What business school taught a change specialist about reinvention

Extra than most, Sérgio Maria’s job has been about changeover and transformation. In a doing the job everyday living aiding regular organizations navigate the upheavals of new technological know-how, he has also rethought his own path alongside the way.

For extra than a 10 years, the 48-calendar year-aged senior electronic executive, who life in São Paulo, has worked with organisations adapting to electronic disruption and innovation, initially at Google and now with Brazilian media and amusement team Rede Globo. All the though, acquiring the competencies to set himself in others’ shoes, divine their company requires and talk how he can assist has been at the centre of his job.

Through 12 many years at Google, Maria’s core work was building relationships with publishers, such as newspapers, broadcasters and stores. “In 2011 in Brazil, the news industry was quite averse to Google,” he recollects. “I could not have a dialogue with a newspaper CEO — they wouldn’t even reply to my calls.”

The icy reception was easy to understand. At the time, electronic was decimating the regular news industry. Audience had been locating their news on the internet, advertisers had been subsequent them and the print earnings model was struggling.

Against this backdrop, the Brazilian was tasked with locating locations the place the competitor could turn into a collaborator. He joined Google as a strategic lover manager and ultimately rose to turn into director of world wide partnerships for Latin The usa and Brazil throughout broadcast, news and commerce.

Sergio Maria - New Businesses Director of Rede Globo - São Paulo, Brazil
Extensive-time period vision: The scale of the problem at Globo persuaded Sérgio Maria to acquire on his hottest function © Ricardo Lisboa

“Google has the promoting profits function 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 team that was wanting at the other facet — which is, how can we assist these associates develop on their own, be extra efficient in the way they do their company and also make earnings?”

He also worked with journalists, detailing how to mine Google information for investigative work he taught publishers how technological know-how could assist them realize users’ behaviour and he aided optimise cell goods. The world wide accumulation of these kinds of work grew into the Google Information Initiative, which supports journalism in the variety of a training centre and an innovation fund, for instance.

Following 12 many years at Google, Maria was at a crossroads. If he stayed, the future stage would be a shift abroad, in a new function and society. That did not healthy with his private designs, so he resolved to acquire a job crack, shell out time with his relatives — he has 3 sons — and mirror on his future shift.


2004-2005 Solution and solutions director, Oi Online

2006-2007 Solution manager, Brasil Telecom Online

2007-2011 Strategic lover manager, Google

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

2016-2017 Director of world wide partnerships, Latin The usa, Google

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

2019-existing Director of new company advancement, Rede Globo

Careers, he says, are a 3-stage journey. At the beginning, professionals’ competencies have a tendency to be extra specialized. Then they could turn into people administrators, offering up a lot of the simple work and acquiring competencies in main teams and building a vision. The 3rd is the executive stage, wanting at businesses strategically in the very long time period.

Maria was completely ready to changeover to the 3rd stage. So in 2018, though at Google, he enrolled for the counsellors advancement programme, a corporate governance course, at Fundação Dom Cabral company college in Brazil.

“It was correct for that moment in my job,” he says. “It enable me make investments some time to realize the strategic function of boards superior and how to then impact the management team of the organisation.”

The programme, which he accomplished at FDC’s Belo Horizonte campus, prepares future board users. Together with educating the concepts of management and governance, it explores how to utilize this — for instance, contributors prepare for and direct mock meetings of directors.

The return to formal mastering was “amazing”, Maria says. His job crack intended he was spared balancing relatives, work and analyze through the course, which was taught in two week-very long blocks a number of months apart. This permitted him to have interaction thoroughly, he provides, a thing that people pondering about executive programs ought to be completely ready to do.

“People ought to be well prepared to keep offline and connect to the people on the course and connect to the course by itself,” he says. “It is expected that you take part a good deal and there is real worth in bringing your practical experience. It enriches the dialogue and the simple exercises.”

This also suggests pupils ought to share any complications or locations for advancement with classmates. “Be existing, be trustworthy and be fearless,” Maria says. “The extra you are open, the extra people will be in a position to assist you and you will be in a position to assist [other] people.”

One particular of the rewards was building a strong community of like-minded friends, and Maria carries on to assist people keep in contact as a class ambassador.

The programme has aided in his function as director of new company advancement at Globo, which he started off previous June. “It’s not the distinct specialized factors that I use,” he says, “It is a lot extra of a state of mind change on how to look at and approach factors in the very long operate, wanting at what is in the minds of executives and the board.”

Globo could be Maria’s most significant problem nevertheless. As part of its electronic transformation, the corporation announced previous calendar year that it was bringing some of its organizations collectively in a single team, such as broadcast and cable television businesses, its internet site and online video on-need assistance.

Together with the inside change, Maria is doing the job on building this new media technological know-how company for advertisers. “The possibility is how to combine all these mediums,” he says, so that advertisers can talk their messages seamlessly throughout all of Globo’s channels. For instance, he provides: “Can we look at the journey when people shift out of Television and go to an application to continue on consuming the written content?”

This approach and details would assist advertisers realize what information is effective ideal the place and when. It also rewards consumers, he says, in that adverts ought to come to feel fewer jarring if selected in these kinds of a way.

“We still provide interruption,” he says. “But we will need to make interruption a lot superior in a way that is related to the written content and to what is related to people.”

It was the scale of the problem that persuaded Maria to acquire the function at Globo. When the chief executive introduced his vision for the company, 3 elements clicked into position: the stage of transformation a realisation that Maria could use his training in electronic and fast-going environments and locating a thing that he was very good at and energized about.

“I mentioned, ‘OK, 3 or 5 many years later, if I look back again and we had been in a position to apply the stage of transformation that the vision says, I’m heading to be quite very pleased of that.’ And which is a legacy I’m heading to go away. Chatting about a media team, it’s actually a legacy that my young children are heading to know about.”