Marcos Russi Alcantara

-Executive with over 18 years of experience in the IT area in Multinational companies such as: Melitta, Alcon and Novartis, in the Food and Pharmaceutical segments, leading IT deliveries and services, working with different business areas, and managing multifunctional and multicultural teams. As a digital transformation executive, I have experience working directly in collaboration with marketing managers, in particular with online paid advertising projects, pay-per-click strategy and SEM. 

-Expertise in providing IT and Digital solutions aligned to the companies' strategies, focusing on results pre-established by the business areas, the companies' boards and the market. 

-Experience in IT and business processes, working on business innovation projects, adopting innovation and digital technologies (e-Commerce, B2B, Saas, Mobile Solutions, CRM, etc), helping companies in their corporate strategies through IT management applied to business. Acting since t h e conception and implementation of IT solutions, systems development and process analysis, planning, development, feasibility study, organizational dynamics, resource allocation strategy, preparation of schedules, people management, scope control, budget monitoring and strategic planning aligned to the interests of the company. Specifically in the digital arena I highlight my experience in planning, managing and implementing digital campaigns through the main online paid media channels such as Linkedin, Meta, Facebook, Instagram, Tik Tok, Twitter as well as other tools from Google suite such as analytics, tag manager, data studio, merchant center, etc. 

-Extensive knowledge in IT team management, managing an IT budget in the order of US$ 3M, acting in a LATAM regional position. Paid traffic budget management of US$ 1M/year in different online paid media platforms. 

-Solid performance in e-commerce implementation in Brazil business unit, WMS project (Warehouse Management System) in Chile and Brazil, SAP EHP 6 implementation project with Hana for 250 users. All these projects executed locally, but under the governance of Global IT, thus leading teams to follow all pre-established standards from approval, execution, management, to delivery and closing of projects, thus ensuring local results within global standards. 

-Mastery in the Management of work teams in digital media agencies at the strategic and technical level, with broad capacity to manage and operate the main digital and social platforms. Prospecting demands of the business areas and their transformations through projects, products and results for organizations, which expressively use ERPs (Totvs, Protheus, SAP, BAAN, JDE and Microsiga). 

-Experience in the IT management and organization processes, being responsible for its deliverables, implementing prioritization process for the execution of the area's deliverables with the local business guidelines, and respecting the global IT governance. 

-Ability to plan with a focus on problem solving, effective working relationships with leadership in high performance teams, adaptability to new roles and new environments. 

-Skill and diplomacy in interdepartmental relations, interacting efficiently within the entire organizational structure at various hierarchical levels, with the ability to transmit knowledge, encourage teamwork, and manage conflicts through participative leadership. 

-Certification - SAP EHC 6 with Hana PP (Production Management).

- Fluent English and Spanish. 

-International Experience: (2018) Mexico: IT strategic alignment meetings - Representing LATAM. Alignment of long term plans (5 years) of IT area with Business strategy for LATAM. (2016 to 2019) Chile: At least 3x a year, periodic team alignment meetings, GPS Review, meeting with BU leadership for status of key initiatives. (2012) UK: Exchange. Study of English language and experience the culture. (2010) Ireland: Training: Electronic document management with Documentum. Quality management training in pharmaceutical industry.

--ROAS ADS for Business Performance. From 12/2019 to  current

-Company in the performance marketing services segment.

-Digital Media Buyer Manager

 ● Lead and execute growth strategies across digital channels for e-Commerce, Leads generation, Branding and content distribution. 

● Lead team of paid traffic management specialists in the implementation and performance management of campaigns, SEM strategies, and budget on the most relevant platforms such as Google, Linkedin, Meta, Instagram, Facebook, Tik Tok, Twitter, etc...

● Working in direct collaboration with the marketing and growth, content, and social media teams in order to maximize the ROAS of each of the campaigns. 

● Weigh in on results, leadership, and developing a team of Advertising Specialists. ● Strategically direct team in creating, managing and optimizing conversion funnel, analyzing and interpreting e-commerce metrics (conversions, ROI, access rejection, purchase abandonment, customer profile metrics, fulfillment time, etc... 

