What business school taught a change specialist about reinvention

Lavern Vogel

Extra than most, Sérgio Maria’s career has been about transition and transformation. In a working lifestyle helping classic enterprises navigate the upheavals of new technology, he has also rethought his possess path alongside the way. For more than a 10 years, the forty eight-yr-previous senior electronic government, who lives in […]

Extra than most, Sérgio Maria’s career has been about transition and transformation. In a working lifestyle helping classic enterprises navigate the upheavals of new technology, he has also rethought his possess path alongside the way.

For more than a 10 years, the forty eight-yr-previous senior electronic government, who lives in São Paulo, has worked with organisations adapting to electronic disruption and innovation, first at Google and now with Brazilian media and leisure team Rede Globo. All the even though, creating the skills to put himself in others’ footwear, divine their business enterprise needs and talk how he can aid has been at the centre of his career.

For the duration of twelve years at Google, Maria’s core work was creating associations with publishers, together with newspapers, broadcasters and stores. “In 2011 in Brazil, the news field was really averse to Google,” he remembers. “I could not have a discussion with a newspaper CEO — they would not even respond to my calls.”

The icy reception was understandable. At the time, electronic was decimating the classic news field. Audience ended up acquiring their news online, advertisers ended up adhering to them and the print revenue product was struggling.

Against this backdrop, the Brazilian was tasked with acquiring regions wherever the competitor could come to be a collaborator. He joined Google as a strategic partner supervisor and inevitably rose to come to be director of international partnerships for Latin The usa and Brazil throughout broadcast, news and commerce.

Extensive-time period eyesight: The scale of the challenge at Globo persuaded Sérgio Maria to choose on his most up-to-date job © Ricardo Lisboa

“Google has the promoting gross sales job that competes with all the other teams for promoting budgets . . . and that is how it is likely to work without end,” Maria acknowledges. “But I was in a team that was wanting at the other facet — which is, how can we aid these partners create them selves, be more effective in the way they do their business enterprise and also make revenue?”

He also worked with journalists, explaining how to mine Google details for investigative work he taught publishers how technology could aid them comprehend users’ conduct and he helped optimise cell products and solutions. The international accumulation of these kinds of work grew into the Google Information Initiative, which supports journalism in the type of a education centre and an innovation fund, for case in point.

Right after twelve years at Google, Maria was at a crossroads. If he stayed, the upcoming phase would be a move abroad, in a new job and society. That did not in good shape with his particular ideas, so he made a decision to choose a career split, spend time with his relatives — he has three sons — and replicate on his upcoming move.

CV

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

2006-2007 Merchandise supervisor, Brasil Telecom World-wide-web

2007-2011 Strategic partner supervisor, Google

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

2016-2017 Director of international partnerships, Latin The usa, Google

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

2019-existing Director of new business enterprise progress, Rede Globo

Careers, he claims, are a three-phase journey. At the commencing, professionals’ skills tend to be more specialized. Then they may perhaps come to be people today supervisors, providing up much of the practical work and creating skills in leading groups and creating a eyesight. The third is the government stage, wanting at companies strategically in the extended time period.

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

“It was correct for that minute in my career,” he claims. “It permit me spend some time to comprehend the strategic job of boards superior and how to then influence the administration crew of the organisation.”

The programme, which he concluded at FDC’s Belo Horizonte campus, prepares upcoming board members. Along with training the rules of administration and governance, it explores how to implement this — for case in point, participants prepare for and direct mock conferences of administrators.

The return to formal understanding was “amazing”, Maria claims. His career split intended he was spared balancing relatives, work and study through the study course, which was taught in two week-extended blocks a handful of months apart. This allowed him to interact thoroughly, he adds, a little something that individuals thinking about government classes must be all set to do.

“People must be ready to remain offline and connect to the people today on the study course and connect to the study course itself,” he claims. “It is anticipated that you take part a good deal and there is authentic value in bringing your knowledge. It enriches the discussion and the practical exercises.”

This also means pupils must share any troubles or regions for enhancement with classmates. “Be existing, be sincere and be fearless,” Maria claims. “The more you are open up, the more people today will be able to aid you and you will be able to aid [other] people today.”

One particular of the added benefits was creating a strong community of like-minded peers, and Maria continues to aid people today remain in touch as a course ambassador.

The programme has helped in his job as director of new business enterprise progress at Globo, which he began past June. “It’s not the precise specialized items that I use,” he claims, “It is much more of a frame of mind transform on how to glance at and strategy items in the extended operate, wanting at what is in the minds of executives and the board.”

Globo may perhaps be Maria’s biggest challenge nevertheless. As section of its electronic transformation, the enterprise introduced past yr that it was bringing some of its enterprises alongside one another in a single team, together with broadcast and cable tv companies, its site and video clip on-demand from customers services.

Along with the internal transform, Maria is working on creating this new media technology business enterprise for advertisers. “The chance is how to integrate all these mediums,” he claims, so that advertisers can talk their messages seamlessly throughout all of Globo’s channels. For case in point, he adds: “Can we glance at the journey when people today move out of Television set and go to an app to continue consuming the material?”

This strategy and information and facts would aid advertisers comprehend what concept works best wherever and when. It also added benefits customers, he claims, in that adverts must truly feel fewer jarring if selected in these kinds of a way.

“We however serve interruption,” he claims. “But we require to make interruption much superior in a way that is connected to the material and to what is suitable to people today.”

It was the scale of the challenge that persuaded Maria to choose the job at Globo. When the main government offered his eyesight for the business enterprise, three elements clicked into place: the stage of transformation a realisation that Maria could use his education in electronic and fast-moving environments and acquiring a little something that he was superior at and fired up about.

“I claimed, ‘OK, three or 5 years afterwards, if I glance again and we ended up able to employ the stage of transformation that the eyesight claims, I’m likely to be really proud of that.’ And that is a legacy I’m likely to go away. Conversing about a media team, it’s truly a legacy that my young children are likely to know about.”

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