Tomás Dostal Freire

CEO

Amsterdam, North Holland, Netherlands19 yrs 11 mos experience
AI Enabled

Key Highlights

  • Architecting AI-first operating models for hypergrowth.
  • Led transformation initiatives at top tech companies.
  • Global experience driving operational scaling.
Stackforce AI infers this person is a Business Transformation Leader with a strong focus on AI and operational excellence in the tech industry.

Contact

Skills

Core Skills

Business TransformationAiProgram ManagementSales OperationsDigital TransformationStrategy

Other Skills

Operational ExcellenceTech-ops synergyHuman-AI teamworkChange ManagementOperations ManagementBusiness StrategyJob CoachingVolunteeringSocial EntrepreneurshipStartup DevelopmentTeam BuildingCoachingMentoringDigital StrategyGreen Belt

About

Technology is only an accelerator. True transformation happens when you redesign the operating model itself. Too often, there is a massive gap between a company's investment in tools and its investment in the new workflows and culture required to get real value from them. As CIO & Head of Business Transformation at Miro, my mandate is to close that gap.I am currently architecting Miro's AI-first operating model, redefining how we grow through tech-ops synergy and human-AI teamwork. My core belief is that the most resilient companies aren't just "AI-first"—they are "workflow-first." My Global Perspective: My playbook was built on the ground, not just in the boardroom. I have lived and led teams across Argentina, Brazil, Dubai, Singapore, and the Netherlands, driving operational scaling initiatives at: Google, Netflix, Booking.com and Reckitt. For Investors & Operators: Beyond my role at Miro, I occasionally advise investment funds and high-growth portfolio companies on de-risking AI transformations and fixing broken operating models. If you are wrestling with these challenges or looking to benchmark your strategy, feel free to reach out.

Experience

19 yrs 11 mos
Total Experience
2 yrs 3 mos
Average Tenure
1 yr 4 mos
Current Experience

Miro

2 roles

CIO & Head of Business Transformation

Promoted

Jan 2025Present · 1 yr 4 mos · On-site

  • Transforming the CIO office at Miro, responsible for People Technology Business Technology, IT, and Business Transformation.
  • Our vision is to define a new paradigm of business transformation through tech-ops synergy and evolved human-AI teamwork.
  • We are reimagining how AI, IT, and Business Technology can boost human potential and drive operational excellence.
Operational ExcellenceBusiness TransformationAITech-ops synergyHuman-AI teamwork

Director, AI Business Transformation

Aug 2023Jan 2025 · 1 yr 5 mos · On-site

  • I lead Miro's journey to becoming an AI-first company. Key responsibilities include:
  • Defining key areas of the business to transform and developing AI-driven strategies to achieve this.
  • Identifying new applications of AI in the workplace to influence top and bottom-line performance.
  • Developing and implementing a comprehensive change management strategy to accelerate company-wide adoption of AI.
  • Managing a team focused on driving company-wide strategic initiatives to support Miro's big bets.
Business TransformationAIChange ManagementOperations ManagementBusiness Strategy

Re:coded

Member of the Board of Advisors

Apr 2024Present · 2 yrs 1 mo · Remote

  • I provide strategic advice to support Re:Coded's mission to help displaced and underserved talent to reskill and build sustainable careers in the digital economy.

Netflix

Globalization Strategy & Operations Lead

May 2022Aug 2023 · 1 yr 3 mos · Amsterdam, North Holland, Netherlands · Hybrid

  • Led global Operational Excellence initiatives, designing strategies to solve complex problems across Product, Engineering, and Operations.
  • Provided thought partnership and advice to leadership, translating vision into cross-functional programs.
  • Developed performance management frameworks and leadership review cadences to facilitate data-driven decision-making.
  • Defined and managed complex transformational programs, including organizational setup and process optimizations.
Operational ExcellenceProgram ManagementChange ManagementBusiness Transformation

Google

2 roles

Strategic Initiatives Lead, Go to Market Operations | EMEA

Promoted

Nov 2021Apr 2022 · 5 mos · On-site

  • Drove sales operations transformation programs across EMEA, with multi-billion dollar revenue impact.
  • Managed complex stakeholder networks, including senior audiences (VP / SVP level).
  • Defined success metrics for programs and led performance review meetings.
Sales OperationsBusiness TransformationChange ManagementProgram Management