● Lead e-Commerce digital marketing team in content planning (SEO, social media), digital communication, online promotions and campaigns in order to promote increased sales in the channel; 

● Strategic decision making based on data from the sales funnel, paid media campaigns, organic traffic campaigns via tools like Google analytics, Data studio and Sem Rush. Main Projects and Results: 

● Versace Latin America Project: Sales return of USD 2,181, and ROAS higher than 87. High-end real estate launch campaigns for the first Versace-branded real estate development in Latin America in SP/SP. 90-day project to attract investors and buyers of high purchasing power. We invested USD 25,000, had 205 leads in total, 133 qualified and 5 units sold, totaling USD 2.181 million. ROAS of 87.24. 

-Essity do Brasil Ltda. 10/2016 - 11/2019 

-Company in the Health and Hygiene Products segment. 

-IT Manager Brazil and Chile 

● Direct report to the Head of IT LATAM and dotted line to the Managing Director of Brazil. ● Driving the organizational transformation of the IT and Digital area. 

● Iimplementation of global governance processes. 

● Business-oriented technology strategy development. 

● Acting as the main interface between IT, the companies' boards in the region, IT LATAM, and Global IT. 

● Analysis and management of risks and search for opportunities to develop competitive advantages. 

● Positioning IT as a key component for innovation and company growth. 

● Implementation of the e-commerce project in Brazil, to the tune of US$ 400k, from planning to the first purchase. 

● Establishment of a priority matrix for IT projects and deliverables, aligned with the company's objectives. Main Projects and Results: 

● Local implementation of IT matrix organizational processes - deliverables, support, innovation, and security - following global IT governance guidelines plan. 

● Implementation of a WMS (Warehouse Management System) in Chile and Brazil - two different projects, from business approval to the first invoicing process, respectively US$616K and US$120K of investment (CAPEX and OPEX) for both projects. 

● e-Commerce implementation for BU Brasil, from business case with the global marketing team to project delivery, with US$ 400 k investment. e-Commerce properly integrated with ERP and internal legacy systems for inventory control, sales and tax, etc. 

-Melitta South America 09/2014 - 10/2016 

-Company in the food segment. 

-IT SAP Business Partner 

● Reports to the Head of IT South America. 

● Focal point for the logistics and industrial areas, especially for SAP's Production Planning (PP), Quality Management (QM), and Plant Maintenance (PM) modules. 

● Pioneer in implementing SAP HANA in the company, going through the five phases of ASAP methodology with consultant management and main users in the industrial area. Main Projects and Results: 

● Implementation of SAP EHP 6 with HANA at Melitta South America. 

● Responsible for the deliveries of the Industrial and Supply teams (consultants and key users of the MM, PP, QM, PP and MII/ME modules). 

-Alcon ( Novartis company) 02/2011 - 07/2014 

-Company in the Pharmaceutical Segment.

- IT Systems Coordinator 

● Report to the IT Manager Brazil and Colombia. 

● Responsible for the IT demands of the business areas, with counseling and process mapping generating innovation. 

● Establishment of priorities for IT execution and delivery aligned to the Business strategies, mediation in negotiations between the business areas demanding IT services and deliveries, locally and globally. 

● End-to-end project management, from conception and approval to ensuring high quality project delivery. Main Projects and Results: 

● Solution for sample tracking, order picking, and loyalty program management, integrated with ERP systems. 

● Envision global project (global CRM, Iphone and Ipad for Sales Force), as local leader for the project.

● Leadership of cross-functional team, working globally with multicultural team, with systems like CRM, BI, Expense Control System, and New tools for daily productivity of representatives. 

● Leadership of the implementation of the Sample Control System project, from prospecting the demand from the regulatory affairs area to final delivery and validation by the internal audit of the tool that was fully developed in Web and integrated with JD Edwards ERP. 

-Unione Consulting 02/2004 - 01/2011 

-Company in the IT segment. 

-Senior IT Consultant 

● Reporting to the IT Manager (client) and Account Manager of the Consultancy. 

● Support the internal technical team and external consultants in project deliveries, customizations, with support of ERP and satellite systems (fiscal, BI, CRM). Main Projects and Results: 

● Baan IV Tools ERP implementation, project execution of customizations and integrations with satellite and legacy systems, BI and CRM.

2017 - Project Management with PMBOOK - Fundação Vanzolini 

2009 - IT Management Applied to Business - FASP 

2005 - Graduation in Computer Science - Uninove