Hello, I'm Joele.
A real human being crafting
meaningful brand experiences
Brand and Digital Strategist - I build communication strategies, assemble unconventional creative teams, and make things happen for brands.
On the Internet, but also in Spain and Italy.
Twenty-plus years in the game,
building things that didn't exist yet
My work doesn't fit a single label. I've done guerrilla marketing and B2B lead generation, a political campaign and a fundraising worth tens of millions, brand development for multinationals and communication strategies for one-person startups. In 2007 I was creating online communities for my clients - years before anyone was calling it "community management". What stays the same is how I work: I pick the right people for each project and build teams that don't look like typical agency rosters - designers, developers, creators, weirdos, ai agents - whoever the brief actually needs.
I teach Digital Strategy at IED - Istituto Europeo di Design, and I give talks in three languages on digital culture, social media, and innovation.
Every week I write nonostantement, a newsletter collecting the most interesting things I find online - tech, digital culture, social media, and a good dose of useless weirdness.
Areas of Expertise
Team Lead
Assembling and directing cross-disciplinary creative teams - the kind that actually work.
Strategy
Brand positioning, digital strategy, communication planning from analysis to execution.
Project Management
Keeping complex, multi-stakeholder projects on track and on budget.
Creative Direction
Turning concepts into coherent visual and narrative systems across channels.
Training & Keynotes
Teaching at IED and speaking at events on digital strategy, social media, and innovation.
Content Strategy
Editorial planning, content systems, and newsletters - building audiences through things worth reading.
Selected Projects
WuBook
Full digital strategy for a SaaS hospitality platform with 22,000+ clients. From blog management to marketing automation, lead generation, and ads across international markets. +20% inbound leads through organic content. Built one of the largest Italian communities in the industry.
BeCulture / Orbital Cultura
E-commerce launch for tickets, books, and merchandise from institutions like the Uffizi and the Venice Biennale. Weekly editorial features on art and culture, email automation, social and Google Ads. Strong organic growth at exceptionally low acquisition cost.
Unione Buddhista Italiana
Three-year digital fundraising campaign for Italy's third-largest religious institution. Designed the full funnel - website, social channels, editorial plan, content production, Facebook and Google Ads. Reached millions, +1500% contacts year over year.
Campari Group Spain
Online and offline activation for the Aperol Spritz Bar launch in Barcelona. Created a guerrilla marketing stunt with a fictional character promoted via geo-targeted ads - 7,000+ interactions in two days, hundreds of user-generated posts.
HP Italy
Influencer marketing campaigns for the launch of premium laptops and printing products. Selected and managed celebrities and content creators, produced content featured across HP Italy's official channels.
SHARE Festival
Built the entire online presence for a solidarity festival in Barcelona - website, social, editorial plan, content production, weekly contests generating tens of thousands of posts. Designed an ads funnel that sold out both editions. 50,000+ real solidarity actions through the app.
Testimonials
"Very passionate with great vision. His focus made everything move smoothly and helped us meeting the highest standards. He didn't just manage the creation of our brand identity - he went the extra mile and took care of the entire Communication Strategy."- L.M., CEO
"A professional of high rank, able to provide creative ideas, unexpected solutions, thorough analysis and detailed planning. With his help my team outreached the company goals."- S.L., Director of Marketing