Agthia Group PJSC

Digital & Technology Business Partner for all BU Presidents and Head of D&T Commercial for Agthia (ADQ).

In my first year, I have established a strong partnership with the Water, Snacks and Agri business units, enabling brands such as Al Ain Water and Zadina to set up and execute their digital transformation strategy.

Main achievements include:
- Recruitment of new teams, including 7+ new roles from scratch, to enable Digital Marketing and Ecommerce (Direct to Consumer (D2C/DTC), Bricks & Clicks, Quick-Commerce etc.) technical and business delivery to work cross business units
- Launch of a new operating model for the Al Ain Water delivery business in the UAE, positively impacting more than 80,000 users yearly, enabling new KPIs (e.g. via Google Analytics, Microsoft Clarity) to measured and discussed, cross-functionally for the first time ever. As a result, we have enabled pre-emptive customer compensation policies across call center agents, better process for handling whatsapp messages reducing waiting time from average 45+ min to <10 min, tracking water delivery "on time" and action plans to improve these and other leading and lagging KPIs
- Improvements and launch of a new omni-channel app and website, with multiple enhancements including live wallet balance updates (vs. up to 3 days before), new live subscription confirmation (vs. up to 3 days before), product detail pages loading time reduced from 9 seconds to 1 second, launch of Apple Pay (now accounts for 60% of payments via apple devices), completely re-designed user interface focused on customer experience and conversion optimization (resulting in +4% checkout success rate, and more
- Launch of ecommerce operating model for Agrivita App, giving the BU the data needed to start optimizing the app, used by thousands of Emirati farmers
- Zadina.ae D2C ecommerce operating model, driving +32% organic traffic, +11% search ranking and +22% sales
- Launch of Zadina brand on Amazon, Instashop, Deliveroo and Careem

Sr. Director Digital & Technology - Commercial Head

Clube Bora Fazer

Embaixador do Clube Bora Fazer em Dubai. Uma plataforma dedicada ao compartilhamento de conhecimento, de brasileiros para brasileiros, sem fins lucrativos, encabeçada pelo fantástico Fernando Seabra. Saiba mais em www.clubeborafazer.com.br

Embaixador / Ambassador Clube Bora Fazer

AIR (Advanced Inhalation Rituals) / Al Fakher

• Created an ecommerce channel from zero, worth 2MM USD+ within 9 months
• Launched social media account for OOKA and acquired 35,000 followers in 6 weeks, 60,000 in 4 months organically on Instagram, making it the main source of traffic and conversion for OOKA.com
• Defined Digital Marketing and Ecommerce strategy including organic and paid Social Media, Influencer and Affiliate Marketing programs and CRM Email Marketing automated journeys for Al Fakher and other 2 brands to enable B2C and B2B businesses worth 150MMUSD+ / year
• Created team from scratch: Social Media, Ecommerce, Customer Service and more.
• Outlined SEO and Consumer Journey optimization strategy and operating model
to launch OOKA D2C website in Mar’23

Head of Digital Marketing & Ecommerce AMEA

Worked directly for the General Manager Ecommerce, on a 50MMUSD business.
• Established a new operating model across warehousing, picking and packing, customer service, sales, digital marketing and more areas.
• Implemented and operationalized a completely new technology stack (Magento, Plytix, Hubspot, Klaviyo, Yotpo and more).
• Delivered a smooth transition, with ZERO losses in sales due to the program, SEO rankings back to top 10 within 2 weeks and 40% of conversion going through automated CRM email program.

Head of Ecommerce Digital Transformation USA

Reckitt

• Led Global Digital Transformation program for Media, Marketing and Ecommerce, controlling a budget of 7+ MMGBP / year
• Led the creation, operationalization and governance of the program’s 4 pillars: Category Levers, Hygiene Levers, Organization Enablers, Digital & Data Enablers with Global CMO Hygiene, Chief Digital Officer Hygiene and CIO Hygiene, as well as 24+ Country General Managers, Marketing and IT Directors
• Insourced / Created 56 FTE positions across 8 digital media hubs we created in USA, UK, Brazil, Mexico, India, Poland, Malaysia and UAE
• Partnered with the Boston Consulting Group (BCG), Google, Mighty Hive, Publicis, Omnicom and Artefact and other top firms to deliver the program
• Executed 100+ digital media tests, which positive results were scaled up geographically, driving media ROI up by 30%
• Leveraged machine learning to create scalable audience segmentation (Auto-ML such as H2O / DataRobot). Custom audiences are pushed to Facebook, DV360 and Amazon, delivering up to 200% incremental sales.
• Used machine learning to deliver a fit-for-purpose solution to measure media performance, with less dependancy on external measurement (e.g. Nielsen MMX / MMM, BCG Marketing Catalyst).

