---
title: "Expertise"
description: "Five areas I work in: cross-cutting frontends, CMS, brand sites, eCommerce, AI & ML."
lang: en
canonical: https://potenza.dev/expertise/
alternate:
  it: https://potenza.dev/it/competenze/index.md
author: "Emilio Potenza"
---

> Site index
> Markdown pages are indexed at https://potenza.dev/llms.txt

expertise

# Five areas I’ve worked in long enough to have opinions about.

1.  01
    
    ## Digital products & design systems
    
    Vision, backlog and priorities are shaped with product teams and stakeholders. The role covers team leadership, decisions shared across frontends and alignment between business goals, architecture and delivery.
    
    Worked with: Lamborghini · Edenred · Eli Lilly · Marelli · Aruba
    
2.  02
    
    ## CMS & content architecture
    
    A CMS needs to connect content models, editorial workflows and channels. On Ducati.com, this includes Contentful and the move from a monolithic platform to a headless, composable architecture.
    
    Worked with: Ducati · Edenred
    
3.  03
    
    ## Brand sites & web experience
    
    The path runs from developing the Bike Configurator to leading the web experience migration, with responsibilities growing from development to solution architecture and product leadership. It also includes projects led for Lamborghini, Eli Lilly, Magneti Marelli and other brands.
    
    Worked with: Ducati
    
4.  04
    
    ## eCommerce
    
    For Pramac, the lead architect role covered the After-Sales Commerce platform. At Aruba, the work began with defining a new commerce initiative and aligning stakeholders.
    
    Worked with: Ducati · Pramac · YOOX Net-A-Porter · Aruba
    
5.  05
    
    ## AI & Machine Learning
    
    The PhD and postdoc combined machine learning, software development and applied research. That experience still provides the test for AI today: start with the data, understand the method, verify the results. [Research →](https://potenza.dev/research/)