Business operator · Direct-response marketer · Systems thinker

Between worlds.

Born in Italy, shaped by different cultures and rebuilt in Australia. I work where business, marketing, systems and people meet.

How I tend to work

I make complicated things clearer, more useful and more human.

Sometimes that means rebuilding a business process. Sometimes it means writing a campaign, improving a landing page or automating an intake journey. The tools change. The instinct is usually the same.

My sister and me as children

Where I come from

Born to an Italian father and an Egyptian mother.

I grew up in Italy between different influences, stories and ways of seeing the world. My mother worked as a beautician and podiatrist and ran her own salon. Watching her work gave me an early picture of independence, service and what it means to build trust one person at a time.

ItalyEgyptFamilyEnterprise

A life in chapters.

No straight ladder. More like experiments, mistakes, reinventions and moments that only make sense when you look backwards.

Milan · 2000s

Learning people before learning marketing.

Door-to-door sales, insurance, telemarketing and technical support taught me rejection, persuasion, patience and how closely people listen when something genuinely matters to them.

The honest version

I ran a few businesses into the ground.

I learned more from the businesses that struggled than I ever could from pretending everything went perfectly.

Matteo serving in the Granatieri di Sardegna

Granatieri di Sardegna · 2001

Tall enough to represent Italy.

A chapter shaped by discipline, ceremony and learning how to be part of something much larger than yourself.

Australia · 2010

One backpack and a complete restart.

Hospitality work, business study, better English and the slow process of turning a new country into home.

Pane e Latte featured in Qantas magazine

Pane e Latte · 2016–2021

My real business school.

I built a café from roughly $25,000 and learned how clear positioning, strong brand choices, measurable marketing and constant operational improvement could help a small business compete with much larger ones.

$25k starting budget Local and national awards Qantas magazine feature

Seen in

Small business, bigger reach.

Pane e Latte and my other businesses were featured across a range of local and national publications.

The work sits in the middle.

I am most useful where marketing, operations, numbers, systems and people overlap. That is usually where the interesting problems live — and where improving one thing can make everything else feel lighter.

01 · Operations and growth

Creative Therapy Adelaide

Operations, customer experience, financial oversight, business modelling, brand, marketing and practical growth inside an organisation that supports people and families.

02 · Systems and automation

Pixelcare

A deliberately small practice helping selected healthcare businesses simplify workflows, automate repetitive work and build systems that support better decisions.

03 · Direct response

Marketing that leaves evidence

Offers, copy, campaigns and customer journeys designed to create useful action and measurable evidence rather than expensive noise.

04 · Digital experience

Websites and connected systems

Turning complicated services into clear experiences and connecting the technology behind them so fewer things depend on manual follow-up.

Work experience

What someone hiring me would want to know.

I bring more than a list of tools. I have sold, served customers, built businesses, led operations, managed marketing and turned messy workflows into systems people can actually use.

2021—Now

Creative Therapy Adelaide

Co-founder / Operations Manager

Operations, customer service, financial oversight, business modelling, marketing strategy, brand, systems and business development.

2023—Now

Pixelcare

Director

Healthcare automation, workflow design, operational improvement, websites, CRM integrations and practical decision-making systems.

2016—2021

Pane e Latte

Founder / Marketing and operations

Built the business from a limited starting budget, developed the brand, led campaigns, events, budgeting, forecasting and day-to-day improvement.

2013—2016

Hospitality in Australia

Various roles

Worked while studying business, improving my English and learning a new market, culture and customer environment.

2003—2009

Sales and telemarketing

INA Assitalia · Pentax · Domina

Outbound lead generation, appointment setting, technical support, upselling and customer communication across insurance, technology and travel.

2000—2001

Door-to-door sales

My first real sales education

Learning resilience, human behaviour and how quickly a weak offer or unclear message gets rejected.

Business strategyDirect-response marketingOperationsProcess improvementAutomationWeb and customer journeys

Things I keep coming back to.

Creativity matters most when resources are limited.

Good marketing helps people understand why something matters.

Technology should remove friction, not add another layer of work.

The team should not need the owner to remember everything.

A good business should improve life inside it as well as outside it.

The most important project

A family and a life worth building around.

For fun

Bass, samples and the MPC.

Music has followed me from a home studio in Milan to beat-making in Adelaide.

Football

Still playing every week.

Old enough to know better. Still competitive enough not to care.

Morning ritual

Old-school copy and a long black.

Ogilvy, Kennedy, Collier, Hopkins — and usually no milk.

Let’s connect.

I like thoughtful people, useful ideas and conversations about building things better.

Email ↗ LinkedIn ↗