Curriculum Vitae
Professional Summary
Highly creative and results-oriented leader with a wealth of experience transforming businesses through innovative design and digital strategies.
Proven ability to lead multidisciplinary teams, develop impactful brand experiences, and deliver exceptional user-centered solutions.
Expertise in creative direction, UX/CX design, digital marketing, and brand strategy, with a passion for pushing boundaries and exceeding expectations.
Creative & User Experience Manager
IKEA Marketing & Communication, Älmhult, Sweden
Led a team of UX researchers and designers in supporting IKEA’s global communication efforts. The team focused on integrating customer insights into the editorial calendar, refining content strategies for omnichannel experiences, and collaborating with content specialists to optimise the efficiency of assets delivered through IKEA’s headless CMS.
As a team leader, I defined the UX strategy, facilitated cross-functional collaboration, and supported team development.
Additionally, I played a key role in the Digital Home Workgroup, creating a framework to manage and share 3D assets, reducing redundancy and costs. I also contributed to the Personalisation Working Group, helping to shape IKEA’s strategy for delivering more relevant, human-centered experiences that drive engagement and long-term loyalty.
Omnichannel Experience:
Our team collaborates with SEO and data analysts to uncover customer journey gaps, using data-driven insights to inform and test content strategies. UX Designers develop and validate prototypes, optimising content and supporting IKEA’s global creative teams in delivering cohesive omnichannel experiences.
Editorial Calendar:
Partnering with Creative Planners, our UX Researchers collect customer insights and refine commercial messaging. By aligning UX research with the editorial calendar, we ensure communications address customer needs across IKEA’s product range, boosting engagement and sales.
Content Modelling:
Working alongside Content Specialists, our team enhances content impact through IKEA’s headless CMS. By refining content to meet customer needs, we ensure relevance and effectiveness across all channels.
Digital Home Workgroup:
As part of the Digital Home workgroup, I helped establish a framework to manage and distribute 3D home furnishing assets efficiently. This initiative reduced redundancy and costs by enabling cross-functional sharing of virtual design assets.
Personalisation Working Group:
Contributing to IKEA’s Personalisation initiative, I apply my expertise to shape a human-centred, omnichannel personalisation strategy. Our work focuses on using customer data transparently to enhance engagement and build long-term loyalty through personalised, impactful experiences.
Key Achievements:
- Integrated UX research into IKEA’s editorial calendar, aligning insights with marketing narratives.
- Developed prototypes and strategies to address customer journey gaps, enhancing IKEA’s omnichannel experience.
- Established a 3D asset management framework, reducing duplication costs and improving workflow.
- Shaped IKEA’s personalisation strategy, delivering meaningful, customised customer experiences across touchpoints.
Creative Manager | Interior Design Manager
IKEA Marketing & Communication, Älmhult, Sweden
In this dual role, I split my time equally between Creative Management and Interior Design Leadership, driving key initiatives in both areas to support IKEA’s global marketing and communication efforts.
Creative Manager (Creative Leader):
As part of the Triggered Content assignment, my role focused on expanding IKEA’s Marketing Automation efforts beyond email campaigns to include landing pages and relevant CTAs across the IKEA e-commerce platform.
I collaborated closely with the Assignment Leader and Project Leader to define a UX-driven framework. This began by focusing on predefined CRM programs—such as abandoned cart, abandoned search, abandoned product category page, and post-purchase in-store actions. For each specific program, we conducted UX research to deeply explore customer pain points and identify opportunities to enhance the experience based on user behaviours on the website or in-store.
This led to the development of micro-user journeys—from email CTAs to personalised landing pages—designed to provide customers with a seamless, relevant experience.
This approach resulted in a 30% increase in the adoption of the Triggered Content Program by Franchisees and significantly streamlined the process for markets by providing a clear and simple delivery package.
Additionally, I led the prototyping of a digital tool that would allow IMC to deliver emails in HTML format, rather than PDFs. This prototype demonstrated high feasibility and desirability and was integrated into future developments for IKEA’s headless CMS.
Interior Design Manager:
In this role, I led a team of 8 interior designers, guiding their contributions to key global marketing projects, including the iconic IKEA catalogue (printed in over 200 million copies) and digital content for product launches, seasonal campaigns, and product communication across IKEA’s web platforms.
My leadership ensured that all aspects of interior design were seamlessly integrated into IKEA’s global marketing strategies, delivering consistent, high-quality content.
Team and Talent Development:
I co-designed and implemented the ‘Speed up Excellence’ training program, which enhanced the skills of over 36 interior designers.
The program focused on integrating design thinking and creative leadership, ensuring that the team was well-equipped to tackle future projects with a blend of creativity and efficiency.
Key Achievements:
- Expanded the scope of IKEA’s Triggered Content program, increasing franchisee adoption by 30%.
- Led the prototyping of a digital tool that simplified email delivery, reducing inefficiencies across markets.
- Successfully mentored a team of interior designers in delivering high-quality content across global projects, including the IKEA catalogue and digital platforms.
