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

Higher Colleges of Technology

Adjunct Faculty - Business

Abu Dhabi SME Hub

Abu Dhabi SME Hub is a dynamic Public-Private partnership backed by Abu Dhabi's Department of Economic Development to nurture the UAE's entrepreneurial ecosystem.

As a business mentor, I provide entrepreneurs from SMB's and Startups with all the necessary information and guidance they need to grow their businesses and overcome execution challenges.

Business Mentor

HEC Paris

Serve as an admissions jury and selection committee member for the HEC Paris International EMBA program where I evaluate and mentor aspiring business leaders. 
The EMBA program at HEC Paris is ranked #1 worldwide by QS World University Rankings 2023.

Admissions Jury - Global Executive MBA program - Alumni Examination Panel

Cogya

Work with digital (Web2.0 and Web3.0/Cryptocurrency) startups on their go-to-market strategy, PR and marketing plan, CX design, ICO Marketing, Web3 Marketing, Token Launch, marketing strategy, marketing capacity building, and brand development.

Cogya is a business consulting services provider that provides comprehensive support for early stage digital startups, from launch to scalability.

Cogya specializes in planning, developing, and growing businesses, bringing over 40 years of collective experience to successfully launch 100+ products across 25+ industries.

Executive Consultant & Advisor

Autodesk

My day-to-day involved directing local global marketing, corporate communications, integrated brand campaigns, stakeholder engagement, and implementing multifunctional go-to-market (GTM) strategies. I oversaw a healthy annual budget, multicultural (TR, AE, IN, SG, ES, US) campaigns, and agency teams and vendor/supplier networks.

The rewards for all of this daily grind effort include - 

✦ 30% YOY revenue growth and a 25% media lift

✦ Securing millions in EBA renewals through compelling brand marketing campaigns in partnership with top customers

✦ Realizing significant increase in brand awareness and YoY revenues by implementing global growth regional marketing campaigns (new Autodesk brand launch, global campaigns on sustainability & and digital transformation campaigns) after guiding campaign development and localization efforts.

✦ Celebrating revenue enhancement after launching two Indian and Middle Eastern e-stores with bundled subscriptions; new stores becoming “global best performers”.

✦ Enabling necessary change through structured staff development via internal communications programs to drive adoption of refreshed Masterbrand

✦ A 15% reduction in project timelines

Head of Brand Marketing & Communications : Emerging Markets - Europe, Middle East and Africa

Leading marketing transformation to drive multibrand and multichannel marketing campaigns was a nonstop effort. From directing corporate/crisis communications, sustainability programs, market research, events, user conferences, and a large budget the only way to success was to move quickly and think even faster.

Our strategic efforts enabled a surge in YOY government project revenue, with projects consisting of airports, new metro rail ventures, and other infrastructure projects as commissioned by the Government of India, effectively steering the first cross-functional public sector advocacy for technology adoption in government infrastructure projects.

With the expertise of five full-time employees per team, we celebrated executing sustainability/ESG communications that led to a 150% increase in sustainability share of voice and a 55% increase in product-led engagement with strategic accounts.

Other items of note include -

✦ Facilitating millions in additional revenue through experiential brand marketing events and engagement, and content partnering with IDC, Frost & Sullivan, and LinkedIn

✦ Averting 40% of vendor costs by transforming vendor relationship models across critical verticals

✦ Cultivating 25% content production savings, a 20% YOY pipeline boost of customer stories, and

✦ Partnering with analyst firm IDC to create market studies and market intelligence for thought leadership campaigns. 

Internally, I was honored as the recipient of Autodesk’s global brand and communications excellence award for driving tangible business impact through brand marketing strategies. All of this, of course, was the result of strong customer partnerships. If there is one thing I do well, it is managing the relationships needed to make business happen.

Head of Brand Marketing & Communications - India & SAARC

Joining Autodesk was an exciting accomplishment for me! I enjoyed my reporting relationship with the communications director of Asia-Pacific, as they supported my desire to move quickly to learn the company, conscientiously looking for where I could make an impact. Ultimately, I found my strength in offering thought leadership strategies that drove brand awareness and the timely adoption of 3D-Design software. 

I also found relevance as I skillfully guided crisis management and financial communications during transformation to a cloud-based subscription model, including a program with top media brands promoting products to business decisionmakers and executives.

Most memorably, I -

✦ Delivered 200% growth in earned media visibility for newest products

✦ Increased customers & revenues (ask me how!)

✦ Fostered an 80% worker engagement rise by launching a global pilot of an award-winning employee advocacy platform, and 

✦ Saved +25% in costs by revising global visual communication standards and leading a cross-business team.

I shouldn’t have to explain my value much more as Autodesk has kept me on for years to follow.

Country Manager, Brand & Communications - Middle East & India

I am a marketing communications leader across various sectors, including B2B Tech (SaaS, Digital Transformation, Cloud Computing, Automation), Consumer Tech, Sustainability/ESG, and Design and Engineering Industries. 

I have also worked in top international agencies, consulting for high-value global brands such as Canon, ArcelorMittal, Honda, Cargill, Discovery Networks, Viacom, UNICEF, World Bank, and Hay Group. I also serve as an admissions jury and selection committee member for the International Executive MBA program at HEC Paris, where I evaluate and mentor aspiring leaders. 

I thrive in diverse, multicultural environments, having lived, worked, or studied in various global hubs, including Dubai, New York City, Doha, Paris, Frankfurt, Bangalore, New Delhi, and Riyadh. Highly developed stakeholder and project management skills have allowed me to lead large global projects and globally dispersed multi-channel teams successfully.

Building strong, mutually beneficial relationships is one of the keys to success throughout my career. I welcome the opportunity to share advice & guidance with others in the LinkedIn community. 

Please reach out for a chat involving brand & integrated marketing, strategic planning & execution, PR & Communications (External, Internal), and change management.

Ways that I contribute my expertise:

➨ Executing diverse marketing initiatives in various industries with impactful global marketing & PR plans, integrated campaigns, stakeholder engagement, and multifunctional go-to-market (GTM) strategies 
 
➨ Generating annual revenue growth by devising integrated brand-marketing strategies, opening worldwide e-stores, securing increased online impressions, and building successful PR campaigns

➨ Negotiating advertising budget increases from stakeholders and utilizing investments in novel approaches, industry partnerships, customers, market research, and experiential events  
 
➨ Developing operational frameworks with external vendors, wisely allocating resources & technology, and mentoring campaign groups in improving marketing strategies 
 
➨ Attaining audience engagement growth, expanding market research, introducing digital marketing initiatives, driving traffic increase, and implementing crisis communication during company transformations 
 
➨ Advancing global marketing success through strong leadership, strategic planning, independent thinking, opportunity identification, and data-driven decision-making

Please feel free to reach out to me directly via LinkedIn or mkotoky@gmail.com

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Guilherme Altieri do Amaral

Madhur Kotoky

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