Built Business Tough

What business school taught a change specialist about reinvention

Far more than most, Sérgio Maria’s profession has been about changeover and transformation. In a doing work lifetime aiding traditional firms navigate the upheavals of new engineering, he has also rethought his very own route together the way.

For additional than a 10 years, the forty eight-12 months-old senior digital executive, 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 even though, building the competencies to put himself in others’ sneakers, divine their business desires and converse how he can help has been at the centre of his profession.

Through 12 decades at Google, Maria’s core operate was building associations with publishers, together with newspapers, broadcasters and merchants. “In 2011 in Brazil, the news business was extremely averse to Google,” he remembers. “I could not have a dialogue with a newspaper CEO — they wouldn’t even answer to my calls.”

The icy reception was understandable. At the time, digital was decimating the traditional news business. Visitors ended up acquiring their news on the net, advertisers ended up pursuing them and the print revenue design was having difficulties.

From this backdrop, the Brazilian was tasked with acquiring regions where the competitor could become a collaborator. He joined Google as a strategic husband or wife supervisor and ultimately rose to become director of world wide partnerships for Latin America and Brazil across broadcast, news and commerce.

Long-expression vision: The scale of the challenge at Globo persuaded Sérgio Maria to choose on his latest job © Ricardo Lisboa

“Google has the promotion gross sales job that competes with all the other teams for promotion budgets . . . and that is how it is heading to operate eternally,” Maria acknowledges. “But I was in a team that was wanting at the other aspect — which is, how can we help these partners build on their own, be additional productive in the way they do their business and also produce revenue?”

He also labored with journalists, detailing how to mine Google knowledge for investigative operate he taught publishers how engineering could help them realize users’ conduct and he assisted optimise cellular items. The world wide accumulation of this kind of operate grew into the Google News Initiative, which supports journalism in the type of a instruction centre and an innovation fund, for example.

Following 12 decades at Google, Maria was at a crossroads. If he stayed, the next stage would be a shift overseas, in a new job and tradition. That did not in shape with his personalized designs, so he decided to choose a profession split, shell out time with his family — he has a few sons — and reflect on his next shift.


2004-2005 Products and solutions director, Oi Net

2006-2007 Products supervisor, Brasil Telecom Net

2007-2011 Strategic husband or wife supervisor, 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-current Director of new business progress, Rede Globo

Careers, he says, are a a few-phase journey. At the commencing, professionals’ competencies tend to be additional technological. Then they may perhaps become people professionals, supplying up significantly of the realistic operate and building competencies in leading groups and building a vision. The third is the executive degree, wanting at businesses strategically in the extensive expression.

Maria was all set to changeover to the third phase. So in 2018, even though at Google, he enrolled for the counsellors progress programme, a company governance study course, at Fundação Dom Cabral business college in Brazil.

“It was ideal for that instant in my profession,” he says. “It allow me spend some time to realize the strategic job of boards much better and how to then impact the administration staff of the organisation.”

The programme, which he completed at FDC’s Belo Horizonte campus, prepares future board members. Together with training the principles of administration and governance, it explores how to implement this — for example, participants get ready for and direct mock meetings of administrators.

The return to official learning was “amazing”, Maria says. His profession split intended he was spared balancing family, operate and examine throughout the study course, which was taught in two 7 days-extensive blocks a couple months apart. This permitted him to interact absolutely, he provides, a little something that those considering about executive courses must be all set to do.

“People must be geared up to stay offline and join to the people on the study course and join to the study course by itself,” he says. “It is predicted that you take part a lot and there is genuine value in bringing your working experience. It enriches the dialogue and the realistic workout routines.”

This also indicates pupils must share any difficulties or regions for enhancement with classmates. “Be current, be honest and be fearless,” Maria says. “The additional you are open, the additional people will be equipped to help you and you will be equipped to help [other] people.”

One of the advantages was building a potent network of like-minded friends, and Maria carries on to help people stay in contact as a class ambassador.

The programme has assisted in his job as director of new business progress at Globo, which he began past June. “It’s not the particular technological factors that I use,” he says, “It is significantly additional of a mindset improve on how to search at and strategy factors in the extensive run, wanting at what is in the minds of executives and the board.”

Globo may perhaps be Maria’s major challenge yet. As portion of its digital transformation, the business declared past 12 months that it was bringing some of its firms alongside one another in a single team, together with broadcast and cable television businesses, its web site and movie on-desire provider.

Together with the interior improve, Maria is doing work on building this new media engineering business for advertisers. “The option is how to combine all these mediums,” he says, so that advertisers can converse their messages seamlessly across all of Globo’s channels. For example, he provides: “Can we search at the journey when people shift out of Tv set and go to an app to proceed consuming the material?”

This strategy and data would help advertisers realize what concept will work finest where and when. It also advantages consumers, he says, in that adverts must really feel significantly less jarring if picked in this kind of a way.

“We nevertheless provide interruption,” he says. “But we need to have to make interruption significantly much better in a way that is connected to the material and to what is pertinent to people.”

It was the scale of the challenge that persuaded Maria to choose the job at Globo. When the main executive offered his vision for the business, a few elements clicked into spot: the degree of transformation a realisation that Maria could use his instruction in digital and rapid-relocating environments and acquiring a little something that he was good at and fired up about.

“I said, ‘OK, a few or 5 decades later, if I search back again and we ended up equipped to apply the degree of transformation that the vision says, I’m heading to be extremely very pleased of that.’ And which is a legacy I’m heading to depart. Talking about a media team, it is essentially a legacy that my little ones are heading to know about.”