IamRodrigo

Hi there, and welcome to my resume page. If you are reading this, I guess you are probably interested on knowing a little bit more about me.

I have more than 19 years of experience with practice-based knowledge and performance-focused execution.

Specialized in developing omnichannel journeys to maximize the impact of customer engagement campaigns and business value, with a creative touch.

I’m proactive rather than reactive minded, creative by nature and always adapting to change, I build solutions and experiential narratives powered by data, scaled by AI and automation and optimized by analytics. Driven by great teams and enjoyed by humans that connect emotionally.

You can count on me to contribute on topics related to strategy, innovation, transformation, culture and, of course, digital business.

Over these years I have had the opportunity to work, learn and have fun with large brands from multiple sectors as well as to contribute on initiatives with highly innovative DNA.

I’ve made cool stuff with great people, and, as always, this is just the very beginning.

Hola!

Experience

( 01 )

Experience.

Since Nov., 2024

CEO and co-founder.

FEEL. Experiential Studio- Boutique Studio specialized in developing scalable, results driven strategies through powerful narratives, technology and neuroscience.

Take actionable data out of outstanding experiential actions, XR technology and use-case-focused AI implementations. Implement WOW technology in real world G2M.

In the world of AI, position your brand in the real different way: do it for humans.

Co-leadership of the Studio’s strategy and growth plan. Only 4 slot projects available per year.
Direction of Experiential projects on different verticals (travel, healthcare, pharma, energy, fashion). Development of owned products and experiences for specific branches.
Ecosystem partner framework from scratch, creating different verticals and shared products/projects with more than 80 partners and more than 3M audience direct reach.

Apr., 2021 - Nov., 2024

Head of Customer Engagement. Southern Europe. (SP/PT/IT/GR).

Siemens Healthineers- Leading medical technology company with over 120 years of experience and 18,500 patents globally. With over 65,000 employees in more than 70 countries.

Leading the Marketing+Sales+Comms Digitalization in a new B2B environment: innovative team approaches based on personalized long term experiences with strong activation to Business.
Team creation and empowerment over a common purpose for a Hyper-Cross Area of recent creation (Customer Engagement) inside a highly matricial company.

Reporting & Responsibility:

Reporting to Zone CEO and Zone Head of Marketing, Sales and Comms.
Direct/Dotted Reports: 4/28.
Member of the Digital Company Committee. IT Leadership and Marketing Leadership Boards.
1.2B€ Revenue Responsibility Scope.

Results & Growth Contribution:

+20% Market Share in Private powered by CommEx Digital products and methodologies for Digital Imaging BL.
+20% Market Transparency.
+400% qualified contacts gathering.
+600% commercial interactions from SQLs.

Team & Culture Contribution:

Head of new “Customer Engagement” Area in the company, first worldwide.
Team culture based on tribal engagement, clear value propositions and experiential narratives, data driven insights-segmentation and measurable results.
Lead company brand positioning with strong partnerships and community based strategies.
Implemented the Digital Hub Model (BUILD, CONNECT, GROWTH, EXPERIENCE) scaling operations and digital production while controlling costs. Implemented hybrid squad teams for digital product development (based on PoCs and continuous iteration) and tactic execution.
Lead for the transformation strategic route ("New Ambition") for the Marketing, Sales and Comms Area. Implemented joint business design canvas to build strategic routes together with Business, Sales, Marketing and Comms.
Implemented team's transformation-upskilling program with AI - Automation use cases.

Main projects and Highlights.

Design + implementation of new B2B Omnichannel Strategy-Stack Activation based on individual profiles, advanced segmentation and streamlined activation to Sales. Global Impact Strategic Project involving CDP + MSDynamics365 modules + Azure stack with layers of service/product on top. First/Zero party data analytics with Server Side Tracking.
Creation of first Graph Meta-Data + relationship Model with communities, diseases,-specialties, hospital structure, KOLs, value propoistions, products, etc.
First framework of Communities - Journeys mapping and reporting based on social listening and public data mining activating via audiences. Best PPC and Engagement campaigns globally according to internal benchmark.
Pilot of Global Data Privacy Solutions in terms of legal compliance and Zero Data approach.
Creation of Omnichannel Governance Tool to track offline/online touchpoints related to congresses & events.
Lead the opening of Southern Europe Countries Interactive Content-Social Media strategy coordinating GloCal approach with Global function under strict Healthcare Regulations.
Leading the Sales Enablement Initiative activating to Sales with simple UIs and insights with owned products supporting Sales Planning, Incentive Scheme and CommEx strategy.
Created the “SX” (Special Experiences) area, under which immersive emotional experiences (VR/AR, etc) are used to drive first TOFU (TOp of the FUnnel) conversations opening 1st Pilots in 4 countries with average 4.7 (of 5) of customers feedback and thousands of target customers reached.

