Unilever
Brand as a commercial discipline: portfolio choices, innovation, P&L rigour and creativity that creates customer and business value.
Global Marketing & Business Transformation Leader
Brand that performs.
Technology that matters.
AI that scales value.
Experience that connects.
Growth built to last.
Marketing built as a system.
I connect brand, technology, AI, customer experience and omnichannel execution to build marketing as one commercial system.
25+ years across Unilever · Mediobanca Group · Pepsi Lipton International · Google · IKEA Retail
25+ years
Global marketing & P&L leadership
30+ markets
620+ stores & international operations
B2C + B2B
Brands, products, platforms and commerce
Five contexts
FMCG, banking, joint venture, technology and retail
Experience across consumer goods, financial services, a global joint venture, technology and global retail
Mediobanca GroupCheBanca!
International · Unilever × PepsiCo
Five environments
One evolving perspective.
Each environment added a different discipline. Together they shape how I think about growth, product innovation and business transformation.
Mediobanca Group
Insight-led product innovation: turning behavioural insights into category-defining banking products (Conto Tascabile at €1/month and upfront deposit interest).
Pepsi Lipton
Alignment as a growth capability: turning different organisational interests into a common agenda across markets, bottlers and partners.
Nine years across platforms, experimentation and digital velocity: how technology and AI change behaviour, discovery and the operating model of marketing.
IKEA Retail
Connecting brand, media, CRM, digital experience, performance and AI-enabled capabilities across more than 30 markets and 620+ stores.
How I think about modern growth
Five conditions.
One connected system.
Long-term brand value, customer relevance and commercial performance should reinforce each other.
Brand
Build memory, trust and future demand through a distinctive promise people value.
Data & AI
Improve understanding, prediction and decisions without outsourcing human judgement.
Omnichannel
Design one coherent customer relationship across physical and digital environments.
Operating model
Connect global capabilities, local execution, workflows and accountability.
Growth
Translate customer relevance into demand, performance and sustainable enterprise value.
Selected transformation stories
The work behind the perspective.
First-party career cases across all five environments distinguish executive-reported outcomes from independently linked evidence.
Global retail · IKEA Retail
Evolving an iconic customer journey
Adapting an iconic physical retail ritual to a non-linear, digital and AI-enabled customer journey across 30+ markets and 620+ stores.
Read the case →Technology · Google
Platforms, B2B growth & AI for Made in Italy
Nine years translating frontier technology and AI into consumer adoption and country-scale enterprise transformation.
Read the case →Joint venture · Pepsi Lipton
Growth through shared authority
Aligning partners, bottler CapEx and multi-market commercial priorities in a 50/50 joint venture between Unilever and PepsiCo.
Read the case →Financial services · Mediobanca Group
Consumer insight as product design
Inventing upfront deposit interest (Interessi Anticipati) and the €1/month Conto Tascabile for the omnichannel launch of CheBanca!.
Read the case →Consumer goods · Unilever
Sunlight: portfolio transformation
Reworking a global brand portfolio across 20+ markets through innovation, structural design, operations and P&L discipline.
Read the case →Executive perspective · Operating model
Why the tool is never the answer
Why sustainable transformation happens through connected workflows, clear decision rights and human learning systems.
Read the perspective →
Independent voices & source material
Evidence over adjectives.
External profiles, press features and conversations that provide independent context for the work.
Forbes · 2026 CMOs To Watch
Global marketing leadership
Recognised by Forbes among the 2026 CMOs to Watch for leading IKEA Retail’s strategic shift toward emotional resonance and omnichannel growth.
Read Forbes feature ↗Little Black Book · Brand Insight
Simplicity, purpose and useful technology
In conversation with Omnicom Advertising’s Troy Ruhanen on why affordability, purpose and frictionless customer journeys guide IKEA’s next phase.
Read on LBB ↗Ingka Group · Conversation
AI, customer journeys and modern marketing
A first-hand conversation on stepping into the Global CMO role, capability building and solving the omnichannel “salami problem”.
Read source ↗Cannes Lions & Effie · Stage
Effectiveness Decoded: Outsmart to Outlast
Official Cannes Lions speaker profile and Effie Worldwide session on sustaining category leadership at scale.
View profile ↗ContentGrip · Analysis
Boundaries for AI marketing scale
Why the strongest AI marketing systems separate distribution capacity from human brand authority and creative distinctiveness.
Read analysis ↗The Marketing Academy · Profile
Marketing leadership across categories
Independent professional context on cross-industry experience and executive mentorship.
Read source ↗Why I built this
A hands-on experiment.
If AI is changing how companies create, communicate and work, leaders need first-hand experience of the transformations they ask organisations to make.
I built this space as a practical experiment across ideas, writing, design and code. Technology does not replace expertise or human judgement. It can make curiosity tangible.
Experienced enough to have a perspective. Curious enough to keep testing it.
A question I am exploring
How do we use AI to make marketing more useful, more personal and more effective without making it less human?