Maria Ersilia Luciani steps into premium chocolate marketing leadership at Ferrero, bringing nearly 21 years of deep category and regional expertise to the role.
Having built her career within Ferrero across diverse international markets, Luciani combines brand stewardship with commercial acumen spanning strategy development, product innovation, digital acceleration, and e-commerce expansion. Her leadership will focus on driving integrated campaigns and premium positioning across APAC and MEA regions, where evolving consumer preferences and rising disposable incomes are reshaping the confectionery landscape.
Strategically, the appointment signals Ferrero’s commitment to strengthening its premium portfolio through data-led marketing, omnichannel engagement, and culturally nuanced storytelling. As premium chocolate consumption grows across emerging and developed markets alike, differentiation increasingly depends on experience-driven branding and seamless digital commerce integration.
Luciani’s long tenure within the organisation also reflects continuity balancing global brand equity with regional market sensitivity.
Overall, Ferrero’s move underscores its intent to blend heritage, innovation, and digital agility to capture sustained growth in the premium chocolate segment across high-potential markets.
