Hugo Mastromauro - CEO & Founder, Code and Soul

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Work Background

Ōkami OrigemFounder & Head of Strategy

Jan. 2025Itapetininga, São Paulo, BrasilFounder of Ōkami, a comprehensive health and wellness center that brings together two complementary pillars: Ōkami Soul, focused on conscious movement, adaptive conditioning, and emotional well-being; and Ōkami Fight, dedicated to martial arts training for all ages, emphasizing strength, discipline, and self-defense. Ōkami was created with the purpose of reshaping the relationship between aging, vitality, and mental resilience — offering a holistic approach to physical and emotional strengthening. Inspired by the values of the wolf — collectiveness, instinct, control, and resilience — we built a journey that integrates movement science, technology, and personalized experience. As Head of Strategy, I’m responsible for: • Structuring training methodologies focused on longevity, self-mastery, and clinical reconditioning • Defining the strategic positioning of the brand, leveraging the synergy between Soul and Fight • Implementing a digital ecosystem with CRM, AI, and personalized automations via WhatsApp • Integrating the customer journey with data on frequency, engagement, clinical history, and behavior • Applying the ATUO Method in practice: strategy, product, and seamless execution Ōkami is more than a gym — it’s a replicable model of wellness, rehabilitation, performance, and innovation applied to healthy aging and lifestyle transformation.

Fabrik7 Brewing and Co.Founder & Head of Innovation

Dec. 2022Itapetininga, São Paulo, BrasilFounder of Fabrik7 Brewing & Co., an artisanal pub designed to be more than just a bar — a living experience that blends people, culture, and data. Fabrik7 serves both as a social hub and a practical innovation lab in the hospitality space, where I apply artificial intelligence, personalization, WhatsApp automation, and gamification to turn the customer journey into a memorable experience. As Head of Innovation, I was responsible for: • Structuring the pub as a live showcase of data and technology applied to customer experience • Creating a personalized QR code system to track consumption, engagement, and preferences • Integrating generative AI and an autonomous assistant for service, recommendations, and loyalty • Implementing a proprietary CRM with logic based on badges, weather, and seasonality • Connecting data from consumption, events, playlists, and customer profiles into contextual dashboards Fabrik7 is proof that physical businesses can scale exponentially when powered by method, creativity, and purpose-driven technology.

Code and SoulFounder & Head of Technology

Sep. 2020São Paulo, São Paulo, BrasilAs Founder & Head of Technology at Code and Soul — the tech execution layer of the ATUO Group — I lead the design, architecture, and delivery of high-performance digital platforms, tailored automations, and product ecosystems for enterprises across LATAM and beyond. Our role is to make strategy tangible: we transform insights and brand positioning into scalable digital solutions that generate measurable business outcomes. Over the last two years, we’ve delivered over 1,200 monthly features, components, and modules — from robust backend systems (PHP, Drupal, Python) to modular frontend architectures and advanced Design Systems (StencilJS, React, JavaScript). Today, we support a digital platform that serves over 1 million daily unique users in one of the largest telecom enterprises in Latin America. Core Responsibilities: • Designing scalable architectures for complex business ecosystems • Leading multidisciplinary squads with a focus on performance, security, and UX • Integrating AI, automation, and custom APIs into business-critical operations • Bridging product strategy with technical execution for long-term value • Driving innovation in collaboration with strategic clients and product teams Key clients and partners: Ambev, Banco do Brasil, Heineken, Grupo Petrópolis, Santander, JBS, Grupo Big

