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Structure, Vision, People: Atlante Redefines Three Core Business Areas

24 June 2025

n a global landscape marked by rapid change and growing complexity, Atlante continues its path of growth by strengthening three key business areas, while placing people and internal leadership at the centre.

As part of the ongoing Transformation Plan shaping Atlante’s evolution, three new strategic appointments are being introduced, touching procurement, sales, and product development.

This transformation goes beyond organisational structures: it reflects a clear vision — to build a structure that is more integrated, effective, and responsive, in line with Atlante’s sustained growth over the past years.

Under the strategic leadership of Natasha Linhart, CEO of Atlante, and with the recent appointment of Sergio Picinini as Managing Director, the organisational redesign moves forward with three key roles aligned with the company’s core strategic drivers:

Giovanna Chiarini, Business Unit Commercial Director – Italy & Import Procurement
Shahid Mahmood, Business Unit Director – Switzerland & Export Procurement
Marco Sebastianelli, Business Unit Director – Beers, Wines, Spirits & Beverage (BWSB)

“For us, transformation isn’t about reacting. It’s about anticipating. Building a strong structure that generates value and acts with speed is a strategic choice — not a tactical response.” – Natasha Linhart, CEO Atlante

From Sourcing to Shelf: Strategy That Creates Value

Giovanna Chiarini steps into the role of Business Unit Commercial Director – Italy & Import Procurement, leading a newly formed unit that, for the first time, integrates international procurement with the Italian sales network — including the Food Service channel and online distribution.

This is more than a functional alignment: it reflects a strategic shift, where sourcing decisions and commercial strategy are brought together to build product ranges that match market needs, are well positioned, and ready to hit the shelf at the right time.

A long-standing figure in Atlante’s procurement area, Giovanna Chiarini now takes on a broader role — the natural evolution of a path built over time and deeply rooted in the company’s vision. This appointment reflects her experience and further strengthens her strategic contribution at a key moment in Atlante’s development.

“Atlante is a global sourcer that creates value by combining customised product development with the ability to read both international trends and local customer needs. By bringing procurement and commercial together under one roof, we’ve shortened the distance between buyer and seller.
This allows us to understand, interpret and meet each client’s needs more quickly and more effectively — starting right from the product’s origin,” said Giovanna Chiarini, Business Unit Commercial Director – Italy & Import Procurement.
“Being responsible for both sourcing and sales means we can act with greater agility and foresight. We’re able to anticipate market changes, adapt our offer accordingly, and turn feedback into concrete, immediate product improvements. In the fast-paced FMCG world, excelling in your own area isn’t enough — you need to build bridges across functions and think in terms of supply chains, not silos. My transition from Procurement to Commercial is designed to generate value: for our clients, for the market, for Atlante.”

A Strategic Focus on International Markets

Shahid Mahmood takes on the role of Business Unit Director – Switzerland & Export Procurement, expanding his responsibilities to oversee all procurement activities for international markets. This evolution builds naturally on his current roles, which include leadership of the Swiss market and the textile category — both areas he has managed with consistency and rigour. In addition to these current roles, Shahid also has the experience of building our initial UK business which was the foundation of our export business.

This new configuration reflects a clear direction: putting the customer at the centre of every strategic decision, supported by constant dialogue between commercial development and sourcing. Shahid Mahmood brings a deep knowledge of international markets and a proven ability to build lasting, value-driven partnerships.

“Each market has its own dynamics. However, the aspiration remains to deliver sustainable value to customer by the development and execution of sourcing strategies across all export business units, fostering supplier partnerships, and supply chain resilience while ensuring alignment with organisational goals and risk mitigation.” — Shahid Mahmood, Business Unit Director – Switzerland & Export Procurement

A New Business Unit with a Future-Focused Outlook

Marco Sebastianelli leads the newly established Beers, Wines, Spirits & Beverage (BWSB) division. The beverage world is undergoing rapid and profound changes — shaped by evolving consumption habits, increased focus on quality, and rising demand across global markets. In response, Atlante is investing in this high-potential area by creating a dedicated business unit for beers, wines, spirits, and beverages — including no and low alcohol options — under his leadership.

A recognised figure in Atlante’s commercial team, Marco Sebastianelli brings deep experience in managing complex markets and layered product portfolios. After playing a key role in the strategic turnaround of the beer segment, he now leads a transversal unit supporting all commercial areas, with the aim of developing new opportunities and strengthening the distinctiveness of Atlante’s offer.

This new unit represents a significant step in Atlante’s growth trajectory, underlining its commitment to targeted investment, trend anticipation, and delivering tailored solutions in an ever-evolving market.

“Bringing the entire beverage category under one strategic umbrella is an exciting challenge. It demands market insight, a sharp eye for trends, and a future-facing strategy. The time is right to build something that lasts.” — Marco Sebastianelli, Business Unit Director – Beers, Wines, Spirits & Beverage (BWSB)

Transformation with a Forward View

Through these three strategic appointments, Atlante strengthens a structure that is increasingly integrated and capable of turning vision into day-to-day action.

This is more than a structural update — it’s an evolution that reinforces the connection between strategy and execution, while placing skills and people at the centre.

True growth doesn’t come from adaptation alone. It comes from choosing a direction and building it — day after day.