Profile | Resumé

RESUME SUMMARY:

Professional with over 25 years of expertise in digital transformation, innovation, emerging technologies, & new business development. Having exercised strategic leadership in challenging situations, with a proven track record of performance in fast-paced changing environments.

A visionary leader in driving business transformation, adept at aligning technology, people, and strategy to create lasting value. Inspiring teams and stakeholders to adopt future-oriented approaches, fostering collaboration across functions such as Product, Marketing, and Sales while building a culture of customer-centricity and sustainable growth.

Broad experience in services, industrial, technology, and startup sectors. Also served as a recognized keynote speaker and Board Member.

Holds a B.A. degree in Business Administration with specializations in Corporate Governance (IBGC), Product and Service Innovation: MIT’s Approach to Design Thinking (MIT Sloan Executive Education), Strategy and Case Studies through the Harvard Business School Program (NASPERS) & Master’s in Business Integration (MBI) from UFRJ.

Passionate about developing solutions that transform challenges into opportunities, always focusing on customer experience and economic impact.

KEY ACHIEVEMENTS INCLUDE:

Led an innovation program with 45% employee engagement, generating over R$50 million in economic impact since 2022. Successfully established a Corporate Venture Builder, launching corporate startups, including an AI-powered startup specializing in livestock monitoring.
Has fostered a culture of business agility, OKRs, KPIs, and a customer-centricity vision resulting in a 10% improvement in the company’s NPS.
Sponsored the Go-To-Market strategy, data-driven market intelligence with algorithmic analysis with a projected market share increase of over 3 percentage points in the coming years.
Implemented growth hacking, and digital marketing strategies, while introducing new sales channels (e-commerce), in key segments, driving sales growth with leads contributing up to 20% of additional sales results.
Successfully restructured the commercial area, introducing a new product portfolio, which resulted in a 150% revenue increase and the addition of 40 new clients.
Has had the opportunity to manage strategic accounts, contributing to R$500 million in annual net revenue.

ADDITIONAL AREAS OF EXPERTISE:

PROFESSIONAL EXPERIENCE:

Mar.22 | Jan.25.

Marketing, Innovation & Strategy Director | BELGO ARAMES.

Belgo Arames is a leader in innovative wire products and solutions. A strategic partnership (Joint Venture) between ArcelorMittal & Bekaert.

May23 | Present – Marketing, Innovation & Strategy Director.

Mar.22 | May23 – Innovation & Digital Director.

Has led the organization’s innovation and digital transformation strategy, driving the development of complex new products and business initiatives while implementing transformational changes across the company. Key achievements include:
Redesign innovation frameworks, governance, structures, and “way of working”, establishing a Corporate Venture Builder and Open Innovation program. Which led to the successful launch of corporate startups like Instabov (Agribusiness IOT & AI).
Led innovation programs that enhanced organizational culture and engagement, integrating impactful initiatives aligned with strategic pillars, resulting in 45% active employee participation and over R$50 million in economic impact since 2022.
Advanced the company’s market recognition to new heights, securing 3rd place in the 2024 “Prêmio Valor de Inovação” for Mining, Metallurgy, and Steel, as well as 3rd place in the 100 Open Corps ranking and the 2023 Mining & Metals Award, among others.
Managed complex R&D initiatives, orchestrating the creation of new products in collaboration with Engineering and Business areas. Filled three intellectual property patents in 2024 and achieving a New Product Vitality Index (NPVI) of over 15%.
Has held responsibility for Marketing & Corporate Strategy, leading key initiatives to enhance market impact and drive business excellence, providing direct support to the Board and C-suite. Major achievements include:
Sponsored the Go-to-Market (GTM) design strategy, leading the establishment of new departments, including Trade Marketing and Commercial Excellence, with a projected market share increase of over 3 percentage points in the coming years.
Implemented growth hacking, digital marketing, and omnichannel strategies to optimize lead generation in key segments, driving additional sales growth with leads contributing up to 20% of total results.”
Restructured the area with a customer-centric and data-driven approach, developing algorithms for market size/ share calculations with machine learning models to predict short-term trends with approximately 90% accuracy (Proof of Concept). Additionally, CSAT (Customer Satisfaction Score) and NPS (Net Promoter Score) were introduced to provide a more comprehensive view of customer insights, resulting in a 10% improvement in the company’s NPS within one year.
Launched a new Corporate Strategy department, establishing governance & frameworks.

