Not a straight line. My story

During my master’s degree in Performing Arts Studies, social media had already become an established reality, but they were still relatively new for the generations before mine. For me, they immediately became part of everyday life: I used them, observed them, reflected on them. I analysed how they worked, the differences between platforms, and how they evolved with the introduction of new features. I studied how people’s social habits were changing, how their self-perception shifted, and how they presented themselves in society.

At the time, however, I was deeply immersed in the theoretical study of performing arts (in my case, theatrical and film costume) and I had no idea how to translate all that theory into something practical. I felt the need to get my hands dirty, to do something. So, like many people from my generation with a background in the humanities and the arts, I began offering my digital skills to cultural institutions: museums, theatres, theatre companies, foundations, associations. These were natural extensions of our studies.

Throwback to 2011: no clue where I was heading, but deeply into it anyway.

These institutions were often led by people with more traditional visions, who saw social media as modern tools but not very credible. They needed help with promotion but were caught between the desire to keep up with the times and the fear of losing control. As a result, many of us (myself included) worked for free for years. We were seen as "necessary to keep up," but rarely truly valued.

And while my supervisors would ask me to "manage Facebook" with a certain scepticism, I was learning. I observed how audiences responded, experimented with ways to translate fleeting cultural experiences into clear, accessible, engaging language. I tried to communicate the value of art and theatre using the codes of new media. More than promoting events, I was trying to generate participation. To create a dialogue between people and what was happening on stage.

After many educational and professional experiences (some disastrous, others less so) I decided, in my thirties, to move abroad. The Netherlands felt like a natural choice: I had visited a couple of times that year and was struck by it. So, even though I’ve always been afraid to leave my comfort zone, within a few months I left Italy and moved to Maastricht.

At that point, I was exhausted from putting so much energy into jobs that, however engaging, didn’t give me back what I was hoping for. I needed a break. So I chose a more stable, emotionally lighter job, and started working in customer service, a role I held for three years, even during the pandemic, which broke out just a few months after I arrived (just in time!).

Still, I never lost the desire to explore the world of digital communication. As I mentioned, I never worked in advertising agencies or studied marketing in a formal way, but I started learning on my own. Alongside practical knowledge of digital communication, I read books in philosophy, psychology, and sociology, following my interest in deep connections between culture, media, and society.

In 2023, I decided to formalise this path by enrolling in a second master’s degree at Maastricht University in Digital Cultures: Media Studies. It was an eye-opening experience that truly met my need to connect different disciplines: the digital world, emerging media and technologies, ethnography, sociology, philosophy.

Graduation day: Media Studies: Digital Cultures, Maastricht University.

Since then, I’ve been lucky to work with cultural organisations, eventually joining the European Journalism Centre, where I now work as a Marketing and Communications Manager for a non-profit.

My approach to marketing developed in a very different way from the traditional path. I’ve never worked to sell products, nor have I been part of environments where communication was used purely as a commercial tool. Of course, I’ve learned the fundamentals of strategic marketing (and they can be learned) but above all, I’ve had the chance to develop my own way of doing communication: ethical, intentional, values-driven. An approach that has nothing to do with the marketing of Coca-Cola, Nestlé, or Tesla.

With the EJC team at the News Impact Summit 2024 in Copenhagen

Starting out as a 20-year-old who dreamed of working in theatre, I’m now proud to have built a different path: one that combines creativity, critical thinking, and social impact.

Sustainable, ethical and mindful marketing has become my direction. It’s the result of both my personal journey and the environment at the EJC, which promotes responsible journalism and conscious communication.

For me, marketing and communication can’t be separated from my view of the world. I do this work in the way that makes sense to me: with responsibility, with respect for people, and with intention and purpose.