Embracing Change and Leading with Empathy: A Conversation with Gaia Lorenzato Rovera

In this second episode of our blog series celebrating Women in Leadership at team.blue, we sat down with Gaia Lorenzato Rovera, Country Manager at iubenda, a team.blue brand, to discuss her journey from law student to digital strategist and the leadership principles that have guided her throughout her career. Gaia’s story is one of continuous reinvention, cultural adaptation and the power of leading with empathy in fast-paced work environments.

You started your career studying law. How did you end up in the digital world?

Nothing in my background suggested I would end up in tech. I studied law in Milan, spent a year in Madrid for Erasmus, and I have always been passionate about languages and culture. But when I moved to France for personal reasons, I needed to build everything from scratch. Luckily, I qualified for an internship as an international marketing assistant at an e-commerce company, which marked my entry into the digital sector. The transition from law to marketing was significant, but I quickly discovered my passion for the tech industry. Its constant evolution and the need for continuous learning have been the driving forces behind my career ever since.

You quickly moved into leadership roles. What did that experience teach you?

A few years into my marketing career, I was given the opportunity to establish the Italian branch of the company I was working for. This meant creating a legal entity, securing offices, and building a team from the ground up. I had to learn by doing, a journey that included making mistakes and invaluable lessons.

The biggest lesson from that period was that asking for help is not a weakness, it is essential. We often feel pressure to prove we can handle everything alone, especially as we step into leadership. But true leadership is not about having all the answers. It is about building credibility, fostering collaboration, and having the courage to say: "I don't know this yet. Can you help me?"

How do you create that kind of openness within your teams?

By establishing trust and transparency as core principles from day one. I encourage teams to celebrate wins while openly discussing challenges and learning moments. In weekly meetings, for example, it’s important to take a moment to share both successes and obstacles. When team members realise they're not alone in facing challenges, it transforms the work environment. Mistakes become collective learning opportunities rather than sources of fear, and that is essential for innovation. In my opinion, that is what leadership should be: creating a space where people feel safe to be imperfect, to experiment, and to grow.

Were there any mentors who shaped your approach to leadership?

Early in my career, I worked with two founders who practised radical openness and genuine collaboration. They taught me to understand products comprehensively, ask technical questions regardless of my expertise level, and maintain curiosity.

Most importantly, they demonstrated the power of trust. They provided guidance while giving teams autonomy to make decisions and learn from mistakes. That genuine approach created loyalty and inspired excellence, principles I have carried with me ever since.

You've launched and grown markets across Europe. What drives you in those challenges?

I am energised by building from the ground up. In market development roles, I have worn many hats: country manager, salesperson, account manager. There is something deeply rewarding about introducing a product into a new market and watching it flourish.

Each time I start from zero, I remind myself of something important: sometimes you need to take one step back to make a bigger leap forward. Growth is not always linear. It requires patience, humility, and a willingness to learn continuously. But if you trust the process and stay committed, the results follow.

What brought you to iubenda and team.blue?

I joined iubenda at a moment when I was ready for new challenges. I had known the company for years, and I was drawn to the opportunity to help scale it within the team.blue ecosystem.

What I discovered at team.blue exceeded my expectations. We offer SMBs a complete digital ecosystem that is not just about selling products. From website builders to compliance tools, through a family of more than 60 complementary brands that work seamlessly together, we solve real problems and make online business success simpler for our customers. Being part of that vision feels truly meaningful.

How do you see Artificial Intelligence influencing your work and leadership?

For leaders, AI is a powerful reminder to stay adaptable. The tools we use today will continue to evolve, but what remains constant is our ability to guide people through change with empathy and vision.

What I find particularly important is education. Many people still see AI as something distant or intimidating, but it should be accessible to everyone. Part of our responsibility as leaders is to help teams understand how to use it safely, effectively and ethically. I encourage teams to explore AI with curiosity and responsibility, to experiment, to learn and to integrate it thoughtfully into their daily work.

What makes working at team.blue special to you?

The culture, without question. Even though team.blue is a large organisation, people genuinely feel seen and heard. Moreover, there is authentic transparency here that spans from leadership communications to cross-brand cooperation. This environment constantly reminds you that you are not just a function or a number. Your ideas matter, your voice counts, and your growth is supported.

For me, that is what I try to achieve as a leader: creating a workspace where people feel safe to be themselves, to learn, to stumble and ultimately to thrive. When people feel valued, they do not just meet expectations, they exceed them. Everything else follows naturally from that foundation.

What advice would you give to someone starting their leadership journey?

First, abandon the myth that you need to have all the answers. What you need is curiosity, empathy and the courage to be honest about what you do not know.

Second, do not hide your mistakes. Own them, share the lessons and model the vulnerability you want to see in your team. The best leaders are not those who project perfection; they are the ones who help others become the best versions of themselves.

Finally, remember that leadership is not about control, it is about connection. When you lead with trust and authenticity, people follow you not because they have to, but because they believe in the vision you are building together. That is when real transformation happens.