashboards and advance analytics (understand the basics of data science applied to audience analytics).

      Comfortable with traditional market research methods, used to commission primary research ● Design Thinking need-finding methods ● Online research with a focus on search analytics ● Survey development and management. ● What´s more, innate curiosity for the evolution of society, trends, and customs.

      Hire, coach and coordinate remote, distributed teams and onsite ● Performance management ● Experience coordinating freelancers and external creators ● Job design and task development ● Agile scrum methods applied to content and communication teams ● Experience working with online collaboration tools and wikis: Atlassian, Slack, etc.

      Digital media outlets ● Content management systems ● Content calendars and planning tools (standard and custom) ● Digital asset management and Brand portals (e.g. Frontify, Bynder, Adobe) ● Certified Product Owner, in the last years I have been mostly worked as a business owner, cooperating with the product management side (speaking the same language).

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      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.