Francesco
Federico.
Global Chief Marketing Officer, S&P Global. Author of The Agentic CMO. Writer of Chronicles of Change.
It started in Milan. A six-year-old in front of an IBM PS/2 — his father, an engineer, watching on — working out what the machine could do. Then longer hours alone, going further. That curiosity never left.
His first company, Shreppy, built a semantic recommendation engine before "personalisation at scale" was a phrase anyone in marketing used. It was acquired by Telecom Italia. TripShake, a travel Q&A platform, partnered with Booking.com, Expedia, and Mr and Mrs Smith long before anyone called it the platform economy. A consulting practice, Digital Natives, completed the entrepreneurial chapter.
Corporate life came next — deliberately. Same problems, greater scale.
At Vodafone, he launched the first My Vodafone self-care app and scaled it across nine European countries. At Acer, a dynamic pricing algorithm lifted online sales by 35% and cut costs by 10%. At JLL, he built a real estate marketplace now processing billions in transactions, then implemented conversational AI that delivered a 60% conversion improvement.
The through-line never changed: find the constraint, apply technology, measure the result.
Today, Francesco is Global Chief Marketing Officer at S&P Global — leading the integration of agentic AI into enterprise marketing at scale, from organisational design and governance to production multi-agent systems. He is a Fellow of the Chartered Institute of Marketing, a member of the World Economic Forum's Strategic Communicators Exchange, and sits on the editorial board of the Journal of Digital & Social Media Marketing. He advises HFS Research and IDC on the future of AI-driven enterprise operations.
The Agentic CMO is the book he couldn't find when he needed it. A senior practitioner's operating manual for building organisations where human and artificial intelligence work as a unified force — not a vendor's roadmap, not a strategic framework detached from implementation reality.
Chronicles of Change, his weekly newsletter, extends that work. Written for practitioners running the marketing function. Not for observers commenting on it.
He holds a Doctorate in Law from Università Cattolica del Sacro Cuore and executive education from Harvard, IMD, and IE Business School.
Professional
Journey.
- Global Chief Marketing Officer, S&P Global Current
- JLL Prior
- Vodafone Prior
- Acer Prior
- Founder — Digital Natives, Shreppy, TripShake Prior
- Doctorate in Law, Università Cattolica del Sacro Cuore Milan
- Executive education, Harvard Business School Boston
- Executive education, IMD Business School Lausanne
- Executive education, IE Business School Madrid
- Financial Narrative 50 2025
- The Drum — Top 100 B2B CMOs 2025
- CMO to Watch · CMO Alliance 2025 · 2026