A digital content
orchestrator
Living at the intersection between publishers and brands, content and product.
What I do.
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. That is what I do for a living, and my reason to exist: I orchestrate digital content to build brands, develop audiences, and serve customers across their digital journeys with quality media, relevant stories, and meaningful communications.
How.
From strategy to execution, I cover the full content value chain, from audience research to ideation to distribution, working across the whole PESO – owned, earned, paid, search and social media-. I hire talents and creators, develop teams and networks. I do and support the doers. Technology is part of my equation, too. I worked for global brands like Red Bull, regional media leaders like Mediaset, new ventures and private equity. I have seen many worlds and made some things happen.
Photo credits hero front-page: Jacek Dylag
Work
Highlights
Living at the intersection between publishers and brands, content and product.
Red Bull Media House
A MEDIA TRANSFORMATION STORY. Global Head of .Com | The transition from a branded content powerhouse to becoming a credible publisher. Digital channels from communication tools to audience magnets.
- Brand building
- Owned media
- Content strategy
- Audience development
- Channel management
- Read more
Venture capital
BRANDING AND MESSAGING Head communications and identity | Meaningful brand building from scratch. Messaging, identity, content to decode complex industries, challenge founders and unleash their innovation power.
- Brand identity
- Strategic messaging
- Communication strategy
- Read more
Lastminute.com
ALIGN AND RELAUNCH. Brand Content Director | Branding and content. From travel deals seller to lifestyle brand. From digital passers-by to a real audience.
- Brand governance
- Content operations
- Content technology
- Read more
Media industry
Head of Digital at DEAGOSTINI. Digital transformation of a century-old publisher. Product and business development. Digital newsroom and content factory lead. Corporate mindset change. | Digital product manager and strategist at MEDIASET. Content strategist | New products, systems, workflows. Reinventing digital news and enhancing the viewer experience. Omnichannel since 2001.
- Product management
- Business development
- Content strategy
- Content operations
- Content technology
Channels
Blogs and newsletters
Things I collect, curate, create and share on my blogs and newsletters.
M2C2 Media, messages, content and code.
Exploring the driving forces shaping the future of media, publishing and the creative industries. The blog collects articles, data and resources on subscription models, publishing innovations, media products and technology, and explores the disruptive potential of the passion economy.
- BLOG
- Passion economy
- Media makers
- Technology and tools
- Content and products
- Visit M2C2
Passions and publishing
In this "beta" newsletter, I delve into the intersection between the passion economy and the publishing industry. I explore tools, players, business models and look for solutions to heal the attention economy and promote a better way to serve audiences.
- NEWSLETTER
- Passion economy
- Publishing
- Creators
- Subscribe on Substack
Tedeschi ma non troppo
"Germans, But Not Too Much" – in Italian – Once or twice a month, I publish a long-format story about Germany: I take a piece of news as a start for a journey into the German history, culture and society.
- NEWSLETTER
- Passion economy
- Publishing
- Creators
- Subscribe on Substack
Little data stories
This newsletter brings you little – sometimes bigger – data stories that matter, help or disclose insights, with additional suggestions on resources, methods and useful tips. At the intersection among data science, information design, and narrative.
- NEWSLETTER
- Data storytelling
- Best of charts
- Data science
- Information design
- Subscribe on Substack