Guilherme Amaral is originally from Sao Paulo, Brazil. Having earned a Computer Engineering degree and an MBA on IT Management, he started his IT career at P&G where he worked for over 7 years having managed project and service delivery on competencies such as retailer and distributor data, EDI and SAP, for Sales, Supply and other functions in North and Latin America.

He moved to Reckitt Benckiser in 2017 to create and establish the Data & Analytics team for LATAM which insights enabled the turnaround of Brazil indirect channel sales after 2 years of decreases with capabilities that went from enabling enhanced distribution of select SKUs to providing store-level assortment and sell-through recommendation for distributor salesforce enabling growth of 20% vs. YA.

In 2018 He was appointed Mexico and Central America CIO, having transformed the secondary role IT used to play in the region into a key leading role on Data & Analytics creating and growing partnerships with Marketing, Sales, Supply, HR and Finance, with a project portfolio that enabled major contributions Gross Margin, Net Revenue and Cost to Serve in the then fastest growing RB business in LATAM.

Since October 2019, Guilherme has relocated to Amsterdam to perform a new role as Global Digital Transformation Manager where he leads market top management engagement in a 20+ country program that is shaping RB’s present and future in terms of digital marketing and media’s people, processes and technology.