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, products, experience.

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 hire and coordinate teams of creators, editors, videographers and product managers. I grow content ecosystems that cover the full array of owned, earned and paid media. I develop strategies and take them into action.

From strategic messaging to storytelling, audiovisuals to UX text copy and journalistic reporting, I have experienced – first as a product strategist and later as a media executive – almost all content facets and formats.

Rooted in media and publishing, I endorse the idea that corporates, brands, and institutions can only effectively communicate if they think and act as publishers: thinking “commitment”, not campaigns; using content to deliver value, before selling. And, design products and content responsibly: that is, first and foremost, respect the humans sitting at the other side of the screen.

Quick facts


πŸ—’οΈ A seasoned digital media leader with proven experience strategizing and developing content and audience at an international scale.

πŸ—’οΈ Background in the news media and publishing, originally as a product manager and strategist, transitioned to content leadership roles at the intersection between publishing and brand building.

πŸ—’οΈ From strategy to execution, I have orchestrated digital content across owned, earned and paid media. I have coordinated editorial, analytics and communication teams up to 40 FTE and 100+ freelance talents, handling six-digit budgets.

πŸ—’οΈ Holistic by nature, I cover both the editorial and the technical side of content, as well the detailed workflows, with a passion for content and CX technology.

πŸ—’οΈ Used to work in complex environments, matrix organizations and handling C-Level stakeholders with a serious, respectful but also sympathetic and relaxed style.

Major References


HEIDELBERGCEMENT DIGITAL VENTURES | Head of Brand and Communications | Developed a new B2B Brand from scratch. The goal? Use stories and visuals to explain, inspire and move investors and founders to join and disrupt our own industry. Can the dusty construction industry be sexy? The answer is yes!

RED BULL MEDIA HOUSE | Global Head Digital Owned Channels | Led redbull.com and redbull.tv between 2011-2015, driving these outlets from less than 100k UU a month to over 10 Mio users monthly. Still very proud to have taken part to one of the most impressive content-driven transformations ever: a consumer brand becoming a credible global publisher.

DEAGOSTINI PUBLISHING | Head of Digital Product and Business development | 2007-2010 Led the digital transformation of one of the oldest European publishers, rooted in education and children publishing.

MEDIASET BROADCASTING GROUP | Digital Product Manager | Took part since 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.

Education and training


M.Sc. Business Administration
Management of technology and innovation, 110/110

UniversitΓ  Commerciale Bocconi, Milano & WU Wien, Vienna

Scrum Agile Product Owner
Certified 2014

Scrum Alliance, Vienna

Design Thinking
Practitioner 2016

Hasso Plattner Institut

Business Innovation
Leadeship Program
2017

IE Instituto de Empresa, Madrid and IBC, Kolding, Denmark

Languages


Italian

MT

English

C2

German

C1.2

Hebrew

A1.4

Specialties


Content
strategy

Content audit ● Audience research ● Brand building content ● Across-the-Funnel content ● Customer comminucations ● Inbound and SEO-optimised content ● Owned media ● Social media ● Paid content distribution. ● Format development and content editing ● Strategic messaging and copywriting

Content
operations

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

Audience
development

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

Analytics
& measurement

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 goals ● Experience with dashboards and advance analytics (understand the basics of data science applied to audience analytics).

Research
& Needfinding

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

Talent
management

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: Atalassiam, Slack etc.

Contracts
and rights

Experience with international rights management ● Commissioning and licensing contract management ● Used to closely cooperate with international legal departments.

Product
Management

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 (while speaking the same language).

History


2022
2019

Interim Management – Advisory support
M2C2 | Content marketing and brand building

2018
2018

Head of Communications – Venture Capital 
HeidelbergCement | Foundamental | Berlin, DE

2016
2017

Brand and Content Director
Lastminute .com | Online Travel | CH, UK, DE

2015
2011

Global Head Digital Channel Management
Red Bull Media House | B2C Media | HQ, Salzburg. AT

2010
2007

Head of digital | Business & Digital Transformation
DeAgostini Publishing | B2C Media | Milan, ITA

2006
2000

Digital Product Manager, later Product Strategist
Mediaset | Broadcasting | Milan HQ, ITA

Highlights


Red Bull Media House: a media tranformation story
Construction: dusty, but sexy.
A Venture Capital story.
Red Bull Media House:
design and content.
Lastminute.com: align and relaunch a travel brand,
B2B storyselling: how to communicate complex products?
Educating the next generation of music and media professionals.

FULL RESUMÉ AVAILABLE ON DEMAND