Matteo Rinaldi

What a great day with the team, talking about customer centricity and designing the concept store of the future 🙌🏼

I’ve been teaching at Luiss Business School since 2017.

Last year, I stepped into a new role: contributing to the design of the Master in Global Marketing Management as Scientific Director of the major.

We made one thing clear from the start:

If you want to teach “global”, you can’t stay in one place.

So we built it across three cities, each adding a different lens:

Rome → strategy and managerial foundations
Amsterdam → creativity, sustainability, global mindset
Dubai → innovation and digital transformation

But this wasn’t just about geography.

I spent time speaking with CEOs and marketing directors from multinational companies, asking what they really look for today: people who can navigate complexity, connect cultures, and turn insights into impact, leveraging Big Data and AI.

That’s what we’re trying to build: combining academic rigor, real-world exposure, and cross-cultural collaboration to shape marketers who can anticipate change and lead globally.

If you’re curious, send me a message and I will tell you more!

Ferrero, EssilorLuxottica, Arla Foods, Alamar (Domino’s Pizza).
Four companies, very different categories. One shared mindset: .

In a region like the , often described as a melting pot, the real challenge is not reach. It is understanding.

People here come from different cultures, histories and expectations. Treating them as generic “consumers” is simply no longer enough.

At Human Centric Group, using large-scale data, we go beyond what and how people consume to focus on who they are and what truly motivates them. Five major ethnic clusters. Twelve human profiles. Each with its own needs, tensions and passions.

When organising this event, the goal was practical: give brands a clearer roadmap to design activations that create real emotional connection, not just visibility.

A sincere thank you to the leaders who brought this conversation to life with real business perspective:

Massimo Stella, General Manager at Ferrero UAE
Jessica Abouzeid, Head of Commercial Excellence at EssilorLuxottica
Filippo Sgattoni, CEO at Alamar (Domino’s, Dunkin’)
Bertrand FAVRE, Vice President and Managing Director at Arla Foods

And, speaking of cultural diversity, Ramadan Mubarak to all those who are observing this meaningful time.