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.

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