Arianna,  Marketing Regional Liaisons Manager at Gucci

From Tuscany to Milan and London, Arianna's journey is rooted in curiosity, adaptability, and a deep understanding of cultural nuance. Now a key player at Gucci, she bridges global strategy and regional insight with purpose and passion.

The cross-cultural maven

Arianna grew up in Tuscany, Italy, in a multicultural environment that combined her Chinese heritage with an Italian upbringing. Her ability to navigate and understand the subtleties of both cultures became a unique strength and continues to be an asset in her professional journey. She later moved to Milan to study Marketing at Bocconi University, a choice that ultimately opened doors to the luxury fashion industry.

While at Bocconi University, Arianna was selected for a work experience program at Gucci. "I still remember when I wrote the application letter. I felt like it was meant to be – the first luxury item I had ever bought had been a Gucci handbag," she says. This program gave students the opportunity to experience both the retail and corporate sides of the brand.

Arianna began her internship in social media in Milan in 2017, and after three months, she transitioned to retail, working in the Gucci store on London’s Sloane Street. This hands-on experience gave her invaluable insight into the connection between corporate strategy and in-store execution.

After completing the program, Arianna felt an even stronger pull towards a career in luxury fashion. Her passion for the industry didn’t go unnoticed: after graduation, Gucci offered her a second internship with the social media team. She was soon hired on a permanent basis and worked in the team for the next two years. During this time, she collaborated with artists and digital creators, deepening her understanding of luxury communications. However, over time she realized she was craving a broader marketing perspective. “Social media was amazing, but I wanted to see the bigger picture, I was ready for something more holistic.”

Arianna’s opportunity for growth came when Gucci identified the need for a dedicated role focused on Asia. With her cultural background and industry experience, she was the natural choice. The newly created position of Marketing Regional Liaisons Manager was designed to strengthen links between global and regional teams, with a focus on China, Japan, and Korea. The role became especially important during the pandemic, when travel restrictions and shifting consumer behaviors underscored the need for more tailored, local market-specific strategies.

When Arianna began this new job, she knew she wanted to build something meaningful. Not just campaigns, but connections between regions, cultures, and people. The role itself is multifaceted: part strategy, part execution, part diplomacy. “What we actually do is bridge between local strategy and global strategy. Cultural relevance is essential,” she explains. It not only requires marketing expertise, but a deep understanding of cultural nuances, regional sensitivities, and, above all, people.

Arianna’s journey is a testament to the power of curiosity, determination, and an international mindset. "My biggest challenge was coming out of my comfort zone and taking on a lot of responsibility," she admits.

Reflecting on her journey, Arianna sees her career as a series of defining moments, each challenge shaping her into the professional she is today.

Arianna in 6 questions 

Major Projects? One of my challenging projects was the Gucci-Doraemon collaboration for the Year of the Ox. Despite not having much experience with such large-scale projects, I led the initiative and this became a significant milestone in my career!

A lesson you’ve learnt over the years? It's worth stepping out of your comfort zone and making your voice heard. Sharing your unique perspective adds value to any company.

On maternity leave? Preparing for maternity leave while ensuring my team remains strong and independent was a big challenge. I had to carefully balance my personal and professional life, however I’m confident in my team's ability to continue their excellent work.

Motto? It’s not the most thrilling one, but here it is: If you can Google it, don’t ask! …Unless you’re looking for a highly opinionated answer, then I’m your person!

A skill you’d like to work on? I loved art as a child. I would love to work on my drawing skills.

A suggestion for anyone starting out in the luxury industry? Take the initiative, go beyond your role, and prove your value - I believe in always doing a little extra!