Product & Digital Experience Lead
SIMONA ORLANDI
Communication-focused product leader with 10+ years building digital services and products, brand storytelling, digital campaigns and multichannel CX for enterprise brands (Unipol, Aruba, Ducati) and leading creative teams to improve KPIs and adoption.
KEY PROFESSIONAL EXPERIENCES
Product Manager Digital & Experience — ACSoftware S.r.l. (2024 - Present)
Defined product vision, positioning and go-to-market for Knowesis (IoT) and Observa (3D virtual ecosystem), driving enterprise market validation and messaging, roadmaps, value propositions, prospect relations.
Built and scaled the Digital Experience function to 5+ designers, centralizing creative production and improving delivery efficiency by ~30%.
Leveraged digital marketing strategies to enhance brand visibility and engagement for the organization.
Drove brand narratives and multichannel content for product launches and corporate training touchpoints.
Lead Designer (Product, Marketing & CX) — Aruba S.p.A. (2023 - 2024)
Led the redesign of Aruba’s corporate digital ecosystem (27+ websites and wikis), coordinating 4+ designers and system integrators and defining experience standards across parallel workstreams.
Product Designer and Researcher — QubicaAMF S.p.A. (2022 - 2023)
Led product discovery, market analysis and market fit within an industrial B2B2C environment across 3+ connected platforms (displays, kiosks, apps).
Conducted user research, product analysis, workshops and prototyping to define new products and improve existing solutions.
Defined the design career path and growth ladder, bringing structure and clarity to the corporate evolution of the design team.
Lead Designer & Product / Project Manager — Unipol Gruppo S.p.A. (2016 - 2022)
In the final role at UniSalute’s Beyond Insurance COE, drove product evolution and analysis across Health, Mobility and Property ecosystems from vision to rollout.
Founded and led an in-house design team of 3+, introducing product design practices and a branded multichannel CX, and driving the rebranding of UniSalute’s ecosystem.
Grew from designer to product lead over six years, taking full ownership of UniSalute's digital ecosystem: sites, customer app, reserved area, internal platforms.
Owned UniSalute Up end-to-end from discovery through launch and growth, reducing call center volume by ~30%, reaching 1M+ downloads and maintaining a ~4.5 average rating across app stores.
Digital Marketing — Ducati Motor Holding S.p.A. (2015 - 2016)
Worked on brand-centric digital experiences, communication and web templates, ensuring consistency across online channels. Designed content and assets for product launches and campaigns, supporting user engagement and brand visibility.
Earlier experience in Sales, Digital Communication & Marketing (2005–2015)
CONTACTS
SKILLS
Product Strategy & Roadmapping
Go-to-Market & Value Definition
Product Positioning & Market Analysis
Brand & Digital Experience
Omnichannel Communication
Customer Journey Design
Product Adoption, KPIs & OKRs
Digital Platforms & Ecosystems
User Research & Discovery
Design Thinking & Prototyping
Digital Content & Copywriting
Cross-Functional Leadership
Stakeholder Management
Tools: Jira, Notion, Google analytics, Figma, Canva, Adobe suite, Photoshop, Wordpress / Framer, AI-driven workflows
WORK AWARDS
2025 Premio Spina - Observa for Mudem, Banca d’Italia Virtual Museum for inclusivity & Innovation.
2019 Le Fonti Awards - UniSalute Up
Best Health Insurance App of the Year for UX, CX & Innovation.
LANGUAGES
Italian: Native
English: C1 Fluent
French: B2/C1 Fluent
German: A2 Beginner
EDUCATION
Master in Product Management (Professional training)
Product Heroes (2024)
Associate Degree Equivalent (EQF 5)
ITS Multimedia & Communication
Salesiani Bologna (2015)