[about] Founder
Founder, Tech10
I turn messy business problems into AI systems and automation, with more than ten years of marketing, search and data behind me. I understand the problem before I touch any tool, and I don't ship until it works in production.
Based in Rome
[01] How I think
Imagine buying the best oven on the market and expecting it to make you a chef. That's how most companies start with AI. I start from the other end: what is actually broken, and is AI even the right fix?
Then I build the whole thing, test it in the real world and rebuild it until it holds. I protect the result, not the effort.
One thing I've learned: AI makes a curious person far more capable. I pick up in days what used to take me months. A curious person who knows how to use AI can sometimes do more than someone with more experience.
[02] The story so far
01
Damascus
2012
My first job: running paid search for an airline. Every click had a price and every seat had a deadline. I fell in love with the moment a number tells you something nobody in the room had noticed.
What it taught me
If you can't measure it, you're guessing.
02
Newsroom
2015
I wrote and edited for an Arabic newsroom. Readers gave us a few seconds, not a few minutes. I learned to cut every sentence until only the useful part was left.
What it taught me
Clear beats clever, every time.
03
Rome
2016
Rome became home. I ran SEO, ads and content for a hospitality academy and took a Master's at Il Sole 24 ORE Business School. Somewhere in there I stopped seeing websites as pages and started seeing them as systems.
What it taught me
Everything is connected. Design for the whole thing.
04
WordLift
2018 → 2025
Six and a half years helping some of the world's best known brands become understandable to search engines, and later to AI. Knowledge graphs, structured data, product feeds at enormous scale. This is where data stopped being boring for me.
What it taught me
Structure is what turns data into something a machine can use.
Some of the brands I worked with
05
Unobravo
2025 → now
As Head of Marketing Automation at Italy's leading online psychology platform, I take AI out of the demo and into the daily work of five marketing teams. Real users, real stakes, real compliance. It keeps me honest.
What it taught me
Production is where AI stops being impressive and starts being useful.
06
Tech10
Now
Everything above, turned into a company. Tech10 builds AI systems for businesses that want results, not experiments. It's the work I've always done, finally on my own terms.
What it taught me
Problem first. Tool second. Always.
[03] Quick facts
Languages I think in
3
Arabic, English, Italian
Places that shaped me
3
The Middle East, Rome, and wherever the next project is
Markets my systems run in
16+
Same system, every language, no translationese
Favourite model
Claude
Almost always. Quality is worth paying for
Best thinking happens
Walking
Long walks, old streets, no screen
The one rule
Rebuild
If it's not right, I start again
Whether you have a clear AI project in mind or you're still figuring out where to start, the best first step is a conversation.
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