Experience

PUSH Collective

• Australia
• Advertising Services
• 1 - 100 Employee

• Founding Partner, Managing Director & Chief Strategy Officer

  • Mar 2013 - 10 years 10 months

  Melbourne, Australia & Milan, Italy In 2013 I founded the brand consultancy PUSH Collective together with Ken Shadbolt, with whom I had established a great working partnership in my previous role at FutureBrand. Our team includes brand strategists, market researchers, designers and writers who like to think big and tackle difficult questions. For this reason, PUSH has become the brand consultancy of choice for organisations at the forefront of radical industry evolutions and undergoing deep internal… Show more In 2013 I founded the brand consultancy PUSH Collective together with Ken Shadbolt, with whom I had established a great working partnership in my previous role at FutureBrand. Our team includes brand strategists, market researchers, designers and writers who like to think big and tackle difficult questions. For this reason, PUSH has become the brand consultancy of choice for organisations at the forefront of radical industry evolutions and undergoing deep internal transformations. Our current and recent clients include among others: Wesfarmers (Kmart and Catch), GPT and Country Road Group (retail); NAB (National Australia Bank), Challenger, CareSuper and netwealth (financial services); AGL and Yarra Valley Water (essential services); AFL (Australian Football League); HCF (health insurance); Macquarie University, the Australian Catholic University, IDP Education and the English test IELTS; Perth Airport; Alfred Health and the Royal Australasian College of Surgeons (health care); Keolis Downer (public transport); Tasmanian Bakeries; Antipodes Theatre Company; the Stroke Foundation and The Smith Family (charities). In October 2021 I've moved to Milan from where I continue to lead PUSH's business in Asia Pacific while pursuing new collaborations in Europe. http://pushcollective.com Show less



Università Bocconi

• Italy
• Education Administration Programs
• 700 & Above Employee

• Professor

  • Oct 2021 - 2 years 3 months

  Milan, Lombardy, Italy In 2021 I've taken the role of contract professor of Brand Management at Bocconi University in Milan.



Freelance

• Independent Senior Advisor

  • Jan 2022 - Mar 2023

  Milan, Lombardy, Italy While based in Milan, I've been engaged by European-based consultancies to advise on their growth strategies, lead pitches and projects or contribute to the ideation of creative concepts. Among the collaborations: leading the re-branding of ACPV Architects with FutureBrand Milan; developing the successful pitch for Lavazza in China with Tungsteno Design; developing the concept for Rockin' 1000's community with Collaboriamo; developing the brand strategy for BRT shipping & logistics… Show more While based in Milan, I've been engaged by European-based consultancies to advise on their growth strategies, lead pitches and projects or contribute to the ideation of creative concepts. Among the collaborations: leading the re-branding of ACPV Architects with FutureBrand Milan; developing the successful pitch for Lavazza in China with Tungsteno Design; developing the concept for Rockin' 1000's community with Collaboriamo; developing the brand strategy for BRT shipping & logistics services with Kube Libre. Show less



RMIT University

• Australia
• Higher Education
• 700 & Above Employee

• Adjunct Professor

  • 2008 - 2018

  Melbourne, Victoria, Australia For ten years I was adjunct professor at the School of Economics, Finance and Marketing at RMIT University in Melbourne. I was a regular guest lecturer and an advisor across a wide range of undergraduate and postgraduate courses.



FutureBrand

• United Kingdom
• Advertising Services
• 300 - 400 Employee

• Managing Director, Australia

  • Mar 2007 - Aug 2012

  Melbourne, Australia After four years at McCann, I joined its sister agency FutureBrand as head of strategy and was later promoted to managing director. During my tenure FutureBrand grew into a multi-disciplinary international team with strong footprints in both Melbourne and Sydney leading influential projects in Australia and across the world. Our projects included: - financial services (ANZ, AMP, People's Choice Credit Union), - sports and media (International Cricket Council, Cricket… Show more After four years at McCann, I joined its sister agency FutureBrand as head of strategy and was later promoted to managing director. During my tenure FutureBrand grew into a multi-disciplinary international team with strong footprints in both Melbourne and Sydney leading influential projects in Australia and across the world. Our projects included: - financial services (ANZ, AMP, People's Choice Credit Union), - sports and media (International Cricket Council, Cricket Australia, ONE HD), - retail (Luxottica, GPT's shopping centres, Witchery), - higher education (RMIT and La Trobe universities), - energy and resources (Indian Oil, Petronas, TRUenergy), - travel and transport (Melbourne's Metro, Public Transport Victoria, Fiji Airways), - government (Human Services Portfolio, Medicare and Centrelink), - hospitality and entertainment (Hayman Island, Crown), - health care (Australian Physiotherapy Association). Show less



