I connect Brands, Software Houses & Ecommerce Vendors | Community Builder & International Expansion Specialist within E-commerce| Content Specialist| Podcast Host | LinkedIn Creator| Go To Market| Check My Bio 4+

I work at the intersection of international commerce, governance, and ecosystem strategy.

For more than 15 years, I have operated across Europe, Latin America, The Middle East working with companies expanding across markets, building go-to-market strategies, structuring partnerships, and navigating growth in complex, multi-country environments. 

My work has consistently focused on one question: how organisations scale internationally without losing clarity, credibility, or trust.

I am based in Denmark and work globally with founders, executives, board members, and investors involved in growth, transformation, and market entry.

I am the Founder of EVOLVE, a private platform connecting board members, senior advisors, and fractional leaders to growth companies in commerce. EVOLVE operates across 48+ markets and is designed for senior professionals who increasingly work through advisory roles, board positions, fractional leadership, and selective operating mandates.

EVOLVE is built for depth.It prioritises trust, continuity, and long-term relationships at the governance and decision-making level.

I work best with senior leaders, PE-backed and growth-stage companies, family offices, and investors focused on international expansion, partnerships, ecosystem strategy, and long-term positioning.

If that is your context, we should talk.


Keywords

Board members

Senior advisors

Fractional leadership

Growth companies

Private platform

International expansion

Governance

PE-backed

Family offices

Ecosystem strategy

Carlos Monteiro

Media, Trust & Monetization with Alessandro De Zanche and David Alves 

What a great session

Founder, EVOLVE | Connecting boards, senior advisors, and fractional leaders to growth companies in commerce

This week at EVOLVE we had a sharp conversation with Alessandro De Zanche and Davi Alves about media, commerce, and why so many transformation efforts fail.


Content is not the problem.
Technology is not the problem.

Incentives are.

media businesses, creators, platforms, even retailers acting like media companies are structurally misaligned. Leadership often understands what needs to change, but organisations still reward short-term optimisation over long-term coherence.

AI only accelerates that reality. It doesn’t fix it.

If you’re a CEO navigating transformation, or a senior leader stepping into board or advisory work, this is the kind of discussion we have in our club.

check our newsletter this week.

the link is in my linkedin bio

EVOLVE is a trusted circle built on connection.

Here’s what Bradley Lane shared about his experience.

Our partners and members don’t come for visibility.
They come for the people behind the work.

Yes, they represent strong brands.
What matters more is who they are in the room.

When you partner with EVOLVE or join the private club,
this is the circle you associate with.

#evolve

"For me EVOLVE is all about connection"
Bradley Lane 

Bradley is one of our founding members

We have over 500 senior members 
Spanning 48 markets

Check what Bradley Lane has to say about it

#evolve

I believe the companies of the future are building their media capabilities today.

To build a media capability, you don’t need much.

One phone.
A point of view.
And the courage to share it without hiding behind vanilla content.

Honestly, there’s nothing particularly special about what I post here.

What is special about EVOLVE are the people who say yYES to joining our weekly conversations.

That comes with responsibility.

If someone agrees to join an expert session, it’s on me to do my best to  amplify their thinking properly. That part is hard.

I have to think carefully about the topics we explore and the questions I ask.
Most of the time, I don’t even feel capable enough to have a deep dialogue alone.That’s also in part why I invite other experts to the room.

People with complementary perspectives who can elevate the conversation beyond what I could do on my own. That’s how EVOLVE is built.

And this connects directly to what we discussed in today’s expert session.
The conversation wasn’t really about media.
It was about responsibility.

If you accept that media, commerce, and marketplaces now overlap, then building a media capability is no longer optional. 

It’s how ideas travel. 
It’s how trust is built. 
It’s how context is created before a transaction exists.

That’s why non-media companies are being forced to think like media companies.
Not to chase attention, but to earn it.

The same applies to EVOLVE.

If I’m asking senior leaders to show up, share their thinking, and expose 

their experience, then I owe them a space that’s thoughtful, prepared, and worth their time.

Media, in this sense, is not content.
It’s intent, curation, and respect for the people involved.

Romania is no longer an underdog.

Great conversation at the Netopia Summit on how competition, talent, and global attention are reshaping the market.

Many thanks to NETOPIA Payments, Marius Costin, Horia Grozea, Mihaela Constantinescu and team for creating the space, and to Ionut Grossuț for the sharp, grounded perspective.

This is what market maturity looks like.

These are the kinds of conversations we host at EVOLVE.
Daily.
Straight from operators.

Across 48 markets.
#evolve

Romania is no longer an underdog market.

