After obtaining a degree in Business Economics with a specialisation in Marketing at Bocconi University, he worked as a manager for companies such as Telenor, Tiscali, Ducati, Altromercato and Barilla before becoming an independent consultant on digital transformation projects for large companies.

Since 2012, he has been a professor at IULM University in Milan, where he teaches Digital Marketing Management in the Marketing, Consumption and Communication master’s degree. He teaches in the master’s course at the University of Udine, and in the past taught at the Universities of Genoa, San Marino, Siena and Ca’ Foscari University of Venice, as well as in courses at Il Sole 24 Ore, Bologna Business School, IED and UPA, among other institutions.

He is the author of the blog [mini]marketing, a point of reference for those involved in innovation and communication. His newsletter, among the most followed in Italy with over 25,000 subscribers, offers weekly insights, tools and strategies.

He writes for Il Post, Forbes, Wired, Nòva-Sole 24 Ore. In 2022, he was co-host of the podcast Discovery Commerce, produced by Chora Media.

As an author, he has written two books on the intersection of consumerism, marketing and trends: Seguimi! Il marketing come culto, il culto come marketing [Follow me! Marketing as cult, cult as marketing] and Svuota il Carrello [Empty Your Trolley], both for UTET, and various marketing manuals, among which are Mobile Marketing (Hoepli, 2017), Social Commerce (Apogeo, 2013) and Vendere Online [Selling Online] (Il Sole 24 Ore, 2011).

An authoritative voice, he regularly speaks at national events on marketing, the digital world, commerce, innovation and AI.