Paolo Baldriga - Head of Demand Analytics

Recommended expert

Hamburg, Germany

Experience

Nov 2025 - Present

3 months

Berlin, 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

8 months

Hamburg, 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 months

Rome, 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 years 1 month

Hamburg, 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 month

Hamburg, 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 months

Ingolstadt, 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 months

Lugano, 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 months

Rome, Italy

Co-Founder & CMO Doyoucoach

DOYOUCOACH srl

Cofounded the first Italian e-commerce coaching platform addressing the BTB corporate segment and the Business To Consumer market providing online coaching services with more than 60 coaches onboarded.
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 months

Rome, 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 month

Rome, Italy

Head Of Marketing Communications and emerging payments

Postemobile

Board member of Eurogiro (the leading global clearing house for remittances and international payments).
Definition and implementation of 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 months

Rome, 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 month

Rome, 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 years

Milan, 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 CRM & Loyalty Transformation insight — turning analytics into business impact. Payments & FinTech Innovation 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.

Skills

Ai & Data Strategy
Demand Analytics
Crm & Loyalty
Digital Transformation
Product Innovation
Executive Coaching

Languages

Italian

Native

German

Advanced

English

Advanced

Education

Sapienza Università di Roma

Master's degree · Statistics · Rome, Italy

Certifications & licenses

SEO Foundations

Building Rapport On Virtual Sales Calls

Marketing Attribution And Mix - CRM & Loyalty Transformation

Modeling - Product And Digital Innovation

Ontological Coaching And Artificial Intelligence: The Meeting Of Two Minds

PCC - AI And Generative AI Adoption

PCC - Professional Certified Coach

Publications - Scaling Data-Driven Loyalty And CRM Programs That Increase Retention And CLTV By Up To +30%

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Experience

Head of Demand Analytics

Zalando

Senior AI & Product advisor

Symboolic

Chief AI, Product and Marketing Officer

Octo Telematics

Independent Senior Advisor

Bain & Company

Chief Product Officer

REWORTH

VP Loyalty, CRM, analytics and customer experience

MediaMarktSaturn

Marketing Director

Cornèr Banca SA

Co-Founder & CMO Doyoucoach

DOYOUCOACH srl

Head of Communications, Loyalty and Partnership

PosteItaliane

Head Of Marketing Communications and emerging payments

Postemobile

Head of Value added services

Wind Tre

Marketing Director

Sky Italia

Marketing Data Analyst

Vodafone

Summary

Skills

Languages

Education

Sapienza Università di Roma

Master's degree · Statistics · Rome, Italy

Certifications & licenses

SEO Foundations

Building Rapport On Virtual Sales Calls

Marketing Attribution And Mix - CRM & Loyalty Transformation

Modeling - Product And Digital Innovation

Ontological Coaching And Artificial Intelligence: The Meeting Of Two Minds

PCC - AI And Generative AI Adoption

PCC - Professional Certified Coach

Publications - Scaling Data-Driven Loyalty And CRM Programs That Increase Retention And CLTV By Up To +30%

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