I started in hospitality. I spent ten years in luxury and fashion. Then I came back.

Hospitality is where it all began. I studied at EHL and worked in hotels and restaurants, which taught me early on that the feeling a place gives you is the product, and that it comes from many small details done well, every day.

I then did a master's in marketing at Esade and moved into luxury. First agency side, at Digital Luxury Group in Geneva, working with Swiss watchmaking and private banking clients. Then client side, at Bulgari, leading digital for Watches and Fragrances, and at Tommy Hilfiger, where I led global social media for a community of 37 million and a team of six.

Working on both sides taught me something I didn't expect. Social media is where a brand shows, but it's rarely where the problem is. Most of the time, the real questions sit further upstream: positioning, audience, what the brand is actually trying to say. Changing the feed rarely fixes those.

That's why I built PBV the way I did. Not as a social media service, but as a strategic partner that looks at the whole picture: positioning, audience, message, media and measurement, all thought through together. Social is often where we start, because it's where things show. The value is in everything around it.

What I've learned is that teams rarely lack talent or ideas. What they're missing is time, and an outside view from someone who has seen the pattern before. You will always know your brand better than I do. My role is to help you decide what matters, and build something your team can actually run.

PBV are my initials, but it's also the heart of what I do: People, Brand, Vision.