Global Head Digital Transformation

• Accountable for E2E IT services in the Hygiene business unit, including offices, plants and distribution center sites
• Started a partnership that launched a pioneer data & analytics program in the region, sponsored by myself, Marketing and Sales directors.
Achievements Summary:
- Positioned Mexico as a global innovator with data & analytics: Used Machine Learning to increase Vanish’s and Lysol’s gross margin by 2%+ and analyzed supply chain, trade spend and net sales data to propose an indirect channel transformation that reduced logistic costs by 5%+;
- Re-designed the IT and business organizations and strategy to stabilize operations with a newly implemented SAP ERP (ECC);
- Strengthened IT participation and equity across business areas (Business relevance of IT grew from 3.2 to 4.5, out of 5.0 as per other areas' directors);
- Created a talent pipeline and exported 2 key IT talents to Brazil – biggest LATAM market at Reckitt, and eventually Europe.

IT Head / CIO Mexico and Central America (CAMEX) - Hygiene and Home

Created Data & Analytics team’s capability and operating model from scratch, managing 5 people in the team
• Drove team’s priorities to be in line with Sales Directors and LATAM CEO
• Delivered 50MMGBP in actionable insights to Hygiene and Health business units using Knime, Power BI, POS data and down the trade sell-through data
• Received “Gamechangers” Award in the category “Partnership”

Head of Data & Analytics LATAM

Procter & Gamble

• Defined and executed service strategy with Data Availability of 99%+ and Data Quality of 98%+
• Strengthened sales reporting services by creating service automations on Knime and training different functions to do the same, saving 3+ FTE worth of time across IT, supply chain and sales

LATAM POS Data Service Delivery Manager

• Promoted from Intern to Coordinator and then manager within 2.5 years
• Chosen to lead a 1MMUSD outsourcing project in Cincinnati for 6 months at P&G Headquarters and then manage its service delivery delivering 450K+ USD savings.
• Awarded “Power of You” Gold Award for top performance 
• Acquired P&G certifications: Project Manager, Vendor Manager and others

North & Latin America EDI Service Delivery Manager

Windsor Idiomas

English teacher for advanced level students.

English Teacher

Foursys

First experience working with IT, programming COBOL for bank institutions.

Programmer

WIZARD IDIOMAS

English teacher for students of all levels.

I enable CEOs and General Managers to deliver their objectives while modernizing their teams and operations via Digital Transformation, with a positive and relationship-oriented approach.

I am a Digital Transformation, Digital Marketing and Ecommerce professional with technology and engineering background, a born leader and communicator, lover of people development and enthusiast of customer-centered attitude.

I have worked as project, program and service manager for IT, digital media, supply, sales, marketing and other area-related deliverables. I loved my time working as a CIO and how we transformed the IT team's perception in Mexico and Central America with delightful service experience to employees leveraging basic IT services so we could drive an innovation agenda focused on data analytics and how insights can transform decision making.

I bring experience leading grand scale global digital transformation programs and I can make technology teams speak "business" for I have been in sales and digital marketing jobs myself.

Guilherme Altieri do Amaral

Focused on helping leadership advance the value creation agenda by aligning technology usage with commercial strategies, embedding analytics initiatives, and partnering with senior stakeholders and cross-functional teams to unlock data-driven growth at scale.

Adoption Strategy Lead - Consumer Data 

Challenge the status quo to accelerate Reckitt's journey in data driven marketing.

•	Led cross-functional teams to transform the organization’s consumer data usage by cultivating a data-driven culture focused on test-and-learn strategies.
•	Crafted value-driven consumer data strategies and simplified complex data processes, leading to increased adoption across teams. 
•	Enabled transformational changes in campaign planning while ensuring compliance with industry regulations, driving more efficient and effective data utilization.
•	Led the successful pilot of a CRM program for a non-DTC brand and transitioned the program into BAU, where it continues to deliver results.
•	Optimised customer journeys for data collection and value exchange on website,.

1st Party Data Assets Manager 

Trust3.0

As a board member I played a pivotal role in shaping the organization's strategy and operational frameworks. My focus was on fostering collaboration among stakeholders, promoting ethical standards in data usage, and driving continuous improvement to enhance the charity's impact in the digital space.

Member Board of Trustees

Fetchmyorder

Led the set-up of all digital channels and communication strategies focusing on driving system efficiency and enhancing overall business growth.

