Born to create content that connects.


Valentina

Born to create content that connects:
people with ideas
publishers with audiences
brands with customers,
corporates with communities.

Many people today are keen to describe themselves as digital natives. Not me. I am, by personal history, a digital immigrant: a very early one, almost a pioneer.

Inspired by George Gilder (Life after Television, 1994), Jaron Lanier (the Godfather of Cyberpunk), Nicholas Negroponte (Being Digital, 1995), I developed my doctoral thesis at the Bocconi University in Milano on the digital transition of the Italian publishing industry. It was 1996. If I look back at that, my work is now a piece of media archaeology. On the other hand, the publishers’ transition did not go so well and so fast as expected. Not in Italy.

Since then, I have been working in digital communication, between content management and technology, between the media industry and brand communication, dealing with content strategy, content production, development of digital experiences and editorial newsrooms, and audience development. I held growing responsibilities.

I covered different content and media: journalism (at Mediaset), entertainment (at Mediaset, Red Bull Media Network), but also product, brand and corporate communication.

In my life and career path, I had my trials and made several detours, but I have never stopped believing that “Whatever they say to you, words and ideas can change the world” (The Dead Poets Society, 1989).

Like many of you, I see that today’s Internet seems to no longer work: the attention economy is broken, social media are manipulative and polarizing, few media thrive and many more – especially in journalism – struggle to survive.

However, I am also convinced that today more than ever we have the chance to heal the Internet and take it back to its original mission: to the most important engine for knowledge sharing, economic progress and democratic development. The World Wide Web, in the nineties, was designed for that. Not for empowering fake news and hate speech. Not for massive low-quality remarketing tactics. Not for click-baiting.

As a digital media and communication professional, I feel committed to making my contribution to this goal.

I come from the media industry.
And I come from product management.

Between 2000 and 2010, I worked as a product manager, content strategist and digital project manager in the Italian media and publishing industry, with names like Mediaset and Deagostini.

My flagship project there, as a product owner, was the birth of Tgcom in Mediaset: the first omni-channel news product in Italy. A real challenge: both technological and content-wise.

In 2011 I moved to a leadership role at the intersection of editorial media and Brand communication: at the Global Headquarters of Red Bull Media House, in Salzburg, I was responsible for the development and coordination of Redbull.com and Redbull.tv: I developed and coordinated a newsroom serving 50 countries and 36 languages. As audience developer and business owner, I brought those platforms from an audience of 100k unique users per month to 10.5 million monthly users. Redbull.com became a case history worldwide in the realm of content marketing and a formidable competitor for established action sports publishers.

Since 2016 I have been working on transformative digital communication projects, with a focus on the setup and restructure of newsrooms and brand & content governance. That included almost always the review of the content technology stack and audience and user research, plus deep data dives.

Reach out. Connect and grow together.

I made Berlin my base camp, but my professional and cultural playground is the European region. I worked and lived in Italy, Austria, Germany; I spent long periods of work in the United Kingdom, Belgium, the United States, and Switzerland. And I’m always available to move to where I can give my best.


European by birth and soul, dreams and aspirations.

Europe is hard to sell these days. Still, I feel lucky and proud to have been born in Europe.

I spent the first eighteen years of my life in a divided Europe, geographically closed to the iron curtain, in a corner between the East and the West, the North and the South: Friuli Venezia Giulia, near Trieste. On this front, two World Wars were fought, and millions of people died. With such a legacy, I know how tragic are the roots of Europe.

I am not blind: I see that many things MUST change. But I refuse to surrender to those who will go back seventy years. Even today, in this 2020 dominated by the pandemic. Why? My life experience across the European countries gave me the opportunity to see the best of Europe: its youth, its cities, the welfare system, universities, museums and regions that made more progress in the last thirty years more than anywhere else in the world.

We must be proud to live on the most prosperous, healthy and socially responsible continent in the world. We must fight to make it work better for the benefit of all, not the few. And turn it green, greener, a technological frontrunner, not a follower. 

In 2020, many of our certainties are shaken. A little virus is showing our humankind fragility and putting at stake all we have conquered so far. But the moment is now to relaunch. To make Europe go forward, not backward. We, the Europeans, are the best equipped to make of this challenge a huge opportunity. Look around you, outside of Europe. We have a common destiny here. It can be a prosperous one. 


Banner credits: Shahadat Rahman on Unsplash