Media, Messages, Content and Code
For over 20 years, I’ve worked at the intersection of content, creativity, and technology—leading teams, building content operations, and shaping stories that connect with international and global audiences.
I’ve managed newsrooms at major media companies, directed branded content inside agencies and corporations, and helped international teams scale through smarter workflows and advanced technology.
I coach, I systematize, I build—and I create. Whether it’s developing formats, scripting video, drafting messaging frameworks, or storyboarding, I stay close to the craft. Strategy, operations and creativity go hand in hand.
Work
I spent half of my career inside media companies and publishers—the other half within brands and corporations.
At heart, I’ll always be a media professional—and that legacy shapes every communication and content initiative I lead.
Highlights
My digital media journey began in 2001 with the launch of Tgcom, Italy’s first omnichannel news outlet, at Mediaset (now MFE).
I went on to develop video-led revenue streams for legacy publisher De Agostini, and later joined Red Bull Media House as it evolved from a branded content unit into a global media powerhouse.
Since then, I’ve led brand and content strategy for venture capital firms and major international clients.
Today, my focus is on content operations — and on how artificial intelligence can enhance every step of the content value chain.
Areas of Expertise
- CONTENT
OPERATIONS
What this means: I build and lead content studios and workflows. I’m not the producer on site — I create the conditions for teams to deliver great content, at scale and on time.
Skills include:
● Operations setup
● Workflow design
● Channel & team mgnt
● Creative tech & AI
● Budget mgnt
● Vendor oversight
● Licensing & commissioning
- STRATEGY &
GOVERNANCE
What this means: I define how content supports business and brand goals — from messaging frameworks to channel architecture. I create the guardrails and the vision.
Skills include:
● Content strategy
● Content planning
● Brand governance
● Strategic messaging
● Editorial playbooks
● Localization models
- PRODUCT &
EXPERIENCE
What this means: I work at the intersection of content and product, ensuring content supports UX, product narratives, and digital experiences — especially in owned channels.
Skills include:
● Content modeling
● Information architecture
● UX copy
● Product messaging
● Product content
● Digital touchpoints
● Product Ownership
- MARKETING
CONTENT
What this means: I bring an editorial lens to performance goals — helping teams grow audiences and convert customers without losing their voice or standards.
Skills include:
● Audience development
● Funnel content
● Editorial SEO
● Brand storytelling
● Community content
● Thought leadership
● Digital PR
● Native and syndication
● Data & analytics: audience, content, funnel
Content operations and Creative Technology
Content Operations is the backbone of modern content creation. It’s the strategic orchestration of people, processes, and tools to plan, produce, manage, and deliver content—efficiently, consistently, and at scale.
It means building the systems behind the storytelling: aligning creative and commercial workflows, managing vendors and contracts, selecting the right content stack, and ensuring every asset serves both brand goals and audience needs.
And today, creative technology—especially AI—is part of that equation. More than ever.
I approach AI with a background in product, content, and code, but also with the perspective of someone who’s already lived through earlier tech disruptions.
As a business student, the rise of the web changed my life. In the Web 2.0 era, I watched traditional media struggle to adapt—and learned how not to. I didn’t just keep up—I leaned in.
Now, I bring that same mindset to AI: curious, hands-on, and optimistic.
AI & MEDIA:
DEEP DIVES & RESOURCES
TOOLS
REPERTOIRE
Education, Training, Languages
Education
- M.Sc. Business Administration
Bocconi University, Milan 110/110 - Post-grad Digital Economy
Wirtschaftsuniversität Vienna
Training
- Agile Product Owner
Scrum Alliance, Vienna - Design Thinking
Hasso Plattner Institute, Potsdam
Languages
- English C2
- German C1
- Italian Mother Tongue
- Ivrit A2
Media
Essays, podcasts, and books exploring culture, memory, and identity in Europe.
Substack
Beyondberlin.substack.com: Stories big and small that start in Berlin and look eastward, where the heart of the continent beats and its future is shaped.
Short and mid-lentgh essays from Germany and the East, photography and podcasts connecting past and present, memory, culture, politics.
Podcasts
Books
Valentina
Giannella
Content Strategist
Media Executive
Author
2025 Copyright
© Valentina Giannella
Made in:
◉ Berlin, Vienna
Rooted in Europe:
a continent that spans
from Lisbon to Luhansk,
from Tenerife to Tbilisi.