Paolo B.
Senior Advisor ai and marketing
Experience
Nov 2025 - Present
2 monthsBerlin, Germany
Head of Demand Analytics
Zalando
- Leading Demand Analytics to turn data, AI and forecasting insights into strategic decisions across markets.
- Driving AI-powered demand planning and personalization to improve customer engagement, retention and revenue.
- Partnering with Product, Commercial, Marketing and Finance to align analytics with growth targets.
- Building and mentoring international analytics teams to scale impact, speed and decision quality.
Jun 2025 - Present
7 monthsHamburg, Germany
Senior AI & Product Advisor
Symboolic
- Provide strategic advisory on AI-driven digital transformation for enterprise clients.
- Shape product strategy and market positioning for AI-powered solutions.
- Support executive teams on technology roadmaps and innovation strategies, ensuring alignment with business goals.
Mar 2024 - Jun 2025
1 year 4 monthsRome, Italy
Chief AI, Product and Marketing Officer
Octo Telematics
- Leading AI and product roadmap and go to market strategy
- Accountable for the Product profit and loss
- Developing digital strategies for insurance and mobility clients
- Developing the BTB marketing strategy, PR, CSR initiatives, sales training, and commercial collateral
- Implementing AI/data projects and leveraging OEM data to develop telematics products
Jan 2024 - Present
2 yearsHamburg, Germany
Independent Senior Advisor
Bain & Company
- Advise financial services and retail clients on AI integration for marketing, payment products and customer engagement.
- Apply predictive analytics to enhance segmentation, personalization, and customer retention.
- Guide digital banking innovation, including AI-powered payment solutions and customer experience improvements.
- Support e-commerce and online sales growth through data-driven performance marketing.
Feb 2023 - Feb 2024
1 year 1 monthHamburg, Germany
Chief Product Officer
REWORTH
- Led the full product development lifecycle (ideation to launch) for fintech loyalty and payments solutions.
- Defined KPIs and performance dashboards, ensuring data-driven product iteration and improvement.
- Delivered machine learning projects analyzing card spending data to generate actionable customer insights.
- Collaborated with engineering, UX, analytics, and business stakeholders to accelerate go-to-market execution.
Sep 2020 - Dec 2022
2 years 4 monthsIngolstadt, Germany
VP Loyalty, CRM, Analytics and Customer Experience
MediaMarktSaturn
- Designed and implemented the Loyalty & CRM strategy across EMEA markets, driving measurable improvements in retention and customer engagement.
- Built and led a cross-functional AI & data analytics team, implementing advanced platforms (media mix modeling, attribution, campaign automation) to optimize marketing performance.
- Managed the European customer database (>50M customers), enabling personalized engagement and predictive insights for revenue growth.
- Launched customer insights and segmentation framework, strengthening decision-making across marketing and product functions.
- Elevated Net Promoter Score (NPS) and optimized call center operations, improving customer satisfaction across multiple markets.
- Partnered with leadership to align loyalty, digital marketing, and customer analytics to the group’s growth strategy.
Jul 2018 - Sep 2020
2 years 3 monthsLugano, Switzerland
Marketing Director
Cornèr Banca SA
- Led marketing, product, and loyalty strategy for the bank’s issuing and acquiring business, with full P&L accountability.
- Designed and launched a cashback & concierge loyalty program, boosting cardholder retention and spend.
- Negotiated and managed strategic partnerships for co-branded credit cards, strengthening the bank’s market positioning.
- Defined and managed the card product portfolio, introducing innovative payment solutions and value-added services.
- Directed the digital customer experience strategy, including the rollout of a new campaign management platform, improving acquisition and engagement.
- Elevated the bank’s brand presence through integrated media, advertising, and digital storytelling campaigns.
Feb 2018 - Sep 2020
2 years 8 monthsRome, Italy
Co-Founder & CMO Doyoucoach
DOYOUCOACH srl
- I cofounded the first italian e-commerce coaching platform addressing the BTB corporate segment and the Business To Consumer market providing on line coaching services with more that 60 coaches onboarded.
