John M Smith

Country Manager | Managing Director | COO | CRO • GTM Strategy • SaaS & Fintech • AI Operations • Ex-Deel & ADP • Digital Transformation & Innovation

Brazil7.3k followers

Watercooler AI

ex-Deel

ex-Tendencia Positiva Consultoria

Operations & Growth Integrator | Country Manager | Managing Director | COO | CROExecutive leader with a 25-year career built at the intersection of Technology, SaaS, Fintech, and Telecommunications—sectors that demand startup agility coupled with rigorous regulatory…
More
compliance. My core expertise lies in structuring and scaling operations from 0-to-1 or transforming complex legacy systems into profitable growth engines.I was the strategic architect behind Deel’s entry into Brazil (starting with PaySpace in 2019). Before the operation even existed, I spearheaded the legal incorporation, localized the HCM/Payroll product for the complex Brazilian landscape, and scaled the team and P&L from the ground up, later expanding the strategy into Mexico and Argentina.What I deliver as an executive leader:1. Scale with Operational Rigor: I translate board-level visions into disciplined execution. I integrate Marketing and Sales under rigorous CAC, LTV, and Payback metrics, structuring RevOps frameworks that transform product usage into financial predictability and sustainable NRR (Net Retention Rate).2. Complex Market Expertise: Deep domain knowledge in Global/Local Payroll, HCM, and Fintech. Managed multi-billion R$ P&Ls at Vivo/Telefônica and Claro/Nextel, and led regional marketing strategy for ADP (LATAM), reporting directly to New York.3. Financial DNA & Innovation (AI-Native): Established a solid analytical foundation at Citibank (Credicard), managing portfolios for millions of customers. Today, I leverage that background to implement Predictive AI and automation to maximize contribution margins and operational efficiency.4. Multicultural Leadership: Proven track record in global reporting and managing multidisciplinary teams in matrix environments, focusing on service excellence (CSAT/NPS) and high-performance culture.Strategic Differentiators:1. LATAM Operator: I am an operator who signs the P&L and ensures sales ramp-up in challenging territories, not just a consultant.2. Founder Mindset: Founder of Healthy&Junk, an operation structured and successfully sold within 12 months (Exit to a strategic partner of the Sodiê group).3. Discipline & Governance: Forged in high-stakes environments, applying these values to Advisory Boards and statutory directorships.I act as the vital link between financial rigor and scaling agility. 📍 Key Expertise & Leadership Roles:Executive Roles: Country Manager, Managing Director, COO or CRO/CGO.

LinkedIn Browse people

Claim profile

Career Timeline

JobSchool

GTM Index

APELTRYS ADVISORSJOB
1. Senior Board Advisor
  4M
WATERCOOLER AIJOB
1. Latam Strategic Advisor &…
  5M
DEELJOB
1. Managing Dir & COO
  4Y
2. Country Mgr & COO (Launch…
  2Y 2M
HEALTHY&JUNK RESTAURANTJOB
1. Founder & CEO (Entrepreneu…
  1Y 5M
DEEL LOCAL PAYROLL, POWERED BY PAYSPACEJOB
1. Strategic Advisor
  7M
ADPJOB
1. Head of Mktg & Strategy
  3Y 10M
TENDENCIA POSITIVA CONSULTORIAJOB
1. Associate Partner
  5M
NEXTEL TELECOMUNICAÇÕESJOB
1. Executive Mktg Mgr
  2Y 3M
VIVOJOB
1. Executive Mgr
  4Y 11M
CREDICARDJOB
1. Credit Card Portfolio Mgr
  8Y 8M

