Roots in the media industry, background as a product manager, transitioned later to content leadership roles at the intersection between publishers and brands, audience development 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),
  • supported the growth of disruptive B2B publishers (Industry Dive)
  • developed and optimised content, communications and messaging for corporates and startups.

With a focus on organisational development, I hired, managed and coached large international teams of creators, editors and communication pros, designers and data analysts (30+ FTE, 100+ Freelancer).

Highlights

Head of Brand and Content @ 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, other investors.

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

Brand and Content @ 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.

Brand strategy  @ 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 rollout the new digital team.

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.

Head of digital – Product and Content  @ DeAgostini Publishing ⦿ ITA Milano HQ ❖ Special interests 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.

Digital Product Manager,
later Content Strategist
@ Mediaset ⦿ ITA Milano HQ ❖ Commercial TV ➪ 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. Still, one of the most popular news outlets in Italy.

Success stories

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,
Value Proposition Storytelling: how to communicate complex products?
Educating the next generation of music and media professionals.
B2B storyselling: how to communicate complex products?
Educating the next generation of music and media professionals.