Digital & Brand Strategy Lead
Mirko Vedovato
Orchestrating platforms, content, data, processes and stakeholders into scalable digital ecosystems.
About
I work at the intersection of brand, technology and business, orchestrating platforms, content, data, processes and stakeholders into scalable digital ecosystems.
I have led digital transformation initiatives in multi-brand and international environments, translating strategic objectives into structured systems, clear decision-making frameworks and measurable impact.
Clarity
over
noise
Structure
over
fragmentation
Sustainability
over
short-term execution
“Data lies at the core of every impactful decision.”
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
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.
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
- Managed complex, multi-brand content ecosystems, ensuring coherence across channels and formats
Key Clients
Tigotà
ScuolaZoo
Unilever Food Solutions
Knorr
Carte d'Or
Bottecchia Cicli
ProAction
Pizzoli
The Fashion Fruit
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