April 22, 2024

Justice for Gemmel

Stellar business, nonpareil

What business school taught a change specialist about reinvention

Far more than most, Sérgio Maria’s occupation has been about changeover and transformation. In a performing everyday living encouraging classic businesses navigate the upheavals of new technological know-how, he has also rethought his have route along the way.

For additional than a decade, the forty eight-12 months-previous senior digital govt, who life in São Paulo, has labored with organisations adapting to digital disruption and innovation, first at Google and now with Brazilian media and enjoyment team Rede Globo. All the although, acquiring the competencies to place himself in others’ footwear, divine their business enterprise demands and communicate how he can aid has been at the centre of his occupation.

For the duration of twelve years at Google, Maria’s main work was developing associations with publishers, like newspapers, broadcasters and suppliers. “In 2011 in Brazil, the news sector was pretty averse to Google,” he recollects. “I could not have a conversation with a newspaper CEO — they wouldn’t even reply to my phone calls.”

The icy reception was easy to understand. At the time, digital was decimating the classic news sector. Readers were acquiring their news on-line, advertisers were next them and the print revenue model was battling.

Versus this backdrop, the Brazilian was tasked with acquiring spots in which the competitor could turn out to be a collaborator. He joined Google as a strategic spouse manager and sooner or later rose to turn out to be director of world wide partnerships for Latin America and Brazil across broadcast, news and commerce.

Sergio Maria - New Businesses Director of Rede Globo - São Paulo, Brazil
Long-time period eyesight: The scale of the obstacle at Globo persuaded Sérgio Maria to choose on his most up-to-date function © Ricardo Lisboa

“Google has the advertising and marketing revenue function that competes with all the other teams for advertising and marketing budgets . . . and that is how it is going to work forever,” Maria acknowledges. “But I was in a team that was searching at the other facet — which is, how can we aid these associates acquire on their own, be additional economical in the way they do their business enterprise and also create revenue?”

He also labored with journalists, describing how to mine Google data for investigative work he taught publishers how technological know-how could aid them comprehend users’ conduct and he assisted optimise cellular products. The world wide accumulation of such work grew into the Google Information Initiative, which supports journalism in the kind of a schooling centre and an innovation fund, for case in point.

Following twelve years at Google, Maria was at a crossroads. If he stayed, the up coming move would be a go overseas, in a new function and society. That did not match with his particular programs, so he determined to choose a occupation crack, devote time with his family — he has three sons — and reflect on his up coming go.


2004-2005 Product or service and companies director, Oi Internet

2006-2007 Product or service manager, Brasil Telecom Internet

2007-2011 Strategic spouse manager, Google

2011-2016 Head of strategic partnerships, Latin America, Google

2016-2017 Director of world wide partnerships, Latin America, Google

2017-2019 Director of world wide partnerships: broadcast, news and commerce, Google

2019-present Director of new business enterprise growth, Rede Globo

Careers, he states, are a three-phase journey. At the commencing, professionals’ competencies tend to be additional specialized. Then they could turn out to be people today administrators, providing up a lot of the sensible work and acquiring competencies in top groups and developing a eyesight. The 3rd is the govt level, searching at firms strategically in the extensive time period.

Maria was ready to changeover to the 3rd phase. So in 2018, although at Google, he enrolled for the counsellors growth programme, a corporate governance course, at Fundação Dom Cabral business enterprise college in Brazil.

“It was ideal for that minute in my occupation,” he states. “It let me make investments some time to comprehend the strategic function of boards far better and how to then influence the management group of the organisation.”

The programme, which he done at FDC’s Belo Horizonte campus, prepares long run board customers. Together with instructing the ideas of management and governance, it explores how to apply this — for case in point, members get ready for and guide mock conferences of administrators.

The return to formal studying was “amazing”, Maria states. His occupation crack intended he was spared balancing family, work and analyze through the course, which was taught in two 7 days-extensive blocks a number of months apart. This permitted him to have interaction fully, he provides, anything that these thinking about govt programs must be ready to do.

“People must be prepared to stay offline and join to the people today on the course and join to the course itself,” he states. “It is expected that you take part a large amount and there is genuine value in bringing your expertise. It enriches the conversation and the sensible workouts.”

This also suggests college students must share any troubles or spots for improvement with classmates. “Be present, be truthful and be fearless,” Maria states. “The additional you are open up, the additional people today will be capable to aid you and you will be capable to aid [other] people today.”

Just one of the gains was developing a strong network of like-minded friends, and Maria carries on to aid people today stay in contact as a class ambassador.

The programme has assisted in his function as director of new business enterprise growth at Globo, which he began final June. “It’s not the certain specialized factors that I use,” he states, “It is a lot additional of a mindset alter on how to glance at and tactic factors in the extensive run, searching at what is in the minds of executives and the board.”

Globo could be Maria’s greatest obstacle nevertheless. As part of its digital transformation, the firm introduced final 12 months that it was bringing some of its businesses collectively in 1 team, like broadcast and cable television firms, its web site and video on-demand from customers assistance.

Together with the inner alter, Maria is performing on developing this new media technological know-how business enterprise for advertisers. “The opportunity is how to combine all these mediums,” he states, so that advertisers can communicate their messages seamlessly across all of Globo’s channels. For case in point, he provides: “Can we glance at the journey when people today go out of Television set and go to an application to keep on consuming the information?”

This tactic and facts would aid advertisers comprehend what concept works ideal in which and when. It also gains shoppers, he states, in that adverts must come to feel much less jarring if chosen in such a way.

“We nevertheless serve interruption,” he states. “But we want to make interruption a lot far better in a way that is related to the information and to what is related to people today.”

It was the scale of the obstacle that persuaded Maria to choose the function at Globo. When the main govt presented his eyesight for the business enterprise, three factors clicked into area: the level of transformation a realisation that Maria could use his schooling in digital and speedy-moving environments and acquiring anything that he was great at and psyched about.

“I reported, ‘OK, three or 5 years later on, if I glance back again and we were capable to carry out the level of transformation that the eyesight states, I’m going to be pretty very pleased of that.’ And that’s a legacy I’m going to depart. Speaking about a media team, it’s truly a legacy that my young ones are going to know about.”