Agthia Group PJSC

Digital & Technology Business Partner for all BU Presidents.
Leading the D&T Commercial team and deliverables E2E.

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 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 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 marketing jobs.

For the ones in the Muslim community and in the Middle East in general, EID Mubarak!

Guilherme Altieri do Amaral

I enable CEOs to deliver their objectives while modernizing their teams and operations via Digital Transformation, with a positive and relationship-oriented approach.

No alternative text description for this image

A few months ago I posted an article about how "Being the best at your job does not ensure superior ratings".

The article below from Fast Company talks directly to that and explores a different angle about how education differs from the work environment and behaviors and job types, by nature, may influence someone's ratings and career progress.

As I usually say, doing an amazing work will ensure no more than 40% of how your work is evaluated and perceived, whether you like it or not.

Thanks to Leandro Cresta for sharing.

My article as reference:
https://lnkd.in/d-BEhuwr

Europe CIO and Global Revenue Management Platform Leader | IT SVP

On the latest episode of ‘The New Way We Work,’ Kathleen Davis explore why hard work alone isn’t enough to get ahead, and break down how to shift what we value to make things more fair.

Open article: Why work has never been a meritocracy by Fast Company • 5 min read

We continue our journey to strengthen our #Digital capabilities at Agthia!

Now hiring in Egypt!

Check out this job at Agthia Group PJSC: Content Analyst

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