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Simone Ceruti, Vice President and Head of Public Affairs EU

SEC Newgate EU

sceruti@secnewgate.eu

My Job

I connect the dots across people – the real stakeholders who shape outcomes – policies and industries. Whether guiding multinationals, industry alliances or emerging players, I help shape public affairs and communications into a lever for growth, purpose and reputation.

My Experience

My experience spans multiple sectors — food, packaging, healthcare, sustainability — and combines deep in-house knowledge with the agility of consultancy. I have consistently built and nurtured multi-stakeholder alliances, bringing together industry leaders, policymakers, civil society and media to create common ground and shared solutions. In parallel, I’ve represented strategic business interests at the highest levels within international trade associations, shaping the narrative and negotiating on critical legislative files.

My Proudest Achievements

It will be the next one. I am not in the habit of looking back. From past experiences, I cherish the good things that should be repeated and the bad ones that should be avoided. Furthermore, there have been numerous positive instances, from the Nutrition and Health Claim Regulation to the Copyright Directive and Packaging and Packaging Waste Regulation, one of the most high-stakes and politically charged issues during the last legislative term. I helped spearhead a strategic coalition effort that reframed industry positions, engaged constructively with EU institutions, and delivered key amendments that protect the principles of the Circular Economy. We combined legislative intelligence, multi-stakeholder alignment, and data-driven advocacy, showcasing how integrating public affairs and communication can create a significant, enduring impact.

My Education

  • Postgraduate Course in European Studies (CHEE) ÉNA – Ecole Nationale d’Administration (Paris)
  • Diploma in Marketing & Corporate Communication – Accademia di Comunicazione (Milan)

My Languages

Italian, English, French.

My Interests outside work

I’m passionate about food, cooking and good wine. A world where creativity meets complexity, much like public affairs. It’s not just a pleasure, but a way of connecting with others and exploring culture through the senses.

I also love working with young colleagues and mentoring them. I believe young people are our most powerful asset. They are vibrant, curious and full of potential. I really enjoy helping them navigate complexity, unlock their ideas and build confidence in their own vision.

But my greatest passion is my family. I’m the proud father of two brilliant young women and a talented young man, each on their own path. They remind me that everything we do gains meaning when it’s rooted in love, purpose and a vision for the next generation.

My Favourite Brussels anecdote

Early in my Danone years — more than a decade ago — I found myself at a Brussels reception, standing between a EU Commissioner and a well-known lobbyist, both animatedly debating cheese labelling rules. The discussion unfolded in three languages over a platter of cheese. It was my warm welcome in Brussels. A first taste to see how even the most technical EU files are fully integrated with culture, tradition, and storytelling. Policy in Brussels is never just about business and regulation. It’s also about identity, values, and finding common ground across borders.

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