Lavazza Shakes Up Leadership, restructures a Digital-First Future
September 26 - 2025
Coffee Geography Magazine
Susan Murphy
In a strategic move to solidify its market leadership and accelerate growth, the Lavazza Group has announced a comprehensive overhaul of its organizational structure, introducing new key roles and placing digital transformation at the heart of its strategy.
The new governance model, unveiled by CEO Antonio Baravalle, is built on three core pillars: intensified brand development, innovation of the product experience, and a deep commitment to digital transformation. This restructuring signals a significant shift for the 128-year-old coffee giant as it prepares to meet evolving consumer demands in a rapidly changing global market.
Lavazza Group CEO Antonio Baravalle
A central element of this new direction is the creation of a Chief Digital Transformation Officer role, a position filled by a high-profile hire from the tech world. Paola Francesca Scarpa, formerly a Managing Director & Partner at Boston Consulting Group with a background at Google and Vodafone, has been appointed to lead this charge. Scarpa’s mandate is to drive the digital evolution of the entire Group, from internal processes to customer-facing products and services, with a specific focus on leveraging advanced technologies like Artificial Intelligence and Generative AI.
“The appointment of a leader of Paola Scarpa’s caliber, with her extensive experience in data and AI, is a clear statement of intent,” the announcement implied. “Lavazza is investing heavily to become a more agile, data-driven company.”
The reshuffle also brings changes to other critical leadership functions. Carlo Colpo, a Lavazza veteran since 2016, has been promoted to Chief Marketing Officer. He will now oversee a consolidated marketing division responsible for defining the global positioning strategy for all of the Group's brands, including Lavazza and its acquisitions. He takes over from Sergio Cravero, who will transition to a strategic advisory role for the CEO.
Furthermore, the company has merged innovation, sustainability, and institutional relations under a single leader. Pietro Mazzà has been appointed Chief Innovation, Sustainability & Institutional Relations Officer, tasked with accelerating product development and managing the company’s corporate reputation. This move consolidates areas that are increasingly intertwined in the eyes of modern consumers.
As part of this regional leadership cascade, Massimo Pepe takes over Mazzà’s former role as Regional Director for France & Benelux, while Emanuele Pellegrino steps into Pepe’s previous position as Regional Director for the UK & Nordics.
The changes also see Mario Cerutti, a long-standing figure in the company, focusing his efforts entirely on his role as Secretary General of the Lavazza Foundation, ensuring the company’s social and sustainability legacy continues to be a priority.
This new organizational chart, with its strengthened focus on digital agility, brand power, and sustainable innovation, positions Lavazza to not only protect its heritage but to pour its energy into shaping the future of the coffee industry.