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

Integer Consulting

During my tenure as a Senior .NET Developer at Integer, I was involved in a significant project for a telecommunications company based in Denver. My primary responsibilities included:

• Development and Maintenance: Developed and maintained RESTful APIs that served as the backend for a React front end, ensuring efficient and reliable data exchange between the client and server.
• Migration to Microservices: collaborated with the migration of a monolithic web application built with WebForms to a modern, microservices architecture using .NET Core 6. This involved:
     - Architectural Design: Redesigning the application architecture to break down the monolithic system into independent, scalable microservices.
     - Implementation: Developing new microservices and refactoring existing code to fit the microservices model.
     - Integration: Ensuring seamless integration of the new microservices with the existing systems and the React front end.
• AWS Utilization: Extensively used Amazon Web Services (AWS) to enhance the application infrastructure. Key services included:
    - Leveraged DynamoDB for its high-performance, low-latency data storage capabilities, ensuring fast and reliable access to data across the microservices.
    - Utilized additional AWS services for deployment, monitoring, and scaling of the application, ensuring robust and scalable infrastructure.
• Optimization: Continuously optimized the APIs and microservices for performance, scalability, and security.
• Collaboration: Worked closely with front-end developers, architects, and other stakeholders to ensure the successful delivery of the project.

This role allowed me to leverage my expertise in .NET, modern software architecture, and cloud services to deliver scalable and efficient solutions, significantly enhancing the performance and maintainability of the telecommunications company's systems.

Senior .Net Backend Developer 

Altudo

During my tenure as a Sitecore Developer at Altudo, I was responsible for the development and maintenance of systems within the Sitecore CMS platform. My key responsibilities included:

• Specialized in Sitecore 9.3 and 10.x, .Net Framework, ASP .Net MVC, C#, SQL Server, JavaScript, jQuery, Ajax.
• Developed custom components and renderings, layouts, custom rules, scheduled tasks, dialogs, and button ribbons.
• Basic knowledge of SXA and JSS.

Sitecore Developer

C&A Brasil

Senior Software Engineer

During my tenure as a Senior .NET Developer at C&A Brazil, I was instrumental in the development of a crucial module for the marketplace platform. My key responsibilities included:

• Order Reconciliation Module Development: Creation of the order reconciliation module for the marketplace platform, ensuring accurate integration and processing of orders.
• Inventory Integration: Implemented integrations with inventory management systems to provide real-time, accurate stock information, ensuring product availability for customers.
• Product Catalog Integration: Developed and maintained robust integrations for the product catalog, ensuring that all product information was current and easily accessible within the marketplace.
• Order Management Integration: Built and maintained systems for efficient order processing, tracking, and management, ensuring smooth and reliable operations from order placement to delivery.

This role allowed me to leverage my .NET development expertise to enhance C&A Brazil's marketplace platform, significantly improving the efficiency and accuracy of order reconciliation processes.

Hubsell

During my tenure as a Senior .NET Developer at Hubsell, I was integral in the development and maintenance of the hub marketplace platform. My key responsibilities included:

• Hub Marketplace Development and Maintenance: Led the development and ongoing maintenance of the hub marketplace platform, ensuring it remained robust, scalable, and user-friendly.
Integration of Major Players: Implemented integrations with prominent retailers and e-commerce platforms, including:
    - Centauro: Integrated inventory, product catalog, and order management systems to provide 
   seamless data flow and operations.
    - Fast Shop: Developed and maintained connections for real-time stock updates, product information, 
   and efficient order processing.
    - VTEX: Enabled comprehensive integration with VTEX’s e-commerce solutions to support inventory, 
   catalog, and order functionalities.
    - Amazon: Facilitated integration with Amazon's marketplace, ensuring accurate and up-to-date 
    product listings, inventory levels, and order management.
• Collaboration: Worked closely with cross-functional teams, including product managers, designers, and other developers, to deliver a marketplace that met business objectives and exceeded customer expectations.

