Digital & Brand Strategy Lead
Mirko Vedovato
Marketing & Digital leadership focused on governing complex systems and aligning technology, brand and business.
About
I work at the intersection of brand, technology and business, designing and orchestrating complex digital systems to support growth, operational efficiency and organizational alignment.
I have defined and overseen brand identity, positioning and tone of voice in multi-brand and international environments, across both B2B and D2C, with tangible business impact. I have led digital transformation programs, redesigning platforms, experiences and operating models to support growth, efficiency and cross-functional alignment.
Clarity
over
noise
Structure
over
fragmentation
Sustainability
over
short-term execution
“Data lies at the core of every impactful decision.”
Trending
LinkedIn
Core Capabilities
Strategy & Governance
- Digital ecosystem strategy and governance in multi-brand environments
- Brand positioning, value proposition and long-term brand equity development
- Digital transformation programs spanning platforms, content, data and processes
- Omnichannel experience design (B2B & B2C) aligned with business objectives
- Performance-driven digital strategy, investment optimization and ROI governance
- Content ecosystem design, governance and scalable production models
Platforms & Methods
- Governance and integration of complex MarTech stacks (DAM, PIM, CMS, CDP, ESP)
- AI-enabled marketing and content optimization (search, personalization, automation)
- eCommerce and digital commerce enablement (UX, CRO, loyalty, marketplaces)
- Agile project governance and cross-functional delivery models
- Data analysis, reporting and executive-level presentation
Leadership & Operating Style
- Strategic problem-solving and decision-making in complex environments
- Cross-functional leadership and stakeholder alignment
- Management of external partners and distributed teams
- Clarity-driven communication with executive and operational audiences
- Resilience, adaptability and continuous improvement mindset
Experience
Jul 2019 — Present
Digital Manager
OZ Spa
Brought in to design, consolidate and govern the digital ecosystem of a multi-brand industrial group, supporting brand positioning, international growth and cross-functional alignment.
Scope
- Ownership of the digital ecosystem across multiple brands (B2B & B2C), spanning platforms, content architecture, tools and partners
- Governance of global digital communication, ensuring consistency, scalability and alignment across internal teams and external stakeholders
- Strategic coordination between Marketing, IT, Sales and Backoffice on digital transformation initiatives
Key Initiatives
- Defined and led the evolution of the company's digital experience strategy, shifting from channel-driven execution to ecosystem governance
- Designed and implemented digital solutions to support global sales distribution and commercial performance
- Established frameworks and processes for global content production and digital communication across markets
- Acted as a digital enabler for core business functions, translating operational needs into scalable digital systems
Impact
- Reduced fragmentation across brands, tools and partners
- Increased organizational clarity and efficiency in digital initiatives
- Positioned digital as a structural business enabler rather than a support function
- Enabled long-term brand consistency and scalable international growth
Nov 2016 — Jun 2019
Digital Project Manager
Kering Eyewear
Responsible for the evolution and governance of global digital platforms in a fast-growing, multi-brand luxury environment.
Scope
- Ownership of key digital projects impacting global B2B channels and internal stakeholders
- Coordination of cross-functional teams (marketing, product, IT) and external partners
- Governance of content processes, workflows and digital touchpoints
Key Initiatives
- Led the redesign and launch of a fully renewed, mobile-first global B2B platform, from co-design to development and rollout
- Defined strategies for content automation and workflow optimization, improving efficiency and scalability
- Oversaw B2B content targeting, distribution and product shooting processes
- Analyzed end-to-end digital customer journeys to optimize touchpoints and engagement
- Aligned departments to ensure coherence and quality of execution
Impact
- Delivered a scalable and future-proof B2B digital platform adopted globally
- Improved efficiency and reliability of content production and distribution processes
- Strengthened alignment between digital, brand and commercial functions
- Supported customer retention and engagement through improved user experience
Mar 2013 — Oct 2016
Digital Strategy & Project Lead
XtraGroove Srl
Progressed through multiple roles within a fast-paced digital consultancy, evolving from execution-focused activities to strategic ownership of digital projects and client relationships.
Scope
- End-to-end ownership of digital projects spanning SEO, content, social media and performance marketing
- Strategic and operational management of multiple clients in parallel
- Translation of business objectives into structured strategies and execution roadmaps
- Coordination between internal teams and external stakeholders to ensure delivery quality and coherence
Key Initiatives
- Progressed from SEO Copywriting and Social Media Management to Performance Strategy and Digital Project Leadership
- Designed and executed integrated digital strategies combining content, SEO, social and performance channels
- Optimized performance through data and insights to refine touchpoints and messaging
- Managed complex, multi-brand content ecosystems, ensuring coherence across channels and formats
- Served as a digital reference point for selected clients, balancing strategic guidance with executive oversight
Impact
- Supported measurable growth in visibility, engagement and performance across multiple clients
- Increased efficiency and reliability of delivery through structured workflows and prioritization
- Strengthened client trust through alignment between digital strategy and real business needs
- Built a solid foundation of digital governance, stakeholder management and delivery under pressure
Key Clients
Tigotà
ProAction
ScuolaZoo
The Fashion Fruit
Unilever Food Solutions
Knorr
Carte d'Or
Pizzoli
TreValli Cooperlat
Hoplà
Distillerie Moccia
Zabov
Giuso
Golfera
Bottecchia Cicli
Jun 2014 — Nov 2015
Contributor
ninjamarketing.it
Jul 2012 — Feb 2013
Web Marketing Specialist
Gruppo Banca IFIS
Apr 2012 — Jun 2012
Marketing & Communication Internship
Gottardo Spa
Education
2022
Phygital Marketing & Metaverse Course
H-FARM Education
2022
Storytelling & Executive Communication Course
H-FARM Education
2021
Master in Innovation Strategy & Digital Transformation
24ORE Business School
2016
eCommerce Management Course
Ninja Academy
2015
Performance Marketing Course
Ninja Academy
2014
Master's Degree in Science Communication
University of Padova
2008 — 2011
Bachelor's Degree in Communication
University of Padova
2003 — 2008
Diploma in Accounting & Business
Istituto Tecnico Commerciale P.F. CalviLanguages
Italian
Native
English
Professional working proficiency
French
Working proficiency
