Business Consultant

What business school taught a change specialist about reinvention

A lot more than most, Sérgio Maria’s vocation has been about changeover and transformation. In a doing work daily life assisting conventional corporations navigate the upheavals of new technological know-how, he has also rethought his individual path together the way. For a lot more than a 10 years, the forty eight-year-previous senior electronic executive, who […]

A lot more than most, Sérgio Maria’s vocation has been about changeover and transformation. In a doing work daily life assisting conventional corporations navigate the upheavals of new technological know-how, he has also rethought his individual path together the way.

For a lot more than a 10 years, the forty eight-year-previous senior electronic executive, who lives in São Paulo, has worked with organisations adapting to electronic disruption and innovation, very first at Google and now with Brazilian media and leisure group Rede Globo. All the while, acquiring the skills to place himself in others’ shoes, divine their company requirements and connect how he can enable has been at the centre of his vocation.

Throughout 12 yrs at Google, Maria’s main do the job was setting up interactions with publishers, together with newspapers, broadcasters and vendors. “In 2011 in Brazil, the news field was extremely averse to Google,” he remembers. “I could not have a conversation with a newspaper CEO — they wouldn’t even respond to my phone calls.”

The icy reception was easy to understand. At the time, electronic was decimating the conventional news field. Readers had been obtaining their news on the web, advertisers had been next them and the print income design was struggling.

Versus this backdrop, the Brazilian was tasked with obtaining areas the place the competitor could turn out to be a collaborator. He joined Google as a strategic companion manager and at some point rose to turn out to be director of worldwide 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 vision: The scale of the challenge at Globo persuaded Sérgio Maria to acquire on his most up-to-date function © Ricardo Lisboa

“Google has the marketing income function that competes with all the other groups for marketing budgets . . . and that is how it is heading to do the job permanently,” Maria acknowledges. “But I was in a group that was on the lookout at the other aspect — which is, how can we enable these associates establish by themselves, be a lot more productive in the way they do their company and also deliver income?”

He also worked with journalists, outlining how to mine Google data for investigative do the job he taught publishers how technological know-how could enable them understand users’ behaviour and he assisted optimise cellular products and solutions. The worldwide accumulation of these types of do the job grew into the Google News Initiative, which supports journalism in the sort of a training centre and an innovation fund, for example.

Just after 12 yrs at Google, Maria was at a crossroads. If he stayed, the upcoming step would be a transfer abroad, in a new function and lifestyle. That did not in shape with his particular options, so he resolved to acquire a vocation crack, spend time with his family members — he has three sons — and replicate on his upcoming transfer.


2004-2005 Solution and companies director, Oi World-wide-web

2006-2007 Solution manager, Brasil Telecom World-wide-web

2007-2011 Strategic companion manager, Google

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

2016-2017 Director of worldwide partnerships, Latin America, Google

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

2019-current Director of new company improvement, Rede Globo

Occupations, he claims, are a three-phase journey. At the beginning, professionals’ skills tend to be a lot more complex. Then they might turn out to be people today managers, giving up significantly of the realistic do the job and acquiring skills in leading groups and setting up a vision. The 3rd is the executive degree, on the lookout at companies strategically in the extended time period.

Maria was completely ready to changeover to the 3rd phase. So in 2018, while at Google, he enrolled for the counsellors improvement programme, a company governance study course, at Fundação Dom Cabral company university in Brazil.

“It was suitable for that instant in my vocation,” he claims. “It permit me make investments some time to understand the strategic function of boards far better and how to then affect the management team of the organisation.”

The programme, which he done at FDC’s Belo Horizonte campus, prepares long run board members. Alongside instructing the principles of management and governance, it explores how to apply this — for example, members get ready for and guide mock conferences of administrators.

The return to official discovering was “amazing”, Maria claims. His vocation crack meant he was spared balancing family members, do the job and review all through the study course, which was taught in two week-extended blocks a handful of months aside. This allowed him to engage completely, he provides, anything that people contemplating about executive courses should really be completely ready to do.

“People should really be well prepared to stay offline and join to the people today on the study course and join to the study course itself,” he claims. “It is expected that you take part a great deal and there is serious price in bringing your working experience. It enriches the conversation and the realistic routines.”

This also means learners should really share any difficulties or areas for advancement with classmates. “Be current, be sincere and be fearless,” Maria claims. “The a lot more you are open up, the a lot more people today will be equipped to enable you and you will be equipped to enable [other] people today.”

1 of the positive aspects was setting up a robust network of like-minded peers, and Maria proceeds to enable people today stay in contact as a course ambassador.

The programme has assisted in his function as director of new company improvement at Globo, which he commenced last June. “It’s not the precise complex items that I use,” he claims, “It is significantly a lot more of a frame of mind adjust on how to look at and strategy items in the extended run, on the lookout at what is in the minds of executives and the board.”

Globo might be Maria’s most significant challenge but. As aspect of its electronic transformation, the firm announced last year that it was bringing some of its corporations with each other in a person group, together with broadcast and cable tv companies, its website and video on-need provider.

Alongside the inside adjust, Maria is doing work on setting up this new media technological know-how company for advertisers. “The prospect is how to combine all these mediums,” he claims, so that advertisers can connect their messages seamlessly across all of Globo’s channels. For example, he provides: “Can we look at the journey when people today transfer out of Tv set and go to an application to proceed consuming the content material?”

This strategy and facts would enable advertisers understand what concept performs very best the place and when. It also positive aspects buyers, he claims, in that adverts should really feel much less jarring if selected in these types of a way.

“We nonetheless provide interruption,” he claims. “But we want to make interruption significantly far better in a way that is connected to the content material and to what is appropriate to people today.”

It was the scale of the challenge that persuaded Maria to acquire the function at Globo. When the main executive presented his vision for the company, three components clicked into place: the degree of transformation a realisation that Maria could use his training in electronic and quickly-going environments and obtaining anything that he was excellent at and psyched about.

“I claimed, ‘OK, three or five yrs later, if I look back again and we had been equipped to carry out the degree of transformation that the vision claims, I’m heading to be extremely very pleased of that.’ And that is a legacy I’m heading to leave. Conversing about a media group, it’s basically a legacy that my young children are heading to know about.”