DTC & UX Channels global Director@Natura Cosméticos S/A
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Senior Executive with 20+ years of experience leading digital transformation, strategic expansion, and operational excellence in multinational corporations and high-growth DTC businesses. I specialize in bridging the gap between traditional retail and digital innovation to drive exponential results.
Throughout my career, I have managed full P&L and driven high-impact omnichannel initiatives at major brands including Natura &Co, Nestlé (Grupo CRM), C&A, and B2W.
Key Executive Achievements:
The Nestlé/Advent Success Story: As Executive Director at Grupo CRM (Kopenhagen), I played a key role in doubling the company’s size under Advent International’s investment. I led the operations during the largest consumer deal in Brazil in 2024: the successful sale to Nestlé.
Digital Scale-Up: During this cycle, I scaled digital share from 2% to 15%, accelerated franchise expansion from 120 to 250 stores per year, and integrated 1,300+ stores into a seamless omnichannel ecosystem. Post-acquisition, I led the integration into Nestlé’s global governance structure (Swiss HQ).
Natura &Co (Current): I lead the global DTC agenda, integrating the direct-selling ecosystem with digital channels (App/E-com) and Retail to accelerate growth and Customer Experience (CX).
Board & Advisory: Building on a decade of C-level interaction with Boards and Investors, I act at the intersection of execution and governance. My focus is on leveraging deep operational expertise to mentor executive teams and drive sustainable long-term value for organizations undergoing significant transformation.
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