we're joined by Federico Cucchi, Vice President of Commercial Strategy at Monster Energy, and a former executive at L’Oréal and Pentland Brands. With years of experience shaping global marketing strategies across EMEA, Federico brings a sharp perspective on international expansion, brand building, and modern media thinking.
Federico believes in creating influence beyond traditional advertising, using cultural relevance, partnerships, and gut-led decision-making — especially when data alone isn’t enough. Under his leadership, Monster Energy has continued to strengthen its global footprint by focusing on authenticity, strategic simplicity, and staying close to consumer culture.
In this episode, Federico shares real-world insights on building a brand without over-relying on performance metrics, the importance of physical presence at retail (like shelf placement), and why sometimes intuition can outperform data in marketing decisions.
- 00:00:00 - Welcome
- 00:01:04 - Intro
- 00:06:20 - Deep Dive
- 00:27:39 - Shout Out
- 00:29:56 - Lightning Round