Available to hire
I am Luca Lasagna, a people-focused marketing leader with 20 years of experience in marketing and business development across national and global landscapes. I believe that marketing is not just a function but a way to run an organization, guiding strategy, products and partnerships toward meaningful growth.
I have a proven track record across B2B, B2C and B2B2C campaigns, spanning lifecycle management, demand generation, sales enablement, digital transformation and internationalization. I am open to full-time or fractional CMO roles and thrive in collaborative, change-ready teams that prioritize measurable business results and continuous learning.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
Italian
Fluent
English
Fluent
Work Experience
Fractional CMO at Fractional Manager Italia
June 1, 2023 - PresentTemporary management role; Head of Sales & Marketing for the association; leading strategic marketing initiatives and supporting growth objectives.
Head of B2B Marketing at American Express (Global Commercial Services BU)
December 1, 2022 - September 9, 2025Led B2B marketing lifecycle (targeting, demand & lead generation, campaign management, sales enablement, planning/forecast, early engagement, spend stimulation, loyalty, retention), across Digital, Partnerships, Events, Telemarketing; oversaw content & branding including social media strategy, digital websites ecosystem, PR and marketing materials; led strategic projects and product launches (e.g., Digital end-to-end acquisition channel, CFO Club, BT360; Corporate Platinum Card and virtual Payment product suite).
Customer Marketing Executive at American Express (Global Commercial Services BU)
October 1, 2012 - September 9, 2025Customer marketing responsibilities including lifecycle management, loyalty and retention programs; coordination with BUs for go-to-market strategies.
Project Manager (IPTV and Partnership area) at SKY Italia
December 1, 2009 - September 9, 2025Co-marketing initiatives in partnership with telco players; IPTV go-to-market; key partner relationships and retention campaigns; reporting to internal/external stakeholders.
MBA Project Work (Direct Marketing) at SKY Italia
May 1, 2008 - September 9, 2025MBA project work in Direct Marketing area during MBA studies.
Brand Manager at Giochi Preziosi
May 1, 2006 - September 9, 2025Brand management for football and electronic product lines; multi-channel marketing strategy; contributed to e-commerce launch; profitability improvements.
Assistant Brand Manager at Giochi Preziosi
August 1, 2004 - September 9, 2025Assistant Brand Manager for remote control product lines; brand management; communication mix; business analysis; contributed to multi-channel marketing.
Fractional CMO; Head of Sales & Marketing at Fractional Manager Italia
June 1, 2023 - PresentTemporary management in Italy; led Sales & Marketing for the association, guiding B2B marketing lifecycle (targeting, demand & lead generation, campaign management, sales enablement, planning/forecast, early engagement, spend stimulation, loyalty, retention). Managed channel mix (Digital, Partnerships, Events, Telemarketing) and media/communication plans; oversaw content & branding, including social media strategy, website ecosystem, PR and materials. Led strategic projects and launches to build a data-driven, end-to-end go-to-market. Initiatives included think tanks and market-focused forums to unlock opportunities and drive growth.
Head of B2B Marketing (Global Commercial Services BU) at American Express
December 31, 2022 - September 9, 2025Led B2B marketing lifecycle (targeting, demand & lead generation, campaign management, sales enablement, planning/forecast, early engagement, spend stimulation, loyalty, retention), including channel mix (Digital, Partnerships, Events, Telemarketing) and media & communication plans. Responsible for content & branding, social media strategy, repositioning, digital websites ecosystem, PR and marketing materials. Directed strategic initiatives such as think tanks and industry-focused programs; launched end-to-end Digital acquisition channels and innovative think tanks (CFO Club, BT360) to support prospects and clients. Oversaw product launches (Corporate Platinum Card and virtual Payment product suite) and achieved above-plan lead generation and retention results.
Customer Marketing Executive (Global Commercial Services BU) at American Express
October 31, 2012 - September 9, 2025Managed Customer Marketing within the B2B space, focusing on lifecycle marketing, loyalty programs, retention, content & branding, and sales enablement. Coordinated planning/forecasting and channel mix, contributing to global programs and campaigns that enhanced client engagement.
