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

Nestlé

• Leading governance and coordination of retail audits across Consumer Insights and commercial areas.
• Designed and implemented the company's Performance and Analytics structure.
• Accelerated ROI initiatives by measuring marketing effectiveness across campaigns.
• Identified key analytical opportunities with competitive business implications.
• Improved access and usability of market audit data through continuous enhancements.
• Led strategic analysis sessions, influencing leadership decision-making with data-driven insights.

Data Intelligence Manager

Mondelēz International

• Extracted, Transformed and Modeled complex data for impactful insights.
• Leading the development of the analytics structure and Execute the business analytics program agenda, designing and developing interactive dashboards and reports to understand the performance  brands and business units, for the entire organization in Brazil.
• Using different technologies to connect different sources of information in an automated way, ensuring democratization and quality data in a single source of truth.
• Conducted effective sessions and analyses, maximizing the use of all available information to improve the strategic planning categories and influence the leadership team for decision making.
• Managed reporting needs for BR Business Unit, steering the migration to a digitized organization.
• Project Management and lead of internal and external partners.

Business Intelligence, Analytics & Growth Manager | Tech Lead - Analytics Solutions

Market Mix Modeling (MMM), Marketing ROI and Optimization:
• Led several marketing mix modeling projects that are identified as priorities for the company's main categories.
• Linked MMM learnings to categories' needs and plans to influence spend allocation. Together with Nielsen, I optimized the media plans via the Optimization tool, generating a plan for Chocolates, not only focused on ROI but also ensuring a greater gain in market share during the holiday season.
• Responsible for ROI reports for global, regional and local teams.

Reports and Scorecard:
• Managed reporting and scorecarding needs for the Brazil Business Unit, supporting the migration to a more digitized and faster organization.
• Incorporated ETL tools and automated Dashboards, supporting greater scalability and granularity of the analysis made for the categories. In addition to ensuring a faster process of identifying insights and decision making.
• Led effective sessions and analyses, maximizing the use of all available information to improve the strategic planning of our categories and influence the leadership team for decision making.

Business Intelligence, Analytics & Growth Manager | Tech Lead - Modelling Analytics

•	Led insights and decisions for Media and Brands teams. Resulting in +15%  efficiency per year.
•	Created and scaled to other markets regionally, The M.A.P.A., an Innovated solution to keep ahead of media KPIs with geographical granularity that allows more powerful insights and a reduction of CPR in -42%.
•	Led a major business transformation in Brazil Media Data Structure to improve granularity, data quality and reduce media planning cycle from 2 weeks to 1 day.
•	Develop a new process to planning granular media for Digital and OOH focusing in connecting with the consumers where they live and where they shop, changing the mindset of media team, Increasing sales 125ix in Avg Sales Test X Control Stores. 
•	Supported multiple initiatives with granular insights. Focus in expansion and KPIs improvement.
•	Creation of exploratory analyzes of masses of data and critical analysis of metrics and indicators;
•	Analyze data in order to identify insights, production and presentation of analysis and reports to senior management;
•	Use of BI tools for production and automation of reports with quantitative and qualitative data analysis;
•	Creation and maintenance of data extraction, transformation and loading routines (ETL);
•	Integration of different data sources and creation of analyzes
•	Development of statistical models.

Recognitions:
•	Recognized by entire Brand Leadership team for the innovation to the business with the creation of media tools resulting in improvement of the efficiency of all Brands.
•	“Execution with Excellence” award recognized by IT Leadership Team in 2018;
•	Data Automation Trainer for P&G Brazil and Latin America with ~250 people trained;
•	Brazil Culture Organization Pillar Member recognition for “truly making a tangible difference for the Brazil IT community”;

IT Business Intelligence / Analytics & Insights Associate Manager

•	Developed an automated system for granular market analysis, to highlight opportunities for the Brazilian leadership team and creation of new plans and strategies for brands. Bringing granular insights for total company in 1 hour.
•	Led the execution and improvement of each category KPI’s in the store with targets tailor made by store focused in improve sellout.
•	Part of Brazil's Data Governance, as a representative of the Analytics team to ensure granularity and quality of Data within the company's new data ecosystem.
•	Developed a single DB covering all BI led processes, with internal and external data, replacing local masterdata, resulting in a reduction of 70 hours monthly in BI team work.
•	Creation of exploratory analyzes of masses of data and critical analysis of metrics and indicators;
•	Analyze data in order to identify insights, production and presentation of analysis and reports to senior management;
•	Use of BI tools for production and automation of reports with quantitative and qualitative data analysis;
•	Creation and maintenance of data extraction, transformation and loading routines (ETL);
•	Integration of different data sources and creation of analyzes
•	Development of statistical models.

Recognitions:
•	IT Intern of the Year (2016/17) with projects and contributions recognized by Leadership Team.
•	Data Automation Trainer for P&G Brazil with ~100 people trained;

IT Business Intelligence / Analytics & Insights Analyst

BKO Incorporadora

-Contact and close business partnership agreements with real estate companies
-Product training for sellers
-Sales KPI definition and analysis
-Analysis and definition of consumer focus group
-Competition performance analysis
-Endomarketing
-Service to partners and their customers
-Negotiation
-Monitoring and drafting contracts and signatures

Sales and Partnership Coordinator

L&R Santista Transportes (Road Freight Transportation Company)

- Leadership Commercial teams
- Elaboration and monitoring of new contracts
- Customer orientation
- Follow up of the operations of each contract with the client
- Leadership of operations teams
- Elaboration and implementation of new systems for: organization of processes, improvement of - Results and optimization of time.
- Elaboration and implementation of new market strategies with strategic and procedural vision.

General Operations Supervisor

Result-oriented and curious Data & Analytics leader with 8+ years of experience across top FMCG companies (Nestlé, P&G, Mondelēz). Specialized in designing advanced analytics and BI solutions to drive business performance, marketing ROI, and digital transformation. Proven ability to manage complex data ecosystems (e.g., Nielsen, POS, digital media) and integrate multiple technologies such as Power BI, KNIME, Alteryx, Azure, and RPA to enable scalable, automated insights.

Recognized for an innovative mindset, ownership, and strategic thinking—consistently challenging the status quo to deliver business impact. Experienced in leading multifunctional teams and collaborating with external partners in dynamic and agile environments. Passionate about data democratization, process optimization, and transforming complexity into actionable insights for senior leadership.

Curiosity, Good Communication, Ownership, Team Work, Critical Thinking, Innovation, Challenging the status quo, Problem Solver, Discipline, Data Visualization, Data Management, Process Transformation, Data & Analytics, Business Intelligence, Project Management

MBTI: ENTP (Innovative)
Email: victor.ruas.costa@gmail.com

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