Federico Trovato Senior Managing Director, Global Head Consumer Experience Strategy Kingdom of Saudi Arabia – Jeddah, KSA, Verona, Italy
Federico Trovato Senior Managing Director, Global Head Consumer Experience Strategy Kingdom of Saudi Arabia – Jeddah, KSA, Verona, Italy
Areas of expertise
- Customer & Patient Experience (CX/UX)
- Strategic Growth & Market Expansion
- Healthcare Strategy & Advisory
- Consumer Insights & Segmentation
- Brand Strategy & Loyalty Development
Federico is a Senior Managing Director with Phronesis. Along with his leadership duties at Phronesis, Federico is the founder of Customer First, a pioneer consultancy practice founded in Saudi Arabia, specializing in customer and patient experience design, strategy, and implementation.
Federico is a global expert in customer and patient experience, delivering growth through insight and innovation. His strategies enable organizations to strengthen engagement and create meaningful impact.
Federico has over twenty years of Strategic Growth Advisory experience, working with executive management of some of the most recognized global companies. He has developed extensive capabilities in healthcare, where he has led patient experience programs for major hospitals in Europe and the Middle East. Federico also maintains an ongoing advisory role with the Pediatric Hospital Bambino Gesù in Rome and recently spearheaded the strategic growth direction for King’s College Hospital to launch their new hospital in Dubai. He has worked with Philips Consumer Lifestyle and Healthcare Global Business Units, where he introduced and managed the NPS program and designed and measured patient experience programming as a global authority in the sector.
Federico has developed capabilities in strategic direction and global expansion, customer experience, marketing, consumer insights, innovation, consumer segmentation, loyalty, and brand equity through his work with leading companies such as Procter & Gamble, Benckiser, Coty/Lancaster, AC Nielsen BASES, The Nielsen Company, Philips, BrainJuicer, and Abdul Latif Jameel, across various marketing, strategy, and executive management roles.
Federico completed his academic studies in Political Sciences at the University of Padova, Italy. He speaks English, German, Polish, and Italian. In his spare time, he enjoys sailing, off-roading, hiking, and international travel with his family.
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