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Content Lead

Begüm has an interesting mix of experience having worked on high-end luxury brands like Bulgari & B2B ones like American Express & Mastercard developing her skills in storytelling, loyalty programs and customer relationship management.

Having created and curated content for Robb Report, Time- Out and Luxos, she leads all Idea Bakery content & platform assets development.

Having studied Fashion, Luxury & Design Management at Bocconi University, she is a lover of all things Italian especially the fashion & food.

She’s married with two daughters, a river and a flower, Nile & Jasmine who inspire her as an amateur children’s book author.

Begüm loves to bake sugarless biscotti al cioccolato.