- Designed and implemented the ‘Speed up Excellence’ training program, elevating the design capabilities of 36+ designers.
Deputy Interior Design Manager
IKEA Marketing & Communication, Älmhult, Sweden
Hired for my unique hybrid background in Interior and Industrial Design with expertise in Digital Creative Directionand CX/UX, I was tasked with leading the Interior Design team through a significant transformation. The goal was to transition from a predominantly print-based operation to more digital and adaptive content creation, ensuring IKEA’s content kept pace with changing consumer needs and digital trends.
Team Leadership & Management:
I led an in-house team of 18 interior designers and collaborated in managing over 50 freelancers, ensuring smooth integration and high-quality output. My leadership focused on fostering creative excellence while transitioning the team toward digital-first approaches, maintaining IKEA’s hallmark creativity.
Global Content Development:
Overseeing content creation for global campaigns, including new product launches and seasonal initiatives, I guided the team in adapting the iconic IKEA catalogue and IKEA.com content to align with digital trends. This shift preserved the catalogue’s legacy while enhancing its interactive, digital adaptability, meeting the evolving expectations of IKEA’s global audience.
Process Improvement & Innovation:
To streamline workflows, I developed a prototype for a centralised “knowledge tool” aimed at providing designers with quick access to essential project information.
While not fully implemented during my tenure, the prototype was handed to the Digital team for integration into IKEA’s roadmap, establishing a foundation for increased efficiency and reduced administrative overhead.
Talent Management & Support:
I allocated team members based on project needs, aligning expertise with goals for optimal output. Additionally, I supported team members facing personal challenges by collaborating with IKEA’s psychological support services, fostering a supportive, inclusive environment conducive to professional growth.
Key Achievements:
- Expanded the scope of IKEA’s Triggered Content program, increasing franchisee adoption by 30%.
- Led the prototyping of a digital tool that simplified email delivery, reducing inefficiencies across markets.
- Successfully mentored a team of interior designers in delivering high-quality content across global projects, including the IKEA catalogue and digital platforms.
- Designed and implemented the ‘Speed up Excellence’ training program, elevating the design capabilities of 36+ designers.
Creative Director | UX Strategist
Pomegranate Media, London, UK
As Creative Director and a member of the Board, I led a team of 15 creatives in delivering transformative branding, UX, and strategic solutions for global clients. My role encompassed strategic leadership, hands-on creative development, and business insight, driving impactful digital and physical brand experiences. Using the Emotional Ignition™ methodology, I aligned brand narratives with users’ emotional drivers, enhancing customer connection and engagement.
Strategic Leadership:
Developed data-driven creative strategies aligned with business objectives, delivering impactful brand identities, customer engagement campaigns, and storytelling that resonated deeply with audiences.
Process Optimisation:
Client Engagement:
Fostered strong client relationships, ensuring brand goals aligned seamlessly with creative solutions.
Managed digital, print, and experiential projects, building long-term partnerships with clients like Ortho Clinical Diagnostics, Bimuno, and Jack’s of London.
End-to-End Solutions:
Led the delivery of omnichannel creative assets across digital and physical environments, ensuring each project blended functionality with emotional resonance to drive customer retention and business impact.
Key Achievements:
- Bimuno: Boosted conversion rates by 70% and recurring subscriptions by 150% through a user-centred digital trial assistant, which also reduced churn by 30% and enhanced overall user engagement.
- Ortho Clinical Diagnostics: Strengthened sales engagement by realigning fragmented communication strategies, streamlining resources, and supporting sales teams through enhanced communication tools.
- Jack’s of London: Drove a comprehensive brand overhaul and omnichannel experience revamp, contributing to Jack’s recognition as Best Male Grooming Salon of the Year for two consecutive years.
- Digital Innovation: Led digital transformation for Barclaycard and Justin Guitar, using UX strategy and brand storytelling to create seamless user interactions, increase loyalty, and drive growth.
Brand Strategist & Creative Director
LdF Consulting, London, UK
As founder and Creative Director of LdF Consulting, I developed brand strategies and creative direction for clients in the food, beverage, and lifestyle sectors. My role encompassed brand identity creation, digital strategy, and impactful design solutions, each tailored to align with clients’ business goals and market positioning.
Strategic Branding & Creative Direction:
Developed brand identities grounded in market research and emotional storytelling, managing cross-functional teams from concept to execution. Focused on creating resonant narratives that strengthened client-audience connections and achieved measurable impact.
Digital Strategy & Execution:
Drove digital transformation for clients by designing seamless online experiences aligned with in-store branding. Integrated digital marketing with brand development to enhance online presence and engagement, as demonstrated in projects like Nuvola’s digital platform.
Key Achievements:
- Nuvola: Developed an end-to-end brand identity for this Italian fast-food concept, balancing health with accessibility through the “light-hearted Italian food” theme. Created a cohesive brand experience across in-store and digital touchpoints, enhancing customer engagement.
- Livigno Chefs Association: Directed the Avalanche of Taste cookbook project, using visual storytelling to showcase Livigno’s culinary heritage. Elevated the association’s visibility within the culinary community and engaged both chefs and food enthusiasts.
