I help brands grow by understanding the people they sell to. Co-founder of Human Centric Group, professor at Luiss Business School, author of two marketing books.
Lived and worked in
For more than a decade I have built brand strategies for global and local companies across 25+ countries, from Danone and Carlsberg to Visa, PepsiCo and Juventus. The work always starts in the same place: the people on the other side of the shelf, their motivations, tensions and culture.
Living in seven countries taught me one rule that has never failed: if you want to do business somewhere, first understand the local people. Successful brands are the ones that make people feel something.
Today I split my time between Human Centric Group, the consultancy I co-founded in London, and the classroom, which remains my greatest passion.
Educated at Luiss Guido Carli (Business Administration), Bocconi University (MSc Marketing Management), National Chengchi University in Taipei (MBA exchange) and UCLA Anderson (Product Innovation Management).
My main role
Consultants that do.
I co-founded Human Centric Group in 2020 with Luca Bertocci. We are a marketing consultancy built on quantifiable human insights, with offices in London, Milan, Naples, Krakow and Budapest.
We have seen too many good strategies fail in execution, so we don’t stop at the presentation. We stay with our partners until they reach the promised results, from weekly quality control on the action plan up to running the entire marketing function as interim managers.
Two books, one idea: brands grow when they stop talking to “consumers” and start understanding people.
Best seller in marketing
Prima di consumatori, siamo tutti persone
Before consumers, we are all people
An unusual, practical instruction manual in eight steps for building human-centric marketing strategies. It starts from the fundamentals of marketing and moves to concrete actions, with cases from Danone, Heineken, Barilla, BMW, Costa Cruises, Huawei, The Blonde Salad and Foorban.
Featured in Harvard Business Review Italia
Strategie di marketing per conquistare il mercato, una tribù alla volta
Marketing strategies to win the market, one tribe at a time
The follow-up to Human-Centric Marketing. Don’t waste money talking to an ocean of people: conquer your market one swimming pool, one tribe, at a time. A step-by-step guide to developing a tribal mindset, with a broad map of Italy’s market tribes. Written in collaboration with Luca Bertocci.
Discussed in Harvard Business Review Italia, Il Venerdì di Repubblica and on Radio 24 (Il Sole 24 Ore).
Teaching is where my consulting work gets tested. I design courses and corporate programmes around real cases and real briefs, so people go back to the office with tools they can use the next morning.
Tailored programmes delivered with Human Centric Group and Luiss Business School.
Luiss Business School, Insper (São Paulo), Corvinus University of Budapest, Cracow University of Economics, LIUC – Università Cattaneo, 24ORE Business School
Plan a training programmeKeynotes on human-centric marketing, tribal thinking and what AI cannot do for your brand.
Strategy, positioning and training projects with global leaders and local challengers, through The Garrison Group, Human Centric Group, Motivation Branding and Luiss Business School.
Consulting projects, training programmes, keynotes or a conversation about your brand. Write to me or book a call with Human Centric Group.
Human Centric Group · London · Milan · Naples · Krakow · Budapest