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He is currently a senior advisor for B2C and B2B brands. Massimo worked for its entire professional life in marketing and communications. After a few years as Comms consultant in Edelman, he joined Nike in 1997 and served the American multinational for 25 years in several senior roles, in Italy, USA, Russia, Turkey and the Netherlands. In 2022, he decided to leave Nike and start his own consultancy firm. In his Nike careers, Massimo has contributed to open flagships in Paris, Dubai, Milan, Barcelona and defined a new and innovative integrated retail marketing strategy for all the monobrand stores of the American brand in EMEA.