Lavazza is launching a new digital unit alongside making a series of executive changes.

The shifts to the company's organisational structure are "based on three key principles", the group said in a statement.

These include "development of our brands", "innovation of the product experience" and "digital transformation of corporate processes and services and data governance".

Paola Francesca Scarpa has been appointed chief digital transformation officer and will manage the new digital transformation unit, which looks to lead "the digital transformation of the entire group" and focus specifically on using "advanced technologies such as AI".

Scarpa was previously managing director and partner at Boston Consulting Group, where she worked on "digital transformation projects", and focused on "data-driven strategies, AI, and GenAI", Lavazza said.

Carlo Colpo, who has been working at Lavazza since 2016, has also been appointed as chief marketing officer. Colpo previously held the position of marketing communication director and brand home director.

Pietro Mazzà has also been appointed chief innovation, sustainability & institutional relations officer, taking over the position from Marui Cerutti. "This area aims to accelerate product development, innovation, and sustainability, as well as manage institutional relations and corporate reputation", Lavazza said.

Mazzà, who joined Lavazza in 2015, previously was regional director France & Benelux and general manager of Lavazza France and Carte Noire SAS. His former role has been taken over by Massimo Pepe, who earlier held the position of regional director UK & Nordics.

Emanuele Pellegrino, with over six years at Lavazza and previously working as group commercial strategy, business development, and international key accounts director, will now become regional director UK & Nordics.

All the executives will report to CEO Antonio Baravalle.