About Roberta
Executive Summary
Global leader with 25+ years of experience transforming luxury and premium brands through innovation, design, and cultural intelligence.
Proven record delivering high-impact strategies for Louis Vuitton, Chanel, Carolina Herrera, Fendi, Burberry, Dolce & Gabbana, Paco Rabanne, Jean Paul Gaultier, Disney and more.
Recognized pioneer in integrating AI, beauty tech, and experiential retail—reshaping how consumers engage with luxury.
Founder & CEO of B.able Premium Retail, advising leading brands worldwide on future-ready strategies and immersive consumer experiences. Contributor to The Wall Street Journal and Euromonitor; featured in Vogue, Elle, Marie Claire, Glamour and Veja.
Core Competencies
Luxury Brand Strategy & Market Positioning
AI-Powered Beauty & Retail Innovation
Experiential Marketing & Omnichannel Integration
Transformational Consumer Experience Design
Strategic Partnerships & Global Activations
Visual Merchandising Excellence & Store Design
Leadership, Mentorship & Thought Leadership
English
Native or bilingual
Spanish
Fluent
Portuguese
Native or bilingual
Italian
Fluent
Dutch
Conversational
French
Conversational
Can work on-site
San Francisco (up to 50km)
Experience
- PuigHead of Retail & Strategic DevelopmentJanuary 2019 - January 2022 (3 years)• Directed retail and innovation strategy for 12 luxury fragrance & beauty brands.• Pioneered digital scent technology, customized digital packaging, and virtual try-ons.• Led a team of 230+ professionals, exceeding business targets.
- B.able Premium RetailFounder & CEOJanuary 2023 - Today (3 years and 5 months)• Founded a consulting firm delivering strategic transformation and innovation programs for luxury and premium brands.• Designed immersive retail experiences and AI-driven customer engagement models.• Advisor and speaker for Stanford's AI & Luxury initiatives.• Contributor to The Wall Street Journal and Euromonitor.
- MChecon Design & ScenographyHead of Luxury Strategy & ActivationsJanuary 2017 - January 2019 (2 years)• Delivered high-profile activations for Louis Vuitton, Gucci, Chanel, Fendi, Versace, Moncler, and Dolce & Gabbana.• Created the world's largest digital Christmas tree and immersive retail experiences.
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Education
- Fashion Concept Management (BA)Universidade Anhembi MorumbiFashion Concept Management (BA)
- Exhibition Design (Master'sPolitecnico di MilanoExhibition Design (Master's