Dec.20 | Jan.22.

Chief Product Officer (Partner) | DISTRITO.ME.

The biggest startup ecosystem in the Brazilian market.

Directed the strategy and execution of all product-related activities. Developed a clear product vision and built a product-focused organization rooted in customer-centricity, achieving a 4.5 CSAT score
Skilled in delivering real value via digital products, aligning the company around product overarching vision.
Has been an evangelist of the product and customer-centric vision across the entire company:
- Enforced a culture of lean, customer-centricity, value proposition design, and hypothesis-data-driven product development.
- Established North Star metric, OKRs, KPIs, agile, and product development practices.

May14 | Dec.20.

Chief Digital & Innovation Officer (Cofounder) | MOVE TO THE NEXT LEVEL.

Move2 is a Venture Builder & Startup Studio. VB develops tech startups from the idea, transforming into a fast-growing digital product or business.

Has supported companies, C-level executives, and boards in advancing their value creation and innovation agendas.
Has led companies to rethink their business models, products, and user experiences, including the development of new businesses through corporate tech startups: Bettha.com, ATS Globe, Doutor Direto, etc.
At AIG (American International Group) & BS2 Bank, collaborated with top management to drive a new mindset focused on Digital Transformation, introducing innovative processes to foster a more collaborative, open, and creative team culture.
Skilled in Digital Transformation & Customer Centricity, led a complex process to develop a corporate startup, from the creation and definition of products/services, liaising closely with Innovation and Engineering departments to turn technology into products.
Cofounder of tech startups (Healthtechs: 99formulas & Doutor Direto, HRTech: Bettha & ATS Globe) among others.
Speaker in workshops, companies, and conferences like Welcome Tomorrow Conference, AIG, StartSe, and others. (Topics covered: Innovation, Digital Transformation, Open Innovation, New Economy, how to develop your idea, etc.).

Jun.10 | Nov.13.

Strategic Alliances Vice-President | BUSCAPÉ COMPANY (NASPERS).

Global multinational company, listed on the stock exchange. Media group, e-commerce platforms, and Internet Business.

Jun.10 | Nov.13 – Strategic Alliances Vice-President

Aug.11| Nov.13 – Chief Executive Officer | Brandsclub

Strategic Alliances Vice-President – Sep.10 | Nov.13.

Responsible for implementing product distribution strategies through strategic partners.
Oversaw ePayment (Bcash) and Anti-Fraud (FControl) business units, achieving over 85% growth in GMV within one year and driving a significant increase in store adoption of Bcash and FControl by more than 85%. Successfully implemented PCI Compliance within 120 days.
Led the rebranding of Bcash and contributed to the development of the Buscapé Company brand.
Directed the M&A of VTEX, LATAM’s largest e-commerce platform by GMV.

Chief Executive Officer – Aug.11 | Nov.13.

• Has held full responsibility for Brandsclub Group (Brandsclub, Netlet & Brandshop) in LATAM, having managed a team of approximately 120 direct reports and more than 330 third-party professionals, driving strategic growth and operational excellence for Brazil’s second-largest private shopping club and 13th globally. Key achievements include:

_ 45% increase in sales and a 300% boost in average items per order through a new multi-basket website.

_ Enhanced customer satisfaction, elevating the store rating from bronze to gold (EBIT) in one year and improving Reclame Aqui scores from 2,96 to 6,94 (6 months average), with peaks up to 8,4 monthly.

_ Planned and executed the relocation to a new distribution center with 24/7 operation and partial automation.

_ Developed a growth strategy and CRM using the triple “A” framework (Acquisition, Activation, Activity), acquiring over 6.8 million users and 2.2 million Facebook fans, raising average order value by 33%, and increasing conversion rate by more than 50%.

Apr.07 | Mar.10.

General Manager | VIDEOLAR.COM

Brazilian company, one of the largest in Brazil (Top 500).