Awards and recognitions.

Gold Cannes Lion and Grand Prix in Pharma for "Magnetic Stories" action with MRI in Southern Europe. Link | Link.
Computing Digital Innovation Award for "Connected B2B Business & Engagement Lab". Link | Link | Link.
Gold Aspid for Best e-Health Project.
Aspid for Best VR/AR experience for "Time is Brain".
Aspid for Best Gamification in Healthcare for "Time is Brain".
Finalist in the Global VR Awards for "Best VR Experience in Healthcare". Link | Link.
#1 webinar program by results in Healthcare sector by ON24 platform benchmark.
2022 "Best Digital Company Project" Award in internal Leadership Conference for "Implementation of VR in Sales & Marketing".
2023 "Entrepeneur of the Year" Award in internal Leadership Conference for "Time is Brain" VR Special Xperience.
2023 "Best Strategy Execution" Award in internal Leadership Conference for "Sales Planning Scalable App".
2023 Hall of Fame as "Great Contributor to the Company Strategy".

Since Oct., 2020

CEO & Co-founder.

whitesox - Tech-Digital boutique firm specialized in Omnichannel operations, Digital Transformation and Special Interactive Tactics. Born with 4 top-tier clients in less than a month with no direct hires..

Co-leadership of the firm’s strategy and business plan.
Direction of strategic and innovation projects on different verticals (financial, fashion, healthcare, pharma). DirCom planning and execution of content and events.
Developing of vertical strategies with owned products and investment in partner companies.
Partnering with industry leaders and platform builders (UX, eCommerce, Data/Analytics, IoT, IA, AR&MR, Location based Tech, LegalTech, Blockchain, etc.).
From 0 to 250000€ revenue in 6 months with no direct team.

Oct., 2017 - Sep., 2020

Digital and Multichannel Strategy Manager.

Hiberus - Technology consultancy firm with the highest team growth rate in Western Europe 2019-2020.

Strategic client management. eCommerce, multichannel sales, data / performance projects. Coordination of multiple teams in different areas (+ than 200 people in cross functional teams).

Reporting & Responsibility:

Reporting to Global CEO.
Direct/Dotted Reports: 5/200.
Member of the Board for Digital Area.
30M€ Revenue Responsibility Scope.

Results & Growth Contribution:

+30% in company revenue for Digital Business.
+30% growth in average project margin.
+60% growth in Digital Strategy/consultancy projects.

Team & Culture Contribution:

Co-creator and head of the "XD" (Cross Digital) team. High potential/performance profiles. Tribal culture foundation.
Created cross teams framework for intra-peneurship projects.

Main projects and Highlights.

+32 projects for high performance eCommerce, location services and phygital activation, Data and high performance CMS (newspapers-media).

Director and co-creator of IMPULS^. Entrepreneurship and adaptation program to the COVID crisis in a “tech for equity” model.

Director and co-creator of Found (later "Sintra"). Localization tools / IoT / instore-digital attention ecosystem with multi-channel business intelligence.

Sep., 2015 - Dec., 2016

Head of Digital Strategy and Business Development.

LIN3S - Digital and Consulting Agency - Analytics | Performance | Web Design and Development.

Co-leadership of the agency's strategy and business plan.
Direction of strategic and innovative projects. Management and coordination of teams (+40 people).
Trainer: Digital Strategy and Analytics subjects.

Reporting & Responsibility:

Reporting to CEO.
Direct/Dotted Reports: 4/40.
Member of the Board.
10M€ Revenue Responsibility Scope.

Results & Growth Contribution:

+20% in company revenue.
+35% growth in average project margin.

Team & Culture Contribution:

+25% team net growth.
New consultancy team and Tribal Culture foundation.

Main projects and Highlights.

Guggenheim Museum Website (later winner on webby award and LAUS design award).
2x14x8000 branded content sports project with Saunier Duval.
CBRE platform for corporate offices and positioning project.

Awards and recognitions.

Best National CSR Project for Saunier Duval (2x14x8000 Digital content project). First Live streaming from a 8000 peak.
Gold LAUS design award for Guggenheims Museum website.

May., 2014 - Aug., 2015

Head of Operations and Marketing.

wizyu - Communication Agency | Branding | Design. *Acquired company.

Strategic coordination and business plan around "branding” services. (+20 people).
Focus and niche entry into large clients.
Creation of the intra-entrepreneurship projects platform.

Reporting & Responsibility:

Reporting to CEO.
Direct/Dotted Reports: 21/0.
Member of the Board.
4M€ Revenue Responsibility Scope.