- I defined the SEO strategy, e-commerce development through performance marketing investment, user experience, product development and content strategy (AI driven) on social networks.
Oct 2010 - Apr 2018
7 years 7 monthsRome, Italy
Head of Communications, Loyalty and Partnership
PosteItaliane
- Directed Italy’s leading merchant-funded loyalty program in partnership with Mastercard, delivering significant gains in customer retention and cardholder spending.
- Designed and executed integrated marketing campaigns (TV, digital, in-store), increasing customer acquisition and engagement across 20M+ cardholders.
- Built and managed strategic co-marketing partnerships with global brands (Amazon, Google, Shell, HSBC, Visa, PayPal), driving incremental revenue and visibility.
- Oversaw sponsorships and brand partnerships, enhancing brand equity through cultural and music events.
- Led cross-functional teams in loyalty, marketing, and communications, reporting directly to senior executives.
Sep 2007 - Sep 2010
3 years 1 monthRome, Italy
Head of Marketing Communications and Emerging Payments
Postemobile
- Board member of Eurogiro (the leading global clearing house for remittances and international payments)
- Defined and implemented the business strategy on mobile payment services
- P&L management of the remittances business
- Definition of the emerging payment strategy (e-wallet, contactless payments, mobile payment, ...)
- Definition and management of the media plan and the branding positioning
- Definition and implementation of mobile payment services (mobile payment, mobile commerce, mobile banking, mobile ticketing)
- Definition of CRM initiatives and loyalty program.
Mar 2000 - Aug 2007
7 years 6 monthsRome, Italy
Head of Value Added Services
Wind Tre
- Managed P&L for mobile and fixed value-added services, achieving 90% annual data revenue growth.
- Launched a portfolio of 300+ mobile services in 3 years, significantly increasing ARPU and customer engagement.
- Designed and executed CRM and loyalty initiatives, improving retention in a highly competitive market.
- Directed the marketing strategy for data and content services, positioning Wind Tre as a market leader in mobile innovation.
Feb 1997 - Feb 2000
3 years 1 monthRome, Italy
Marketing Director
Sky Italia
- Directed marketing and media planning for Sky Italia’s product portfolio, strengthening brand positioning in a competitive media landscape.
- Developed new value-added services (email, home banking, ticketing via TV), expanding digital engagement.
- Led business planning and strategic positioning, contributing to subscriber growth and diversification of services.
Jan 1995 - Dec 1996
2 yearsMilan, Italy
Marketing Data Analyst
Vodafone
- Defined and executed the local marketing plan, ensuring alignment with corporate strategy.
- Set and managed commercial priorities to support regional network growth and development.
- Contributed to the successful launch of the franchising network, strengthening brand presence and market expansion.
Summary
AI Strategy I drive growth at the intersection of AI, data strategy and customer insight — turning analytics into business impact.
Currently Head of Demand Analytics at Zalando, I lead initiatives that transform demand, forecasting and customer behaviour data into strategic decisions that improve retention, profitability and market performance.
With 30+ years of leadership across banking, fintech, retail, telco and mobility, I have led companies through major shifts in:
- AI and generative AI adoption
- CRM & loyalty transformation
- Product and digital innovation
I specialize in:
- Scaling data-driven loyalty and CRM programs that increase retention and CLTV by up to +30%.
- Driving AI initiatives that accelerate go-to-market and unlock multimillion-euro growth.
- Building and developing international teams, connecting product, sales coaching data and commercial strategy.
- Coaching senior leaders (ICF PCC) to execute transformation with clarity and resilience.
My focus is simple: use AI and analytics to create measurable customer and revenue outcomes, fast and at scale.
Languages
Italian
NativeGerman
AdvancedEnglish
AdvancedEducation
Sapienza University of Rome
Master's degree · Statistics · Rome, Italy
Certifications & licenses
Seo Foundations
Pcc - Professional Certified Coach
EEC - European School of Coaching
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