Creative Direction / Marketing Operations / AI Workflows

Direction, marketing operations, AI workflows. I build the visual systems, content, and processes that connect brand, marketing, and sales — clearly, end to end.

Direction Structure Culture Execution
Selected projects 2017 — 2025
Tenovos homepage hero design
Tenovos brand portal and design system
Tenovos campaign slide
01 / Enterprise SaaS

Tenovos

Creative Director & Marketing Operations / 5 years
Together with my team, I built and maintain the visual and narrative layer that keeps a complex platform clear in market — solid for go-to-market, useful for the sales team.

Five years at Tenovos as creative director. I lead positioning, product content, and the creative ecosystem behind marketing and sales: decks, website, events, video, SEO, and go-to-market materials.

From product narrative to B2B decks to WordPress systems and campaigns, I build the materials and processes that let teams move with consistency, speed, and creative control.

Executive decks, sales materials, pitch narrativeScope
Website, landing pages, campaign-ready infrastructureDigital production
Booths, event materials, video, motion, product storytellingMulti-channel production
AI workflows for creative direction, SEO, and brand consistencyInternal tooling
ReferenceSal Hakimi — VP
LinkedIn
ResourceTenovos Brand Design Portal
Design system, brand applications, and production references.
Ottimate logo exploration and brand redesign
Ottimate logo construction
Ottimate product communication visuals
Ottimate website hero and brand system
02 / Fractional Creative Leadership

Ottimate

Fractional Creative Director & Senior Designer / 1.5 years
A rebrand isn't just a look. It's a system that has to work — across identity, content, website, decks, and team.

As Fractional Creative Director I helped shape the rebrand strategy with the internal team — from visual direction to how the new identity actually took shape across touchpoints.

Over eighteen months I worked on brand, website, decks, templates, and event materials, partnering closely with the internal team and the agency partners.

Rebrand strategy, web direction, presentation systemFocus of the work
Fractional role embedded in the internal teamHow I worked
AI-assisted production and reusable templatesProcess
Agency coordination and creative quality controlGovernance
ReferenceMichael Waldron — CMO
LinkedIn
UCIG visual identity and brand system
UCIG supporting brand visual
UCIG wide campaign visual
03 / Energy & Investment

UCIG

Creative Director & Senior Marketing Lead
The challenge was credibility: build a visual presence on par with the market — and the commercial conversations — the company was about to open.

I redesigned the company's visual presence: logo, website, internal identity, presentations, merchandising, and trade-fair materials.

The work showed up in international negotiations, investment tables, and executive communication between Rome and Dubai.

Logo, identity and visual systemBrand foundation
Website and executive presentationsCommunication system
Fairs, booths and merchandisingEvent production
Rome – Dubai executive contextInternational markets
ReferenceBahlul Bahlulzade — Executive Leadership
LinkedIn
UCIG Energy main brand visual
UCIG Energy supporting visual
UCIG Energy wide campaign visual
04 / Energy Operations

UCIG Energy

Marketing Operations / Website & Rebrand Direction
A new business area needed a clearer system for its brand, website, and commercial materials.

I led the setup of the new website and the rebrand, working the connection between communication, business development, and investor materials.

The goal was practical: make the offer more legible, more credible, and ready for conversations with stakeholders and potential partners.

Rebrand coordination and content architectureMarketing operations
Website planning and productionDigital platform
Investor materials and business presentationsBusiness support
Cross-team execution and stakeholder alignmentGovernance
ReferenceBahlul Bahlulzade — Executive Leadership
LinkedIn
Stemwell brand and marketing system
Stemwell supporting visual
Stemwell wide campaign visual
05 / Building a startup

Stemwell

Fractional CMO & Creative Director
From zero to first revenue: brand, story, sales tools, and operational processes — built together.

I built the brand, the marketing strategy, the CRM, sales operations, presentation systems, and the materials for the first customer acquisition wave.

The project moved between Colombia, Dubai, and Rome — creative direction and hands-on operations together — through to the company's sale.

Brand, positioning and go-to-market strategyFoundation
CRM implementation and sales operationsInfrastructure
Team training and first-client materialsCommercial execution
Built through to the company saleBusiness outcome
ReferenceBahlul Bahlulzade — Executive Leadership
LinkedIn
Avira and Norton global campaign and packaging
Avira iconography and design system
Avira Norton advertising and motion design
06 / Cybersecurity

Avira / Norton

Senior Marketing & Motion Designer / 10 years
Production at global scale teaches discipline: behind every asset, there has to be a system.

