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Who We Are

Directly Italy




Watch this short video : we tell you who we are and why you should choose DirectlyItaly for your trades with the UK.

We’re native Italians, UK based and in love with the Excellence of Made in Italy.








Dean has enjoyed several CEO and MD roles in tech and consultancy companies. He spent over 20 years in the Media sector. He was Senior Vice President for 21st Century Fox Europe (formerly News Corp Europe) as well as holding senior commercial roles at Sky TV UK, Sky Italia, Abu Dhabi Media, His early career was spent in the oil industry at BP Oil.

Dean’s roles have concentrated on launching, building and scaling online and offline businesses in the UK, Europe and Middle East.

He has a degree in Business Administration + German from Loughborough University, plus an MBA from Cranfield School of Management. He is also fluent in Italian and German.



Roberta has more than 20 years experience in the events and hospitality industry.

Upon moving to the UK from Italy in 2003, Roberta founded All in Italian Ltd and RS-Events through which she arranged a variety of high end events and in doing so attended trade fairs across Europe and the USA.

Roberta was the owner of Casa Roberta, a successful Italian restaurant in West London (ranked 700 out of 18,069 restaurants in London on Tripadvisor) which she sold in 2015 but continued the venture as a catering company.

She is fluent in Italian & English, proficient in French and conversational in German & Mandarin. Roberta has a Degree in International Politics from Rome’s Sapienza University.



Serena is a Lawyer and head of Business Development.
Since 2014, she has been offering judicial and extrajudicial legal assistance.
In 2016 he moved to the UK where he works as a paralegal
for an e-commerce in the fashion sector that won the first
position in the “Linkedin Top Companies to work for 2018” ranking.

Serena professionally engages  in legal assistance for countless events and fairs in Europe for DirectlyItaly.
The strong Neapolitan soul and the gaze turned abroad allow Serena to best represent the excellence of Made in Italy 

Graduated in 2014, she then gained the qualification to practice law at the Court of Appeal of Naples.
A native Italian speaker, Serena is fluent in English.

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