Job: Deel — Managing Director & COO | Brazil & LATAM · 2021-10 – 2025-10 — Scope: Full P&L responsibility for the Brazil and LATAM operations. Led the end-to-end GTM strategy, product localization, and organizational scaling, reporting directly to the Global CEO. Market Entry & Scaling: Architected the complete GTM strategy for the SaaS Payroll solution in Brazil, achieving a consistent 25% Month-over-Month (MoM) growth during the first 12 months of operation. Revenue Operations (RevOps): Managed the entire Growth cycle by integrating Sales and Marketing through rigorous KPI management: CAC, LTV, Payback, and Net Retention Rate (NRR). Product Localization & Governance: Spearheaded the legal adaptation and compliance of the SaaS platform for the Brazilian market…
Job: Tendencia Positiva Consultoria — Associate Partner | Strategy & Business Development · 2014-05 – 2014-10 — Scope: Strategic consultancy focused on Marketing, GTM, and Business Development. Led high-impact projects for major Enterprise clients, specializing in customer lifecycle and revenue protection. Strategic Project Management (Sky): Designed and implemented a strategic framework for Customer Service and Retention for Sky, focusing on reducing churn and improving the customer experience (CX) journey. Business Development: Acted as a strategic advisor for B2B clients, identifying market gaps and structuring commercial expansion playbooks. Operational Efficiency: Streamlined customer-facing processes to align service delivery with corporate growth targets.
Job: Deel Local Payroll, powered by PaySpace — Strategic Advisor | Market Entry & GTM (Pro Bono) · 2018-11 – 2019-06 — Scope: Directly advised the founders during the critical internationalization phase of PaySpace into the Brazilian market. Acted as the strategic architect for the business case that led to the official market launch. Market Intelligence & Competitive Mapping: Led consultative sessions to map local market share, competitive landscape, and brand positioning against dominant local players. Business Case & Financial Modeling: Developed the full business plan and financial feasibility study, projecting the SaaS product’s scalability within the Brazilian complex tax ecosystem. Regulatory & Compliance Advisory: Provided specialized guidance on product localization, identifying critical gaps in…
Job: Vivo — Executive Manager | B2C Customer Base · 2007-02 – 2012-01 — Scope: Led the B2C customer base division during the critical Vivo/Telefônica merger. Managed the P&L for Fixed Lines, Broadband, and TV, focusing on churn reduction, sales policy restructuring, and service integration. Post-Merger Integration (PMI): Designed and executed the marketing integration strategy for the Vivo/Telefônica merger, launching bundled offers that boosted broadband sales by 11%. Churn Mitigation & Revenue Protection: Structured segmented retention units using geomarketing and predictive modeling, preventing R$ 300M in annual revenue loss and increasing retention rates by 8 p.p. Portfolio Migration Excellence: Optimized fixed-line migration processes, reducing monthly…
Job: ADP — Head of Marketing & Strategy | Latin America · 2014-10 – 2018-08 — Scope: Led the Strategy and Marketing division for LATAM (Brazil, Chile, Argentina, and Peru). Reported to the VP of Marketing (NY) and VP of Strategy (NJ), while maintaining a matrix reporting line to the President in Brazil. Managed a B2B P&L in the HCM and Payroll sector. Regional Infrastructure: Founded the Strategy & Marketing department for Brazil and LATAM, leading a team of 12 in defining portfolio, pricing, and quarterly strategic planning aligned with global directives. Performance Marketing & GTM: Cultivated a data-driven culture (CAC, ROI, LTV). Executed Digital GTM strategies (A/B Testing, AdWords) that boosted MQLs by 70% and strategic events with a 20% conversion rate and 1…
Job: Credicard — Credit Card Portfolio Manager · 1998-05 – 2007-01 — Scope: Promoted through increasingly responsible roles from Intern to Portfolio Manager. Managed large-scale marketing strategies and operational optimizations for a massive credit card database. Massive Scale Operation: Led the re-carding strategy for a base of 8 million customers, achieving an unprecedented 95% activation rate of new cards within just 3 months. Product Development & Launch: Spearheaded the launch of high-impact products like Credicard Cash Back and Credicard Milhas, expanding the portfolio’s market share in the payment industry. Cost Optimization & Efficiency: Implemented the "4004" local prefix system for customer service, resulting in a R$ 15M/year reduction in opera…