- Bottega7: Created a minimalist and adaptable brand identity for Bottega7, specialising in street lighting and urban furniture. The brand’s design language positioned it as a leader in urban design and underscored its focus on innovation, highlighted through the Nervo and Blades collections.
- Poderi dal Nespoli: Revitalised the brand identity for this Italian winery by modernising the logo and developing a flexible colour palette that preserved heritage while appealing to new markets.
Earlier Career Highlights
Creative Leadership & Brand Development:
Throughout my early career, I co-founded and led multidisciplinary design consultancies, delivering comprehensive branding, product design, and architectural solutions for high-profile clients.
My work included collaborations with major brands such as Fendi, Nissan, and Comune di Roma.
I played a pivotal role in shaping brand identities and developing strategic design initiatives that aligned with both client objectives and market demands.
This involved overseeing end-to-end project delivery, from concept development to execution, ensuring that each solution was tailored to the specific needs of the client while maintaining a high standard of creative excellence.
Architectural & Urban Design Contributions:
One of the highlights of this period was my work on the internationally recognised Frascati Point wine museum, where I led the architectural design and brand strategy.
This project showcased my ability to merge architectural creativity with strategic branding, resulting in a space that became a cultural landmark.
Additionally, I played a key role in urban design projects for the city of Rome, collaborating with firms such as Studio Valle Progettazioni and DeStudio. These projects allowed me to blend functional urban planning with visually compelling design, addressing both aesthetic and practical considerations in large-scale public spaces.
Luxury & 3D Design Expertise:
Following these experiences, I contributed to globally renowned firms such as Foster + Partners and The Brand Union (Dubai).
At Foster + Partners, I refined luxury interiors for brands like Cathay Pacific, focusing on delivering high-end design solutions that elevated customer experiences in both private and commercial spaces.
In Dubai, at The Brand Union, I spearheaded the 3D design vision for Dubailand, transforming abstract brand strategies into immersive, physical experiences. This work exemplified my ability to integrate 3D design into branding, enhancing customer engagement through innovative spatial solutions.
Strategic Execution & Business Impact:
Throughout these roles, I developed a deep understanding of how to bridge creative vision with business-focused execution. Whether leading design teams or collaborating with external partners, my approach was always driven by a desire to produce results that were both aesthetically impactful and aligned with broader business objectives.
My ability to manage multidisciplinary teams, streamline processes, and deliver solutions that resonate both functionally and emotionally has been a cornerstone of my career.
Creative Side-Projects & Recognitions
Throughout my career, I’ve explored various creative side projects, including a real-time photography performance inspired by James Joyce’s The Dead, which was staged at renowned venues such as the Barbican Centre and Romaeuropa Festival.
My work has been recognised with multiple honours at the International Photography Awards, a 1st Place win in The Guardian’s “Britain iS” competition, and features in design publications like The Big Book of Logos and Global Corporate Identity 3.
Additionally, my work has appeared in industry magazines such as DOMUS and Luce e Design, further highlighting my multidisciplinary approach to design and photography.
As a contributor photographer for Getty Images and iStockphoto from 2006 to 2013, I was the best-selling Italian contributor, solidifying my reputation in the world of commercial photography.
Published Works
Books
- The Big Book of Logos #5, HarperCollins Publishers, New York, 2007 (Seven published works)
- New Urban Elements, Links International, Spain, 2006 (Four industrial design products)
- Global Corporate Identity 3, HarperCollins Pubblishers, New York, 2006 (Eight awards and pubblished logo and corporate identity works)
- 100%LightPower, Almerico de Angelis, Milano, 2005 (Three industrial design products)
Magazines
- Mel Dans, DOMUS nr.882, Editoriale Domus SpA, Milano, 2005
- Frascati Point, DETAILS nr.01, A&C Publishing, Korea, 2007
- Multifunctional Space, FLARE Architectural Magazine nr.40, Editrice Habitat Srl, Milano, 2005
- Mel Dans, Luce e Design nr. 4, Tecniche Nuove, Milano, 2004
Education and Professional Development
IKEA Leadership and Management Program
Master 3D Modelling | Quasar Institute For Advanced Design, Rome, Italy
B.A. Industrial and Interior Design | Quasar Institute For Advanced Design, Rome, Italy
Other Relevant Expertise
- Fluent in English and Italian.
- Strong technical proficiency in both MacOS and Windows operating systems.
- Expertise spans across Microsoft Office, Adobe Creative Suite (Photoshop, Illustrator, InDesign, Premiere Pro, After Effects), and 3D design tools such as AutoCAD, SketchUp, Rhinoceros, and 3DS Max.
- Well-versed in Figma, XD, Sketch, and Miro for UX design, alongside project management platforms such as Slack, Trello, Asana, Confluence, and Jira.
- Proficient in Microsoft Teams and Zoom, with a strong interest in platforms for remote and asynchronous collaboration.
- Skilled in HTML, CSS, and web development tools, with a passion for exploring and implementing Generative AI technologies to drive innovation and optimise creative workflows.
