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

Far more than most, Sérgio Maria’s occupation has been about changeover and transformation. In a performing everyday living serving to regular firms navigate the upheavals of new know-how, he has also rethought his own route along the way.

For additional than a 10 years, the forty eight-yr-aged senior digital government, who lives in São Paulo, has labored with organisations adapting to digital disruption and innovation, first at Google and now with Brazilian media and leisure group Rede Globo. All the whilst, acquiring the abilities to place himself in others’ footwear, divine their small business needs and communicate how he can assistance has been at the centre of his occupation.

All through 12 several years at Google, Maria’s main do the job was creating relationships with publishers, which include newspapers, broadcasters and vendors. “In 2011 in Brazil, the information marketplace was extremely averse to Google,” he remembers. “I could not have a discussion with a newspaper CEO — they would not even react to my calls.”

The icy reception was comprehensible. At the time, digital was decimating the regular information marketplace. Audience ended up obtaining their information on the net, advertisers ended up following them and the print revenue design was battling.

From this backdrop, the Brazilian was tasked with obtaining locations where the competitor could turn into a collaborator. He joined Google as a strategic partner supervisor and eventually rose to turn into director of global partnerships for Latin The us and Brazil across broadcast, information and commerce.

Very long-time period eyesight: The scale of the problem at Globo persuaded Sérgio Maria to take on his most recent part © Ricardo Lisboa

“Google has the marketing sales part that competes with all the other teams for marketing budgets . . . and that is how it is going to do the job for good,” Maria acknowledges. “But I was in a group that was on the lookout at the other facet — which is, how can we assistance these associates establish themselves, be additional successful in the way they do their small business and also create revenue?”

He also labored with journalists, explaining how to mine Google data for investigative do the job he taught publishers how know-how could assistance them have an understanding of users’ behaviour and he helped optimise mobile items. The global accumulation of these do the job grew into the Google Information Initiative, which supports journalism in the type of a schooling centre and an innovation fund, for illustration.

Just after 12 several years at Google, Maria was at a crossroads. If he stayed, the up coming action would be a transfer abroad, in a new part and society. That did not suit with his personal designs, so he made the decision to take a occupation break, shell out time with his family — he has a few sons — and replicate on his up coming transfer.


2004-2005 Merchandise and products and services director, Oi Net

2006-2007 Merchandise supervisor, Brasil Telecom Net

2007-2011 Strategic partner supervisor, Google

2011-2016 Head of strategic partnerships, Latin The us, Google

2016-2017 Director of global partnerships, Latin The us, Google

2017-2019 Director of global partnerships: broadcast, information and commerce, Google

2019-existing Director of new small business development, Rede Globo

Careers, he says, are a a few-phase journey. At the beginning, professionals’ abilities are inclined to be additional technological. Then they may perhaps turn into people professionals, giving up considerably of the useful do the job and acquiring abilities in primary groups and creating a eyesight. The 3rd is the government stage, on the lookout at firms strategically in the prolonged time period.

Maria was ready to changeover to the 3rd phase. So in 2018, whilst at Google, he enrolled for the counsellors development programme, a company governance program, at Fundação Dom Cabral small business university in Brazil.

“It was right for that minute in my occupation,” he says. “It permit me invest some time to have an understanding of the strategic part of boards improved and how to then impact the administration workforce of the organisation.”

The programme, which he completed at FDC’s Belo Horizonte campus, prepares foreseeable future board users. Alongside teaching the rules of administration and governance, it explores how to implement this — for illustration, members prepare for and direct mock conferences of directors.

The return to formal learning was “amazing”, Maria says. His occupation break intended he was spared balancing family, do the job and study through the program, which was taught in two 7 days-prolonged blocks a couple of months apart. This allowed him to have interaction completely, he adds, one thing that all those thinking about government classes should be ready to do.

“People should be well prepared to remain offline and join to the people on the program and join to the program by itself,” he says. “It is envisioned that you take part a large amount and there is real price in bringing your encounter. It enriches the discussion and the useful workout routines.”

This also signifies students should share any issues or locations for advancement with classmates. “Be existing, be sincere and be fearless,” Maria says. “The additional you are open up, the additional people will be in a position to assistance you and you will be in a position to assistance [other] people.”

Just one of the benefits was creating a powerful network of like-minded peers, and Maria continues to assistance people remain in contact as a course ambassador.

The programme has helped in his part as director of new small business development at Globo, which he started out previous June. “It’s not the precise technological matters that I use,” he says, “It is considerably additional of a mentality improve on how to glimpse at and method matters in the prolonged operate, on the lookout at what is in the minds of executives and the board.”

Globo may perhaps be Maria’s biggest problem nevertheless. As component of its digital transformation, the corporation declared previous yr that it was bringing some of its firms collectively in one group, which include broadcast and cable tv firms, its web page and video on-demand from customers support.

Alongside the inner improve, Maria is performing on creating this new media know-how small business for advertisers. “The chance is how to integrate all these mediums,” he says, so that advertisers can communicate their messages seamlessly across all of Globo’s channels. For illustration, he adds: “Can we glimpse at the journey when people transfer out of Television set and go to an app to keep on consuming the content material?”

This method and data would assistance advertisers have an understanding of what concept operates finest where and when. It also benefits customers, he says, in that adverts should come to feel less jarring if picked in these a way.

“We however provide interruption,” he says. “But we have to have to make interruption considerably improved in a way that is connected to the content material and to what is appropriate to people.”

It was the scale of the problem that persuaded Maria to take the part at Globo. When the chief government introduced his eyesight for the small business, a few factors clicked into position: the stage of transformation a realisation that Maria could use his schooling in digital and quick-moving environments and obtaining one thing that he was very good at and psyched about.

“I mentioned, ‘OK, a few or 5 several years later, if I glimpse again and we ended up in a position to employ the stage of transformation that the eyesight says, I’m going to be extremely very pleased of that.’ And which is a legacy I’m going to depart. Talking about a media group, it’s really a legacy that my young children are going to know about.”