Brand & Communications Strategist | Helping organizations build trusted narratives in an AI era | Keynote Speaker
Barcelona, Cataluña, España
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Global organizations don’t struggle to communicate. They struggle to be believed.
I build the brand strategy, narrative frameworks, and executive communications that close that gap.
I’ve led brand and communications through the hardest moments a company faces - IPOs, mergers, global rebrands, integrations. In each case, the brief was the same: make the story coherent, credible, and human, across every channel and every audience.
At NielsenIQ, I led global social media brand marketing and communications strategy, built and scaled employee and executive advocacy programs, and developed thought leadership content and messaging frameworks for C-suite executives - including through the NIQ-GfK merger and the company’s IPO.
Before that, I built Glovo’s employer brand function from the ground up, creating their first global EVP and messaging architecture during rapid international expansion.
I think who I am shapes how I work. Half American, half Italian, I’ve lived and worked in six countries.
I’ve spent my career in the space between multinational leadership and the people they’re trying to reach - translating not just language but context, tone, and meaning across cultures. That cross-cultural fluency isn’t a soft skill. It’s how I build narratives that work cross-culturally.
I write and lead with vulnerability and authenticity. My chronic curiosity pulls me toward big ideas - the future of human credibility in an AI world, the importance of trust, what it means to have a real point of view when everything is becoming generic.
I speak at international conferences on brand strategy, executive communications, and corporate storytelling, and advise executives and ambitious professionals on building credibility and voice.
I’m actively seeking my next senior in-house role in brand and communications, where I can build something that lasts. If you’re building a brand and comms function that needs to operate at the speed of business without losing clarity and trust - that’s the problem I’m built for.
What I do:
- Corporate narrative, tone of voice, and messaging architecture
- Executive communications and C-suite thought leadership
- Strategic communications for high-stakes moments
- Global brand strategy and campaign activation
- AI-powered content strategy and editorial workflows
- Keynote speaking and workshops on brand strategy, comms, and the future of human credibility
For keynote speaking, panel discussions, advisory inquiries, or brand collaborations reach me at: anna@annabertoldini.com
Artículos de Anna
Actividad
39 mil seguidores
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Anna Bertoldini ha compartido estoGreat news my friends, your LinkedIn post doesn't die after 24 hours anymore. The data is clear: your LinkedIn post’s half-life is now roughly 23 hours (1393 minutes, to be exact). And it can stay active in the feed for up to 2-3 weeks. So, now the big answer to the top question I still get about posting on LinkedIn “When should I post?” is... 🥁 ...There isn't one (imo). It’s a valid question, but it's unhelpful. People always want to cut corners and find a magic bullet for growing on the platform. LinkedIn’s new 360Brew algorithm does a couple of things: - The algorithm matches your post to interest patterns and not your immediate network - Up to 30% of your feed is 1st-degree connections The half-life is staggering, too. Especially compared to X (43 min), Facebook (81 min), or Instagram (18 hours). LinkedIn isn't playing the same game. It means fewer eyeballs, but the right ones. And those people see your post for weeks. So the emphasis has shifted to BETTER content, not MORE. You don't need to post more filler stuff just to be active. Instead, post more valuable stuff and answer comments (that's worth about a 35% visibility boost). If it's good content, it can build momentum for weeks. Just make it worth it! Did you find this interesting?
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Anna Bertoldini ha compartido estoMy prediction: LinkedIn will reward executives for sharing on LinkedIn. LinkedIn is about to make executive thought leadership a core part of how it ranks, rewards, and distributes content. In their latest Top Voices update, they have a specific section for executive Top Voice on the platform. The platform is telling you exactly where it is going. Most companies are not listening yet. Just 5 years ago, I was negotiating with LinkedIn to get our CEO a Top Voice badge. It was really hard to get. The message was clear: executive visibility was a premium product. Not anymore. *Since then, I became a Top Voice, which is wild! Full circle moment* Now LinkedIn is actively curating it. Naming executives and building a category for them. It also tracks with what I am seeing in brand and comms job listings. Executive communications is becoming a dedicated function again, not something absorbed into marketing or PR, but a strategic priority with its own seat at the table. It makes sense: an executive who publishes consistently is not just building a personal brand. They are feeding the AI models that buyers, investors, and talent use to evaluate companies. They are creating the content that gets cited, repeated, and surfaced before any sales conversation starts. LinkedIn sees that. The executive Top Voice category is the platform saying: we want more of this, and we will reward it. So, will you grab this opportunity? EDIT: the LinkedIn Top Voice badge did not have a cost associated with it.
