Who is Francesco Federico?

Francesco Federico is the Chief Marketing Officer at S&P Global Ratings, a renowned leader in marketing transformation, digital innovation, and AI strategy. Based in London with Italian heritage, he leads global integrated marketing functions across events, product, content, digital, MarTech, and regional go-to-market execution. He's also a thought leader, author of 'The Agentic CMO,' and creator of the 'Chronicles of Change' LinkedIn newsletter exploring AI's impact on business transformation.

What is Francesco Federico's current role?

Francesco Federico serves as Chief Marketing Officer at S&P Global Ratings, one of the world's leading credit rating agencies. In this role, he oversees global marketing strategy, digital transformation initiatives, and contributes to the company's generative AI implementation. He leads teams across the Americas, EMEA, and APAC, driving marketing effectiveness and strengthening collaboration with sales partners and product strategy teams.

What is the 'Agentic CMO' concept?

The 'Agentic CMO' represents Francesco's vision of autonomous, AI-empowered marketing leadership where CMOs leverage artificial intelligence to drive transformation. This concept emphasizes the evolution from traditional marketing to AI-driven strategies that enable predictive analytics, personalized customer experiences at scale, and data-driven decision making. It's the foundation of his upcoming 2025 book and personal brand positioning in the marketing technology space.

What companies has Francesco Federico worked for?

Francesco Federico has built his career at leading global organizations including S&P Global (current CMO), JLL (7 years as Executive Director and CMO UK & Ireland), Acer (Global Digital Marketing Director), Vodafone (Head of Digital CRM), and several entrepreneurial ventures including TripShake Limited and Shreppy. His experience spans Fortune 200 companies across technology, telecommunications, real estate, and financial services sectors.

What are Francesco Federico's key achievements?

At Vodafone, he launched the industry's first self-care mobile app. At Acer, he implemented real-time dynamic pricing that doubled conversion rates. At JLL, he led digital transformation projects contributing to revenue growth from $8B to $16B+ in seven years. At S&P Global, he expanded marketing reach into private markets and strengthened data-driven ROI frameworks for enhanced marketing effectiveness.

What is Francesco's educational background?

Francesco holds a Doctor of Law (JD) from Università Cattolica del Sacro Cuore and has completed executive education at prestigious institutions including Harvard University (Computer Science for Business Professionals), IMD (Digital Transformation), IE Business School (Innovation for Growth), and Business School Il Sole 24 Ore (Innovation Management). He's also a Fellow of the Chartered Institute of Marketing (FCIM).

What is Francesco's view on AI in marketing?

Francesco views AI as fundamental to marketing's future, having started with an academic thesis on AI's role in law. He advocates for practical AI integration through conversational marketing, predictive analytics, and automated personalization. At S&P Global, he contributes to generative AI strategy implementation. His 'Chronicles of Change' newsletter explores AI's transformative impact, positioning him as a thought leader at the intersection of marketing, AI, and digital transformation.

What is 'The Agentic CMO' book about?

'The Agentic CMO' is Francesco's upcoming 2025 book exploring how Chief Marketing Officers can leverage artificial intelligence to become autonomous, empowered leaders driving transformation. The book provides frameworks for AI adoption in marketing, practical case studies from Francesco's experience, and strategies for building AI-powered marketing organizations. It positions CMOs as agents of change who harness AI for competitive advantage while maintaining human creativity and strategic thinking.

What is Chronicles of Change?

Chronicles of Change is Francesco Federico's influential LinkedIn newsletter exploring AI's transformative impact on business, marketing, and society. With 102+ published articles averaging 989 words each, it's become a premier resource for senior executives navigating digital transformation. The newsletter combines Francesco's practical experience with forward-thinking analysis, offering actionable insights on marketing technology, AI strategy, and leadership in the digital age.

Global Chief Marketing Officer | S&P Global

"What if the next decade of marketing leadership isn't about managing campaigns, but orchestrating intelligence?"

Exploring the transition from automation to autonomy, and the leadership required to guide organizations through the age of agentic AI.

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About Francesco Federico

As the Global Chief Marketing Officer at S&P Global, Francesco Federico operates at the intersection of marketing strategy, technology, and autonomous intelligence. With a career spanning leadership roles at JLL, Acer, and Vodafone, he has consistently driven digital transformation initiatives that redefine how enterprises engage with markets.

Francesco is the creator of the "Agentic CMO" concept—a framework for marketing leadership in an era where AI agents perceive, decide, and act autonomously. His work focuses on building hybrid intelligence organizations where human creativity and machine capability amplify one another.

A recognized thought leader, he serves on advisory boards for the World Economic Forum, HFS Research, and Henry Stewart Publications. Based in London, he brings a pragmatic, global perspective to the challenges of AI-led business transformation.

