Product Manager | B2B Products, Strategy & Go-to-Market
SIMONA ORLANDI
Product Manager with 10+ years of experience shaping digital products in complex B2B environments (Unipol, Aruba, QubicaAMF, Ducati). I tend to work where market, product and business meet, helping teams turn customer needs into clear product choices and
go-to-market decisions that hold up once the product is out there.
KEY PROFESSIONAL EXPERIENCES
Product Manager Digital & Experience — ACSoftware S.r.l. (2024 - Present)
Defined product vision, strategy and roadmap, driving discovery, market validation to inform product direction, value definition, product positioning, pricing and go-to-market through direct interaction with enterprise prospects.
Built and scaled the Design function, leading a team of 5+ and improving delivery efficiency by ~30%.
Led development and positioning of Knowesis, an IoT platform enabling data-driven decisions in industrial environments and Observa, a 3D virtual ecosystem driving engagement and adoption in corporate training through gamified experiences.
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 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
Product Adoption, KPIs & OKRs
Digital Platforms & Ecosystems
User Research & Discovery
Design Thinking & Prototyping
Cross-Functional Leadership
Stakeholder Management
Project & Integration Management
Tools: Jira, Notion, Miro, Analytics, Figma, Agile / Scrum, 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)