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Anna Bertoldini ha compartido estoWe’re solving the wrong problem here. The Wall Street Journal ran a piece this week about writers adding typos, removing em dashes, and using casual language to prove they did not use AI. But to me the actual problem isn’t decorative, the real reason AI slop is so bad is because it lacks any substance. The tell for AI content was never the em dashes or the word “delve.” What makes AI writing so obvious is the fact that it says nothing. And that’s because there is no experience behind it, no point of view, no specific observation that only one person could have made. When you share a truly unique experience you had, how you felt, how you solved it or lived it, and what it means for your audience - it’s effective. People listen, they can relate. But when you rely on AI, this is what your audience sees: - A caption that takes eight lines to say what should have taken one. - A brand post that uses all the right words and lands on no actual meaning. - A LinkedIn post that is structured like an argument but contains no actual position. That is what AI content actually is, it reads well but it’s empty. And brands and leaders are paying the price for it right now, not because audiences can detect AI, but because audiences can detect when nothing is being said. They stop reading. They stop following. They stop trusting. They’ll often roll their eyes. (For all the right reasons!) The obsession with making AI content sound human is a distraction, the problem is actually having something valuable to say. What’s your brand’s POV? How are you solving your client’s problem? What’s your unique experience? What have you learned or overcome recently? So the question worth asking is not “does this sound like a person wrote it?” It’s “does this give someone a reason to keep reading?” That answer has to come from a human, YOU. What do other people think about this?
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Anna Bertoldini ha compartido estoI keep having a version of the same conversation with technical founders and senior leaders: they want to show up in AI searches. They want to be top of mind when a buyer, an investor, or a candidate asks an LLM who the serious players are in their space. They do not want to post on LinkedIn. *internal screaming* Then I ask when their CEO last posted original thinking on LinkedIn. And... Long (awkward) pause. Here is the contradiction in that pause. Semrush analysed 89,000 LinkedIn URLs cited in AI search a few months ago and found LinkedIn is the second most cited domain overall across ChatGPT, Perplexity, and Google AI Mode. Ahead of Wikipedia. Ahead of YouTube. Ahead of every major news publisher. When I first saw that number I sent it to three people immediately. And for professional and B2B queries specifically (the queries your buyers, investors, and candidates are actually making) Profound found it ranks number one. Above Wikipedia. Above Reddit. Above everything. It shows up in 11% of AI responses on average. That number is higher in tech and B2B, exactly where your buyers are asking questions. AI does not just cite LinkedIn, it actually repeats it. When your content is cited, your framing, your language, and your positioning are what the AI repeats back to the person asking. You do not control that narrative by having the best product. You control it by publishing consistently and strategically. In practice, that means two things working together: 1. Brand activation content on your company page that keeps your positioning current and searchable 2. Specific thought leadership from your execs 3. Amplification by employees, leaders, and third parties That gives AI something credible and human to cite. Not one or the other. Both. Perplexity favours company accounts. ChatGPT and Google AI Mode favour individual voices. The companies that win AI visibility are the ones investing in both and connecting them under a coherent story. For a company trying to earn credibility with enterprise buyers, candidates, and investors before a sales conversation even starts, LinkedIn is not a marketing channel. It is the infrastructure your AI visibility strategy runs on. Your CEO's point of view. Your team's expertise. Your company's original research. That is what gets cited. That is what gets repeated. That is what shapes how AI explains who you are, before you ever get the chance to. Still think LinkedIn views are vanity metrics?
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Anna Bertoldini ha compartido estoIt sucks when in doing your job you feel like the bad guy. I have reworked a paragraph 17 times (ok maybe not that many, but it felt like it), trying to make someone sound like themselves and the company at once. Managing executive communications during high-stakes moments gave me some of my wrinkles, not because of the pressure but because it was a balancing act. Authentic voice vs brand narrative 🥊 In company announcements, product launches, an IPO, you name it... The comms itself was never the hard part (often, an agency would handle that). The hard part is that you are solving two problems at once that pull in opposite directions. The executive needs to sound like themselves. The brand needs them to sound like the company. When those two things are misaligned, you feel it immediately. The leader reads the draft, goes quiet, and says some version of: "It's good, but it doesn't really sound like me." Or legal and comms (*cough* often that was me *cough*)come back and strip out everything that made it human. Both outcomes produce the same result: a post no one believes. It sounds like a robot wrote it, and I don't mean AI, I mean a soulless human. Here is how I have learned to navigate it, from both sides of the table: 1. Start with a conversation, not a brief Ask the executive what they actually think about this moment. Not the official narrative. What genuinely surprised them, what they find interesting, what they would say at dinner. That is where the real voice lives. The brief comes after. 2. Find where their voice and brand overlap There is almost always a thread. An executive who built their career on a specific conviction usually chose that company for a reason, so the job is to find that intersection and write from there, not force one over the other. 3. Write in their language, not yours Sentence length. The words they actually use. How direct they are when they mean something. Feed an AI their emails, past content, and interviews and use it to map the pattern before writing a word. Their voice is unique. 4. Get them involved, EARLY The approval process breaks down when an executive sees a finished draft for the first time. Bring them in at the outline stage, one conversation before the writing saves three rounds of revision after. 5. The brand narrative is the framing, not the actual script An executive who sounds like a press release loses the audience immediately. The brand sets the boundaries, but inside those boundaries, the human has to be fully present. That is the only version that works. The posts that performed best were always the ones where the executive forgot I had written them. Isn't that the goal?