McCann Worldgroup

• Advertising Services
• 700 & Above Employee

• Strategy Planning Director

  • Apr 2006 - Mar 2007

  Hong Kong At McCann Hong Kong I was responsible for setting up the strategy planning discipline and lead market research and strategy for a number of clients based in both Hong Kong and Shanghai. As part of a formidable creative team, I won a series of high profile pitches for the likes of Coca-Cola and developed successsful campaigns for local and international companies such as Wellcome supermarkets, L'Oreal and San Miguel beer.

• Strategy Planning Director

  • Sep 2003 - Mar 2006

  Melbourne, Australia Soon after moving to Australia, I joined McCann to lead strategy planning across a series of clients based in Melbourne and Sydney, including MasterCard, L'Oreal, Holden General Motors and Bacardi. My role encompassed the development of methodologies aimed at integrating the diverse competencies of McCann Worldgroup, from advertising to media planning, branding and activation.



Università Bocconi

• Italy
• Education Administration Programs
• 700 & Above Employee

• Lecturer and Researcher

  • Oct 1997 - Mar 2003

  Milan, Italy For the six years prior to leaving Italy, I was heavily involved as a lecturer and researcher at my alma mater, Bocconi University in Milan. I co-led the highly popular course in marketing communications in the fashion industry and conducted research on the evolution of the advertising industry in the European Union.



Sapient

• United States
• IT Services and IT Consulting
• 700 & Above Employee

• Senior Strategist, Manager User Experience

  • Mar 2001 - Feb 2003

  Milan, Italy As part of a multi-disciplinary team including business and IT consultants, anthropologists, brand strategists and user experience designers, I worked on the concept development of some of the most cutting edge interactive projects of the time, including the redesign of maserati.com and the introduction of the Ferrari Owners' Club. I left Sapient Milan when I moved to Australia and was appointed five years later to drive the rebranding of my former employer which had in the meantime… Show more As part of a multi-disciplinary team including business and IT consultants, anthropologists, brand strategists and user experience designers, I worked on the concept development of some of the most cutting edge interactive projects of the time, including the redesign of maserati.com and the introduction of the Ferrari Owners' Club. I left Sapient Milan when I moved to Australia and was appointed five years later to drive the rebranding of my former employer which had in the meantime split from its US parent company. Show less



BGS D'Arcy

• Account Management Lead for FIAT EMEA

  • Mar 2000 - Mar 2001

  Turin, Italy At BGS D'Arcy in Turin (later to become Leo Burnett), I co-ordinated the advertising of the car brand FIAT across Europe, Africa and the Middle East leading a team of account managers and executives. My responsibility included co-ordinating international campaigns, such as the award winning launch of Doblo', and streamlining the account services processes between the Turin headquarters and FIAT's agencies around the world.



Indesit Company

• Manufacturing
• 700 & Above Employee

• Marketing Communications Manager, International

  • Oct 1998 - Mar 2000

  Fabriano, Italy I joined Merloni Elettrodomestici (soon to be renamed Indesit Company), one of Europe's leading home appliances manufacturers, as a member of the Italian subsidiary and was later promoted to oversee marcomms strategies at the global HQ. During that time, Merloni Elettrodomestici flourished with innovation in smart home technologies (Ariston Digital) and underwent a major restructuring of its brand portfolio (re-branding of Indesit).



Mediapolis

• Media Planner for Colgate Palmolive

  • 1997 - 1998

  Milan, Italy



Bozell Testa Pella Rossetti

• Strategy Planner

  • 1995 - 1997

  Milan, Italy