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.
🗒️ A seasoned digital media leader with proven experience strategizing and developing content and audience at an international scale.
🗒️ 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.
🗒️ 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.
🗒️ 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.
🗒️ Used to work in complex environments, matrix organizations and handling C-Level stakeholders with a serious, respectful but also sympathetic and relaxed style.
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
Università Commerciale Bocconi, Milano & WU Wien, Vienna
Scrum Agile Product Owner
Scrum Alliance, Vienna
Hasso Plattner Institut
Leadeship Program 2017
IE Instituto de Empresa, Madrid and IBC, Kolding, Denmark
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
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/customet research, analytics and personas ● SEO and SEM ● Media partnerships and syndication agreements ● Paid promotion and offline ● Optimisation, conversion and retetion 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 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 needfinding methods ● Online research with 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: Atalassiam, Slack etc.
Experience with international rights management ● Commissioning and licensing contract management ● Used to closely cooperate with international legal departments.
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).
Interim Management – Advisory support
M2C2 | Content marketing and brand building
Head of Communications – Venture Capital
HeidelbergCement | Foundamental | Berlin, DE
Brand and Content Director
Lastminute .com | Online Travel | CH, UK, DE
Global Head Digital Channel Management
Red Bull Media House | B2C Media | HQ, Salzburg. AT
Head of digital | Business & Digital Transformation
DeAgostini Publishing | B2C Media | Milan, ITA
Digital Product Manager, later Product Strategist
Mediaset | Broadcasting | Milan HQ, ITA
FULL RESUMÉ AVAILABLE ON DEMAND