Packaging, iconography, motion, advertising, localization, and campaign production with international teams.

One of the most formative chapters for understanding how brand, product, and performance live together at large scale.

Worldwide packaging and campaign assetsProduction
Iconography systems across the Avira / Norton transitionVisual system
Motion design, advertising and local campaignsMarketing output
Campaign production across Europe and AsiaMarket coverage
ReferenceRobert Weissenbacher — Creative Director
LinkedIn

Across industries,
stacks & time zones.

My work cuts across SaaS, cybersecurity, healthcare, fintech, energy, and media. Sometimes I come in as creative director; other times I design the processes that let creative work hold up over time. I build brand systems, run video and motion at production volume, connect CRMs and marketing platforms into workflows teams can actually use, and stand up sales funnels and end-to-end compliance frameworks. A lot of it stays behind the scenes — you can tell by how cleanly the work lands.

Earlier work (Pre-2010)

Different rooms, same craft.

35mm Magazine — editorial direction for cinema culture
01 / Rome

35mm Magazine

Editorial direction inside cinema culture: layout, rhythm, covers, visual hierarchy, and the discipline of getting it to print.

35MM Magazine — editorial systems and visual pacing
02 / Editorial Systems

35MM Magazine

Early work where storytelling, visual rhythm, and reading behavior started becoming part of the same system.

Maestro Advertising — Amsterdam agency work
03 / Amsterdam

Maestro Advertising

Agency, retail campaigns, and brand systems. Wok to Walk, Kamera Express, and my first real step into international advertising.

WokToWalk — packaging, illustration and campaign systems
04 / Packaging

WokToWalk

Packaging, illustration language, and campaign consistency across physical and digital touchpoints.

Kamera Express — retail campaign and in-store communication
05 / Retail Campaign

Kamera Express

In-store communication, launch materials, and the full campaign environment for a Dutch retail brand.

06 / Cinema editorial

Il Grande Cinema di Al Pacino

After winning the pitch, I led the art direction and print production of every booklet in the 25-DVD collection with La Gazzetta dello Sport / RCS Mediagroup.

Culture

What I do outside the work tells you a lot about how I show up inside it.

Arnebeats Barracuda music production and visual direction
Arnebeats release covers and graphic system
07 / Music & Audience

Arnebeats / Barracuda

Music production / Visual direction / Organic growth
Music taught me long-term attention and consistency long before any work dynamic did.

That means doing music production, visuals, covers, videos, distribution — and building an audience from scratch, fully independent.

I signed collaborations across the Italian hip-hop scene, racking up millions of organic views across releases on YouTube.

Millions of organic views on YouTubeAudience proof
Artwork, motion, video, and release systemCreative output
Organic growth over timeDistribution
Independent production disciplineMethod
Graffiti Roulette identity and editorial direction
Graffiti Roulette archive photography and visual culture
Graffiti Roulette social content and motion
08 / Archive & community

Graffiti Roulette

Co-art direction / Voluntary cultural contribution
Some projects exist because a culture deserves continuity, an archive, and care.

It started from an idea by Stefano Pane Monfeli and was developed together with him.

I volunteered on the visual and production side: identity, content, publishing, motion, and editorial structure — working with the writers and photographers of the Rome 1990s graffiti scene.

3K–7K+ organic reel viewsRecent reach
Zero paid promotionPaid media
Archive, typography, photography, vinyl cultureEditorial scope
Gling, CapCut, DaVinci Resolve, After EffectsWorkflow
Life & Approach

A caregiver's lens

I'm father to Valeria and Luca. Luca is on the spectrum. Raising a family and running creative work both demand patience, attention, real clarity, and careful use of time. Holding both sides together is a daily discipline — a personal stance I carry straight into the projects: no room for filler, full focus on what matters.

Human-led AI

For me, AI isn't just automation or productivity for its own sake. It's time, precision, and access. I use it to push quality and speed without burning attention. The real value lives in better art direction, sharper prompts, and stronger visual judgment.

Leadership

Teams adopt new tools when they see what they're actually for. I like translating tech, rules, and brand philosophy into practical ways to work better together.

Research

I study competitors, audience behavior, lead generation, positioning, and operational constraints before designing a creative response.

Production method

Workflows built for quality, volume, and consistency.

I build production workflows with the right tools for each job: Adobe Creative Cloud, Figma, PowerPoint, Google Slides, Claude, and AI-assisted processes. The goal stays the same: make ideas scalable without losing quality, speed, or visual control.