About NIMA Digital
Founders, story, and mission
Our Story
NIMA Digital Consulting was founded in 2025 by Nicola Antonelli and Marina Di Falco, two Italian digital veterans who relocated to Dubai to serve the growing demand for luxury-grade digital consulting in the MENA region. The firm's name reflects its mission: bridging Italian luxury heritage with the dynamic markets of the Middle East and North Africa.
After decades of building digital operations for some of Italy's most prestigious brands, the founders recognized a gap in the Dubai market: many agencies offered generalist digital services, but none combined deep luxury industry expertise with senior-level, founder-led engagement. NIMA Digital was created to fill that gap.
25+
Years in Luxury Digital
30+
E-Commerce Transformations
€300M+
Client Revenue Generated
The Founders
Nicola Antonelli built LuisaViaRoma's digital empire from 1999, transforming it from a local Florentine boutique into one of the world's leading luxury e-commerce platforms. Over two decades, he served as CMO and Chief Revenue Officer, overseeing the digital strategy that generated over €300M in revenue.
Named Digital Manager of the Year in 2021, Antonelli's career spans the full evolution of luxury digital, from the first wave of e-commerce in the early 2000s through mobile, social commerce, and now AI-driven personalization. His hands-on experience building a €300M+ operation informs every strategic recommendation NIMA Digital provides.
Marina Di Falco brings nearly 15 years of e-commerce expertise with deep specialization in performance marketing for luxury brands. A Certified Media Manager, she is recognized for her ability to balance brand prestige with measurable performance outcomes.
Her expertise covers paid media strategy, creative optimization, ROAS maximization, and cross-channel attribution, specifically calibrated for luxury audiences where brand equity and conversion must coexist. Di Falco's approach ensures that every marketing euro drives both immediate returns and long-term brand value.
Founder Track Record
Industry Recognition
Digital Manager of the Year 2021
3x Dynamic Yield Personalization Innovator Award
2021, 2022, 2023
Google Think with Google featured case study author
First Italian brand leader to deploy TikTok Symphony AI
Speaking & Teaching
- ◆Ministero delle Imprese e del Made in Italy (MIMIT), Rome — "Made in Italy: la digitalizzazione come leva per la crescita" (June 2025)
- ◆Netcomm Forum, Milan (2019, 2024) — Italy’s leading e-commerce conference
- ◆Osservatorio Fedeltà UniPR, Parma — "Digital Loyalty Revolution" keynote
- ◆LUISS Business School, Rome — Guest lecturer, Master in Fashion Management
- ◆IED Firenze — International Mentor, Master in Fashion Merchandising & Buying
- ◆IED for Future — Speaker, industry mentorship events
- ◆Università di Firenze / PIN Prato — Lecturer, "E-commerce & UX Usability" module (16h), Master in Digital Marketing (14 editions)
- ◆Università di Firenze — Guest speaker, student orientation event (2023)
Published In
The Boutique Model
NIMA Digital operates as a boutique consultancy, no junior account managers, every engagement is founder-led with direct access to senior expertise. Rather than maintaining large internal teams, we work through a curated global network of specialists, hand-picked for each project. This model delivers three advantages:
- Direct founder involvement in every engagement, no delegation to junior staff
- Access to best-in-class specialists across technology, creative, and media
- Flexibility to scale teams up or down based on project needs
Frequently Asked Questions
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