About
Product, experience, and innovation leader specializing in complex products, organizational design, and transformation
I’m Francesco Marcellino, a product and user experience executive based in Switzerland.
Over nearly two decades, I’ve built consumer and enterprise products used by millions and scaled the organizations behind them, at global companies including Vodafone, Autodesk, and Dynatrace.
My approach is human-centered, data-informed, and AI-assisted, rooted in staying close to where value is created: the product and its users. It spans product management, customer experience, user research, and digital & AI technology.
Impact
DYNATRACE
Built and led a multidisciplinary product experience practice, from a fragmented small team to a structured global org of 30+ ICs and team leaders.
Raised product and experience quality across a wide cloud observability and cybersecurity portfolio, contributing to $380M+ revenue growth.
AUTODESK
Led legacy modernization of Autodesk’s licensing, installation, and distribution workflows, migrating millions of users from standalone licensing to a unified subscription Cloud SaaS platform.
Drove significant gains in adoption, usability, and retention across enterprise and consumer customer segments.
DOMOTZ
Built and scaled a product & user experience practice from scratch, and embedded AI-assisted discovery, prototyping, and validation workflows.
Cut enterprise customer onboarding time and time-to-first-value by 50%, and churn to under 2%, driving double-digit ARR growth.
VODAFONE
Boosted digital sales conversion, engagement, and self-service adoption for a portfolio of mobile connectivity products and services in the Italian market (~20M unique monthly users cross-channels).
Drove product and customer experience strategy, experimentation, and data analytics-led optimization.
From people I worked with
Matthew Young
Vice President, Product
“Francesco made a transformative impact on our approach to product development at Domotz.
He combines strategic vision with operational excellence, and is always looking for ways to raise the bar”
Neha Sharma
Vice President, Marketing
“Francesco is one of those rare leaders who doesn’t just focus on how things look or function — he starts with why they matter.
He elevates the people and teams around him and helps them deliver their best work, leading with intention and bringing clarity to complexity”
Jenna Law
Principal, Product Experience
“Francesco brought strategic clarity where it was missing, translating high-level business objectives into meaningful product metrics.
He created an environment that was both challenging and supportive, always providing thoughtful guidance”
Marc Stauffer
Principal, Product Experience
“Francesco consistently connects craft-level decisions to the bigger organizational picture and long-term product experience.
His calm and clear communication in difficult situations is something I highly valued when working with him at Dynatrace”
Experience
I’ve spent my career in complex, high-stakes environments where aligning functions and disciplines on customer outcomes was vital. My focus is twofold: shaping product & experience architecture, strategy, and the decisions behind them, and building the operating models, teams, and leaders that deliver them at scale.
I’ve lived and worked across Europe, North America, and Asia, embedded locally in California, Singapore, Switzerland, Austria, Germany, Sweden, and Italy. That firsthand exposure to different cultures and incentives taught me how to build trust quickly, reduce friction between functions, and drive alignment without slowing execution.
I started in industrial design, then moved early into software product management and user experience, building and shipping products at global scale. That foundation shaped the judgment and product sensibility I bring to every role, whether leading organizations or shaping products directly.
Certifications · Membership · Education
CERTIFICATIONS & MEMBERSHIPS
Certification, AI Product Strategy for Leaders
Product Faculty
— Cert. #70addb5d94cc4e86bacd3ac681adb930
Certification, AGILE Associate
IPMA® International Project Management Association
— Cert. # IPMA-D-2023-22303
Certification, AGILE ScrumMaster
Scrum Alliance, Inc.
— Lic. # 000256080
Business Mentor & Advisor
ADPList.org
Global Member
DLF Design Leadership Forum
PROFESSIONAL COURSES
Product Management Fundamentals
McKinsey & Company
— Online course
AI, Artificial Intelligence
University of Helsinki & Reaktor
— Online course
Entrepreneurship
Mind the Bridge Foundation
— San Francisco, California
Human-Computer Interaction
Stanford University
— Online course
Conversation Design Fundamentals
Google Cloud
— Online course
ACADEMIC EDUCATION
Master of Science, Design
Politecnico di Milano
Milan, Italy
— First Class (110/110)
International Erasmus Exchange
Lund University — LTH, IKDC
Lund, Sweden
Bachelor of Science, Design
Politecnico di Milano
Milan, Italy
— First-class Honours (110/110)