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Anna Bertoldini ha compartido esto*If you're not working on communications and/or content for technical products, scroll on* Ok, now that I have the right audience. You know the struggle. If you're a communicator, you probably make the same mistake with creating content around technical products. You probably think your job is to simplify. It's not, it's more about translation. I recently ran a campaign for an AI-powered forecasting product. The technology was genuinely impressive, machine learning models trained on years of consumer behaviour data, generating predictions that outperformed traditional methods by a significant margin. But is that what clients really care about? Hardly. - A finance director does not need to understand how the model works. They need to understand that it reduces forecast error, which means less inventory waste, which means margin, that's the finance translation. - A commercial director needs to understand that it spots demand signals their team is currently missing, that’s the commercial translation. - A data team needs to understand how it integrates with existing infrastructure without a six-month implementation, that's the technical translation. Same product. Three completely different stories. When you stop leading with the technology and start leading with the decision each audience is trying to make, everything changes. One campaign drove a CTR 183% above paid benchmark. Another drove 18% of AI webinar registrations through social. The product did not change between those results and what came before. The translation did. If you lead brand or comms for a technical company, the hardest part of your job is not explaining what the product does. It is knowing which version of the story to tell, and to whom. *post fueled by a lounge breakfast + medialuna*
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Anna Bertoldini ha compartido estoThe secret to my growth? A long list of 'oops' moments. Sharing my failure résumé to normalize the journey. It wasn't always pretty, but these experiences taught me more about myself and what I'm capable of than any success ever could: - Failed high school math and physics… twice, and had to take reparation exams - Got the dreaded “thanks but no thanks” from Cornell (even with legacy status) - Bombed a Google interview (and many others) - Remained linguistically challenged in German + Hungarian, despite living in both places (so much for immersion) - Got approved for an Australian visa… but fear held me back from going - Tried every sport and still have 0 skill or coordination - My track record with houseplants is… well, let's just say one brave soul survives (barely). Also: - Excel still makes me cry, Claude does most of it now - I only half-function on less than 8 hours of sleep - Sometimes dinner is a fork and a jar of peanut butter (don't judge) We often only see the polished success stories, but that messy middle? That's where you develop the real grit and confidence. So, here's my unfiltered version. What's one entry on your failure résumé? Drop yours below!
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Anna Bertoldini ha compartido estoLearning AI feels like learning a new language sometimes. I mean… Prompt engineering. Parameters. Iteration loops. I feel like a kid learning new things all the time (and taking lots of naps)! All things I, a marketer, did not sign up for. But, Then I tried Luma’s Uni-1. You describe what you want. In plain English. The way you'd brief a designer. "Make the background warmer. Keep everything else." And it just... does it. No prompt gymnastics. No technical knowledge required. Just creative direction - the way it should always have worked. For those of us who think in narratives, not code, this is the shift we've been waiting for. Uni-1 is now available as an API, which means developers can plug this intelligence directly into the tools you already use - your content workflows, your brand systems, your creative pipelines. The era of "I'll ask someone technical to do it" just got a lot shorter. What's one tool that finally made AI feel less intimidating for you? → https://lumalabs.ai/api #LumaPartner
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Anna Bertoldini ha publicado estoCorporate is full of bad managers for one simple reason. For years, the only way to prove you were advancing in your career was to stop doing the work you actually loved 💔 We took brilliant individual contributors and forced them to delegate, even if they didn't want to manage people (or frankly, weren't very good at it). For me, managing a team was highly rewarding. But it also meant my calendar filled with alignment meetings, syncs, and administrative tasks. The schedule pushed my actual work to the side of my desk (or the kitchen table). I spent my days managing the work instead of making it. But this corporate ladder progression model is just how we’ve always done it 🙄 Now, AI is fracturing that. As tools absorb baseline tasks and companies figure out how to operate leaner, the internal premium is shifting. We are entering a reality where deep, unreplicable expertise holds just as much strategic weight as a director title. You do not have to abandon the work you love to multiply your output anymore. You can stay an individual contributor, build a highly specialized skill set, and let technology scale the rest. The pressure to climb into management is finally breaking. We’re making being an IC cool again. If the title and the paycheck were exactly the same, would you still choose to manage the work, or would you go back to making it?
