Director-level CX, service design, and experience strategy across retail, telecoms, and financial services. I lead programmes from insight to delivery, sustained by long-term brand building, measured in commercial terms.
Design is my operating logic across the full experience lifecycle: creating new category journeys for incremental revenue, scaling brand to experiences that connect and convert, and fixing CX that breaks loyalty and slows growth.
I treat AI as a strategic design capability and an emerging agent within experiences: one that requires the same intentional design and governance as any other part of the system.
Based in London. Open to UK and EU mandates. Customer Experience, CX Transformation, Service and Product Strategy, and Experience Design. Director, Head, and C-suite level. Fractional, interim, or permanent roles.
Brand → CX → Product → Service → Systems
I began in Italy, founding a studio in brand and digital design that strengthened my entrepreneurial and commercial acumen, my visual and technical craft, and creative direction.
I expanded into human-centred innovation at C Space London, directing digital products, services, and propositions with business impact across Europe and North America.
At Interbrand Global, I shaped and led system-level branded experiences and programmes, unifying platforms, scaling governance, and contributing to revenue growth.
At VML London, I orchestrated a major CX, EX, and service delivery transformation for Specsavers, blending physical and digital across retail, clinical, and commerce.
Across all roles, I’ve applied systems thinking to align brand promise, customer reality, and service delivery into one design-led operating model.
Telecom, Media & Technology – Saudi Telecom Company, Liberty Global, Google, YouTube, Orange UK, Nokia, Philips.
Retail, Mobility & Consumer Brands – IKEA, Specsavers, Piaggio, Tesco, Sainsbury’s/Argos, Boden, Capri-Sun, Blossom Hill.
Financial Services & Insurance – TSB Bank, Zurich, Ikano Bank, Swiss Re iptiQ.
Healthcare, Life Sciences & Wellbeing – Simplyhealth, Sanofi, DSM-Firmenich, Elsevier.
Hospitality, Travel & Leisure – Soneva, The Plum Guide, MSC Cruises, Global Hotel Alliance.
Education, Institutions & Culture – POLIMI Graduate School of Management, NCFE, University of Perugia.
Marketing, Creative & Agency Networks – Omnicom, Interbrand.
Social Impact & Purpose Ventures – BridgeAid, Anti-Do-To.
Saudi Telecom Company STC
Unified 100+ digital platforms across 13 subsidiaries. Introduced shared design governance, reducing delivery time by 30% and aligning teams under one experience model.
IKEA HEMSÄKER
Directed the design of IKEA's first digital home insurance product from research to market-ready playbook. Reached 10% market penetration in Swiss households in year one and achieved top-5 CSAT.
Specsavers Blended Experience Programme
Led a CX, EX, and service design playbook across 2,800+ stores and 6+ markets. Improved experience orchestration and reduced operational friction.
Interbrand (Global Remit)
Directed global brand and marketing systems generating +$16.5M incremental revenue and +32% qualified leads in 12 months. Scaled governance and content systems across markets.
Omnicom SHAPE Programme
Led a network-wide innovation programme for 1,500+ agencies. Delivered 25 global client wins; €15M pitch win; +83% ROI.
Uber EMEA
Created a Rider Experience Toolkit across 4 markets. Engaged 4,443 of riders to identify loyalty drivers and accelerate planning cycles.
Liberty Global
Embedded over 6,000 customer insights into a unified North Star framework. Improved NPS by 10pt in applying markets.
Plum Guide
Directed identity and product design supporting £14M Series B. Strengthened investor confidence through integrated experience design.