Diego de Araujo

> Led end-to-end Operations and Customer Experience (CX) for the free energy market (ACL), with executive accountability for performance, customer satisfaction, and cost-to-serve, reporting directly to the CEO. > Oversaw multiple leadership layers across Backoffice, Migration, Customer Service, and CX, ensuring alignment, scalability, and high-performance team development. > Owned the full customer lifecycle strategy, from onboarding and migration to post-sales and retention, driving improvements in customer satisfaction, churn reduction, and operational efficiency. > Directed critical operations including customer onboarding, contract registration, ACL migration, billing, and energy allocation, ensuring compliance with ANEEL and CCEE. > Acted as a key executive interface with distribution utilities and strategic partners, mitigating regulatory and operational risks while ensuring execution of complex technical processes. > Defined and executed operational and CX strategy through KPI governance, automation, and process transformation initiatives, improving scalability, reducing costs, and supporting sustainable business growth. > Played a central role in executive decision-making, contributing to business strategy, operational planning, and cross-functional alignment

> Led the end-to-end operation of the distributed generation (DG) business unit, including customer acquisition, plant portfolio management, customer service, operations, and backoffice. > Accountable for the unit's profitability and structural evolution, ensuring operational excellence, low churn, and high customer satisfaction. > Oversaw cross-functional teams to streamline processes, scale delivery, and ensure regulatory and commercial performance across all stages of the DG lifecycle. > Drove continuous improvement initiatives to optimize unit economics and reinforce the company’s positioning in the energy-as-a-service market. > Fostered a data-driven and customer-centric culture, aligning team goals with strategic business objectives.

> Led operations and energy management for a customer base of over 100,000, ensuring billing accuracy and predictive optimization of energy distribution. > Oversaw the relationship and operational interface with energy distributors, making the team the primary liaison for regulatory coordination and strategic alignment. > Expanded regulatory operations across 10+ states, securing key partnerships with local utilities. > Automated energy data workflows, reducing revenue leakage and increasing operational efficiency.

> Contributed to the exponential growth of the customer base during the company’s repositioning as a market leader in distributed generation (DG). > Implemented data-driven decision-making (BI tools), enhancing billing intelligence and customer retention strategies. > Managed end-to-end product lifecycle, leading cross-functional teams (PMs, Engineers, Data Scientists) and ensuring alignment with business objectives. > Fostered a culture of innovation and high performance, guiding the team with agile methodologies.

> Managed B2B and B2C rooftop business units, focusing on product and business development in close collaboration with sales, marketing, finance, and operations teams. > Created a long-term financing option for consumer rooftop solar through a FIDC-backed structure. > Helped attract and engage a high-performing, autonomous team.

> Led the business turnaround, implementing ERP systems and securing ISO 9001 certification. > Managed key accounts including BOSCH, Samsung, Mahle Miba, and ZF. > Drove operational and governance improvements, increasing internal efficiency and process reliability.

> Built a social commerce marketplace platform operating as a white-label solution for large online communities (Facebook, blogs, Instagram) with over 500k followers. > Launched personalized e-commerce storefronts tailored to each community, with custom-fit products and audience relevance. > Developed an organic acquisition model by leveraging community leaders for product promotion, significantly reducing customer acquisition cost (CAC) compared to traditional e-commerce strategies. > Led operations, including logistics, supplier sourcing and relationship management, customer service, business strategy, and investor relations. > Secured early-stage investment and acceleration through the SEED program (Startup and Entrepreneurship Ecosystem Development – Belo Horizonte, Brazil).

> Founded an organic food club offering curated, eco-friendly and organic products through a monthly subscription model. > Developed a storytelling-based brand strategy, connecting consumers to the origin and purpose behind each product. > Launched an online marketplace alongside the club, expanding access to sustainable products aligned with the same values. > Expanded operations to Chile and secured investment and acceleration through Startup Chile (startup mentoring and acceleration program based in Santiago).

> Selected among 100 startups from over 1,500 applicants across 70 countries for the 6th generation of Startup Chile. > Participated in a world-class acceleration program focused on high-impact entrepreneurship, fundraising, and international growth. > Represented Pitadela in investor and demo day events, leveraging mentorships and local market insights to refine go-to-market strategy in Latin America.

> Coordinated GLP-compliant field trials for pesticide registration and food residue analysis across Brazil and Latin America. > Led end-to-end study execution, including project planning, data collection and analysis, reporting, and quality assurance. > Managed land negotiation with growers and ensured strict adherence to Good Laboratory Practice (GLP) principles throughout all studies. > Contributed to regulatory submissions by delivering high-quality technical documentation and ensuring compliance with international standards.

> Conducted research on biofuel crops, focusing on technical and economic feasibility studies. > Supported laboratory analysis and field evaluations related to forage quality and biomass potential. > Contributed to data interpretation and reporting to support academic and applied research in renewable energy sources.