Results & Growth Contribution:

+40% in company revenue.
+30% growth in average project margin.

Team & Culture Contribution:

+25% team net growth after restructuring.

Main projects and Highlights.

Halcourier (courier and logistics) rebranding and sustainability positioning.
“Eh!- franquicia”: Franchise brand implementation platform owned product launched and implemented in over 35 franchises.
“Cling” Social Location platform intrapeneurship project launched.
“EXCEDENTES” circular economy platform (reusing surplus corporate materials to create new products). Link | Link.

Awards and recognitions.

Social Enterprise Awards in category "Entrepreneurship, Innovation and Environment” for "EXCEDENTES" platform.
Publifest Award for Best Project in Humanitarian Aid for the "Transportando Sueños" (sending dreams) project.

2010-2014

CEPSA - (Now Moeve). Leading company in the Energy sector. Innovation and IT Planning area of the company.

May, 2012 - May, 2014

Digital Projects Sr. Consultant.

Functional management of the company's digital assets supporting the business (web, apps, loyalty and invoice channels).
Responsible for implementation and management of CRO actions.
Internal trainer in Marketing and digital tools.
Implementation of the company's first Digital Analytics plan.
Creation of portals like CEPSA Sports: content strategy site for company sponsorships like Toro Rosso F1, Spanish Soccer Team, Racing trucks, Motocross Freestyle).

Results & Growth Contribution:

+30% in B2B2C account creations.
+10% in recurrent purchases.
+500% in recurring online visits and digital transactions.
+400% in organic search positioning.

Apr., 2011 - May, 2012

Project for a new multi-country, multi-language corporate intranet developed with MS Sharepoint.

Platform Specialist.

UX lead for the project and manager of the collaborative change management environments with employees, due to the purchase of the company by IPIC the same year.
Created the internal matrix communities model, boosting internal interaction and collaboration. +150% in internal platform (Intranet) interaction from communities.
Responsible for the implementation of a pioneer in-house video stream system.

Awards and recognitions.

AUTELSI award for "Best innovation tech project for productivity improvement" for the IntraCEPSA Intranet platform.

Apr., 2010 - Apr., 2011

“Óptimus Executive” Scholarship.

Support to the Quality Management Area of the company.
Management of the in-house Knowledge Management Collaborative Platform.
Scaled the knowledge management platform with a program of more than 40 cross-area talks.

2006-2010

Freelance. Planner – promoter experiential campaigns & events.

While studying I worked on my own for different agencies and PR professionals.

Main projects and Highlights.

Project Sponsorship Laglisse motorcycle competition team: Full management of the sponsorship project of the Laglisse competition team, champion of the Spanish Speed Championship for a decade preparing its jump to GP, later Team Calvo - Moto3 World Champion.

Calvin Klein IN2U fragrance presentation event @ Space of Sound Madrid.

Competition team Spanish Ferrari GT Championship (Manuel Rosado): Developed a joint project with VEO7 (then “Unidad Editorial” TV channel) to generate a content-based value proposition, exchanging sponsorship space while creating a program broadcast on the same TV channel to bring diffusion and visibility, making the leap to the following sponsors.

Experiential Events Wild Parties Marlboro: We developed a type of completely different parties that happened suddenly in unexpected places and where you would be immersed in a universe where visual scales changed constantly. They were the Wild Parties. They immediately became a landmark in the capital where everyone wanted to be seen in.

Advisory

( 02 )

Advisory and collaborations.

( 03 )

Education, certifications, language skills.

Oct., 2011

KSchool - Secuoyas Academy.

Master in Advanced Digital Marketing.

Oct., 2010

Universidad Francisco de Vitoria.

Professional Skills and Competences Postgraduate Course.

Jun., 2009

Universidad Complutense de Madrid - Centro Universitario Villanueva.

Bachelors Degree in Advertising and Public Relations.

May., 2017

Scrum Manager®.

SCRUM Certificate "Expert" level.

Oct., 2014

Google.

Google adwords certificate in Advanced Search Network and Display.

Dec., 2013

Google.

Google Analytics Individual Qualification.

Jun., 2009

Universidad Complutense de Madrid and Centro Universitario Villanueva.

Honor Distinction in Art Direction.

May., 2009

“El Sol” Creativity Festival (San Sebastián).

Finalist. “Young Creatives” category.

May., 2008

IAA. International Advertising Association.

Finalist II Advertising League.

( 03.2 )

Language Skills.

Spanish.

Native. Spanish nationality and residence.

English.

Advanced. Fluent written and spoken. High School in the U.S.A. (’99-00).

Portuguese.

Fluent. Brazilian nationality.

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