Barbara is a commercially driven marketing leader with over 15 years of experience spanning digital strategy, performance marketing, and transformation across the travel, aviation, tourism, and luxury sectors.
She currently serves as Global Head of Digital Marketing at TUI Group, where she leads digital strategy and execution across all product lines — including holidays, flights, hotels, cruises, and experiences — overseeing marketing investments across multiple markets. Her remit includes full-funnel marketing, martech and measurement transformation, and media performance. She has played a pivotal role in centralising media operations, scaling marketing effectiveness, and consolidating TUI’s martech stack to fit global business requirements.
Barbara has led fee negotiations and joint business planning with global partners like Google, Meta, Adobe, and Amazon, securing strategic value from platform partnerships. Known for her ability to connect insight to impact, she is a trusted C-suite advisor and a respected leader of high-performing, cross-functional teams.
Before TUI, Barbara held senior roles at Etihad Regional and the Engadin St. Moritz Tourism Board, where she developed award-winning marketing strategies and drove significant commercial results across digital and direct channels. Her earlier career includes global digital roles at Ermenegildo Zegna and agency-side experience at Ogilvy, Mindshare, and Fullsix.
Multilingual and multicultural, Barbara thrives in complex, fast-paced environments and brings a blend of creative energy, analytical precision, and global perspective. Outside of work, she’s mum to a 2-year old boy and can be found cycling, hiking or skiing in the Alps.
