Ambra Curetti

Luxury ski travelers increasingly expect instant, hyper-personalized planning, while the company relied on advisor-led workflows and scattered destination knowledge. The business needed a new digital experience to regain relevance and capture demand at scale without diluting its premium touch.

Co-conceived the product and roadmap, then led discovery, UX, and delivery of an AI concierge that curates destinations, chalets/hotels, and local services. Partnered with an AI dev firm, structured the knowledge base, and launched a 24/7 concierge web experience.

Created a modern acquisition channel that makes expertise searchable and personalized in minutes. The platform broadened destination coverage, reduced friction from inquiry to shortlist, and positioned the brand as an AI-forward luxury operator.

Core operations ran on outdated, siloed systems and unstructured Excel planning, causing manual work, inconsistent data, and limited visibility across inventory, clients, and concierge services. Scaling the luxury experience was expensive and slow. It also hurt decision-making across departments.

Led a full-stack product overhaul: rebuilt CRM, CMS, inventory, and concierge tooling on a modern architecture with AI from day one (RAG over company expertise and client history). Delivered integrations with finance/invoicing and aligned stakeholders on a phased rollout.

Delivered a single source of truth and automation that cut administrative overhead. Customers gained a seamless digital journey from quote to curated itinerary, while the business gained scalable operations and higher service consistency.

A fast-growing executive function coaching business outgrew an old, fragmented in-house system, creating bottlenecks in intake, scheduling, billing, and reporting. Data lived in silos, limiting automation and blocking new growth initiatives. Leadership needed reliable metrics and a scalable backbone.

Ran a vendor-neutral assessment, then led migration to a modern all-in-one platform (Zoho One) with phased rollout in under six months. Standardized processes, built automations, and connected client data to marketing, operations, and finance to enable repeatable scale.

Unlocked organization-wide efficiency and new programs: personalized email automation, streamlined sales/ops workflows, and a trackable brand ambassador referral program.

A high-traffic OTA integrated with Priceline needed stronger personalization, retention, and platform resilience to handle tens of thousands of bookings. Growth exposed gaps in analytics, recommendations, and customer self-service across the journey.

Built product strategy around behavior and market data: implemented recommendation and insight pipelines, prioritized stability/performance work, and shipped a loyalty program plus a customer portal. Coordinated API integrations to enrich content and pricing intelligence. Leverage GenAI for content production at scale.

Improved conversion and repeat engagement, enabling sustained growth while reducing support burden through self-service features.

The company provides outsourcing of childcare services to family hotels and luxury resorts. I helped the company to fully redesign and develop its Kids Management System, which includes:

1. A responsive web page for guests to book childcare in a resort.
2. A portal for managers to handle on-site activities, collect children’s registration details (allergies, special needs, etc.), manage inventory and availability, log accidents, mark attendance, and reconcile revenue.
3. A back-end tool to manage locations, staff, and inventory.

WDCi is a software company based in Australia. Their flagship product, RIO Education, is a modern and highly customizable Salesforce-based student information system for higher education.

After establishing initial contact with potential clients in Spain, my team at Curintech and I led a product discovery phase with three WDCi clients in Spain. We uncovered the local market needs and analyzed the product gap to make it implementation-ready in a new country.

The initiative resulted in close collaboration with the three universities and two local implementation partners. Two more universities are now interested in the solution.

I spearheaded the revamp of the e-learning platform through the following steps:

1. Assessment of the current challenges: poor user experience, cumbersome course management, and not scalable technical architecture.
2. Research and evaluation of possible solutions, which led to the decision to keep using the existing WordPress infrastructure powered by new plugins such as LearnDash, Memberium, and WooCommerce.
3. Design of the new UI/UX.
4. Migration of course materials (videos, text, workbooks, assignments, etc.) to the new platform.
5. Integration of the new platform with other existing systems (sales pages, Keap CRM, etc.)
6. Development of new features, such as course certificates, progress tracking, and gamification.
7. Migration of user logins to the new platform and roll-out.

Bas4e is a mobile app that engages its audience like a game, with interesting content from friends, where users can see different challenges and try to predict the outcome.

I took over the platform’s development when part of the design and the front-end were already started, but significant gaps still existed for the app to be market-ready.

I sourced a new and more qualified engineering team and led the completion of the app. I also introduced new features and redesigned others. After the first soft launch, the app’s engagement stats performed very well.

Through partnerships with American foundations and NGOs, the project aims at growing the sales of luxury Swiss watches in the US while driving donations to partner organizations. I led the design and development of the eCommerce platform, catering to several complex scenarios and different profit-sharing structures.

EF Education First manages over 50 permanent language schools worldwide and hundreds of summer school sites. I led the creation and launch of a web application for school administrators to quickly account for all students and staff at a specific location in case of crises, such as a terror attack, natural disaster, or fire.

The app’s beta version was successfully launched within three months and used in over ten real-life crises within the following year, with thousands of students being accounted for within hours of the emergency.

Through customer and stakeholder interviews, I identified, designed, and built solutions to increase the efficiency of the host family recruitment process, such as:

1. A tablet app for recruiters to collect host family applications and documentation, conduct home inspections, and background check information.
2. A custom CRM to track recruitment efforts, manage pipeline, retain, and re-activate host families.
3. An automated marketing journey to move prospects through the pipeline.
4. A portal for hosts to track their application status and their students’ allocations.

EF Teacher is an app for tablets and smartphones (iOS and Android) that allows teachers to mark grades and attendance and consult academic information about their students.

Thanks to its accessibility and ease of use, EF Teacher has significantly improved the accuracy of academic records and eliminated paper and manual processes to keep class registers across EF schools worldwide.