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Board, Governance & Advisory

Technology Advocate at Global Tech Advocates (GTA)

London, United Kingdom

Nov 2026 - Present

Advocate within Global Tech Advocates, the volunteer-led, not-for-profit community grown from Tech London Advocates, which brings together startups, scaleups, corporates, policymakers and academics to give tech a voice worldwide.

Startup Mentor at Techstars Anywhere Accelerator

London, United Kingdom

May 2026 - Present

Mentor to early-stage founders in Techstars Anywhere, a remote-first, three-month accelerator for domain experts building value-generating technologies, with a focus on robotics, energy, applied and physical AI, and materials science.

Condominium Administrator (elected)

Lisbon, Portugal

Apr 2025 - Present

Elected by the general assembly to provide fiduciary oversight of the condominium budget.

Recent Professional Experience

Global Head of CX capabilities at BAT

London, United Kingdom

Leading a team of marketing capability specialists, setting consumer engagement strategy, creative standards and activation guidelines across all global markets, in one of the most highly regulated consumer environments.

Ownership of the full consumer activation funnel (acquire–convert–retain) across paid and social media, eCommerce, CRM, loyalty and IoT products
Content guidelines and influencer partnerships within the company’s responsible-marketing framework, balancing consistent brand governance with local customisation
Delivery of global strategies, playbooks and policies in line with legal guidelines
Member of the Global Consumer Engagement Leadership Team; to increase consumer lifetime value and build global brands at scale, via key partnerships like McLaren F1 and Tomorrowland
Set-up of a global consumer data pantry with data governance for consistent and standardised reporting of global KPIs

Jun 2025 - Present

Global Head of Consumer Technology at BAT

London, United Kingdom

Global ownership of the full consumer marketing technology landscape across brand and product portfolio, covering creative content, eCommerce, CRM, loyalty and marketing data & analytics.

Defined and delivered a board-endorsed global technology roadmap, backed by a five-year business case
Accountable for the global AI and consumer data strategy, delivering AI-powered, cyber-secure consumer platforms, including ‘Omni – a Smokeless World’, a consumer and employee content platform
Introduced ML-driven audience analytics, with governance frameworks for responsible AI across markets
Led and grew global product teams, delivering end-to-end scalable technology solutions aligned to market needs
Championed a mindset of innovation through pilots and external partnerships

Feb 2024 - Jun 2025

Global Head of Connected Ecosystems at BAT

London, United Kingdom

Commercialised new digital consumer products & services across connected (IoT) devices, mobile apps and personalised consumer experiences, scaling into the US, Canada, Germany, UK and South Africa.

Led a global cross-functional product team of 14 FTE, delivering end-to-end scalable technology solutions
Secured board approval for a five-year investment case
Established global strategy as part of senior executive forums
Adopted SAFe/Agile governance, accelerating time-to-market and consumer value delivery
Applied data-driven insights to guide consumer app development and long-term R&D investments

Jun 2022 - Jan 2024

Regional Head of DBS Marketing at BAT

London, United Kingdom

Previously known as British American Tobacco, BAT is a top FTSE-100 performer and amidst a massive transformation to build a better tomorrow with healthier consumer products.

Regional ownership of marketing technology solutions in the Americas and Sub-Saharan Africa area.

Led the regional digital sales workstream of the NEXT transformation programme, optimising route-to-market and delivering significant company savings
Partnered with regional and global teams as a trusted advisor to translate business strategies into execution
Optimised IT and digital assets to deliver greater efficiency and ROI

Aug 2020 - May 2022

Strategic Advisor at HEINEKEN International

Amsterdam, The Netherlands

Reported to the global CIO, advising on global technology strategy and digital commerce, organisational design and sourcing governance.

Accelerated roll-out of the global B2B eCommerce platform across Mexico, Brazil and South Africa, protecting top-line revenue during the COVID-19 pandemic
Secured MT approval for a 3-year IT sourcing strategy
Improved global SAP Hybris platform performance and integration with core systems like ECC and Salesforce
Restructured Agile delivery of the eCommerce team, resulting in cost savings, quality improvements and faster execution

Feb 2020 - Jul 2020

CIO at Sociedade Central de Cervejas e Bebidas

Lisbon, Portugal

HEINEKEN’s local operations in Portugal. This includes a beer brewery (“Sagres”), wholesaler, malt house, water plant (“Luso”) with spa and a craft beer business.

Board-level accountability for all technology services in Portugal across brewery, wholesale & distribution, malt production, water plant and craft beer (2,000+ employees)

Won the global HEINEKEN Innovation Award 2018 for the ‘SmartServe’ digital EPOS proposition
Delivered a 3-year business-IT strategy and reorganised the IT function, increasing employee engagement by 18% to 86%, 5% above the global company average
Revised IT financial governance and control processes, and consolidated the strategic supplier portfolio
Co-led digital transformation for wholesaler Novadis, including ERP re-design
Facilitated Agile adoption and company-wide innovation programme

Jan 2017 - Jan 2020

CIO at HEINEKEN Global Shared Services

Kraków, Poland

European financial shared service centre, delivering Order-to-Cash, Purchase-to-Pay and Record-to-Report services to 25+ group operating companies.

Led IT for a financial shared services hub supporting 1,000+ employees and a back office in India.

Implemented global service desk, achieving process and cost efficiencies.
Delivered SAP solutions for HR and finance.
Pioneered robotic process automation to transform finance operations.

Mar 2015 - Dec 2016

Education

Master of Business Administration (MBA) at Webster University

St. Louis (MO), US

graduated with GPA 3.94 in a fast-track program
focus on business leadership, strategy, and organizational transformation
built a foundation for aligning technology investments with commercial outcomes

Master in Computer Science (MSc) at University of Twente

Enschede, NL

specialized in multi-media database retrieval and advanced information systems
gained expertise in data-driven technologies that later fueled work in digital transformation and consumer technology
developed a strong balance between technical depth and applied business value

VWO Atheneum at Mencia de Mendoza

Breda, NL

pre-university education with emphasis on languages, sciences, and classical studies (Latin & Greek)
provided a strong analytical and cultural foundation, supporting a career in global leadership roles

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Global Marketing & Technology Executive | NED, Trustee & Board Advisor