Complex digital programs, run with agency craft and in-house discipline.
I’m Luca Stefanelli, a freelance digital program and project manager in Copenhagen. I run stalled or high-stakes programs, set up PMOs and hold senior delivery roles on an interim or fractional basis. For brands, agencies and e-commerce teams across Denmark, the Nordics and Europe.
Worked with and for Pandora · LEGO Education · Philips · AKQA · Dentsu
Next availability: November 2026 · Updated September 2026 · Copenhagen · on-site, hybrid or remote01
APPROACHWhat I bring: agency cadence, in-house discipline, and calm in complexity
Agency cadence
SOW shaping, creative–engineering bridging, fast iteration, comfort with ambiguous briefs. The ability to simplify complex topics and get alignment across teams that rarely sit in the same room.
In-house discipline
Stakeholder maps in matrixed organizations, exec-ready reporting, prioritization against commercial KPIs. Programs that survive the leadership handover and the quarterly replan.
Calm in complexity
Healthcare and pharma, premium consumer brands, B2B and B2G content programs. More than twenty years of moving things forward when the brief is unclear and the politics aren’t.
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EXPERIENCE20+ years delivering the digital work that matters.
2021 - 2026Project Manager, Digital Experience
Pandora
Copenhagen, Denmark
End-to-end delivery across Marketing, Product and Technology in a highly matrixed global org. Strategic partner to senior leadership, turning ambiguous business challenges into roadmaps & exec-ready narratives.
Global Program · Matrixed Org · Exec Reporting · Budget2018 - 2021Senior Digital Marketing Manager
LEGO Education
Billund, Denmark
Owned the global website strategy aligning digital with commercial and brand objectives across markets. Member of the Global Digital Leadership Team — contributed to the Annual Execution Plan and the digital agenda.
Global Web · Brand - IT - Product · Ecomm · Annual Planning2018Head of Project Management
The Big Now (now Dentsu)
Milan, Italy
Led the Digital Design team, owning the full web-application development workflow from analysis and project definition through UX, prototyping, visual design and engineering.
Agency Lead · Team Lead · UX/UI · Dev · Design2016 - 2017Website, Search & Content Lead
Philips
Monza, Italy
Owned websites and on-site experience for Italy, Israel and Greece across B2B, B2C and B2G; ran the PMO for Brand and Healthcare digital activations, including budget, SEM, CRM, content production and localization.
Multi Market · Healthcare · Consumer Electronics2013 - 2016Client Director
AKQA
Milan, Italy
Led a 20+ person multi-disciplinary team reporting to CEO, CFO and HR. Managed complex marketing, e-commerce and social programs for primary financial institutions and consumer brands. Strategy, budget, end-to-end campaigns.
Team Leadership · Client Management · Consumer Brands · Financial InstitutionsEARLIERLA FABBRICA (Milan, 2012–13) · THE FOOL, Online Reputation & IP (Milan, 2009–12) · FABBRICADIGITALE, E-learning & Digital PM (Casalmaggiore, 2002–09)Most senior PMs come from one world. I've done both , at depth.
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AVAILABLE FORFive ways to
work with me
Embedded program lead.
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EMBEDDED · 3-12 MONTHS · FULL-TIME/HYBRIDFor an in-flight strategic initiative that needs a senior pair of hands inside the room: milestones, exec reporting and the cross-functional cadence, end to end.
Best when the program already has weight but is stalling on alignment, governance or pace.PMO setup & operations
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PROJECT · 8–16 WEEKS · DEFINED SCOPEThe delivery layer a digital function actually needs: stakeholder map, governance rhythm, intake and prioritization, status reporting, vendor management. I install it, run it, then hand it over.
Best when the organization has the ambition and the budget, but no operating system underneath it.Fractional or Interim Senior PM & Client Director.
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FRACTIONAL · ONGOING · 2-3 DAYS A WEEK OR INTERIM, FULL TIME, FIXED TERMSenior delivery at part-time intensity for scale-ups, in-house teams between hires, or agencies needing a seasoned client director on a named account.
Best when a full-time senior hire isn’t the right shape yet, but the work won’t wait.E-commerce & Shopify program leadership.
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PROGRAM · LAUNCH OR REPLATFORMING · BRAND, AGENCY & TECH PARTNERS IN ONE ROOMRunning the program around a store, not building the store: re-platforms, Shopify and Shopify Plus roll-outs, Klaviyo and CRM integration, launch governance, agency orchestration.
Best when the platform decision is made and nobody owns the next twelve weeks.Advisory & Keynotes.
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ADVISORY · SINGLE ENGAGEMENT · TALKSparring on a stuck program, a pre-mortem on a roadmap, a board-prep workshop. Or a keynote on psychological safety for people managers, or on leading the brand–agency–technology ecosystem.
Best when you need a second senior brain in the room for a specific moment, not a sustained engagement.04
WRITINGEssays on programme delivery, agency and in-house collaboration, and the teams that make complex work move.
If you want to know how I think before you decide whether to call, start here.Some of what I think,
written down.
A SEPARATE PRACTICEI also work as a photographer.
Editorial, portrait and place-based photography, for brands and people who prefer atmosphere over noise. Different audience, different deliverables, different site, but the same eye for craft, calm and quiet attention.
EDITORIAL & BRANDCampaigns, atmosphere imagery, long-form visual essays
PORTRAITSPersonal, editorial and press portraits
WORKSHOPSOne-to-one mentorships and small groups
COLLABORATIONSLong-form documentaries, books, exhibitions
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