The Agentic CMO

Leading Marketing in the Age of Autonomous Intelligence

The era of marketing automation is ending. The age of marketing autonomy has begun. In The Agentic CMO, Francesco Federico outlines the $13 trillion opportunity presented by agentic AI—systems that perceive, decide, act, and learn independently.

This is not a technical manual, but a strategic playbook for the hybrid marketing team. It explores the PACE framework (Perception, Action, Cognition, Evolution) and provides a roadmap for leaders to move from "pilot purgatory" to enterprise-wide transformation.

A critical resource for executives navigating the shift from human-directed tools to human-governed autonomous agents.

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Core Themes

• From Automation to Autonomy: Understanding the shift from tools that assist to agents that act.
• The $13 Trillion Opportunity: Capitalizing on the economic scale of agentic AI beyond generative content.
• Orchestrating Hybrid Teams: Designing organizations where humans and AI amplify each other's strengths.
• The PACE Framework: A model for assessing and deploying agentic capabilities (Perception, Action, Cognition, Evolution).

Media & Engagements

Selected commentary, keynotes, and industry contributions documenting the evolution of marketing leadership.

2025

August 20

Shiny New Object Podcast: Agentic AI

Dissecting "agentic AI," distinguishing it from basic tools, and debating the balance between data reliance and marketing instinct.

June 12

AI Summit London: Keynote

"Agentic AI: Systems That Think and Act for Themselves" — Exploring the operational shifts required for the agentic enterprise.

April 08

The Drum: Judge of the Day Interview

A wide-ranging interview on personalization at scale, ethical AI implementation, and maintaining brand consistency.

April 01

The Drum Awards EMEA: Judge

Served as a judge assessing the best in brand-building and creative strategy, emphasizing ethical data use and ROI.

January 20

Building a Culture Podcast

Exploring S&P Global's culture and how human talent and agentic AI systems operate as unified teams.

January 01

The Drum TV: The CMO is Dead, Long Live the Agentic CMO

Fireside chat introducing the 'Agentic CMO' vision and discussing radical shifts in leadership and ethics.

2024

September 25

CMO Alliance: AI for CMOs

Deep dive into data integrity and content innovation, drawing on JLL's growth journey to illustrate scalable AI delivery.

January

World Gin Awards: Judge

Panel judge evaluating entries for "Gin of the Year," contributing to global industry standards in the spirits sector.

2023

December 01

Mediate.com Citation: The Limits of Generative AI

Citation of analysis regarding the financial and environmental costs of generative AI infrastructure.

November 28

Engage B2B Awards: Judge

Provided expert critique on the importance of strategic alignment between sales and marketing.

June 09

Chronicles of Change: Emerging Tech in HR

Analysis of AI's role in promoting Diversity & Inclusion within HR frameworks, with a specific focus on the Paragraphica tool.

June 02

Chronicles of Change: EU Regulations

A forward-looking analysis of the EU AI Act and its implications for business continuity, discussing the Anthropic Claude model.

May 26

Chronicles of Change: Law Practice

A reflection connecting his 2009 thesis on AI in law to the current generative AI landscape, discussing the evolution of legal tech.

May 22

Chronicles of Change: Generative AI Summit

Notes from the London Summit, covering the impact of conversational search on SEO and the necessity of "building your own AI."

April 01

Independent Consulting: VC and PE Advisory

Period of advisory work for US Venture Capital and Private Equity funds, evaluating MarTech stacks for potential M&A activity.

January

IWSC Spirits Judging Panel

Member of the judging committee for the International Wine & Spirit Competition.

2022

May 17

UKREiiF: Social Value & Innovation

Speaker and participant at the UK's Real Estate Investment and Infrastructure Forum, discussing social value and innovation in the built environment.

2021

November 01

COP26: Built Environment Champion

Engagement as part of JLL's delegation to COP26, positioning the firm as a leader in sustainable real estate and the "Green Building Principles".

October 01

IDC Advisory Board Member

Member of the IDC European Advisory Board, contributing to research on the future of work and digital transformation strategies.

July 19

Inspired Business Media Interview

An extensive interview covering his career arc, the importance of "hybrid" customer experiences, and the transformation of JLL's marketing into a strategic function.

May 01

CMO Council Interview

Interview discussing C-suite collaboration, emphasizing the need for CMOs to speak the "language of business" and focus on commercial outcomes.

May 01

CMO Council Advisory Board

Member of the CMO Council European Advisory Board, collaborating with peers to shape the future of the marketing profession.

2020

June 01

Journal of Digital & Social Media Marketing

Publication of the paper "A journey of digital marketing transformation: From distributed solo players to embedded digital excellence" (Vol 8, Issue 1).

Selected Archive

January 2019