Has led a comprehensive business transformation that achieved a 160% increase in operating profit despite the 2008 global financial crisis. Positioned Videolar.com (Som Livre) as a market leader in the CD/DVD segment, with over 40,000 monthly deliveries, and achieved break-even.
Has had the opportunity to manage strategic accounts for major entertainment companies, including Warner Home Entertainment, Walt Disney, 20th Century Fox, Paramount, Sony Pictures, etc. contributing to R$500 million in annual net revenue.
Has led cross-functional teams in Commercial, Industrial, Customer Services, Logistics, IT, Supply Chain, and e-commerce, overseeing 27 managers, analysts, and 300 indirect staff members.
Successfully restructured logistics, reducing average delivery times from 5 days up to 1.5 days.
Directed implementation of ISO 9000 and 14000 certified quality standards, making Videolar.com the first e-commerce platform in Brazil to achieve this certification. Consistently raised the bar for customer service to excellence, leading to Videolar.com receiving the E-BIT Diamond Award for customer service for three consecutive years.

Jul.05 | Apr.07.

Client Principal | NIMBI CONSULTING & TECHNOLOGY. Multinational Company with the largest Supply Chain BPO initiative in Latin America & e-business platform.

Has directed business development for strategic accounts, implementing supply chain, business integration, and BPO solutions in the Consumer-Packaged Goods (CPG), and Health and Personal Care (HPC) sectors, which contributed to 35% of company revenue. Negotiated new contracts that exceeded company targets by 25%.
Has formulated strategy and new solutions for Consumer and Health Care sectors, managing major clients such as Unilever, Johnson & Johnson, L’Oréal, Alpargatas, Saint-Gobain, and Sadia. Developed and executed supply chain and logistics solutions, achieving significant results, including a 20% logistics cost reduction for Johnson & Johnson, the planning and launch of a new distribution center for Alpargatas, and the establishment of a Logistics Operational Control Center for Sadia.

Abr.01 | May.05.

Interactive Marketing Director | AOL Time Warner.

A global multinational company listed on the stock exchange. Leader in the entertainment, media, and internet segments.

Nov.03 | May.05 | Interactive Marketing Director.

Abr.01 | Nov.03 | Sr. Business Account Manager.

Full responsibility for Interactive Marketing (e-commerce and online advertising), prospecting, customer success, business development, & post-sale. Successfully restructured the commercial area, introducing a new portfolio and results-oriented training for the sales team, which resulted in a 150% revenue increase and the addition of 40 new clients. Spearheaded the establishment of a new business unit in Brazil (AOL E-commerce), achieving a 50% increase in total income and setting a regional benchmark recognized as a best practice across Latin America.
Additionally, led a project for AOL focused on boosting profitability and operational efficiency, securing the highest revenue-to-unique-visitor performance in 2004—a metric 40% above the market average. Developed and implemented revenue recognition policies aligned with US GAAP standards and contributed to the Sarbanes-Oxley compliance project, supporting SEC regulations.

Nov.99 | Apr.01.

Sr. Business Executive | UOL – UNIVERSO ONLINE.

The largest Brazilian content, technology, services, and payment media company.

Responsible for the acquisition and management of clients and key accounts in e-commerce and online advertising, including e-commerce store implementation. Participated in the first e-commerce business unit in Brazil.
Developed several commercial opportunities in the segment of e-commerce and online advertising, such as SHOPPING UOL and UOL Auction. Negotiated a strategic agreement that increased the number of online stores from 140 to 221, thus UOL has been the leader in the segment.

Dec.89 |Apr.99 (consolidated).

ABG Business Consulting (Founder), Surf Bros (Founder), Bradesco Bank (Clerk).

ACADEMIC BACKGROUND:

Board Member Specialization: Brazilian Corporate Governance Institute (IBGC) 2020 | Innovation of Products and Services: MIT’s Approach to Design Thinking (MIT Sloan Executive Education) 2017| Strategy and Case Studies from Harvard Business School Program (NASPERS) 2011 | Certificate Program: Business Logistics and Supply Chain Management (FGV – Fundação Getúlio Vargas) 2006 | Negotiation Business (Workshop Harvard/Cambridge Negotiation Strategies/ AOLTW) 2003 | Master’s in Business Integration (MBI) (UFRJ – Universidade Federal do Rio de Janeiro) 2002 | Pos-Baccalaureate Marketing Management (FECAP-Fundação Escola de Comércio Álvares Penteado) 1999 | B.A. in Business Administration (Universidade Paulista) 1997.

ADDITIONAL INFORMATION:

Board Member of VTEX: 2012 | 2013. Board Member of Pagos Online: 2011 | 2012.

Board Member of Brandsclub group: 2011 | 2012. Board Member of Cia. de Talentos Group: 2013 | 2017.

Board Member of Ibyte group: 2022 | 2023.