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Anna Bertoldini ha reaccionado a estoAnna Bertoldini ha reaccionado a estoBREAKING: Anthropic is opening an office in Milan as it continues to double down on Europe! 🇮🇹 Europe is Anthropic's fastest growing region with revenue up 9x YoY, while Milan is the centre of Italian tech. Anthropic now has hubs in London, Dublin, Zurich, Paris, Munich and Milan. It's pushing more and more into Europe as its relationship with the US continues to sour. Dario Amodei will actually be Turin later this year as one of the headline speakers for Wave by Vento, which should be fun. Great stuff for Italy! Interested in European Tech? Sign up to my newsletter here: https://lnkd.in/eH5_y5aq
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Anna Bertoldini ha recomendado estoAnna Bertoldini ha recomendado esto10 facts about me that have (almost) absolutely nothing to do with my job description ✨ 1. I have two degrees: Project Management and Teaching English. Both actually prepared me for brand management in ways I didn't expect. One taught me strategy. The other taught me how to make people actually pay attention. 😅 2. I've travelled to 30+ countries. Still going. 3. I was engaged once. Never married. Moving on 💗 4. I did my Erasmus in Greece and I think about it constantly. 5. I'm 175cm tall. Yes I know. Yes I love it. 6. I grew up reading, gave it up for years, and then romantasy entered my life and saved me. Currently obsessed. 7. The niche skill nobody knows I have: I paint. Never properly learned, still want to one day: but something about creating without rules feels right. 8. The marketing hill I will die on: B2B doesn't have to be boring. It was never supposed to be boring. The boring part was always a choice. 9. Since I was 12 I knew I'd live in Barcelona one day. Didn't plan for it, but knew that it would happen. And it did 🌊 10. Fun and random: I moved countries, changed careers, and built a community: mostly by just showing up online and being myself. Your turn: drop one fact about you below 👇 P.S. that's just me being late for Pretty Little Marketer #PLMLinkedInChallenge
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Anna Bertoldini ha recomendado estoAnna Bertoldini ha recomendado estoI never thought I'd write a post about toilets. But here we are... Apparently 31% of Americans watch video on the toilet. So here is my (unsolicited) advice on how to optimize for bathroom viewers: 𝟭) 𝗞𝗲𝗲𝗽 𝗶𝘁 𝘂𝗻𝗱𝗲𝗿 𝟯 𝗺𝗶𝗻𝘂𝘁𝗲𝘀 You're working with a biological deadline. Respect it. 𝟮) 𝗙𝗿𝗼𝗻𝘁-𝗹𝗼𝗮𝗱 𝘁𝗵𝗲 𝘃𝗮𝗹𝘂𝗲 They're not rewinding. They're not bookmarking for later. Get to the point before... they're done. 𝟯) 𝗖𝗮𝗽𝘁𝗶𝗼𝗻𝘀 𝗮𝗿𝗲 𝗻𝗼𝗻-𝗻𝗲𝗴𝗼𝘁𝗶𝗮𝗯𝗹𝗲 Audio on in the bathroom? Bold choice. Most are scrolling silent. 𝟰) 𝗡𝗼 𝗰𝗹𝗶𝗳𝗳𝗵𝗮𝗻𝗴𝗲𝗿𝘀 "Part 2 coming tomorrow" doesn't work when your viewer has places to be. Literally. I know where you're reading this. I'm not judging 😝 Data from: Evan Shapīro's great newsletter (which I highly recommend)
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Anna Bertoldini ha reaccionado a estoToday has been a DAY. Wrong logo on posts, condolence DMs, brand pages tagging us in HR firing stories. The realities of sharing a name with a US fintech. Our People team is very much here and hiring. And seeing how many (brilliant) HR professionals needed to hear that today made it all worth it. Not even joking, many open roles if you're interested: https://lnkd.in/djd3Aj_cAnna Bertoldini ha reaccionado a estoYou may have heard some news about a Bolt lately. We still have our HR team. And they're growing: https://lnkd.in/d9ZQV6-X
Experiencia
Educación
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IMC University of Applied Sciences Krems
Master of Arts (M.A.) Marketing and Sales
Specialization in Key Account Management and Sales Operations
Master thesis: “Country-of-Origin Effect and Consumer Brand Loyalty” -
SUNY Geneseo
Dual Bachelor of Arts (B.A.) International Relations and Communication
Specialization in War & Peace Studies and Intercultural & Critical Communication Studies
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East Aurora Senior High School, East Aurora, NY
High School Secondary Education
Completed secondary education and obtained High School Diploma in the United States.
