ABOUT

Massimiliano Rega is an entrepreneur and strategic consultant with over two decades of experience transforming businesses by integrating resources, operations, and sales within omnichannel and digital ecosystems. He specializes in aligning talent, partners, and expertise. He has led groundbreaking initiatives that redefined customer experience, creating synergy across digital, ecommerce, telesales, and retail channels to fuel sustainable growth and innovation.

He has held key leadership roles at globally renowned companies. As Senior Executive of Customer Experience, Service & Delivery at SKY with a direct report to the CEO, he designed one of the most integrated sales and delivery networks worldwide, delivering exceptional operational efficiency and a significantly improved customer experience. Later, as Chief Operating Officer (COO) at Technogym, he played a key role in the company’s global expansion and successful IPO. He unlocked strategic markets and streamlined omnichannel sales operations. At PG Italy, he showcased the value of collaboration across partner and distribution networks by establishing the largest network of digital professionals in the country, including 1,500 technicians, 180 retail outlets, and 110 warehouses.

Since 2018, Massimiliano has channeled his expertise through MRC OmniChannel, blending strategic consulting with entrepreneurial ventures across Europe, the Middle East, and Asia. He has partnered with leading global brands and has launched innovative projects such as Immoveo, an eco-real estate initiative. He founded and scaled SDEN, a fiber optics leader, achieving a highly successful exit. His PhD research on omnichannel strategy evolved into RTBH.ai, the first AI-powered Decision Support System (DSS) that leverages neuroscience to assess brand health in real time.

Massimiliano holds a degree in Mechanical Engineering from the University of Rome Tor Vergata and is a co-founder of Alitur, the alumni association for engineering graduates in Rome. Since 2017, he has also been an Adjunct Professor of Business Economics and Organization. A passionate collector of modern art, he co-founded the Artplain Gallery in Lugano. He is a true Roman at heart with deep roots in the city outskirts and enjoys sailing, skiing, and motorsports. As a firm believer in giving back, he is also a committed member of Elis, a non-profit organization dedicated to fostering innovation and education.