About
Over 12+ years of experience with B2C and B2B brands within leading creative agencies.
With master’s degrees in digital marketing, finance, and business, I blend strategy, technology, and storytelling to craft impactful, audience-driven experiences.
Work
→
Summary
As a founding member of team ‘FLUX’, a 10 people strong Fashion and Luxury category division for ‘.monks’ London’s leading AI agency on record; I direct clients and agency teams to deliver end-to-end digital acceleration, story design and business strategy.
Highlights
Rabanne - Experience Director / Project lead: Reimagining a global luxury icon with a transformative DTC strategy and an eCommerce experience uplift.
Zegna - Experience Director / Project lead: Bringing Zegna’s legacy and values to life through an interactive editorial platform centered on Oasi Zegna.
Coach - Experience Design Strategist: Award winning webGL experience – blending artful storytelling with seamless shopability.
Gucci - Experience Design Strategist: Strategizing Gucci Vault art space: A web3 gallery platform showcasing NFT art and celebrating the fusion of heritage and digital innovation.
Tommy Hilfiger - Experience Design Strategist: Establishing of Tommy’s Web3 & Metaverse strategy.
Hugo Boss - Experience Design Strategist: Establishing of Hugo Boss firt-of-its-kind Experience Program, a Web3 powered loyalty offering token gated benefits and experiences.
Burberry - Experience Design Strategist: A TB summer monogram campaign using low-impact land art that redefined brand presence with creativity and environmental integrity.
Futures thinking - UX research and strategist: I also participated in the research and created reports on ‘The virtualisation of fashion’ and ‘B2B fashion’ for knowledge sharing and visibility of services.
→
Summary
Founding member of FLUX team at its inception, focused on building the strategic frameworks and experience design principles that defined the practice’s fashion and luxury offer. Worked across strategy, design, and innovation to establish credibility and win partnerships with leading global brands.
Highlights
Off-White - Created in-app authentication UX to build trust and protect brand integrity.
Wella - Developed B2B strategy and value proposition design to drive market growth.
McLaren - Delivered in-app content strategy and UX strategy to enhance customer experience.
Moncler “By Me” - Designed customisation tool experience, enabling personalised luxury at scale.
Lindberg - Help shape and close the creative campaign pitch for brand storytelling and digital presence.
→
Summary
As a key member of the renowned Wednesday Agency Group, founded by Erik Torstensson and Jens Grede, I led teams and built processes to make UX a core part of digital design and brand strategy in fashion and luxury.
Highlights
Armani - Lead UX: Led design and tech teams to craft Armani’s new online shopping experience.
The Dubai Mall - Lead UX App: Defined strategy and user research for The Dubai Mall’s Web + App experience, integrating on-site beacon technology.
MANGO - UX Architect: Shaped interaction design and microUX for the SS16 campaign.
COS - Lead UX : Developed a tailored framework for continuous evolution of COS’s online shopping experience.
Diesel – Lead UX: Designed the UX architecture and a campaign hub seamlessly blending editorial and shopping.
Sonia Rykiel – Lead UX: Developed the UX architecture and prototypes for a new digital flagship, including an innovative UGC hashtag wall.
Decibel Digital
|Information Architect
→
Summary
Designed corporate and eCommerce platforms while deepening expertise in digital development, taxonomy, and prototyping alongside dev specialists.
Languages
English
Native
Spanish
Native
Italian
Proficient