Eight years ago, it had strong technical talent but limited external pressure. 

Today, that has shifted. Chinese players are active and highly competitive. Regional players, particularly from Poland, are paying attention. 

The entry of platforms like Trendyol didn’t just add scale, it altered market dynamics.

This is what happens when a market crosses a threshold.

Digital is becoming harder and more expensive. 
Choice has expanded. 
Brands now have alternatives. 

Consultants are no longer scarce. 
Senior and fractional expertise is available, visible, and comparable. 

As a result, everyone is forced to improve.

That was the underlying message we took from a conversation with Ionut Grossuț EVOLVE Chapter Leader in Romania, during the Netopia Summit.

Competition is no longer a future risk. It is the present condition. 
And that is healthy. It signals relevance. It also removes excuses.

In this context, communities matter differently. 
Not as networking clubs, but as places where experienced operators compare notes, shorten learning curves, and build context across markets.

That is the role EVOLVE plays. 
Connecting senior talent, companies, and markets at the moment when execution matters more than potential.

Many thanks to the NETOPIA Payments team for creating the space for these conversations, and to Marius Costin, Horia Grozea, Mihaela Constantinescu, and the wider team for the partnership and trust.

Attention has arrived. 
What happens next depends on how seriously we learn from each other.

If you are a senior operator, advisor, or company navigating this phase, EVOLVE is always open for the conversation

What is the most common illusion founders maintain about their readiness for scale or exit?

In today's expert session we bring someone very experienced with a sucessful exit, Andre Abi Awad, my co-host, Jean Mies, Board Member, senior advisor, EVOLVE club member and former president of Adyen in LATAM will be joining me to discuss:

what actually determines optionality for founders once ambition meets reality. 

We will explore how businesses quietly lose leverage long before exits are discussed, why preparation for growth often creates fragility instead of resilience, and how identity, decision-making, and governance shape outcomes far more than headline metrics. The focus is not on success stories, but on the structural and human dynamics that tend to surface only when pressure arrives.

Interested in joining us?

Sign up on Luma

https://luma.com/e694008w

You can join the EVOLVE crew, and understand more about the calibre of our club by joining us on Airmeet, our incredible partner in this journey and the best platform out there enabling global, vitual and hybrid events 

#evolve

Open article: EVOLVE Expert Session #94 - Andre Abi Awad · Luma by luma.com

EVOLVE Expert Session #94 - Andre Abi Awad · Luma

What is the most common illusion founders maintain about their readiness for scale or exit?

In today's expert session we bring someone very experienced with a sucessful exit, Andre Abi Awad, my co-host, Jean Christian Mies, Board Member, and  senior advisor, EVOLVE club member and former president of Adyen in LATAM will be joining and Hendrik Laubscher me to discuss:

what actually determines optionality for founders once ambition meets reality.

We will explore how businesses quietly lose leverage long before exits are discussed, why preparation for growth often creates fragility instead of resilience, and how identity, decision-making, and governance shape outcomes far more than headline metrics. The focus is not on success stories, but on the structural and human dynamics that tend to surface only when pressure arrives.

Portobello Grupo

• Developing digital strategy and platforms for the US market
• Implemented cross-functional initiatives in commercial, marketing, and supply chain to drive growth.  
• Report to CEO and collaborate on executive committee to align digital efforts with overall business objectives.

CDO - Head of Digital US Market 

Leading Digital at Portobello Ceramics, a Manufacture and B2B Business Units. Reporting to the CEO.
Managing cross-functional teams:

Digital Products
Responsible for strategic, design, and evolution of platforms to B2B Unit, which includes merchant & commerce platforms (assortment, pricing, promos, clients, sales), concierge and CX platforms, and supply chain tools (vendor and logistic). We're pacing a digital-first approach to promoted sales and delivery to HomeCenter, Constructors and Traders in 70 countries.

Software Engineering & Architecture
Overseeing the architecture and design of scalable, reliable, and secure software solutions. 

Data
Boosting a data-driven culture, capability, rituals, and support to improvement and innovation. Leveraging data architecture. Delivering data platforms to support execution.

Culture & Digital Innovation
I´m fostering the digital mindset, shaping the culture through an approach where digital hypotheses come first to promote business, and boosting rituals & processes (Ways of Working).

Main Achievements 2024: Launched commercial platform (PlayObras) qualifying sales journey; built an innovation program for employees developing digital capabilities with data based on no-code tools.

CDO - Head of Digital, Brazil B2B and Manufacture

Nojumo

Nojumo is a Retail Observability Platform and automatic problem resolution that drives operational efficiency. My contributions include product market-fit; mentoring founder; and networking in retail.

