VALENTINA GIANNELLA

A life spent to develop
content that connects
people with ideas
publishers with audiences
brands with customers

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.

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Why.

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, experience.

That is what I do for a living, and my reason to exist: I orchestrate digital content to serve customers, develop audiences, build brands across their digital journeys. With quality media, relevant stories and responsibly designed products.

How.

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), optimised editorial, marketing and brand-building content 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.

As a product owner, I acted on behalf of audiences and customers to develop for them the best editorial experiences.

As a technology-savvy media professional, I covered content and digital asset management, editorial workflows and setup brand governance systems.

What.

As an in-house manager, I lead transformation programs encompassing content, product, technology and organisation - that put editorial content at the core. My focus lies on owned media management and direct-to-consumer models. I also cover brand building and healthy ways to use content for marketing and customer experience.

As an advisor, I provide focused support for solving issues, optimising processes or adjusting strategies with a data-driven, audience-research-based approach and zero overheads: less PowerPoint, more actionable insights and clear directions. I work to help companies, brands and organizations to grow their skills, capabilities and internal culture of content, helping to think and act as publishers , not as "marketers that use content": my point of view, here.

Where.

Berlin (Deutschland) is my basecamp. Europe is my professional playground and my sentimental Heimat. Italy, my roots. I fluently speak and write English, German, Italian. I am also making my first steps in modern Hebrew: slowly but steadily.

Connect.

I am a media professional, a media lover, a news freak and a creator. I put my hands on the content, on the system and on the platforms that I coordinate. Spending my time to create and tell stories, I contribute to networks and as a columnist. You can read some of my writings on m2c2.media, the blog where I keep exploring the driving forces reshaping media, publishing and the creative industries. I also cover the German media industry in a dedicated column, Media Republik, where I provide you with links to informational sources and things to monitor. You can subscribe to the blog to receive a bimonthly newsletter digest.

In 2020 I started an editorial project for Italians: in “Tedeschi ma non troppo”, I combine news and personal stories to foster a better understanding of a country, Germany, that Italians and their media too often represented through the lens of commonplaces. To read and subscribe, click here. Feel free to connect with me on Linkedin: always happy to exchange views and knowledge.

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