Complex digital programs, run with agency craft and in-house discipline.
I'm Luca Stefanelli, a freelance program & project lead for organizations that need agency-grade delivery and in-house governance from the same person. I move work through the messy middle: when scope, stakeholders and timelines stop fitting on a single slide.
BASED: Copenhagen, DKENGAGE: Direct or framework · CVR registeredMODE: On-site · Hybrid · Remote01
APPROACHTwo worlds,
in one operator.
AGENCY CADENCECreative literacy in-house teams often lack.
SOW shaping, creative–engineering bridging, fast iteration, comfort with ambiguous briefs. The ability to simplify complex topics and facilitate alignment across teams that rarely sit in the same room.
IN-HOUSE DISCIPLINEP&L thinking and governance agencies often miss.
Stakeholder maps in matrixed orgs, exec-ready reporting, prioritization against commercial KPIs. Programs that survive the leadership handover and the quarterly replan.
CALM IN COMPLEXITYSteady in regulated, politically dense rooms.
Healthcare and pharma, premium consumer brands, B2B/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
Led the Digital Design team, owning the full web-application development workflow from analysis and project definition through UX, prototyping, visual design and engineering.
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 FORFour shapes the engagement usually takes.
For an in-flight strategic initiative that needs a senior pair of hands inside the room: owning milestones, exec reporting and the cross-functional cadence end-to-end.
Embedded program lead.
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EMBEDDED · 3-12 MONTHS · FULL-TIME/HYBRIDBest when the program already has weight but is stalling on alignment, governance or pace.02
PROJECT · 8-16 WEEKS · DEFINED SCOPEStand up the 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.
PMO setup and operations.
Best when the org has the ambition and the budget, but no operating system underneath it.Senior delivery firepower at part-time intensity: sized for scale-ups, in-house teams between hires, or agencies needing a seasoned client director on a named account without the full-time commitment.
Fractional/Interim Senior PM & Client Director.
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FRACTIONAL · ON GOING · 2-3 DAYS/WEEKBest when a full-time senior hire isn't the right shape yet, but the work won't wait.ADVISORY · SINGLE ENGAGEMENTSparring on a stuck program, a pre-mortem on a roadmap, a board-prep workshop. Or a keynote on digital transformation, agency–in-house collaboration, or running matrixed programs in regulated markets.
Advisory & keynotes.
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Best when you need a second senior brain in the room for a specific moment, not a sustained engagement.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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