Serena Bonomi

Serena Bonomi is a circularity expert with a background in consumer behaviour and innovation across the value chain. As Head of Circularity at On, she is establishing the brand’s first holistic circularity strategy to drive its business and product transformation toward a circular economy.
After working for global giants like 3M, BMW, VF Corp, and Zalando, Serena served as a Strategy & Innovation Consultant across industries, developing circular innovation roadmaps, lecturing at universities, speaking at global conferences and events, and pioneering circular initiatives and products. Serena led the development of Zalando’s Circular Design Criteria and strengthened circular initiatives via experimental customer behavioral research. At VF Corp she guided successful innovations in EMEA, notably commercializing the first circular jacket in 2019, pioneering Napapijri’s Circular Series – Cradle to Cradle Gold-certified, with a digital product passport and take-back service.