Gucci is quietly making one of the most interesting loyalty moves in luxury.
In late October 2025, the Italian fashion house confirmed that Dario Gargiulo has been appointed to a newly created role of Chief Client, Marketing and Commercial Officer, effective 15 November 2025. He reports directly to Gucci’s new CEO Francesca Bellettini, who has been brought in by Kering to lead a brand revival after a prolonged sales slowdown.
This role is not just about advertising. According to several reports, Gargiulo will lead brand and commercial strategy across all distribution channels and consumer touchpoints, with a remit that includes retail excellence, digital business, client services, client engagement, wholesale, licensing, marketing, communication, store planning and even store architecture.
That is basically Gucci putting everything that shapes the customer relationship under one senior leader.
Who is Dario Gargiulo
Gargiulo joins from within the Kering universe. He was most recently CEO of Bottega Veneta Greater China, one of the most strategically important regions for luxury, where he focused on brand equity, client experience and commercial momentum.
Before moving into that CEO role, he served as Chief Marketing and Digital Business Officer and earlier Chief Marketing Officer at Bottega Veneta, leading global digital transformation, client engagement and creative marketing.
Earlier in his career he was CMO at Diesel, where he helped drive culturally disruptive campaigns such as “Go With The Flaw” and “DEISEL”, and he previously held international marketing roles at Heineken.
So you have a marketer who has lived through edgy denim, global beer and high luxury, plus hands-on experience running a major market P&L.
Why this matters for loyalty and “best customers”
Gucci is under pressure. Kering’s flagship brand has seen double-digit organic sales declines and is now being re-tooled under CEO Francesca Bellettini and creative director Demna.
In that context, creating a Chief Client, Marketing and Commercial Officer role feels like a clear message: the path out of this slump runs through existing and high value clients, not just new logo acquisition.
By putting client strategy, brand, digital, stores and commercial under one person, Gucci is trying to remove the usual silos between “CRM”, “retail” and “marketing”. My read is that we will see a much more integrated approach to clienteling, data-driven VIP programs, limited product access and personalised experiences for top clients, while the broader brand continues to trade on aspiration and cultural relevance.
For anyone in loyalty, CX or luxury, Dario Gargiulo’s role is worth watching. If Gucci pulls this off, this could become a benchmark example of how a global fashion house reorganises itself around client lifetime value, not just seasonal collections.
Chintan is the Founder and Editor of Loyalty & Customers.
- Chintan Bharwadahttps://loyaltyandcustomers.com/author/chintan/
- Chintan Bharwadahttps://loyaltyandcustomers.com/author/chintan/
- Chintan Bharwadahttps://loyaltyandcustomers.com/author/chintan/
- Chintan Bharwadahttps://loyaltyandcustomers.com/author/chintan/