Project Manager (IPTV and Partnership Area) at Sky Italia
December 31, 2009 - September 9, 2025Co-marketing initiatives with major telco partners; contributed to the IPTV go-to-market strategy and managed relationships with coalition partners. Reported to internal/external stakeholders and supported retention-focused campaigns.
MBA Project Work (Direct Marketing Area) at Sky Italia
May 31, 2008 - September 9, 2025MBA project work in Direct Marketing area; part of a project team exploring direct marketing initiatives.
Brand Manager (Football and Electronic Product Lines) at Giochi Preziosi
May 31, 2006 - September 9, 2025Brand management, development of multi-channel marketing strategies, and business analysis. Contributed to the profitability and successful launch of e-commerce initiatives.
Assistant Brand Manager (Remote Control Product Lines) at Giochi Preziosi
August 31, 2004 - September 9, 2025Brand management activities, development of communication mix, and business analysis for remote control product lines.
Fractional CMO at My Fractional Manager
June 1, 2023 - PresentFractional executive marketing, business development, digital and internationalization. Delivered fractional executive collaborations across strategic consultancy, Travel Retail, Financial Services, FMCG, Beauty, Industrial, Med Tech, and Fashion.
Head of B2B Marketing (Global Commercial Services BU) at American Express
November 1, 2012 - December 1, 2022Led B2B marketing lifecycle including targeting, demand & lead generation, campaign management, sales enablement, planning/forecast, early engagement, spend stimulation, loyalty, and retention, across Digital, Partnerships, Events and Telemarketing. Oversaw content & branding, strategic projects, and product launches. Drove end-to-end digital acquisition channel, created CFO Club and BT360 think tanks, and launched Corporate Platinum Card and virtual Payment product suite with strong results in lead generation and retention.
Customer Marketing Executive (Global Commercial Services BU) at American Express
January 1, 2010 - October 1, 2012Responsibility for customer marketing lifecycle including targeting, loyalty, retention, campaign management, spend stimulation, and channel mix (digital, partnerships, events, telemarketing) with a focus on revenue growth and client engagement.
Project Manager (IPTV and Partnership area) at SKY Italia
April 1, 2008 - December 1, 2009Co-marketing initiatives in partnership with telco players; launched IPTV go-to-market; built strong relationships with three telco partners; churn control through dedicated retention campaigns.
Brand Manager (football and electronic product lines) at Giochi Preziosi
September 1, 2004 - May 1, 2006Brand management, communication mix, and business analysis to drive profitability across football and electronic product lines; contributed to multi-channel marketing strategy and the launch of e-commerce.
Assistant Brand Manager (remote control product lines) at Giochi Preziosi
December 1, 2003 - August 1, 2004Brand support, communication planning, and performance analysis for remote control product lines.
Strategic Marketing & Business Advisor (Fractional Manager) at My Fractional Manager
June 1, 2023 - PresentFractional executive marketing, business development, digital and internationalization. Led engagements across strategic consultancy, travel retail, financial services, FMCG, beauty, industrial, med tech, fashion.
Head of B2B Marketing (Global Commercial Services BU) at American Express (EMEA)
November 1, 2012 - December 31, 2022Led B2B marketing strategy and execution across acquisition, engagement and retention for corporate and SME segments. Responsibilities included people leadership, lifecycle management, channel mix (digital, partnerships, events, telemarketing), content & branding, strategic projects, and product launches. Achievements include launching an end-to-end digital acquisition channel, CFO Club and BT360 think tanks, and new market offerings such as Corporate Platinum Card and virtual Payment product suite.
Customer Marketing Executive (Global Commercial Services BU) at American Express (EMEA)
January 1, 2010 - October 31, 2012Led B2B marketing strategy and execution across acquisition, engagement and retention for corporate and SME segments.