Chief of Staff | APAC

Mar 2021Oct 2021 · 7 mos · On-site

  • Chief of Staff to APAC Sales VP, including thought sparring, and creating presentations for senior audiences
  • Preparation of Quarterly Review materials for Director+ audiences and supporting business planning cycles
  • Partnering with global and regional teams to define and land transformational programs
Business TransformationProgram ManagementChange ManagementSales Operations

Booking.com

3 roles

Regional Strategy & Operations Manager | APAC

Dec 2019Feb 2021 · 1 yr 2 mos

  • Setting up a team of 7 employees to define and drive the sales operations strategy in APAC (800-people org)
  • Designing frameworks and metrics to boost commercial and operational performance, advising regional leaders
  • Setting up the regional COVID-19 response strategy and Ops plan (scaled globally)
Business TransformationSales OperationsChange Management

Head of Business Insights & Analytics | Global B2B

Jul 2018Dec 2019 · 1 yr 5 mos

  • Defining the analytics, success metrics, and performance management framework for this 2,000-people org
  • Creation of models for partner segmentation, actionable insights for sales teams, and department-wide metrics
  • Hiring, leading, and coaching two teams of 12 employees coming from 10 countries
Business TransformationSales OperationsChange Management

Global Manager - Business Insights

Oct 2017Jun 2018 · 8 mos

  • Hired and led the team responsible for setting up the reporting landscape and operational insights.
  • Key deliverables included:
  • Creation and delivery of analytics framework across the organization
  • Definition of key success metrics for commercial operations teams
  • Delivery of operational insights through analysis and performance sessions
Business TransformationSales OperationsChange Management

Sabbatical

Career break / World trip

Apr 2017Sep 2017 · 5 mos · Europe & South America

Reckitt

3 roles

Commercial Operations Transformation Manager | Global

Promoted

Mar 2015Mar 2017 · 2 yrs · On-site

  • Leading a team of analysts to drive company-wide transformation into a data-driven organization
  • Defining actionable insights for C-level down to Operations, setting up programs to action on those insights
  • Exploring new technologies and methodologies to embed digital in the organization (mobile, gamification, ML)
Business TransformationDigital TransformationChange Management

Digital Transformation & eCommerce Sr Analyst | Latin America

Promoted

Jan 2013Feb 2015 · 2 yrs 1 mo · On-site

  • Setting up the strategy for the digital marketing and eCommerce for key brands across LATAM
  • Leveraging technology to drive impact at scale, e.g., the use of CMS to launch sites for +20 brands in 10 markets
  • Pioneering direct-to-consumer eCommerce in the region across 10 power brands
Business TransformationDigital TransformationChange Management

Business Analyst - Supply Services | Argentina & Chile

Dec 2011Dec 2012 · 1 yr · On-site

  • Internal consultant to the Regional Supply Director to drive efficiency gains in Order to Delivery processes
  • Driving initiatives to improve stock control through actionable reporting
  • Design of the company’s first knowledge retention program for the region
Business TransformationChange ManagementDigital Transformation

Accenture

Senior Analyst - Pricing Platform | Global

Jan 2011Dec 2011 · 11 mos · Argentina · On-site

  • In charge of Release Management for the Global Pricing solution,. Obtained LSS Green Belt certification through Accenture’s future talent program.
Strategy

Palindromic - translation services

Founder | Translation startups

Jan 2008Dec 2010 · 2 yrs 11 mos · Argentina

  • Palindromic, Co-founder (2009): Founded and directed a translation company that pioneered software localization and overall use of translation tools. Sold my share to co-founder to pursue business consulting ventures. www.palindromic.com.ar
  • Target Language, Founder (2008): Created and launched the first online job database for young translators in Argentina. Sold to a reputable jobs portal after achieving success in the first year of operations.

Multiple roles

Freelance Translator

Mar 2005Dec 2007 · 2 yrs 9 mos · Argentina

  • Held multiple freelance and in-house roles in the localization industry, working for global top companies and the Argentine Ministry of Foreign Affairs.

Education

University of Buenos Aires

Certified Translator & Interpreter — English <> Spanish

Jan 2004Jan 2009

Lean Six Sigma Green Belt

Green Belt Certification

Jan 2011Jan 2011

Copenhagen Business School

Strategic Management and Innovation specialization

Jan 2017Jan 2017

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