Undertook a number of Advanced Placement (AP) courses including English Literature, Economics, and European Studies. -
Liceo Artistico Statale di Venezia
High School Secondary Education in Fine Arts
Completed three years of secondary education in Fine Arts in Venice, Italy.
Licencias y certificaciones
Experiencia de voluntariado
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Hamlin Park Day Camp Volunteer
Town of Aurora Parks & Recreation
- 3 años 2 meses
Infancia
Helped organize events, activities, and daily agenda-setting for the children's Day Camp. Provided kids with positive role-modeling, an energetic attitude, and leadership regarding activities and attention to their unique personal, social, and medical needs.
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Star in the Park Volunteer
Town of Aurora Parks & Recreation
- 3 años 2 meses
Arte y cultura
Assisted staff in coordinating formal theatrical shows starring children, administering instructions for acting, set design, and activities throughout the day. Provided creative solutions for technical problems, satisfying children's individual needs, and ensuring them a fun and positive experience.
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Volunteer Blood Donor
American Red Cross
- actualidad 14 años 10 meses
Servicios sociales
Regular volunteer blood donor for the American Red Cross.
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Volunteer Team Lead
WeAreDevelopers
- 1 mes
Ciencia y tecnología
Took on a leadership role leading a team of volunteers handling the "wardrobe" role during the WeAreDevelopers World Congress 2018 in Vienna, Austria - the largest IT and developers congress in Europe. The event attracted over 8.000 attendees and multinational companies.
This experience refined my event management, leadership, organizational, and collaboration skills working as a team player in a multicultural and cross-functional team.
Aptitudes
Publicaciones
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Country-Of-Origin Effect and Consumer Brand Loyalty
14th Research Forum of the Austrian Universities of Applied Sciences
Part of the panel "Conscious Consumption and its Implications at the Interface
between Marketing, Consumer Science and Sensory Science," this study is centered around the Made in Italy label on clothing and its brand promise to consumers.Otros autores -
Proyectos
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Budgeting and Performance Management Project
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As a university assignment in Budgeting and Performance Management at IMC University of Applied Sciences Krems, together with my colleagues, we created an online communication campaign for Santander Bank with a budget of 60.000 EUR. The key areas in the project were the concept and message development, channel selection, and budgeting.
Otros creadores -
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Google Online Marketing Challenge
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I was team captain for our Google Online Marketing Challenge project. My team and I developed and executed a successful online Google AdWords marketing campaign for our client voestalpine Finaltechnik Krems (http://www.voestalpine.com/kremsfinaltechnik/en/), a location of the globally leading technology and capital goods group voestalpine AG (http://www.voestalpine.com/group/en/) and the headquarters of the Metal Forming Division.
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UnKind Campaign - United in Kindness Project
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Designed and launched a global campaign dedicated to implementing a social and digital initiative to end violent extremism as part of the P2P Challenging Extremism Competition sponsored by the U.S. State Department.
Reconocimientos y premios
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Dean's List for Academic Excellence for Spring 2016 semester
The State University of New York College at Geneseo
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Dean's List for Academic Excellence for Fall 2015 semester
The State University of New York College at Geneseo
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Undergraduate Scholar Speaker
Eastern Communication Association
Presented a research paper on “The Limitations of Orientalism: Explaining ISIS’ Female Recruits” at the annual 107th Undergraduate Scholars' convention for the Eastern Communication Association in Baltimore, MD, USA.
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Honor Roll 2011-2012 School Year
East Aurora Senior High School
Recognized for achieving high academic grades in first and second quarter of 2011-2012 school year at the East Aurora Senior High School.
Idiomas
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Italian
Competencia bilingüe o nativa
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English
Competencia bilingüe o nativa
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Spanish
Competencia básica profesional
Recomendaciones recibidas
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