Job: Apeltrys Advisors — Senior Board Advisor | M&A & Strategic Growth · 2026-04 – present — Scope: Strategic advisory focused on M&A, Deal Flow, and Market Entry for foreign companies entering the Brazilian landscape. Deal Flow & Strategy: Identifying strategic targets and originating deal flow within the Brazilian market, bridging the gap between international investors and local opportunities. Market Entry Expertise: Providing end-to-end operational guidance for foreign enterprises, including structuring, due diligence, and commercial execution from the ground up. Post-Merger Integration (PMI): Advising on integration processes with a unique perspective, having navigated acquisitions from the acquired company’s side (Deel/PaySpace context). C-Suite Relationship Management: M…
Job: Nextel Telecomunicações — Executive Marketing Manager | B2C & B2B · 2012-01 – 2014-04 — Scope: Accountability for the P&L across B2C and B2B segments (2G/3G, Voice, Data, SVA, and Business Solutions). Led a multidisciplinary team focused on product launches, pricing policies, and multi-channel GTM strategies. 3G Market Launch & Scaling: Spearheaded the 3G rollout, driving a 40% increase in mobile sales and achieving R$ 80M in mobile broadband revenue within just 5 months, capturing 10% of gross share. Financial Innovation & Revenue Recovery: Designed an innovative "Upfront Deposit" model for credit-denied prospects. This initiative generated 22,000 incremental sales/month with zero financial risk, increasing overall sales by 25%. Executive Leadership & Culture: Achieved the…
Job: Watercooler AI — Latam Strategic Advisor & GTM Lead · 2026-03 – present — Scope: Leading the Go-To-Market (GTM) strategy and expansion for Watercooler AI across Latin America. The platform serves as a last-mile intelligence layer, transforming fragmented data into strategic, real-time decisions. GTM & Market Expansion: Responsible for introducing the "Active Intelligence" concept to the LATAM market, evolving data culture from Passive BI to Natural Language Actionable Narratives. C-Level Advisory: Providing direct consultative support to boards and executive leadership, demonstrating how Predictive AI eliminates dependency on intermediary analysts for critical insight generation. Operational Efficiency: Implementing real-time predictive alert flows and risk si…
Job: Healthy&Junk Restaurant — Founder & CEO (Entrepreneurial Exit) · 2018-09 – 2020-02 — Scope: Conceptualized and launched a dual-concept restaurant in São Paulo’s premier business district (Vila Olímpia). Managed the full business lifecycle from initial seed idea to a successful exit. Business Strategy & Branding: Developed the complete business plan, value proposition, and brand identity, positioning the establishment in a high-traffic executive area. Operational Setup: Led the physical infrastructure renovation, kitchen design, and supply chain negotiation, ensuring a seamless 0-to-1 launch. Full P&L Management: Total oversight of daily operations, financial performance (P&L), marketing campaigns, and customer loyalty programs. Strategic Exit: Successfully negotiated an…
Job: Deel — Country Manager & COO (Launch Phase) | Venture Partner · 2019-07 – 2021-09 — Scope: Spearheaded Deel’s (former PaySpace) entry into the Brazilian market, structuring the SaaS Payroll operation from the ground up. Managed a USD 8.5M investment budget with full accountability for P&L, legal incorporation, and GTM strategy. Market Entry & Zero-to-One: Established the entire end-to-end operation, including HCM/Payroll software localization, pricing models, and scalable SaaS/BPO delivery processes. Capital Allocation & Strategy: Defined growth plans and investment roadmaps for Brazil and LATAM, reporting directly to shareholders and global stakeholders. Regulatory Compliance & PMF: Guaranteed 100% adherence to complex Brazilian labor and tax regulations, validating Pr…
School: Pontifícia Universidade Católica de São Paulo — Pós-graduação Lato Sensu - Especialização, Administração de Empresas
School: Fundação Getulio Vargas — Especialização, Economy applied to Business Administration and Finance
School: Pontifícia Universidade Católica de São Paulo — Bachelor's Degree in Business Administration, Business Administration

Skills

Gestão de P&LGestão de investimentosGo-to-Market StrategyGestão de OperaçõesPlanejamento Estratégico RegionalGestão de equipe multiculturalLiderança de equipe multiculturalGestão Multicultural de EquipesBusiness Intelligence & Big DataGestão de Portfólio e PrecificaçãoDesenvolvimento de produtos digitaisGestão de Canais Digitais e Inside SalesMarketing Digital e BrandingAnálise de Rentabilidade e ROIExpansão de Negócios InternacionaisDesenvolvimento de Parcerias EstratégicasPlanejamento Estratégico e FinanceiroIndústria de gestão de investimentosEstratégias de entrada no mercadoGestão de projetos complexos

Playbooks

No playbooks indexed for this profile yet.

John M Smith

Skills

Playbooks

More GTM Engineers