Paolo Baldriga
Head of Analytics @Zalando
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WORK HISTORY
Head of Analytics @Zalando
Berlin, DE
Leading Demand Analytics to turn data, AI and forecasting insights into strategic decisions across markets- Building Media Mix Modelling, Multi attribution Modelling and Incremental testing framework to measure the impact of media spending on GMV and profit- Driving AI-powered demand planning and personalization to improve customer engagement, retention and revenue- Partnering with Product, Commercial, Marketing and Finance to align analytics with growth targets- Building and mentoring international analytics teams to scale impact, speed and decision quality.
EDUCATION
Imperial Business School
Professional Certificate in Machine Learning and Artificial Intelligence, Machine learning
Sapienza Università di Roma
Master's degree, Statistics
EEC - Escuela Europea de Coaching
PCC, coaching
ABOUT PAOLO BALDRIGA
I drive growth at the intersection of AI, data strategy and customer insight — turning analytics into business impact.Currently Head of Analytics at Zalando Lounge, I lead initiatives that transform demand, forecasting and customer behaviour data into strategic decisions that improve retention, profitability and market performance.With 30+ years of leadership across banking, fintech, retail, telco and mobility, I have led companies through major shifts in- AI and generative AI adoption- CRM & loyalty transformation- Product and digital innovationI specialize in- Scaling data-driven loyalty and CRM programs that increase retention and CLTV by up to +30%- Driving AI initiatives that accelerate go-to-market and unlock multimillion-euro growth- Building and developing international teams, connecting product, data and commercial strategy- Coaching senior leaders (ICF PCC) to execute transformation with clarity and resilience.My focus is simple: use AI and analytics to create measurable customer and revenue outcomes, fast and at scale.Expertise: AI & Data Strategy, Demand Analytics, CRM & Loyalty, Digital Transformation, Product Innovation, Executive CoachingLanguages: English | German | Italian
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