Fractional Manager – Strategic Marketing & Business Advisor at My Fractional Manager
June 1, 2023 - PresentFractional executive marketing, business development, digital and internationalization. Delivered fractional executive collaborations in strategic consultancy, Travel Retail, Financial Services, FMCG, Beauty, Industrial, Med Tech, Fashion.
Fractional Manager - Temporary management at My Fractional Manager
June 1, 2023 - PresentFractional executive marketing, business development, digital and internationalization; delivered fractional executive collaborations in strategic consultancy, Travel Retail, Financial Services, FMCG, Beauty, Industrial, Med Tech, Fashion.
Head of B2B Marketing at American Express, Global Commercial Services BU
November 1, 2012 - December 31, 2022Led B2B marketing strategy and execution across acquisition, engagement and retention for corporate and SME segments. Responsibilities included people leadership; B2B lifecycle (targeting, demand & lead generation, campaign management, sales enablement, planning/forecast, early engagement, spend stimulation, loyalty, retention), channel mix (digital, partnerships, events, telemarketing); content & branding; digital ecosystem; PR and marketing materials; strategic projects and product launches. Achievements included launching a digital end-to-end acquisition channel and innovative think tanks and product suites (CFO Club, BT360, Corporate Platinum Card, virtual payment products).
Customer Marketing Executive at American Express, Global Commercial Services BU
January 1, 2010 - October 31, 2012Led B2B marketing strategy and lifecycle across acquisition, engagement and retention for corporate and SME segments; focused on target segments, demand generation, campaign management, and sales enablement; managed content, branding, digital ecosystems, events and partnerships to drive engagement and retention.
Education
Master of Business Administration at MIP School of Management, Politecnico di Milano
January 11, 2030 - June 1, 2008Degree in Business Economics (Marketing specialization) at Bocconi Commercial University
January 11, 2030 - April 1, 2003MBA (Master of Business Administration) at MIP - School of Management Politecnico di Milano
June 1, 2008 - September 9, 2025Bachelor's degree in Business Economy (Marketing specialization) at Bocconi University
April 1, 2003 - September 9, 2025MBA at MIP School of Management, Politecnico di Milano
June 1, 2008 - February 5, 2026Bachelor in Business Economics (Marketing specialization) at Bocconi University
April 1, 2003 - February 5, 2026MBA (Master of Business Administration) at MIP - School of Management Politecnico di Milano
January 11, 2030 - June 1, 2008Bachelor's Degree in Business Economics, Marketing specialization at Bocconi Commercial University
January 11, 2030 - April 1, 2003Master of Business Administration (MBA) at MIP - School of Management, Politecnico di Milano
January 11, 2030 - June 1, 2008Business Economics Degree, Marketing Specialization at Bocconi University
January 11, 2030 - April 1, 2003Master of Business Administration (MBA) at MIP School of Management Politecnico di Milano
January 11, 2030 - June 1, 2008Bachelor's Degree in Business Economics, Marketing specialization at Bocconi University
April 1, 2003 - March 22, 2026MBA at MIP School of Management, Politecnico di Milano
January 11, 2030 - June 1, 2008Laurea in Economia Aziendale (Marketing specialization) at Bocconi University
January 11, 2030 - April 1, 2003MBA at MIP - School of Management Politecnico di Milano
January 11, 2030 - June 1, 2008Degree in Business Economics (Marketing specialization) at Bocconi Commercial University
January 11, 2030 - April 1, 2003MBA at MIP School of Management, Politecnico di Milano
January 11, 2030 - June 1, 2008Bachelor's degree in Business Economy (Marketing specialization) at Bocconi University
January 11, 2030 - April 1, 2003Qualifications
Master of Business Administration (MBA)
January 11, 2030 - June 1, 2008Bachelor's Degree in Business Economics, Marketing specialization
April 1, 2003 - March 22, 2026Industry Experience
Financial Services, Media & Entertainment, Consumer Goods, Retail, Professional Services, Travel & Hospitality, Telecommunications, Manufacturing, Other
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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