May 27, 2024

Paull Ank Ford

Business Think different

What business school taught a change specialist about reinvention

Additional than most, Sérgio Maria’s job has been about changeover and transformation. In a doing the job life encouraging common enterprises navigate the upheavals of new know-how, he has also rethought his possess route alongside the way.

For extra than a ten years, the forty eight-year-old senior electronic executive, who life in São Paulo, has labored with organisations adapting to electronic disruption and innovation, very first at Google and now with Brazilian media and leisure group Rede Globo. All the even though, developing the abilities to set himself in others’ shoes, divine their business enterprise requirements and communicate how he can help has been at the centre of his job.

All through twelve a long time at Google, Maria’s main work was constructing associations with publishers, which include newspapers, broadcasters and stores. “In 2011 in Brazil, the news market was pretty averse to Google,” he recalls. “I could not have a dialogue with a newspaper CEO — they wouldn’t even react to my calls.”

The icy reception was easy to understand. At the time, electronic was decimating the common news market. Viewers had been getting their news on the internet, advertisers had been next them and the print income design was battling.

In opposition to this backdrop, the Brazilian was tasked with getting places in which the competitor could develop into a collaborator. He joined Google as a strategic husband or wife supervisor and eventually rose to develop into director of world partnerships for Latin The us and Brazil throughout broadcast, news and commerce.

Sergio Maria - New Businesses Director of Rede Globo - São Paulo, Brazil
Extended-time period vision: The scale of the obstacle at Globo persuaded Sérgio Maria to choose on his newest purpose © Ricardo Lisboa

“Google has the promoting profits purpose that competes with all the other groups for promoting budgets . . . and that is how it is heading to work eternally,” Maria acknowledges. “But I was in a group that was on the lookout at the other facet — which is, how can we help these companions build by themselves, be extra effective in the way they do their business enterprise and also generate income?”

He also labored with journalists, explaining how to mine Google info for investigative work he taught publishers how know-how could help them recognize users’ conduct and he helped optimise cellular items. The world accumulation of these kinds of work grew into the Google Information Initiative, which supports journalism in the sort of a instruction centre and an innovation fund, for instance.

After twelve a long time at Google, Maria was at a crossroads. If he stayed, the upcoming action would be a shift abroad, in a new purpose and lifestyle. That did not match with his private options, so he made a decision to choose a job break, devote time with his spouse and children — he has 3 sons — and reflect on his upcoming shift.


2004-2005 Item and expert services director, Oi Net

2006-2007 Item supervisor, Brasil Telecom Net

2007-2011 Strategic husband or wife supervisor, Google

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

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

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

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

Professions, he suggests, are a 3-stage journey. At the starting, professionals’ abilities are inclined to be extra complex. Then they could develop into folks professionals, giving up a great deal of the practical work and developing abilities in leading groups and constructing a vision. The third is the executive stage, on the lookout at providers strategically in the lengthy time period.

Maria was completely ready to changeover to the third stage. So in 2018, even though at Google, he enrolled for the counsellors progress programme, a corporate governance class, at Fundação Dom Cabral business enterprise college in Brazil.

“It was right for that second in my job,” he suggests. “It enable me make investments some time to recognize the strategic purpose of boards improved and how to then affect the management workforce of the organisation.”

The programme, which he done at FDC’s Belo Horizonte campus, prepares future board members. Along with teaching the rules of management and governance, it explores how to implement this — for instance, contributors put together for and lead mock conferences of administrators.

The return to official mastering was “amazing”, Maria suggests. His job break meant he was spared balancing spouse and children, work and research through the class, which was taught in two 7 days-lengthy blocks a several months apart. This permitted him to interact completely, he provides, anything that those wondering about executive classes really should be completely ready to do.

“People really should be ready to continue to be offline and join to the folks on the class and join to the class by itself,” he suggests. “It is anticipated that you take part a good deal and there is genuine benefit in bringing your practical experience. It enriches the dialogue and the practical physical exercises.”

This also means students really should share any challenges or places for advancement with classmates. “Be current, be trustworthy and be fearless,” Maria suggests. “The extra you are open up, the extra folks will be capable to help you and you will be capable to help [other] folks.”

A person of the gains was constructing a powerful community of like-minded friends, and Maria carries on to help folks continue to be in touch as a class ambassador.

The programme has helped in his purpose as director of new business enterprise progress at Globo, which he commenced final June. “It’s not the unique complex matters that I use,” he suggests, “It is a great deal extra of a way of thinking transform on how to search at and strategy matters in the lengthy operate, on the lookout at what is in the minds of executives and the board.”

Globo could be Maria’s most significant obstacle however. As section of its electronic transformation, the business declared final year that it was bringing some of its enterprises alongside one another in one group, which include broadcast and cable television providers, its internet site and movie on-need support.

Along with the interior transform, Maria is doing the job on constructing this new media know-how business enterprise for advertisers. “The opportunity is how to combine all these mediums,” he suggests, so that advertisers can communicate their messages seamlessly throughout all of Globo’s channels. For instance, he provides: “Can we search at the journey when folks shift out of Tv set and go to an app to continue consuming the information?”

This strategy and details would help advertisers recognize what concept will work very best in which and when. It also gains people, he suggests, in that adverts really should truly feel much less jarring if selected in these kinds of a way.

“We even now serve interruption,” he suggests. “But we require to make interruption a great deal improved in a way that is related to the information and to what is appropriate to folks.”

It was the scale of the obstacle that persuaded Maria to choose the purpose at Globo. When the main executive introduced his vision for the business enterprise, 3 aspects clicked into spot: the stage of transformation a realisation that Maria could use his instruction in electronic and rapidly-moving environments and getting anything that he was great at and fired up about.

“I reported, ‘OK, 3 or 5 a long time later on, if I search again and we had been capable to apply the stage of transformation that the vision suggests, I’m heading to be pretty very pleased of that.’ And that’s a legacy I’m heading to leave. Talking about a media group, it’s in fact a legacy that my young children are heading to know about.”