Renata Azevedo Sinato Afonso Alves
Florham Park,NJ
Summary
I am an experienced manager with over 10 years of leading transformation projects at BASF. I create digital business models that improve customer satisfaction and add value across different regions. My background in law, marketing, sustainability, and digitalization helps me drive collaboration and innovative solutions to business challenges. Passionate about empowering teams, aligning global goals with regional execution, and fostering inclusive, collaborative environments.
Overview
14
14
years of professional experience
Work History
Digital Innovation Manager – North America
BASF Corporation
02.2022 - Current
- Lead cross-regional digital business model innovation aligned with market needs.
- Apply foresight methodologies to shape strategic transformation and customer value.
- Create culture-shifting initiatives that accelerate adoption of digital tools and customer experience improvements.
- Built “Beyond the Hashtag,” a change program recognized with the Trend Hunter Innovation Strategy Award (2024).
Customer Success Manager – North & South America
BASF SA
09.2020 - 01.2022
- Designed and deployed agile, cross-functional digital solutions for commercial teams.
- Fostered intrapreneurship across multiple countries to drive innovation mindset.
- Collaborated with global stakeholders to align transformation efforts across regions.
Customer Success Manager – South America
BASF SA
01.2019 - 09.2020
- Drove digital transformation and customer success culture across the region.
Market & Customer Developer – Chemical Businesses
BASF SA
12.2016 - 12.2018
- Led cross-business commercial growth initiatives integrating customer experience, sales acceleration, and digital marketing.
Regional Market Developer – Customer Experience
BASF SA
02.2015 - 11.2016
- Implemented key customer-centric pillars of BASF’s 2025 South American Strategy.
- Engaged in product training, demonstrations, consumer awareness, branding, and acquisition initiatives to raise awareness and revenues.
Sustainable Development Coordinator
BASF SA
05.2012 - 01.2015
- Led regional sustainability initiatives and corporate programs such as CasaE and BASF 150 Years.
Sustainability Specialist – Global Supply Chain & Procurement
BASF SE
09.2011 - 04.2012
- Drove sustainability and CO₂ reduction strategies in global logistics and supply chains.
Education
Bachelor of Law -
Fundação Armando Alvares Penteado (FAAP)
Sao Paulo, Brazil07.2004
Post-Graduate Certificate - Marketing
Fundação Armando Alvares Penteado (FAAP)
Sao Paulo, Brazil10.2010
German as a Foreign Language -
University of Mannheim
Mannheim, Germany04.2011
Skills
- Strategic Transformation
- Project Management
- Customer Experience
- Foresight
- Agile & Intrapreneurship
- Employee Engagement
- Digital Business Models
- Strong Communication
- Innovation Culture
- AI for Business Strategy
- Design Thinking
- Industry Trends
Professional Development
- AI: Implications for Business Strategy, MIT, 2024
- AI for Business, Hyper Island, 2024
- Future Leadership & Foresight, Hyper Island, 2022
- Foresight Essentials, Institute for the Future, 2023
- Innovation, Communication & Sustainability, AAA Innovation, ANPEI, FGV
Innovation Strategy Award 2024
Trend Hunter’s Innovation Strategy Award recognizes the best innovation tactics gathered from global companies with some of the world's most notable business leaders, authors and change makers.
Renata Alves won the 2024 edition in the Opportunity Hunter Category with the Beyond the Hashtag program.
Languages
Portuguese
Native or Bilingual
English
Native or Bilingual
Italian
Professional Working
German
Professional Working
Spanish
Limited Working
Timeline
Digital Innovation Manager – North America
BASF Corporation
02.2022 - Current
Customer Success Manager – North & South America
BASF SA
09.2020 - 01.2022
Customer Success Manager – South America
BASF SA
01.2019 - 09.2020
Market & Customer Developer – Chemical Businesses
BASF SA
12.2016 - 12.2018
Regional Market Developer – Customer Experience
BASF SA
02.2015 - 11.2016
Sustainable Development Coordinator
BASF SA
05.2012 - 01.2015
Sustainability Specialist – Global Supply Chain & Procurement
BASF SE
09.2011 - 04.2012
Bachelor of Law -
Fundação Armando Alvares Penteado (FAAP)
Post-Graduate Certificate - Marketing
Fundação Armando Alvares Penteado (FAAP)
German as a Foreign Language -
University of Mannheim
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