- Context
- A social cooperative in Bergamo needed to relaunch its reuse store and environmental education activities as a coherent social-economy unit, combining circular economy with job integration for people in vulnerable situations.
- Challenge
- Turning reuse and environmental education into a coherent, economically viable unit that also creates work opportunities.
- Role
- Project design and leadership of the relaunch; today Managing Director within the cooperative.
- Approach
- Repositioning of the reuse offer, development of textile reuse and preparation-for-reuse activities, environmental education programmes and partnerships with local institutions, companies and associations.
- Outcomes
- In 2021 the cooperative received the “Giusta Transizione” (Just Transition) award for its digital and social ecology work.
- Relevant expertise
- Circular business models become sustainable when environmental goals, social inclusion and a clear commercial offer are designed together.
Selected Experience
Experience built in the field
Selected highlights from Ammar Shawesh's professional career. They describe professional experience within the organisations named, not client engagements of Yalla Europa unless stated.
- Context
- A luxury resort in the Austrian Alps was welcoming a growing number of guests from the Gulf and needed to adapt its marketing and guest experience to this market.
- Challenge
- Adapting sales, marketing and service to the expectations of Gulf guests without losing the hotel's identity.
- Role
- Smarketing specialist and cultural guest experience coordinator.
- Approach
- Smarketing campaigns targeting the GCC luxury segment, Arabic-language social media and online reputation, cultural adaptation of services and communication, coordination of VIP services and event packages in peak seasons.
- Outcomes
- Recognised internally as best employee for two seasons.
- Relevant expertise
- Cross-cultural hospitality succeeds when sales, marketing and service delivery share the same understanding of the guest.
- Context
- A cooperative running dozens of social, environmental and educational projects needed better tools to coordinate teams, stakeholders and project workflows.
- Challenge
- Coordinating many parallel projects, teams and stakeholders with consistent processes and shared information.
- Role
- Managing Director and project leader.
- Approach
- Integration of digital tools, CRM systems and ERP-aligned project workflows; promotion of service design and co-creation across departments.
- Outcomes
- Results to be documented and approved before publication.
- Relevant expertise
- Digital transformation in mission-driven organisations starts from people and processes, not from software.
- Context
- An international pavilion at EXPO Milano 2015 needed to host VIP delegations and groups from many countries during the exposition's busiest phases.
- Challenge
- Delivering a smooth, culturally appropriate visitor experience under high pressure and in several languages.
- Role
- Guest Relations Executive.
- Approach
- Management of VIP and group reception logistics, communication and interpretation in Arabic, English and Italian, contribution to visitor experience strategy.
- Outcomes
- Results to be documented and approved before publication.
- Relevant expertise
- In international settings, language skills matter most when combined with an understanding of protocol, expectations and context.
- Context
- A forum promoted by the diaspora association Tringa brought together Senegalese institutions, social cooperatives, local authorities and entrepreneurs in Bergamo.
- Challenge
- Moving from institutional meetings to concrete ideas for cooperation between two territories.
- Role
- Representative of Cooperativa Ruah and Triciclo Bergamo; host of the delegation's visit.
- Approach
- Participation in the forum and hosting of the delegation at the cooperative's reception and circular-economy sites, framed around the question of what can be built together.
- Outcomes
- Results to be documented and approved before publication.
- Relevant expertise
- Diaspora communities can act as infrastructure for skills, relationships and co-designed projects between territories.
- Context
- Migrantour offers intercultural walks in which citizens with a migrant background guide visitors through their city. The project needed digital tools to reach and engage new audiences.
- Challenge
- Making a community-based tourism product visible and bookable for new audiences.
- Role
- Project contribution to the digitalisation of the walks.
- Approach
- Digital development of the tourism offer, combining community storytelling with online visibility and booking.
- Outcomes
- Results to be documented and approved before publication.
- Relevant expertise
- Community-based tourism can be a distinctive product when its authenticity is supported by professional tools.