Barbara Sala brings 30 years of experience in the holistic marketing area with different roles covered during her professional career kicked off with a degree in Economics (Bocconi University of Milan) and an Int’l Master in Strategic Marketing. She kicked off her journey in the marketing team of Mondelez, moving then to Coca-Cola Italy joining the local strategic marketing team and then extending her responsibility to the full IMC capabilities, meaning digital, media, experiential, packaging, trade marketing etc… From 2013 she spent 3 years at the agency side as CEO of Vizeum Italy and in 2016 she came back to the Coca-Cola Company as Central and Eastern Strategic Media Director and from January 1^st this year extending the responsibility to the entire Europe. The role is about managing more than 40 countries, as part of an international and integrated marketing team, focusing the effort on data driven E2E consumer journey creation and amplification to create memorable experience for our brands’ consumers. She has been an adjacent professor at the Cattolica University of Milan covering the area of digital and interactive marketing. Passionate about travelling, reading and cooking she spends all free time with her 2 daughters, a cat, a dog, family and friends enjoying life to the max.