Zürich Metropolitan Area
I lead Digital Channels, Growth Marketing and Delivery Strategy across EMEA for Restaurant Brands International (RBI) — the parent of Burger King, Tim Hortons, Popeyes and Firehouse Subs. The remit covers ordering platforms, e-commerce, kiosks and mobile ordering on the channel side; CRM, loyalty, performance media and analytics on the growth side; and 1P + 3P delivery on the strategy side, all running across the EMEA portfolio. Before EMEA, I led Digital across LAC for the same group — 32 countries and four brands — building a Center of Excellence model around CRM, loyalty measurement and platform standardisation. The 15 years before that ran across retail, e-commerce and digital growth at scale: at Hortifruti Natural da Terra (acquired by Americanas) I rebuilt the e-commerce on Magento PWA from scratch and delivered +50% e-commerce growth and +150% Marketplace Out in six months with NPS above 75. At DPSP, Brazil's #2 drugstore chain (1,300+ stores), I owned the digital P&L and build the e-commerce operation, +400% conversion in six months and +1.5M MAU on the loyalty app. At GPA (Brazil's largest food retailer) I built Digital Marketing for E-commerce Food from scratch with Adobe Marketing Cloud, took it through 10× growth in four years, and later led Loyalty across 10M+ combined-app users. The first seven years of my career were in M&A, corporate finance and new-business development — that's why I read every digital problem through a P&L and unit-economics lens first. I'm an operator. The work I'm proud of started with CAC, LTV, contribution margin and funnel conversion — and ended in production. I treat e-commerce as a business unit, not a feature. Portuguese / English / Spanish. Italian + Brazilian citizen, based in Zug.
Director leading Digital Channels, Growth Marketing and Delivery Strategy across the EMEA portfolio — Burger King, Tim Hortons, Popeyes and Firehouse Subs. - Digital Channels — ordering platforms, e-commerce, kiosks and mobile ordering across the EMEA markets. Driving the shift from kiosk-led digital sales to true mobile-led e-commerce, with the channel benefits that come with it (identification, personalisation, traceability, A/B testing). - Growth Marketing — CRM, loyalty, performance media and analytics. Stack includes Braze, Amplitude, mParticle, AppsFlyer, Snowflake, OneTrust, with paid orchestration across Meta, Google, Criteo and DV360. - Delivery Strategy — 3P (aggregator) and 1P (owned) across key EMEA markets. Cross-functional leadership with Brand, Operations, Finance, Legal, Tech and the franchisee groups in each market. - Reporting to the EMEA CMO.
Led Digital across LAC for RBI — Burger King, Tim Hortons, Popeyes — covering 32 countries and the master franchisees in each market. - Built and ran the regional Center of Excellence for CRM, loyalty and digital growth. Standardised measurement, platform stack and operating cadence across markets that had previously been managed independently. - Replatformed key markets onto the regional digital stack. Led Kiosk rollout across the largest LAC franchisee group. - Owned regional integrations with the main delivery aggregators (Uber Eats, Rappi, iFood, PedidosYa, DoorDash where applicable) and the loyalty + ordering platform (Menu.app). - Cross-functional leadership across Operations, Brand, Finance, Tech and the LAC master franchisees (ZAMP in Brazil, ALSEA in Mexico, and others). Stack: Snowflake · Amplitude · mParticle · Braze · AppsFlyer · OneTrust · Menu.app · Oracle POS · Adyen
Digital Commerce Director at HNT — Brazil's largest fresh-food retail chain (acquired by Americanas during my tenure). Owned the e-commerce and omnichannel buildout end-to-end. - +50% e-commerce growth and +150% Marketplace Out in six months. NPS sustained above 75. - Built the new e-commerce site from scratch on Magento PWA / Adobe Commerce, with WebJump as implementation partner. - Delivered the omnichannel WMS (warehouse + store inventory unification) — enabling Ship-from-Store and Click & Collect across the network. - Led delivery integrations with Rappi, iFood and Uber Eats. Payments through Adyen. LGPD compliance owner for the digital P&L. Stack: Magento PWA · Adobe Commerce · SAP · Atlassian · Google Analytics · Adyen · Rappi · iFood · Uber Eats
Head of Digital Business at DPSP — Brazil's #2 drugstore chain, 1,300+ stores. Owned the digital P&L end-to-end: e-commerce, mobile app, loyalty (Meu Viva Saúde) and partner ecosystem. - 10× sales growth on the e-commerce business. - +400% conversion uplift in six months from a full revamp of the e-commerce experience. - +1.5M MAU on the Meu Viva Saúde loyalty app. - Promoted from Head of E-commerce to Head of Digital Business with expanded P&L scope. This is the role where I built the playbook I still use today: E-commerce as a business unit and strategic pillat for growth. 3 pillars — Technology, Logistics and Sales. I've managed diretly more than 180 employees and hired most of the corporate team, around ~20 FTE. Stack: Vtex · LINX · Google Ads · Meta Ads · email marketing · in-app ads · WMS integrations · pharmacy last mile logistics
Built the Digital Marketing and Business Development function for GPA's E-commerce Food vertical (Pão de Açúcar and Extra) from scratch. Adobe Marketing Cloud was the foundational stack. - Hired CRM, BI, Web Analytics, Porformance Media, House of Design, Trade Marketing, SEO and Content teams (from 2 to ~40 FTE) - 10× revenue growth in the digital food channel over four years. - Led the build-out of the online groceries business — assortment strategy, customer acquisition, conversion, retention. - Cross-functional leadership across Commercial, Operations, Logistics, IT, and the BETC creative agency. - Closed a multi-million-dollar Oracle deal for the marketing tech stack — CDP, DMP and Cross-Channel Journey orchestration. - Reached 10M+ MAU across the combined loyalty + e-commerce mobile apps. - Modernised performance media operating model across Search, Display and Social with BETC as creative agency and AllIn for marketing automation. Stack: Adobe Marketing Cloud · Google Ads · Facebook Ads · Adobe Analytics · Headless Platform
Senior consultant on M&A and new-business development at GPA's corporate finance team. - Analysis, structuring, origination and negotiation of buy-side and sell-side transactions across GPA's portfolio. - Built the financial models, business cases and integration plans that informed the Group's strategic decisions. - This is where I learned to read every business problem through a P&L lens — a habit I now apply to every digital channel I run.
Co-founded HeroU, a social mobile app for GoPro users to share photos, videos and adventure experiences. - Built the founding team and led product/business strategy across São Paulo and Dublin. - Side venture in parallel with my GPA M&A role — closed in 2015.