International leadership
Building an international marketing function
Developing an early-stage operation into an international organisation across brand, PR, content, events, partner marketing and demand generation.
International marketing, communications & brand leader
Marketing that makes complex ideas clear, useful and worth acting on.
I build marketing, brands and teams around a simple belief: clarity creates trust, and trust is what moves people.
What I believe
Good marketing should make an organisation clearer and more useful, not simply louder.
About
Strategy with a human point of view.
I turn complex ideas into stories people understand, trust and act on.
Over more than 15 years at Wildix, I helped grow marketing from an early-stage function into an international organisation spanning brand, PR, content, events, partner marketing and demand generation.
I am a strategist who likes to stay close to the work: finding the central idea, shaping the message, bringing the right people together and turning a plan into something real.
My background in philosophy shapes how I think about language, trust and attention. Alongside my business work, I write books and long-form articles and contribute to LUMEN slowjournal.
15+ yearsInternational marketing
Global teamsLeadership across markets
Brand to demandPR, content and events
AuthorBooks and essays
Selected work
Building systems, stories and trust.
Turning company history into a trust-building story
Researching and producing The Wildix Code to make company culture tangible and memorable.
Redesigning communication through change
Keeping an international community informed and engaged through uncertainty.
Ctrl+M · AI & Marketing
Learning to think with AI.
A field guide to using AI without outsourcing judgment, originality or responsibility.
In the Ctrl+M series, I examine AI from inside a working marketing organisation: what changes when it becomes part of the team, where it creates real value, and why clear thinking still matters more than fast production.
Ctrl+M / 01
Life as a Marketer with AI
Embedding AI in a team's daily operating system rather than treating it as an occasional plug-in.
↗ Ctrl+M / 02ChatGPT is the New Google
Practical steps to help AI understand, cite and recommend your brand.
↗ Ctrl+M / 03We Tested AI Inside Real Marketing Workflows
Evidence, limits and lessons from a real B2B marketing operation.
↗ Ctrl+M / 04What Marketers Must Understand About AI
Why AI fluency is structured strategic thinking, not shortcutting the work.
↗ Ctrl+M / 05Welcome to the AI Slop Economy
Keeping voice, originality and judgment in machine-assisted work.
↗Writing
Ideas become useful when they become clear.
Book
The Wildix Code
A story about company culture, conviction and the ideas that helped shape an international business.
View the book ↗Book · Marketing
Marketing (is not) driven by dummies
Book on marketing practice and decision-makingArticles & essays
Brand, AI, content and attention
Selected essays are presented in the Ctrl+M collection aboveRecognition & learning
Proof beyond the bio.
Executive learning
Always learning, always testing.
Award profile
Noble Awards
Recognition for marketing leadership, team building, storytelling and measurable business impact.
Marketing leadership, team building and storytellingExpert commentary
Qwoted
Commentary on B2B marketing, positioning, AI, content and international leadership.
B2B marketing, positioning, AI and international leadershipBeyond business
Language, attention and social value.
I contribute to LUMEN slowjournal, an Italian social-promotion association exploring sustainability, society and the environment through thoughtful journalism.
For me, this work returns to the same question that drives good communication everywhere: how can language help people see an issue more clearly, without reducing its complexity or the dignity of the people involved?
Contributor to LUMEN slowjournalLet's talk
Make it clear. Make it matter.
Open to conversations about marketing and communications leadership, brand projects, advisory work, writing, interviews and speaking.