Diego Baronchelli

Director, DTC - EMEA Salomon

Diego Baronchelli is a DTC visionary obsessed with elevating brands and creating consumer experiences that genuinely move people. As DTC Leader for Salomon EMEA & Global, he is reshaping how sport, culture, and retail collide—designing the Salomon Retail Playbook and defining the next generation of immersive brand experiences.

Previously VP DTC at Vans EMEA, Diego drove one of the brand’s most energizing accelerations, and earlier contributed to major growth cycles at The North Face. His passion for storytelling and experience design comes from a career spent building iconic, immersive brand environments that turn consumers into communities and brands into cultural forces.

Relentlessly consumer-obsessed, Diego blends creativity, data, and bold experimentation to push the boundaries of what retail can be. At Shoptalk, he brings an electrifying perspective on how emotion-led experiences, AI-driven retail, and sport-inspired culture will shape the next era of brand elevation.

Swiss-Italian by origin and a world citizen at heart, Diego lives in Switzerland with his wife and two children. A passionate runner, skier, and outdoor enthusiast, he brings the same energy and love for movement into the brands and teams he leads.