Agency Veteran Luca Penati Joins Content Design Platform BEE


SAN FRANCISCO: Digital content design platform BEE has named Luca Penati as director of marketing and communications, a new role at the company.

Penati will be based in San Francisco and will report to Massimo Arrigoni, CEO. Penati will lead marketing and communications for BEE’s email and landing page design tools globally, with a particular focus on the US

He wants to reach the human resources and higher education industries, he said.

BEE created the CMCO position to bridge the gap between its marketing and communications efforts, Penati said.

“If you look at marketing and communications, there’s so much overlap,” he said. “These silos don’t work anymore – they shouldn’t work.”

Penati said BEE has seen its workforce increase by 20% since last year and now has 70 employees. It operates in more than 180 countries.

Penati joined BEE after almost three years as CEO of his own consulting firm. He previously worked as a strategic advisor for public relations firms with over 25 years at Weber Shandwick, Ogilvy and Edelman.

Penati said he left his company, Penati and Partners, to be part of something he was helping build.

“I’ve helped create brands, but I’ve never really built one from within,” he said.

He said Penati and Partners will continue to operate at reduced capacity with some projects underway. He declined to specify which customers would continue to partner with the company.

“That won’t be my focus for the foreseeable future,” he said.

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Jenny T. Curlee