As Head of Socials, I owned every aspect of Luigia's digital presence. This wasn't a single-channel project — it was full ownership of the brand's social media ecosystem.

My scope included creative direction and visual rebranding of the social channels, developing and executing the content strategy, producing all content (photography, video, Reels, Stories), managing and scaling paid advertising campaigns, leading influencer partnerships and activations, overseeing daily community management, and delivering performance reporting with strategic recommendations.

I was the bridge between the brand's Italian heritage and its digital-first audience in Switzerland.

Luigia is a premium Italian restaurant chain founded in Geneva in 2010. Known for their naturally fermented 48-hour dough, exclusive Italian ingredients, and post-industrial restaurant design, Luigia has expanded to 7+ locations across Switzerland (Geneva, Lausanne, Nyon, Fribourg, Sion, Zurich) and Dubai.

The brand also operates Luigia Street Food and has its own Luigia Academy. Luigia is one of the most recognized Italian dining brands in Swiss gastronomy.

01. Brand Immersion & Audit Deep-dive into Luigia's brand DNA — their commitment to authentic Italian ingredients, the story behind the founders, and the unique identity of each location. Audited all existing social channels and identified gaps in visual consistency, content strategy, and community engagement.

02. Visual Rebranding Led a visual rebranding of Luigia's social presence to modernize the aesthetic while preserving the brand's authentic Italian soul. This included a refreshed content style, updated visual guidelines, and a cohesive feed direction across all platforms.

03. Content Strategy & Pillars Developed a multi-pillar content strategy built around: culinary excellence (ingredient stories, chef spotlights, behind-the-scenes kitchen content), lifestyle and atmosphere (the Luigia experience across locations), community and culture (customer moments, seasonal events), and brand storytelling (the founders' journey, Italian heritage).

04. Influencer & Advertising Framework Built the influencer partnership program from scratch — identifying, vetting, and managing collaborations with food creators and lifestyle influencers across Switzerland. Simultaneously developed and managed paid advertising campaigns to drive brand awareness, foot traffic, and event promotion.

Creative direction for all visual content across social channels

Content strategy, monthly calendars, and content production (photo, video, Reels, Stories)

Social media management across Instagram and TikTok

Visual rebranding of the brand's digital presence

Paid advertising campaign management (Meta Ads)

Influencer marketing program — sourcing, negotiations, briefs, and campaign oversight

Community management across all locations

Monthly performance reporting and strategic optimization

Managing social media for a single restaurant is one thing. Leading the entire digital presence for a multi-location premium restaurant chain — across different cities, audiences, and even countries — is an entirely different level of complexity.

This project required brand-level thinking, multi-stakeholder coordination, and the ability to maintain a cohesive identity while adapting content to each location's personality. It was the most comprehensive social media role in my career and a masterclass in scaling content for a hospitality brand.

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