•	Directed the redesign and re-platforming of the company website, aligning digital channels with strategic growth goals and enhancing user experience.
•	Led the setup and continuous optimization of PPC and display advertising campaigns, driving lead generation and improving marketing efficiency.
•	Supported the implementation of the Consumer Data Platform (HubSpot), defining key CRM journeys and ensuring integration with company systems to optimize data utilization.

Growth Marketing Consultant 

Amplify

Lead the end-to-end development and implementation of the CRM system, collaborating with cross-functional teams to optimise system integrations and improve data utilisation.

•	Worked closely with the CEO, and Marketing Director to align the CRM programme with the company's data-driven strategy.
•	Established business KPIs and developed reporting systems to measure the success of marketing initiatives, driving continuous improvements and strategy alignment.
•	Defined key CRM user journeys and led the creation of automated workflows and email strategies, ensuring seamless communication across app and portal platforms.

Growth Marketing Consultant

Mark Warner

Served as the Product Owner for the Mark Warner website and all digital platforms, leading the development and strategy to align digital platforms with the company’s strategic goals.

•	Planned and managed a £500k digital marketing budget, delivering increase in online performance and bookings 
•	Manage the set-up of new sales channels for the business using OTAs and set up strategies to boost sales performance through these channels. 
•	Directed the end-to-end delivery of a wider project portfolio including redesign the company’s website and the career portal, set up the new mobile app.

Website and Digital Manager

Cosmos Tours

Responsible for the planning, management and delivery of multiple websites to improve the customer experience and support the global commercial needs.

•	Project managed the delivery of a wider project portfolio including a new ‘manage my booking’ solution, new product APIs, server migration, live chat. 
•	Ensured compliance with new GDPR regulations by partnering with legal and development teams to implement proper data storage and usage practices across all systems.
•	Oversaw the onboarding of a new web agency, defining an agile development framework to maximize ROI and continuously improve the website. 
•	Partnered with local and global teams to define market imperative requirements, translate these in user stories to be delivered as part of the website re-platforming projects.
•	Led the delivery of user testing and optimisation roadmaps; achieved 50% data capture increase, 85% uplift in entries to checkout page, 30% calls uplift.

Digital and Ecommerce Manager

Carnival UK

Manage all website content projects from content prioritisation, planning and briefing to development and publication. 

Defined the website test framework for Cunard and P&O Cruises to facilitate the prioritisation process and lead the strategy for the development and implementation of test. 

Work with the content and CRM teams to identify key online segments and set up tests to optimise the email customer journey.

Lead the planning and delivery of the annual product launches on the brand websites (UK, AUS, US) ensuring an end-to-end online customer journey. Take a customer-centric approach when developing new landing pages to enable a high user engagement leading to conversion.

Project managed the content migration of the brand website for UK, AUS and US and launched the new website IA, navigation and homepage design liaising with the development agency to ensure all SEO requirements are met. 

Create and own the weekly digital marketing report for senior leaders and utilise data analysis skills to evaluate website and acquisition channels performance, provide insights and recommendations to improve the user journeys.

Digital Executive - Content and Customer Experience

P&O Cruises

Use the website Content Management System to update content, imagery and create bespoke marketing pages or other content on the website.

Ensure that website content is optimized for SEO

Organise and fulfil all aspects of email creation and distribution using a third-party email-marketing tool.

Provide accurate and timely reporting and analysis of all pertinent email marketing statistics.

Plan, manage and grow the brand’s social presence, including Facebook, Twitter, YouTube, blog and Community forum.

Digital Marketing Assistant

regs4ships Ltd

Define the brand guidelines and ensure that all marketing materials do no deviate from the established

Manage small project-based budgets to develop online marketing campaigns. Liaise with designers, media and publishers to produce materials of visual impact and launch advertising campaigns.

Copywriting of articles, newsletters, press releases and marketing materials for each product reflecting key messages and benefits.

Develop email campaigns to inform customers of new products or services and create full report on their performance.

Marketing Executive

Adulmec

Internet media company that provides websites, software solutions, interactive platforms and online advertising.

During my time in Adulmed i developed customized business application forms allowing companies to create their profile on company-owned online business guides. Acting as first point of contact with clients i was promoting company’s services in developing websites.

Account Manager

An experienced, self-motivated and commercially minded marketer, with a proven focus on online customer experience. Skilled in managing multiple projects simultaneously, problem solving and applying analytics data to create products that support the business goals and improve the online user journey.

taplio

The Battle

Guilherme Altieri do Amaral

Adriana Dumitrache

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