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

• Centralized codebase through Git implementation and automated CI/CD pipelines to ensure code quality and compliance with TOGAF governance principles.
• Enhanced Agile workflows with JIRA-based Scrum processes, resulting in a 230% increase in deliverables by optimizing SAFe frameworks.
• Re-architected Dynamics CRM solutions with web and mobile integrations, integrating AI-powered Chatbots and improving queue management efficiency by 50%.

Senior Enterprise Architect

AIR (Advanced Inhalation Rituals)

- Spearheading the development and maintenance of E-commerce sites to ensure seamless functionality and exceptional user experiences.
- Cultivating collaborative partnerships with agencies and third-parties to drive project success and innovation.
- Managing a diverse array of digital technology platforms, including Magento, WordPress, Drupal, and cutting-edge data capture tools, to optimize infrastructure for scalability and peak performance.
- Collaborating on E-commerce and ERP integrations, defining workflows for critical business processes such as order to cash, and implementing product management strategies through external PIM solutions and WMS solutions to enhance operations across multiple countries.
- Pioneering microservice architecture on the application platform, integrating Adobe Experience Manager and Adobe Target platforms to create highly personalized experiences and empower marketing teams to drive growth strategies.
- Safeguarding the integrity of E-commerce ecosystems and fortifying customer data through meticulous system integration and security management.
- Conducting rigorous technical audits to evaluate performance metrics and spearhead dynamic improvement initiatives.
- Spearheading groundbreaking development initiatives, harnessing emerging technologies to elevate user experiences and ignite audience engagement.
- Tailoring website extensions and seamlessly integrating third-party solutions to elevate functionality and ignite performance.
- Remaining at the forefront of technological innovation, championing best practices to ensure organizational competitiveness and agility.
- Driving the expansion and evolution of technological infrastructure to fuel organizational growth and resilience, setting and enforcing industry-leading standards.
- Serving as a pivotal nexus of coordination, orchestrating flawless project execution and swiftly resolving integration challenges.

Head of Software Engineering  - Global

Accenture

Ecommerce Specialist

Corra | A company of Publicis Sapient

Partner across all functional business units to deliver technical leadership from initial business development and discovery phases through implementation and post-production support of various projects.

- Lead 10+ projects with $1B total annual online revenue
- Created technical architecture, design and documentation for Adobe Commerce projects
- Ensured code quality by leading development teams and performing code reviews
- Delivered large scale PWA Studio projects
- Architected multiple B2B set-ups with Adobe Commerce

Development Manager

I am responsible for
(a) To define technical approach for features, creation and maintaining technical documentation
(b) Technical escalation point for backend engineers in the project, making sure engineering follows defined implementation approach and code quality.
(c) Code Review of STAGING ready pull requests.
(d) Day to Day technical in charge of the project
(e) Day to day planning and execution of Backend Development work ensuring project milestones are met
(f) Communicate issues and development status information to Delivery/Project Manager"

Technical Lead

Working on Magento2 and Magento1.9 development with best practices, including extending existing functionality, creating custom modules, and working with its API

Working experience on ecommerce development process, and creating solutions for common questions/concerns on type of platform

Experience with Zend Framework

Understanding of common web analytics suites (Google Analytics, Omniture) and experience implementing these systems

Comfortable in researching and adopting new web technologies.

Familiar with SEO / SEM best practices

Senior Software Engineer

TGS Ecom PVT LTD

Working with both Magento Community 1.x & 2.x and ideally Magento Enterprise edition 1.x

PHP coding ability and be up to date with the best practices with HTML, CSS and JavaScript programming.

Creating and maintaining Magento websites and APIs and Magento Extensions

Working on XML-RPC, REST, SOAP and various other Web Services.

Magento Developer

Tata Consultancy Services

My responsibilities working on TCS-iON as an Intern was quite intresting.
The duration of one month included a wide gain of information and the process of online examination which was the sole of my work was pretty new experience.
For one month I was made to learn the software which TCS-iON uses for conducting online examinations(named as iONAP Launcher) for certain examinations helded by TCS-iON..I learned quite new things about networking computers on a LAN network , conjugating network connections as virtual LANs and many other things

And also I was delighted to be a part of TCS-iON while a month and conducting the (SBI -PO) State Bank Of India - Probationary Officer  EXAMINATIONS JUNE 2014.

Intern

I am an innovative and forward-thinking professional with extensive experience in designing and implementing scalable and high-performance systems. My career spans across multiple industries, with a focus on eCommerce, digital transformation, and integrating complex enterprise solutions. I leverage a deep understanding of the MACH principles and frameworks like TOGAF and SAFe to drive innovation and solve business challenges.

Throughout my career, I've chartred the design and development of composable architectures, optimized workflows, and led the integration of ERP, CRM, WMS, and other business systems. I have a proven track record in leveraging cutting-edge technologies such as Kubernetes, APIs, AI, microservices, and cloud platforms to build flexible, scalable solutions that enhance operational efficiency, reduce costs, and improve customer experiences.

I am passionate about driving enterprise-level digital transformations by combining technical expertise with a strategic vision. My work includes leading initiatives that optimize business processes, streamline system integrations, and improve the overall architecture, while always ensuring scalability and future-readiness. From backend systems to customer-facing platforms, I have been integral in creating systems that align with both business objectives and technological advancements.

I am also a firm believer in agile methodologies and have successfully introduced customized workflows that merge SAFe with TOGAF principles, boosting team productivity, improving delivery timelines, and aligning projects with long-term strategic goals.

In addition to my technical expertise, I have a strong focus on security, performance optimizations, and ensuring code quality across all systems. I lead by example, advocating for best practices, maintaining high standards, and building solutions that are not only effective but also secure and sustainable in the long term.

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Guilherme Altieri do Amaral

Ashwin Shahi

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