Lamborghini Appoints New Director of Marketing

Lamborghini has announced the appointment of Francesco Milicia as its new Marketing Director – replacing Christian Mastro, who has taken on a new role as CEO of Lamborghini America. 

“Honoured and excited to join Lamborghini at such a remarkable moment in its history,” Francesco shared on LinkedIn. “Thank you for the trust and the warm welcome. I look forward to contributing to the continued growth and success of this iconic brand together with an exceptional team.”

Taking on his new role in September, Francesco will lead Lamborghini’s global marketing strategy, supporting the way it positions itself across international markets. 

“We welcome Francesco to Lamborghini as Marketing Director,” says Federico Foschini, Chief Marketing & Sales Officer of Lamborghini. “His managerial experience, gained in an environment of excellence such as Ducati, combined with the international vision and strategic expertise he has developed throughout his career, will make a valuable contribution to the further strengthening of the brand's positioning and to supporting the development of our global marketing strategy.”

A Ducati veteran

Francesco  joins Lamborghini after more than 25 years at Ducati, which he first joined as a Maintenance Manager in 1999.

Over the course of his career, he has led business development, commercial growth, digital transformation and organisational change initiatives across global markets – most recently holding the role of Ducati’s Vice President of Global Sales and After Sales, while also serving as a Member of the Board of Management.

“Joining Automobili Lamborghini is an honour and a privilege,” says Francesco. “I have always admired the brand and I am thrilled to contribute to the journey of a company that inspires people around the world through innovation, audacity and uncompromising excellence. I look forward to working alongside the Lamborghini team, learning from their experience and contributing together to writing the next chapter of the brand's growth and success.”

Building impactful marketing strategies

In the role, Francesco will help the marketing team translate the company's brand values into effective marketing strategies.

Lamborghini has been shifting its marketing strategy as of late, positioning itself as a leading provider of luxury hybrid vehicles – with the company recording its highest revenue in history for FY2025. 

In July, the company launched a new campaign in partnership with Dentsu for its hybrid Automobili Lamborghini Urus SE Performante, centred on a theme of ambition. 

The ‘What is the highest you can reach?’ campaign uses a mountain ascent to explore the concept of continuous progress, while also drawing parallels with milestones in human achievement. 

“True performance is not defined by one specification alone,” Federico said of the campaign on LinkedIn. “It is the result of hundreds of engineering choices, each one adding the overall experience until the extraordinary becomes possible.

“That is how we continue to go beyond expectations, not by adding more for the sake of more, but by refining everything that matters.”