ATUO – Strategy, Branding & Purpose-Driven ExperienceFounder & CEO

Jan. 2015São Paulo Area, BrazilAs Founder & CEO of ATUO, I lead the strategic and branding vision of the group, focused on building purpose-driven brands with identity, relevance, and long-term impact. ATUO serves as the creative and experiential hub of our ecosystem — developing authentic connections between brands and people through provocative storytelling, data-informed strategy, and unforgettable brand experiences. Our mission is to turn ideas into presence, behavior into narrative, and businesses into living platforms of meaning and transformation. Key responsibilities: • Defining and implementing ATUO’s long-term vision, values, and culture • Designing brand strategies that drive engagement, loyalty, and differentiation • Leading projects that connect brands and audiences through meaning and innovation • Cultivating a business culture centered on innovation, purpose, and market impact

Arteria ComunicaçõesTech Manager & Software Engineer

Mar. 2011 - Oct. 2012São Paulo, São Paulo, BrasilAt Arteria Comunicações, I worked as Technology Manager and Software Engineer, leading the architecture and development of innovative digital solutions, including platforms, mobile apps, and websites. My role included managing internal and external teams, coordinating deliveries, overseeing quality assurance, and actively contributing to the development of technical solutions. Key Activities: • Development and implementation of software solutions focused on innovation • Architecture of digital projects and management of technical teams • Quality control and validation of deliverables to meet business objectives

Usina Vista AlegreCoordenador de Tecnologia | Liderança em Arquitetura e Gestão de Projeto

Jun. 2010 - Mar. 2011Itapetininga, São Paulo, BrasilNa Usina Vista Alegre, coordenei projetos de TI junto ao PMO, sendo responsável pela arquitetura de soluções para plataformas e sites inovadores. Gerenciei a equipe de TI, garantindo a entrega de projetos com alta qualidade e alinhamento estratégico. Principais Realizações: • Liderança em arquitetura de soluções tecnológicas. • Gerenciamento e coordenação de equipe técnica para validação de projetos.

PlayPhoneDesenvolvedor Web | Inovação e Desenvolvimento de Produtos Digitais

Apr. 2008 - Nov. 2008São Paulo, São Paulo, BrasilNa PlayPhone, desenvolvi novas funcionalidades usando JavaScript e Flash, contribuindo para a inovação do portal e o desenvolvimento de novos produtos. Principais Realizações: • Criação de funcionalidades avançadas para o portal. • Participação no desenvolvimento de produtos inovadores.

ISADesenvolvedor Full Stack | Desenvolvimento e Integração de Soluções CRM

Jan. 2006 - Jan. 2008Buenos Aires, Cidade de Buenos Aires, ArgentinaNa ISA, fui responsável pela análise e desenvolvimento de uma plataforma CRM usando HTML, CSS, JavaScript, .NET e SQL Server, trazendo maior eficiência para o gerenciamento de clientes. Principais Realizações: • Desenvolvimento completo de uma plataforma CRM integrada. • Aplicação de tecnologias de ponta para otimizar a experiência do usuário.

IIES - Instituto Itapetiningano de Ensino SuperiorAnalista de TI | Suporte e Gestão de Infraestrutura

Sep. 2003 - Dec. 2005Itapetininga, São Paulo, BrasilNo IIES, atuei como Analista de TI, gerenciando a infraestrutura de rede e garantindo a continuidade dos serviços educacionais com um suporte técnico eficiente. Principais Realizações: • Gerenciamento de infraestrutura e suporte técnico. • Garantia de operação contínua para serviços educacionais.

IW - IMAGE WebDesenvolvedor Web | Arquitetura de Software e Inovação Tecnológica

Jan. 2001 - May. 2003Itapetinga Area, BrazilNa IW - Image Web, iniciei minha carreira em tecnologia como desenvolvedor web, participando de projetos desafiadores que me permitiram adquirir experiência em arquitetura de software e explorar tecnologias inovadoras. Trabalhei com linguagens e frameworks promissores, como ASP.Net e Java/JSP, contribuindo para a implementação de soluções robustas para nossos clientes. Principais Realizações: • Desenvolvimento de soluções web utilizando ASP.Net e Java/JSP. • Colaboração em projetos que impulsionaram a inovação e eficiência dos serviços.