MY JOURNEY (Work experience)
IWC SCHAFFHAUSEN
January 2008 – December 2008
Freelance until May 2010
Contributed to the development of IWC’s first flagship store concept and led premium visual merchandising, retail environments, window concepts and POS tools to strengthen the luxury brand experience globally.
DANIEL SWAROVSKI CORPORATION
July 2010 – October 2012
Led global 360° campaigns from concept to rollout, collaborating with agencies and cross-functional teams to deliver consistent, high-impact creative across digital, retail and traditional channels.
VICTORINOX AG
October 2018-September 2024
Led creative strategy and execution across five product categories, ensuring a consistent global brand expression across digital, retail and print. Directed creative teams (10 designers) governed visual identity, and introduced 3D digital twin and DAM processes to improve content quality, efficiency and speed to market.
VICTORINOX AG
October 2024-April 2026
Shaped product and brand design strategy, developed Design and Ecodesign guidelines, and led design direction for product concepts and brand collaborations across physical and digital touchpoints.
VICTORINOX AG
May 2026-Present
Leading the company’s design strategy and future roadmap, aligning brand, product, sustainability implementation and design while guiding cross-category design direction, governance and strategic collaborations.
Senior Trade Marketing Designer
Campaign Manager
Communication Project Manager
Senior Content Manager
(Design Lead)
Senior Design Strategist
Head of Design Strategy
EVENTS & PANEL TALKS
Sharing perspectives, exchanging ideas and connecting with the design community through invited talks, panel discussions and industry events.
Panel talk
VICTORINOX x LA MARZOCCO LAUNCH EVENT
London Design Museum
I had the opportunity to join a panel talk at the Design Museum in London for the launch of the La Marzocco collaboration, exploring how design can bring two brands together through shared values, while preserving the identity and character that make each one distinctive.
EDUCATION
MASTER
Digital Transformation Leadership
Universidad de Barcelona &
Barcelona Technology School
Final grade: 9.2/10
Focus: Business Transformation, Leadership for Innovation, Digital Product Strategy, Agile Methodologies, Change Management, AI & Data-Driven Design, Tech Trends, and Sustainable Innovation.
B.A.
Industrial Design
IED MILANO
Final grade: 8.8/10
VICTORINOX
DESIGN DAY 2026
Certifications
LEADING ORGANIZATIONS AND CHANGE
MIT Management Executive Education. Emeritus Ivy League (Online education). 2019
DIGITAL STRATEGY FOR BUSINESS
LEADING THE NEXT GENERATION ENTERPRISE
Columbia Business School Executive Education. Emeritus Ivy League (Online education). 2018
DIGITAL MARKETING
CUSTOMER ENGAGEMENT, SOCIAL MEDIA, PLANNING & ANALYTICS
Columbia Business School Executive Education. Emeritus Ivy League (Online education). 2017