Francesco
Federico.
In brief.
Francesco Federico is Chief Marketing Officer at S&P Global, the global financial and energy intelligence firm, and the author of The Agentic CMO and Cited.
His writing distils twenty years of practice across enterprise and start-ups. He co-founded three companies in Milan — including Shreppy, later acquired by Telecom Italia — before moving into senior digital and marketing roles at Vodafone, Acer, and JLL.
At Vodafone he launched the first My Vodafone self-care app, adopted by 90% of the addressable customer base and rolled out across nine European markets. At Acer he built a real-time dynamic pricing algorithm that grew e-commerce revenues 25% while cutting sales costs 10%. At JLL he architected the global martech stack and delivered the first conversational AI capability in commercial real estate, lifting conversion 50% year on year and underwriting an investor marketplace that now handles billions in real estate transactions.
The Agentic CMO sets out the operating model, governance, and skill mix marketing leaders need to orchestrate human and artificial intelligence as a unified force. Cited. pivots the argument into a practical GEO manual on how brands earn citation in AI answers. Chronicles of Change, his weekly newsletter, is read by senior marketers and transformation leaders.
Francesco is a Fellow of the Chartered Institute of Marketing and a member of the World Economic Forum Strategic Communicators Exchange. He sits on the editorial board of the Journal of Digital & Social Media Marketing and has been named CMO to Watch 2025, a Financial Narrative 50 Winner, and one of The Drum's Top 100 B2B CMOs. He holds a Doctor of Law from Università Cattolica del Sacro Cuore in Milan, with a thesis on AI in legal practice, and executive education from Harvard, IMD, IE Business School, and INSEAD.
Twenty years,
six chapters.
Marketing leadership across financial services, technology, and start-ups — from founder to global CMO.
- 2023 — presentLONDON · NEW YORKChief Marketing OfficerS&P Global
Leading the global marketing function across S&P Global's divisions, driving AI-powered transformation and strategic growth. Joined as Managing Director, Global Head of Marketing for S&P Global Ratings; appointed Chief Marketing Officer in January 2025.
- 2023LONDONIndependent Executive ConsultantSelf-employed
Advised private equity and venture capital funds on commercial due diligence for MarTech and generative-AI investments. Designed modern marketing functions and transformation roadmaps for portfolio companies.
- 2016 — 2023LONDONExecutive Director, Global Marketing Technology · CMO UK & IrelandJLL
Led a global team of 50+ on the Senior Leadership Team. Architected the go-to-market model aligning product, digital, and technology (+50% conversion YoY); designed and implemented the JLL Investor Center marketplace; launched e-commerce across 26 markets.
- 2013 — 2016LUGANO · TAIPEIGlobal Digital Marketing DirectorAcer
Owned P&L for Acer's global e-commerce. Built a real-time dynamic pricing algorithm that grew online sales 35% — revenues +25% while reducing sales costs 10%.
- 2009 — 2013MILAN · LONDONHead of Digital CRM · Senior Product ManagerVodafone
Launched the first My Vodafone self-care app in any Vodafone market — 90% adoption of the addressable customer base — and led rollout across nine European markets after the UK launch.
- 2006 — 2009MILAN · LONDONCo-Founder & Managing PartnerTripShake · Shreppy · Digital Natives
Three companies in three years. Co-founded a Q&A travel service with partnerships at Booking.com and Expedia; founded Shreppy, a digital personal-shopper start-up later acquired by Telecom Italia; founded a boutique digital marketing consultancy.
"I write, speak, and build because the seat I sit in is being redrawn in real time. The work of the modern CMO is to draw it well — and to publish the lines."