This role allowed me to leverage my expertise in .NET development to create a high-performing hub marketplace platform, significantly enhancing Hubsell's e-commerce capabilities and fostering strong partnerships with major retailers.

Senior .NET Developer

Lojas Marabraz

During my tenure as a Senior .NET Developer at Marabraz, I was instrumental in the development and launch of a comprehensive marketplace platform. My key responsibilities included:

• Marketplace Creation: Spearheaded the development of a marketplace platform, which included:
   - Inventory Integration: Developed and implemented integrations with inventory management systems 
   to ensure real-time, accurate stock information, enhancing product availability for customers.
   - Product Catalog Integration: Built robust integrations for the product catalog, guaranteeing that all 
   product information was current and easily accessible within the marketplace.
   - Order Management Integration: Created and maintained systems for efficient order processing, 
   tracking, and management, ensuring smooth and reliable operations from order placement to delivery.
• Optimization and Maintenance: Continuously optimized the marketplace platform for performance, scalability, and reliability, promptly addressing any issues to maintain a high-quality user experience.
• Collaboration: Worked closely with cross-functional teams, including product managers, designers, and other developers, to deliver a marketplace that met business goals and provided an exceptional customer experience.

This role enabled me to leverage my .NET development expertise to build a scalable and efficient marketplace platform, significantly enhancing Marabraz's e-commerce capabilities and contributing to the company's growth.

.Net Backend developer SR

Saraive

•	Responsibilities: Development of Integration Api’s
o	Projects:
Project Marketplace Marabraz (ASP.NET Core + MVC 5 + C# + MongoDB + SCRUM + Angular 4)
Development and maintenance of Integrations (API’s Restful)  to Marketplace OUT and Marketplace IN.

Bebê Store

•	Responsibilities: Development of Integration Api’s
o	Projects:
Project New Site 2017 (ASP.NET Core + ElasticSearch + MVC 5 + C# + SQL SERVER 2012 + SCRUM)

.Net developer SR

Grupo LTM

•	Responsibilities: : Development Shell Portal
o	Projects:
Project Shell (ASP.NET 4 + MVC 4 + C# + SQL SERVER 2012 + SCRUM)

.NET Developer

Cnova - GPA

•	Responsibilities: Development of web and desktop systems for a platform that serves all B2B and B2C at Grupo Pão de Açúcar.
o	Projects:
Plataforma.Comercio (ASP.NET 4 + MVC 4 + C# + SQLSERVER 2008 + WCF)

.Net Developer PL

T4W Soluções Empresariais e Web

During my tenure as an Entry Level Developer at T4W, I was involved in several key development projects and gained substantial experience in various programming and technology areas.

Air Company Project:

• Developed an automated flight generation system for flight bookings.
• Focused on enhancing the efficiency and accuracy of the flight booking process by automating the creation of flight schedules.
• Worked on ensuring seamless integration and functionality within the existing booking system.

Cangooroo Product:

• Contributed to the development of a comprehensive booking platform for travel packages, including hotels, flights, and car rentals.
• Ensured the platform provided a user-friendly experience for managing and booking complete travel packages.
• Collaborated with the team to implement features that enhanced the overall functionality and reliability of the platform.

These projects allowed me to apply my technical skills in a real-world setting, improve my proficiency in VB.NET and .NET, and gain experience in developing robust, scalable solutions for the travel industry.

Developer Jr

•	Overall 10+ years’ experience in software development.
•	Delivered banking, tourism, e-commerce systems for some of the biggest Brazilian companies.
•	Experience in analyzing problems, understanding, refining and turning them into executable tasks.
•	Hands on experience in developing features, creating automated tests, delivering and supporting them in production.
•	Interested in systems architecture, microservices, scalability, cloud, data and agility.

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Guilherme Altieri do Amaral

Felipe Castilho

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