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Work Background
MudaçãoFounder
Jul. 2025I help leaders and organizations navigate growth and transformation. At MudAção, I offer executive advising, leadership mentoring, and custom training programs focused on strategy, culture, communication, and change. I work closely with organizations that are scaling, evolving, or facing complex challenges — always with a human-centered and results-driven approach. With 18+ years leading strategic and cultural transformation, I now support others in making meaningful change happen.
SabbaticalOn Leave
Mar. 2025 - Jul. 2025
SicrediStrategy, Data and Digital Transformation Executive Director
Jan. 2023 - Mar. 2025Responsible for strategic planning, portfolio management, digital transformation, data and analytics. Report to the CEO and leadership of 300 people.
• Led the implementation of transformational changes in the strategic planning process, enhancing the bank's digital transformation journey.
• Led the Data and Analytics team to deploy a distributed model, generating additional annual
margin using modern AI and ML models.
• Adjusted and optimized strategic initiatives portfolio management to align with organizational goals and market demands.
Um Bom AppInvestidor / Mentor
Mar. 2021 - Mar. 2022
Lojas Renner S.A.Head of Strategy and Portfolio
Feb. 2021 - Jan. 2023Responsible for strategic planning and portfolio management. Report to Strategy and New Business Vice President and leadership of 30 people. • Led the project that launched the Marketplace Renner, with the potential to generate over BRL 1 billion in incremental revenue. • Deployed a portfolio management process that created savings of over BRL 50 million in the first year. • Reviewed and implemented evolutions in the strategic and market intelligence process, resulting in reduced lead time and increased alignment.
SKY BrasilDigital Transformation Executive Director
May. 2020 - Feb. 2021Responsible for the Transformation Office including agility, product management, UX Design, UX research and new business lab. Report to the CIO and CEO and leadership of 100 people. • Improved the productivity of digital feature development by 150%. • Oversaw the early stages of the integration of the Sky and DirectvGo platforms. • Created two new business MVPs in less than three months.
HortifrutiStrategy and Growth Director
Apr. 2019 - Apr. 2020Responsible for strategic planning, new business development, digital transformation, geographical expansion and partnerships. Report to the CEO and Chairman of the Board and leadership of 30 people. • Rapidly increased eCommerce sales from 0% to 10% share in less than six months. • Redesigned the expansion strategy and plan to improve acceleration and ROI. • Established partnerships with startups, boosting eCommerce results and leading to the company's acquisition.
99B2B and Business Development Director
May. 2018 - Apr. 2019Currently leading the B2B Business Unit with focus managing the Sales and Marketing operations for sustainable growth. Strategic partnerships planning and execution.
Actively participating in the strategic and tactical guidance of the organization during a hyper-growth period. Responsible for defining and executing target setting and results governance. Directly managed critical strategic projects and performance improvement initiatives. Key Accomplishments: Successfully implement target setting and tracking process in a complex organization during a hyper-growth moment
Managed teams to turn around some key projects and initiatives
Participated in a +1B USD deal and lead the post-merger integration.
99Chief of Staff
Jun. 2017 - May. 2018Responsible, as Chief of Staff, for supporting CEO on the startup general management. Report to the CEO and leadership of 8 people.
• Successfully implemented target setting and tracking processes during hyper-growth. • Managed teams to turn around key projects in safety, fraud prevention, product management and human resources.
• Participated in a +1B USD deal and led the post-merger integration with major Chinese tech company.
C&A BrasilStrategic Projects Senior Manager
Nov. 2015 - Jun. 2017I was promoted to Strategic Projects Senior Manager after a successful tenure as a Commercial Planning Senior Manager. In this position I am responsible for managins 2 of C&A´s most important strategic projects focused on Value Proposition and Financial Services.
C&A BrasilCommercial Planning Manager
Jan. 2014 - Nov. 2015
Bain & CompanyPrincipal
Jul. 2012 - Dec. 2013Managed projects within fashion retail, telecom, banking, pulp and paper, and BPO markets. Coordinated operations regarding valuation, strategic and financial planning, KPIs, merger and acquisition, process redesign, new business evaluation, and strategic growth plans.
Bain & CompanyCase Team Leader
Aug. 2007 - Jun. 2012
Pontifícia Universidade Católica do Rio Grande do SulAssistant Professor
Oct. 2006 - Jul. 2007
GoDigitalProduct Manager
Oct. 2004 - Aug. 2007
Ferramentas Gerais Com. Ind. S/AMarketing Analyst
Mar. 2004 - Oct. 2004
SyllabusEntrepreneur
Mar. 2001 - Mar. 2003I started a company utilizing my expertise to provide assistance within the corporate distance education learning market. I managed financial, commercial, and operational objectives, acting as a key consultant for content development.
Inpeto AGIT Specialist
Jan. 2001 - Jan. 2001
Fraunhofer IPAHiwi
Jan. 2000 - Jan. 2000
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