Felipe Araújo

Co-Founder & COO at Trela | Ex-Uber

São Paulo, São Paulo, Brazil

About

Strategy and Operations professional with +15 years of experience in Strategic Planning (Technology industry), Operations (Technology industry), Project Management, Supply Chain and Logistics and Management Consulting. Highlights: - Business Strategy, priorities and targets setting - P&L Management - Business Governance and decision making - Organisational Design - Market Intelligence - Expansions / scaling operations, growth and efficiency management • Bachelor degree in Automation and Control Engineering (2008) • Bachelor degree in Civil Engineering (2013)

Experience

  • COO at Trela
    Mar 2022 - Present · 4 yrs 4 mos

    • Built and scaled a tech-enabled online grocery business. • Led end-to-end operations across Growth, Commercial, Logistics, Fulfillment, and Customer Experience. • Managed P&L, unit economics, and overall business performance. • Defined strategic priorities, organizational structure, and operating model, working closely with product and technology teams. • Implemented performance management routines and key metrics governance.

  • Head of Performance at Getir
    Nov 2021 - Mar 2022 · 5 mos

    Led operational performance management across markets during rapid expansion.

  • Head of Operational Excellence at Gorillas
    Aug 2021 - Nov 2021 · 4 mos

    Led operational excellence across fulfillment and last-mile delivery operations.

  • Uber (5 yrs 6 mos)
    • Head of Strategy and Planning
      Mar 2021 - Aug 2021 · 6 mos

      • Owned business strategy, planning cycles, and governance processes for Uber Eats Brazil. • Managed P&L and key performance metrics. • Led expansion from 5 to 70+ cities in under 6 months. • Built and managed forecasting models and growth frameworks, including promotions, paid marketing and CRM. • Defined organizational structure and efficiency initiatives. • Coordinated cross-functional decision-making.

    • Strategy & Planning Manager
      Sep 2019 - Mar 2021 · 1 yr 7 mos

    • Sr Strategy and Planning Associate - Uber Eats
      Sep 2018 - Sep 2019 · 1 yr 1 mo

  • Direcional Engenharia (2 yrs 5 mos)
    • Projects Coordinator
      Jan 2015 - Mar 2016 · 1 yr 3 mos

      Feasibility studies and value engineering for construction projects in Saudi Arabia.

    • Corporate Procurement Coordinator
      Nov 2013 - Jan 2015 · 1 yr 3 mos

      Corporate procurement coordination. Supplier negotiation, supply chain processes, and compliance nationwide.