Bruno Cresca
Idt Corporate Manager - Western Europe @BAT
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WORK HISTORY
Idt Corporate Manager - Western Europe @BAT
London, GB
As the IDT Corporate Manager for Western Europe at BAT, I drive digital transformation across 23 end markets. Leveraging my expertise in IT Business Analysis, Digital Transformation, Agile Project Management, Corporate Technology, and Power Platform development, I have delivered over 15 innovative solutions, including extensive applications, advanced chatbots, and comprehensive business process automation. My commitment to enhancing operational efficiency and user experience is unwavering.I lead high-impact global initiatives, such as integrating Icertis to streamline contract management and spearheading the integration of BrandGuardian within Adobe Experience Manager (AEM) and Workfront to automate compliance checks and ensure consistent brand representation.I enhance technology capabilities for Legal, Finance, and HR functions, ensuring these areas operate efficiently. My expertise also spans Trade, E-commerce, Activation, and Supply Chain, driving technological advancements to support business operations and strategic initiatives.As a Gen AI Champion for Western Europe, I lead the integration of Copilot, harnessing generative AI to revolutionise processes and drive innovation. This involves implementing AI-driven solutions that enhance decision-making, automate tasks, and provide valuable insights, boosting productivity and efficiency.My role requires strong collaboration with global teams and Centres of Excellence (CoEs), ensuring our digital initiatives align with BAT’s goals and deliver measurable business value.My journey at BAT is driven by a passion for technology and a commitment to delivering measurable business value through strategic digital initiatives. I am dedicated to fostering a culture of innovation and efficiency, ensuring that our digital transformation efforts propel BAT towards a successful and sustainable future.
EDUCATION
e-Campus University
Communication Sciences, Business and Psychology
Cambridge International Qualifications, UK
Postgraduate Advanced Diploma in Artificial Intelligence and Blockchain, Artificial Intelligence
FormaTemp and TMS
Course, Marketing
Eaton Business School
Executive MBA, Artificial Intelligence and Blockchain
Simplilearn Alumni
Master Program, Business Analyst
I.T.I.S. Enrico Fermi
GCSE, F.A.S.E. Fisica Ambientale Sanitaria Europea (European environmental health physics)
SKILLS
ABOUT BRUNO CRESCA
I am a visionary challenger and purpose-driven innovator, committed to reshaping the corporate landscape through learning, bold thinking, and meaningful impact. I thrive in fast-paced environments where intuition meets structure, and where ideas are not just discussed—they are delivered.My work is fuelled by a deep passion for innovation, responsible leadership, and empowering others. I believe in challenging the status quo, not for disruption’s sake, but to build better systems, stronger teams, and future-ready organisations.I lead by example and empathy, listening actively and caring deeply about people’s growth. I invest in career progression, development plans, and bridging skill gaps—always with an eye on the future, while making a tangible impact today.My decision-making is robust and intuitive, guided by integrity, respect, and a well-organised way of working. I value effectiveness, clarity, and action—not just as personal traits, but as cultural pillars that enable teams to move with purpose and precision. I am most fulfilled when, through cross-functional collaboration and shared commitment, we deliver what others couldn’t. When our contributions are recognised and ripple across the organisation with lasting effect, it validates the power of collective excellence.I thrive in establishing environments where hyper-productive, autonomous collaborators thrive—those who act on a few words and move fast with confidence. I work to remove barriers, accelerate execution, and foster a mindset where progress is constant. While slowness and stagnation challenge me, I embrace failure as a necessary step toward growth. It teaches us, refines us, and strengthens our ability to lead with impact.My legacy will be one of positive and innovative change, preparing organisations for the new tech era with purpose, precision, and heart.
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