I have sat on both sides of the table, and neither one was a visit.

I am Luca Stefanelli, a freelance digital program and project manager based in Copenhagen.

For more than twenty years I have moved complex digital work through the part nobody puts on a roadmap: the middle, where the scope has drifted, the stakeholders disagree, and the timeline has stopped meaning anything.

What makes that possible is an unusual career shape. I spent years agency-side — Client Director at AKQA in Milan, leading a team of twenty-plus and reporting to the CEO, CFO and HR on marketing, e-commerce and social programmes for financial institutions and consumer brands.

Then I went in-house: global website strategy at LEGO Education in Billund, sitting on the Global Digital Leadership Team and contributing to the Annual Execution Plan. Since 2021 I have been at Pandora in Copenhagen, running end-to-end delivery across Marketing, Product and Technology in a highly matrixed global organisation.

 Most senior programme people have done one of those. The two jobs teach genuinely different things, and the gap between them is where most digital programmes actually fail — not on capability, but on translation.

Where I have worked

  • Pandora, Copenhagen — Project Manager, Digital Experience (2021–2026)

  • LEGO Education, Billund — Senior Digital Marketing Manager (2018–2021)

  • The Big Now (now Dentsu), Milan — Head of Project Management (2018)

  • Philips, Monza — Website, Search & Content Lead (2016–2017)

  • AKQA, Milan — Client Director (2013–2016)

What I am good at, specifically

  •  Programmes that have stalled on alignment rather than capability

  • Matrixed organisations where nobody is quite sure who decides

  • Regulated environments — healthcare, pharma, B2G — where compliance and velocity are assumed to be opposites

  • Multi-market delivery: I have run digital across Italy, Denmark, Israel and Greece

  • Translating between creative, engineering and commercial teams that rarely sit in the same room

  • Executive reporting that survives the quarterly replan and the leadership handover

The practical details

  •   Based in Copenhagen. Available on-site, hybrid or remote

  • Engaged directly or through framework agreements

  • Working languages: English, Italian

  • Currently taking enquiries for engagements starting August 2026.

Elsewhere