Santino Pietrosanti: Jaguar UK’s Visionary Brand Leader
Santino Pietrosanti has established himself as a prominent figure in the automotive industry, particularly as the Director of Jaguar UK at Jaguar Land Rover (JLR). With over 15 years of experience in strategy, partnerships, and branding, Pietrosanti’s career trajectory has been marked by his ability to drive complex transformations in both the transport and technology sectors. His leadership at JLR has been instrumental in shaping the future of the Jaguar brand, focusing on innovation, sustainability, and diversity.
Early Life and Education
Santino Pietrosanti’s journey into the world of business and strategy began with his academic pursuits at Boston University, where he graduated with a Bachelor of Science in Business Administration (BSBA). His focus was on International Business Management, and he graduated magna cum laude, highlighting his exceptional academic performance. Pietrosanti’s education, paired with his passion for business strategy, laid a strong foundation for his future leadership roles in global enterprises.
Professional Career: Laying the Foundation
After completing his education, Pietrosanti embarked on a diverse career path that spanned multiple industries, including automotive, technology, and transportation. Early in his career, he worked as an IT Consultant at Boston University’s Office of Information Technology, providing technical support and training to students and faculty. This role honed his ability to manage complex systems, a skill that would prove invaluable in his future leadership positions.
Following his time at Boston University, Pietrosanti moved into the world of business development and marketing, where he held roles at Antares Real Estate and AWBriefing, a company specialising in automotive conference planning. These roles allowed him to develop a deep understanding of market trends and the dynamics of brand management, skills he would later leverage in his high-level corporate roles.
Transition to JLR: A Strategic Leader
Santino Pietrosanti’s career took a pivotal turn when he joined Jaguar Land Rover (JLR) in 2015. His journey at JLR began as a Strategy Manager for InMotion, a corporate startup powered by JLR that focuses on future mobility and smart transportation. His role involved setting up InMotion as an independent subsidiary within JLR and leading its vision for innovation. This experience equipped him with the knowledge and expertise to manage complex business operations and global partnerships, laying the groundwork for his later success in strategic leadership.
In 2017, Pietrosanti transitioned to a more senior role as a Senior Manager in Corporate Strategy, where he developed strategic projects focused on electrification, autonomous systems, and connected vehicles. His work in these areas was aligned with JLR’s broader vision of sustainable mobility and technology innovation, marking him as an influential figure in the company’s transformation.
By 2019, Pietrosanti had advanced to Director of Global Strategic Partnerships & Corporate Development at JLR. In this role, he played a critical part in developing global enterprise partnerships, particularly in the areas of digital payments, assisted driving technology, and EV infrastructure. His work in building these partnerships helped JLR strengthen its position as a leader in sustainable mobility.
Jaguar UK: The Brand Director
In December 2023, Santino Pietrosanti was appointed as the Director of Jaguar UK, where he currently oversees the brand’s strategy, product portfolio, and operations for the UK market. His leadership has been instrumental in reimagining Jaguar’s position within the competitive automotive industry. His role involves ensuring that Jaguar’s vision aligns with JLR’s broader goals, while also driving growth and market performance in the UK.
Under Pietrosanti’s leadership, Jaguar UK has focused on aligning its product vision with a growing demand for electric vehicles (EVs) and sustainable luxury. His leadership has reinforced Jaguar’s commitment to creating vehicles that are not only technologically advanced but also environmentally responsible. As part of his brand strategy, Pietrosanti has placed a strong emphasis on diversity, equity, and inclusion (DEI), ensuring that these values permeate throughout the company’s culture and product development.
Jaguar’s Rebranding Efforts
One of the most significant projects that Pietrosanti has spearheaded at JLR is the ongoing rebranding of Jaguar. As part of a larger transformation, Jaguar has shifted its focus to electrification and sustainability, while maintaining its heritage as a luxury automotive brand. Pietrosanti has been at the forefront of this shift, driving the brand’s new vision through strategic partnerships, new product lines, and a commitment to zero-emission vehicles.
In 2024, Jaguar unveiled a new global campaign under Pietrosanti’s leadership, focused on the theme of “originality”. The campaign emphasized the importance of creativity and individuality in driving the brand forward. It also featured a commercial titled “Copy Nothing”, which sought to highlight Jaguar’s unique approach to design and innovation, setting it apart from competitors.
Pietrosanti’s leadership has also been crucial in the development of Jaguar’s future mobility strategy, which is centred on creating smart cities and connected infrastructure that complement the needs of modern drivers. This strategy aligns with JLR’s goal of becoming a leader in smart mobility solutions.
Leadership Style and Philosophy
Santino Pietrosanti is known for his inclusive and collaborative leadership style. He is a champion of team development, consistently fostering a culture where diverse perspectives are encouraged and team members are empowered to contribute to the company’s success. His ability to manage cross-functional teams across different geographies has been a key factor in his success at JLR.
As a leader, Pietrosanti places great emphasis on communication and consensus-building, ensuring that all stakeholders are aligned with the company’s goals. He is also highly focused on DEI initiatives, having been recognized for his efforts to create a diverse and inclusive working environment. He believes that a diverse team is essential for driving innovation and achieving long-term success.
Personal Life
Outside of work, Santino Pietrosanti leads a fulfilling life with his Scottish husband Paul and their cockapoo Mia in Milton Keynes, England. Their relationship and shared passion for diversity and inclusion have played a central role in Pietrosanti’s personal and professional life.
Conclusion
Santino Pietrosanti’s journey from a consultant to the Director of Jaguar UK exemplifies his ability to lead transformative initiatives across various industries. His strategic foresight, commitment to sustainability, and dedication to innovation have positioned him as a key figure in the evolution of the Jaguar brand. As JLR continues to embrace a future of electric and connected vehicles, Pietrosanti’s leadership will undoubtedly continue to play a pivotal role in shaping the company’s success.