Advisor

VTEX

Leading Corporate Solution and Engineering  -Global Presence, 38 Country Operations. I built from scratch a cross-organization responsible for the corporate solution, processes, experience, and infrastructure, previously spread in multiple functional areas.

Corporate Solution 
Leading a portfolio with +60 Corporate SaaS, that includes financial & fiscal domains (SAP & Thomson), People solutions - HCM Workday, Comercial Solutions (Salesforce Sales and Service), and others.

Engineering & Architecture
Leading simplification to corporate architecture, pursuing a single source of truth, and evolving billing internal products for B2B clients (financial domain).

TechOps & Finance Ops
Established process to improve employee experience and efficiency.

Main achievements: Managed SOx Compliant journey and adoption supporting post IPO stage, reducing risk. Decreased IT cost by 30%.

Director of Technology

Cidade Center Norte

Leading the entire Tech domain. Reporting to CEO

Digital Strategy
Integrating CEO board, contributing to Executive Holding´s Committees (Strategy & Innovation, and  Finance & Risk). Exposed to Shareholders and External Advisors.

Leading Tech Products & Systems, Data, Infrastructure and Security.

Digital Transformation - Commercial Journey
I''ve launched new digital touchpoints gaining awareness about the customer journey in sales and providing additional services to upsell products and experiences. The strategy was implemented through Salesforce Sales and Service, Shopping APP, and Marketplace VTEX.

Digital Transformation - Backoffice Efficiency
I´ve shifted to a more digital back office through Oracle Cloud, reducing manual toil, errors on account and fiscal processes, and reducing in 5 days the windows to financial close.

Chief Technology Officer

Walmart

Leading products and developments to front-office areas: Commercial, Marketing, Pricing, Assortment, Replenishment to multiples operations (retail, wholesale, property brands, and others).

I managed the portfolio with multiple products under complex environments, interfaces, and data integration into +100 local and global systems. Provided guidance over technology standards and processes, roadmap planning, and push digital transformation.

Main achiements: Launched a market intelligence platform (digital cockpit + datalake) to support commercial negotiation with +3000 vendors.

Sr Technology Manager, Engineering and Product

- Defined portfolio to network, telecom, security, and collaboration solutions, drived modernization and cost efficiency on datacenters, core infrastructure, and end-user-solutions. Drove improvements on call centers & workforce managements.
- Managed IT Operation to +450 Stores and +17 DCs, plan and roullout continous improvements

Technology Manager, Infrastructure

Design, plan and delivery Telecom and IT solutions to Stores, DC, Offices and Call Center (CSC). I led initiates with LATAM to leverage technology and cost efficiency agenda .

Infrastructure Coordinator

Support network solutions to datacenters, stores, DCs, and offices as SME. Design and solution implementation; support network products as focal point to change management and crisis; coordinate deliveries with IT areas; move support from multi-vendor to full BPO model.

Infrastructure Leader (SME)

I'm a Sr Tech Executive promoting DIGITAL TRANSFORMATION and INNOVATION for large and hyper-growth companies. I carry a business-oriented style. I'm in Startup's ecosystem as a mentor and advisor.

Most of my career is in retail, where I have experienced and led the digital transformation in this space, launched products, and improved journeys, experience, and efficiency. I worked 10 years at Walmart facing M&A and high-speed growth, 3 years at Baumgart (Shopping Center & Convention Services), 1 year and a half at VTEX Digital Commerce, and currently at Portobello in design and construction sector.

Broad tech approach with the ability to lead multiples tech perspectives: Strategy, Product Management, Engineering & Architecture, Data, Agile Methodologies, and Business Innovation. 

I have a strong track record leading commercial products and strategy, boosting intelligence, pace, and scale at companies.  

My Superpowers? My ability to reach an aligned technology strategy toward bussiness and; My energy of transformation that encompass teams and peers.

Behind this scene, I'm an excited reader, trying to understand life, who writes to register my journey.

Skill Summary: Executive Leardership; Digital Transformation; Strategy; Business Engagement; Product Management; Software Development Lifecycle; Team Building; Data Driven Culture; Process Improvement; Stakeholder Management; Cloud Strategy; Commerce.

taplio

The Battle

Carlos Monteiro

Viviane Carvalho Natal 💛

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The Battle

Carlos Monteiro

Viviane Carvalho Natal 💛

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Carlos Monteiro's LinkedIn Performance

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Performance ScoreCarlos Monteiro's LinkedIn Performance