Barbara Graziani

Leading the global brand marketing and communication strategy for NEOM’s Hotel Division, with a focus on campaigns, hospitality positioning, concept - brand launch, and brand narratives for hotel rooted in innovation, sustainability, and design. I have had the opportunity to work closely with world-class partners (such as Ritz-Carlton Reserve, Zannier, Raffles, and Equinox) to help shape how NEOM is redefining future guest experiences across nature-driven and coastal destinations. This role brings together long-term strategy and hands-on execution, covering global PR, social media, partnerships, and stakeholder engagement, while building a destination brand that looks firmly toward the future. Last but not least, I have led the brand marketing strategy for NEOM’s educational programs aimed at attracting and inspiring the next generation of Saudi talent. From content development to campaign messaging, this work has been focused on creating meaningful engagement with young nationals, building pride, ambition, and a clear connection to NEOM’s purpose.

At Technogym Emirates, I led the transformation of the brand presence across the Middle East, repositioning the company as a digital-luxury fitness leader. I designed and implemented strategic product marketing plans that significantly elevated brand awareness, particularly within the high-net-worth and commercial segments. To amplify our impact, I rolled out region-wide integrated commercial campaigns that fused cutting-edge technology with compelling storytelling, driving measurable growth in both audience reach and revenue. This included the launch of a comprehensive RFP process that brought on board top-tier PR and brand agencies with regional expertise. I managed high-credibility partnerships with iconic brands such as Ferrari and Apple, enhancing Technogym’s reputation among elite clientele. Simultaneously, I drove the creation of digital content that increased traffic to the My Wellness app, expanding the use of virtual personal trainers and digital programs. Through targeted exhibitions, KOL collaborations, and elevated media relations, I reinforced the leadership position in luxury fitness. I also supervised the launch of the Technogym Wellness Academy, a platform co-created with industry experts to deepen partner engagement and boost subscription value.

At Apple, I led targeted branded programs that aligned seamlessly with global brand strategies, ensuring a consistent and compelling ecosystem narrative across in-store, digital, and both consumer and trade-facing touch-points. I played a central role in the launch of the iPad, shaping the go-to-market approach for both consumer and corporate/SME audiences. This included activating key retail partners with immersive, on-brand retail experiences that brought the Apple ecosystem to life. Additionally, I directed the full rollout of Apple shop-in-shop locations across the region, managing everything from contractual negotiations to merchandising execution and customer experience design, ensuring excellence in every detail of the brand’s physical presence.

I oversaw the execution of Apple’s branded programs across more than 1,000 Apple Shops in the EMEIA region, implementing communication and digital content, merchandising strategies, and structured launch frameworks. My role was pivotal in ensuring brand consistency and excellence across a diverse network of retail environments. I managed the branded merchandising budget, using data-driven insights to optimize performance across both consumer and business segments. A key part of my mandate involved coordinating training and merchandising programs for a quarterly workforce of over 2,000 employees, ensuring retail teams were equipped to deliver exceptional customer experiences. Working closely with global and regional cross-functional teams, including Corporate Marketing, Finance, Development, and Procurement, I helped drive integrated communication and channel activation plans that delivered against both consumer and enterprise marketing objectives.

Kicked off the Apple shop program in Italy across four different partners for a total of 15 Apple shops.

Deployed trade and communication marketing plan at the national level for the consumer BU. Price & profit analysis - budget responsible;

Developed the consumer Pan–European channel plan for consumer electronics chains and specialized stores (Canon Professional stores);