About
I didn't start in marketing. I ended up founding companies around it.
My path moved through competitive sport, Law, digital marketing, education, e-commerce and Dubai.
Each step changed how I think about growth.
Discipline before business.
Before entrepreneurship, I spent years playing competitive basketball while studying Law.
- Sport
- Sport taught me discipline, pressure and competition.
- Law
- Law taught me how to analyse problems, structure decisions and think critically.
Neither became my long-term career.
After graduating, I spent a short period in traditional employment and realised I wanted something different.
I wanted to build.
2017
The first real business laboratory.
My first major experience in digital started inside a local business.
At the beginning, the job was simple: social media, website, Facebook Ads and customer acquisition.
It became much more.
- Positioning.
- Branding.
- Email marketing.
- Paid acquisition.
- E-commerce.
- Internal processes.
- Customer experience.
What started as a marketing role became a complete business transformation.
That business later became I Love Blonde.
Over the following years, the company expanded its positioning, team and physical presence.
It was the first time I saw marketing tied to revenue and customers.
2023
When experience becomes a method.
After several years operating inside businesses, I kept seeing the same pattern.
When entrepreneurs and teams applied the strategies I was teaching, results often improved.
So I created Saloning.
Together with my business partner, we built a training company that transfers marketing and sales capabilities inside businesses.
The idea was simple: instead of making companies dependent on external agencies, help them become stronger internally.
Today Saloning operates and is expanding internationally.
700+
Salons trained through Saloning
Spending your own money changes everything.
Managing advertising for clients teaches you one side of performance. Running your own e-commerce businesses teaches you another.
Through ventures including Telecard and Ferrucci, I became responsible not only for acquisition but also for:
- Inventory
- Margins
- Logistics
- Cash flow
- Conversion rate
- Customer experience
Every decision became more concrete.
We later transferred both projects as part of an exit from the ventures.
Philosophy
“Marketing becomes more interesting when you stop seeing it as a department and start seeing it as part of the economics of a business.”
2024
Choosing a more demanding environment.
In November 2024, I moved to Dubai.
I was looking for something specific:
- opportunity,
- international exposure,
- ambitious people,
- and an environment that would force me to raise my own standards.
A few months earlier, I had co-founded Mayor Digital.
Dubai was the place to build its next chapter.
Today it is home, and the base from which I operate across international markets.
Current focus
Building Mayor Digital.
Mayor Digital is the company where many of the previous chapters come together.
- Strategy.
- Performance.
- Brand.
- Communication.
- PR.
- Events.
My role focuses on the digital and commercial side of the agency, including strategy, customer acquisition, client relationships and performance.
Campaigns, yes. Measured against commercial results.
Co-Founder · Digital & Growth
Building faster.
Technology has been one of the constants in my career.
Today, AI-assisted development and automation let me test ideas and build products faster.
Current projects include:
Budget Buddy
A multi-currency personal finance product for people living internationally.
Salon Voice
A SaaS product that uses AI-assisted writing to reduce friction in customer review collection.
AI is not the centre of my identity. It is a tool that lets me execute faster.
Entrepreneur first. Marketer second.
Today I work across agency, education, technology and selected e-commerce projects.
- Some projects are mature.
- Some are still being built.
- Some will work.
- Some won't.
That is part of the process.
Most of my time today: Mayor Digital, from Dubai.
Timeline
2017
First major business-growth project
2023
Co-founded Saloning
2023–2024
Built and operated e-commerce ventures
2024
Co-founded Mayor Digital
November 2024
Moved to Dubai
2025–2026
International agency growth and product development
Still building.
The next chapter will look different from the last one.
That's the point.