I am currently VP of New Business at Grupo Boticário. During more then 15 years, I've worked in a number of different roles and countries within the group. I was responsible for the international expansion and development of the company’s online channel in Western Europe, where I also led the turnaround of O Boticário in Portugal. I led the recovery of Eudora, working with the team to set up a digital direct sales model, with the brand becoming the second largest in the group. More recently, my role has been to transform the way Grupo Boticário views technology. With greater client focus, we have placed technology at the heart of the business through a change in mindset and in the modus operandi. Over the coming years, we will build solutions for GB that help it set the standard in IT retail. To do that, we understood that changing the way we work would be mandatory; so we decided to merge IT and HR. During 5 years, I had also lead the CVC arm of the company. Since the end of 2024, I've started a new challenge as New Business VP. I took a bachelor’s degree in Journalism as I saw it as a way to make an impact on people and help make the world a better place. However, I have decided to follow another path to better fulfill this desire. I have come to realize that it is possible to work with people who are willing to learn, develop incredible projects and have a positive impact on society within companies. I completed a postgraduate program in Business Management at Universidade Federal do Paraná, and have a master's degree in Business and Administration from IE Business School, in Spain.