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To strengthen our industry leadership and propel us towards new growth and innovation challenges, we have defined a new organizational structure for our Group. The new Governance is based on three key principles. The first is the development of our brands, to enhance their identity and heritage in a coordinated manner and strengthen their market positioning. The second is the innovation of the product experience, through continuous research and development of solutions that meet consumer needs. The third is the digital transformation of corporate processes and services and data governance.
The new organizational structure includes the entry of new key figures into the Top Management and among the Group's Regional Directors, reporting directly to CEO Antonio Baravalle.
A significant new addition to the Group is Paola Francesca Scarpa, who takes on the role of Chief Digital Transformation Officer. The new Digital Transformation function has the mission of leading the digital transformation of the entire Group, from processes to products and services, with a focus on adopting advanced technologies such as AI. Scarpa holds a degree in Engineering from Politecnico di Milano, began her career in consulting, then joined Vodafone and subsequently Google, where she held roles of increasing responsibility, most recently as Managing Director Client Solutions, Data & Insights. For the past three years, she has served as Managing Director & Partner at Boston Consulting Group, where she coordinated digital transformation projects with a particular focus on data-driven strategies, AI, and GenAI.
Carlo Colpo, with the Lavazza Group since 2016, assumes the role of Chief Marketing Officer, succeeding Sergio Cravero, who remains with the Group as a strategic consultant to the CEO. Previously, Colpo held the roles of Marketing Communication Director and Brand Home Director. The new organizational scope of the Marketing Function includes Brand Home, Brand Away from Home, Marketing Communication, Retailing, Training Center, and Business Intelligence & Consumer Insight, with the task of defining and developing the positioning strategy for the Group's brands globally.
Pietro Mazzà has been appointed Chief Innovation, Sustainability & Institutional Relations Officer, leading the Innovation, Sustainability & Institutional Relations Function. This area aims to accelerate product development, innovation, and sustainability, as well as manage institutional relations and corporate reputation. Previously, Mazzà, who joined the company in 2015, held the role of Regional Director France & Benelux, and General Manager of Lavazza France and Carte Noire SAS within the Lavazza Group. This function is now entrusted to Massimo Pepe, previously Regional Director UK & Nordics. Emanuele Pellegrino, with Lavazza for over 6 years, previously as Group Commercial Strategy, Business Development and International Key Accounts Director, in turn assumes the role of Regional Director UK & Nordics.
Mario Cerutti, formerly Chief Institutional Relations & Sustainability Officer, will continue his collaboration by dedicating to the role of Secretary General of Lavazza Foundation.