Building an AI-First Marketing Function: Lessons from Global Financial Services
What financial services teaches us about building AI-native marketing — risk management, governance, and the courage to transform.
Francesco Federico
Marketing leadership at the intersection of human strategy and autonomous intelligence.
Global CMO at S&P Global. Author of The Agentic CMO. Writing about what happens when artificial intelligence meets marketing leadership — and what it means for organisations ready to change.
Latest Writing
View all writing »Essays and analysis on AI, marketing, and organisational change.
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From Marketing Automation to Marketing Autonomy: The 2026 Shift
Everyone's automating. Few are building for autonomy. The difference matters — and it's not about technology.
"The age of marketing automation is ending. The era of marketing autonomy has begun."
From The Agentic CMO
20+
Years in Marketing Leadership
5
Divisions Led
$16B+
Revenue Under Marketing
102+
Newsletter Issues
About
From Milan to London. From law to marketing. From automation to autonomy.
Francesco Federico is Global Chief Marketing Officer at S&P Global, leading marketing strategy across five divisions of one of the world's largest financial data and analytics companies. A career spanning Vodafone, Acer, JLL, and S&P Global — always at the intersection of marketing, technology, and organisational change.
Read full biography →Expertise
Areas of focus
01
AI-Native Marketing Strategy
Designing marketing functions where artificial intelligence operates as an autonomous partner, not merely a productivity tool.
02
Marketing Organisational Design
Restructuring marketing teams for the hybrid era — balancing human creativity with machine-scale execution.
03
B2B Enterprise Marketing
Building and scaling marketing functions across complex, multi-divisional global organisations in financial services and technology.
04
Marketing Technology & Operations
Architecting martech stacks and operational frameworks that enable autonomous marketing at enterprise scale.
05
Brand & Demand Integration
Unifying brand strategy with demand generation in data-rich environments where the two can no longer be separated.
06
Change Leadership
Leading large-scale organisational transformations — the human work that makes technology adoption possible.
Let's talk
Available for keynotes, advisory work, and conversations about the future of marketing.