I have been an independent freelancer since 2022. Prior to that, I spent 17 years working in Sales & Marketing in market-leading multinational companies (P&G, Mattel), of which 10 spent in Digital Marketing & eCommerce leadership roles.

I am currently working remotely from Italy, but I have dual citizenship (British & Italian) and I was based out of the UK for several years. I live close to 2 international airports and I am able to travel to my clients' location upon request for key projects or meetings.

In my last corporate role at Mattel, I built, recruited and led a Digital Marketing & eCommerce organisation of 35 people working across Europe, Middle East & Africa to take the Digital capabilities and execution of the company from basic to industry-leading. I also launched Mattel's direct-to-consumer eCommerce in five European markets.

In my freelance activity, I focus on helping clients define and deliver Digital Marketing & eCommerce projects that require a combination of strategic input with hands-on project management & change management.

It could be a high-impact change, such as vetting and onboarding a new agency, rethinking the eCommerce go-to-market strategy & capabilities, redesigning the media planning process, restructuring the organisation, launching a direct-to-consumer business proposition.

It could also be a more focused change, for instance selecting a technology partner for a specific need, improving an existing agency's scope of work & ways of working, or designing and rolling out a customised training programme.

I also work closely with Insights & Data teams to define strategic KPIs for marketing activities, deliver measurement dashboards and improve the actionability of Media Mix Modelling.