Xavier Bugnolo
Marketing strategist bridging brand and performance. I turn positioning into content that compounds and acquisition that converts. Editorial thinking, measurable outcomes, across every sector I touch.
Get to know me better.
A strategist, not a poster.
I'm a marketing strategist working across brand and performance, focused on building ideas that translate into real, measurable growth.
My approach sits at the intersection of positioning, content, and performance marketing: turning concepts into systems that generate attention, engagement, and conversion. I'm particularly interested in how strong branding compounds through content, while paid acquisition, funnel optimization, and analytics convert that attention into measurable outcomes.
I've worked across different environments, with exposure to industries like hospitality and international business, but I'm intentionally building a broad, adaptable marketing skill set that spans brand and editorial through to performance, growth, and analytics, rather than limiting myself to a single sector or discipline.
I hold a degree in Business Administration from the International University of Monaco and have completed an exchange program in Barcelona, experiences that shaped my international perspective and ability to work across cultures.
I speak Italian, English, and French fluently, and I'm comfortable operating in fast-paced, global environments.
Right now, my focus is simple:
learn fast, execute well, and build work that stands out.
- Location Italy
- Education BBA Marketing & Communication · IUM, Monaco
- Languages Italian · English · French (all fluent)
- Interests Basketball · Soccer · Motorsport · Fashion · Travel
- Email xavier@bugnolo.com
My academic journey.
Trained between Monaco, Barcelona & Italy.
Formal studies in international marketing, an exchange semester abroad, and a bilingual scientific lycée: a path shaped by the three languages I work in daily.
Sep 2023 — 2026
International University of Monaco
Bachelor of Business Administration — Marketing & Communication · Monaco
Exchange Semester
European University Business School (EUBS)
Exchange Program · Barcelona, Spain
Sep 2018 — Jul 2023
Liceo Scientifico G.D. Cassini
Diploma EsaBac (Scientific + French Baccalauréat) · Sanremo, Italy
Brand, content, performance.
Where I've worked so far.
From editorial strategy and brand positioning to performance-driven growth thinking and front-of-house client service. Hands-on roles across marketing and high-end hospitality, all building the same underlying skillset: attention to detail, multilingual fluency, composure under pressure.
Jun 2025 — Jun 2026
Monte Carlo Travel — Marketing & Content Intern
Luxury travel agency · Platinium Group · Monaco
Read the full case studyJun 2024 — Sep 2024
Castellaro Golf Resort — Receptionist
Front-desk & guest relations · Sanremo, Italy
Monte Carlo Travel —
a content system for a dormant luxury brand.
Six months · three platforms · zero ad spend.
Foundation — Jun–Dec 2025
Six months of marketing groundwork inside Monte Carlo Travel before any content went live. The work in this period set the strategic context the social and editorial system would later run on.
- Market & competitive landscape Mapped the luxury travel sector, peer agencies, and adjacent HNWI service categories. Surfaced positioning gaps and counter-positioning angles that later became the content pillars.
- CRM structuring Organised the existing customer database into a working CRM ready for segmentation and outreach: a foundation for any paid acquisition or retention effort.
- Audience & supplier intelligence Direct exposure to HNWI client expectations and the luxury supplier ecosystem (hotels, helicopter operators, private aviation) through trilingual coordination in IT, EN, and FR. Informed brand voice, audience definition, and editorial calendar.
After six months of marketing groundwork, scope expanded to leading social media and content strategy end-to-end.
The Brief
Monte Carlo Travel is one of the historical luxury travel agencies of the Principality of Monaco and the founding engine of the Platinium Group. Despite the brand's pedigree (HNWI clientele, 24/7 "Travel Angels" concierge, global partner network), its digital presence was sporadic, generic, and had no editorial line. LinkedIn was nearly dormant, recording near-zero impressions from July through November 2025.
The brief: design a content system that matches the brand's real-world authority, ship the first quarter, and prove organic lift before paid scale.
Strategy
-
01
Position the agency as the strategic brain of the trip, not a booking desk. Shift perception from transactional agent to trusted travel intelligence partner for HNWI audiences.
-
02
Kill tourist clichés. Premium, incisive, direct copy. No generic destination photography or aspirational fluff. Counter-positioning hooks that reframe what luxury travel means.
-
03
Build a sustainable content rhythm the agency can own. ~3 feed posts plus 7 stories per week. Full 16-week editorial calendar. A system, not a sprint.
Content pillars
Results
Top audience: France 25.2% · USA 10.2% · Italy 9.1%
Top-Performing Posts — Instagram
The best-performing posts are counter-positioning hooks: they reframe what luxury travel means rather than selling a destination.
What I Built
- 225-piece editorial calendar spanning 16 weeks, 4 platforms, and 6 content pillars
- Repeatable carousel template: hook → reframe → proof → close
- Tone-of-voice guide: premium, incisive, zero tourist clichés
- Reel pilot production kit
- The 19% ship rate in quarter one was deliberate: a system the agency can run without me, not a content sprint that dies at handover.
AI-Generated Reel
Short-form pilot · Produced with AI
A cinematic 9:16 reel I directed and produced end-to-end using generative video tooling: script, storyboard, motion, edit, and sound design. Built as part of the Reel pilot production kit to prove the agency could ship high-end short-form content without a production crew.
- Concept, copy and storyboard written in-house
- Generative video + AI-assisted motion editing
- Designed for IG Reels, TikTok, and YouTube Shorts
- Tone: luxury, composed, counter-positioned
Key Takeaways
- A dormant luxury brand channel can be rebuilt into a compounding organic asset in one quarter. The meaningful win, though, is the system, not the per-post numbers.
- Counter-positioning hooks outperform destination-led hooks on luxury travel content.
- Growth ceilings live in the denominator. With ~1,000 IG followers, every content win is constrained by audience size. The next phase would shift from "lift per post" to "audience acquisition."
What I bring to the table.
The toolkit I bring to every brief.
Certifications
Let's work together.
Let's talk.
Based in Italy, open to roles across brand, content, and performance marketing in any sector, with particular fluency in high-end hospitality.
Send me an email