Draft:Gustavo Cruz de Moraes
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Gustavo Cruz de Moraes, born in São Paulo, Brazil on October 11, 1982 is a distinguished Brazilian business executive known for his significant contributions to the cosmetics industry, particularly through his leadership roles at Natura & Co. His visionary approach to sustainability, innovation, and digital transformation has garnered widespread recognition, positioning him as a notable figure in the corporate world, especially in Latin America.
Early Career and Education[edit]
Gustavo Cruz de Moraes began his career at Natura in 2006 as a trainee. His early responsibilities included managing brand processes and orchestrating the global plan for the Natura brand. This role showcased his exceptional marketing and branding skills, laying the foundation for his future leadership positions.
Professional Achievements[edit]
Natura & Co Gustavo's journey at Natura & Co is marked by his ascent through various critical roles, culminating in his position as General Manager of Natura Chile. His tenure at Natura has been characterized by several notable achievements:
Brand Management and Global Expansion:[edit]
As a trainee, Gustavo was instrumental in steering the brand management process and developing the global plan for Natura, enhancing the brand's international presence. Leadership in Chile:
Since 2019, Gustavo has spearheaded Natura's operations in Chile. His strategic initiatives, particularly in digital transformation and sustainability, have significantly boosted the company's market presence. Omnichannel Strategy:
Gustavo led the development of Natura's omnichannel strategy, integrating various digital and physical channels to enhance customer engagement and business growth. This strategy resulted in exponential growth in brand-owned retail outlets and substantial increases in online sales. Sustainability Initiatives:
Under Gustavo's leadership, Natura Chile became the first international operation to invest in the expansion of owned stores, focusing on decentralized logistics and environmentally responsible practices. This initiative removed over 1,000 tons of waste from the market. Pandemic Response:
During the COVID-19 pandemic, Gustavo allocated significant resources to digitization and training, enabling over 80,000 beauty consultants to continue their operations through social media. This initiative made Natura the fastest-growing cosmetics company in Chile during the pandemic. Product Innovation:
Gustavo pioneered the launch of a portfolio of refills for perfumery and a line of 100% waste-free and water-free cosmetics, Natura Biome, in Chile. This innovation positioned Natura as a leader in sustainable products. Recognition and Awards Gustavo's leadership and innovative strategies have earned him numerous accolades:
MERCO Rankings:[edit]
He has consistently been ranked among the most reputable CEOs in Chile by MERCO, recognizing his impact on the industry and his commitment to sustainability and innovation. Corporate Responsibility:
Natura Chile, under Gustavo's leadership, was named the most environmentally responsible company in the country in the MERCO CHILE Ranking and ranked among the top 10 in environmental, social, and corporate governance (ESG) categories.
He has been featured in magazines such as Forbes [1]