Hospitality operator, technology executive, and SaaS advisor. Currently Chief Digital Strategy and Business Automation Officer at Planhotel Hospitality Group. Preceded by a decade scaling hospitality technology companies.
Four SaaS commercial roles, scaled from account executive to global director. Return to the operating side in 2024.
Current role. Bar height is proportional to duration.
Born into a multi-generational hospitality family. Trained in hospitality and revenue management at Cornell and EHL Lausanne. A decade in the technology that serves hotels. Return to the operating side in 2024.
Marco's heritage is hospitality. His grandfather founded Francorosso International and Planhotel Hospitality Group, the hotel group Marco now helps operate. Hospitality is not a sector you enter; it is the language learned in childhood.
After EHL, the path went into hospitality SaaS. Account executive to Head of Sales EMEA at Triptease. Senior Regional Sales Manager at SiteMinder. Global Director of Inside Sales and CSM at Cloudbeds. Director of Sales and Go-To-Market EMEA at Canary Technologies.
The return to the operating side was deliberate. An operating seat makes prior vendor-side work materially more useful — and makes consulting from that seat materially more credible.
Planhotel Hospitality Group. Swiss-Italian hotel group with properties across three brands operating in Zanzibar, the Maldives, and Kenya. Digital strategy, AI adoption, and cross-functional technology programs.
Canary Technologies. Built and scaled the EMEA commercial function for a Series-D hospitality SaaS company.
Cloudbeds. Scaled the commercial and customer success organisations through a period of high growth.
SiteMinder. Built Spain into one of the most successful EU regions for the company.
Triptease. Progressed from individual contributor to regional sales leadership at a category-defining hospitality SaaS company.
Executive Education — Program for Leadership Development (PLD), Class 39.
Bachelor of Science — International Hospitality Management.
Diploma — Hospitality & Revenue Management.
PMS, channel managers, CRM, revenue management, BI, and F&B POS evaluation and selection. First-hand working familiarity with major hospitality systems.
Channel managers, OTAs, metasearch, direct, GDS. Revenue management and pricing strategy at property and portfolio level.
B2B pipeline, AE motion, customer success, NDR, commercial team design. Scaled commercial organisations from single digits to 80+ across multiple companies.
LLM-augmented workflows, intelligence briefings, process automation. AI deployment frameworks operationalised at hotel-group scale.
Commercial and technical evaluation of hospitality technology vendors and SaaS companies for operators and investors.