Insights from a CEO: Navigating Business Cultures Across Three Continents

Marco Santos, at the helm of GFT Technologies as its global CEO since 2024, has a vast array of international experience. With his career rooted in the IT sector, he has embraced leadership roles across several major regions, providing him with a unique perspective on diverse business cultures.

His journey with GFT began in Brazil in 2011, where he initiated efforts to establish a significant presence and gradually expanded his responsibilities to head operations in the USA and Latin America, ultimately being elevated to the CEO position for the entire Americas, including Canada.

Becoming the global CEO was an honor, allowing him to guide the strategic planning and direction of the company, which boasts a workforce exceeding 12,000. In July, his responsibilities shifted to Germany, aligning with GFT's headquarters.

Santos has worked across South America, North America, and Europe, gaining insight into varied business climates. Here's how he perceives the work atmosphere in these regions and what he believes leaders should adopt when engaging with different business environments.

Latin America's Trust-Based Business Dynamics

Starting in Brazil after a stint with an IT consultancy, Santos led a modest team catering to European clients. With no local market clientele, he adopted a startup mindset to cultivate a Brazilian client base.

The business environment in Latin America heavily emphasized relationships and trust. He capitalized on his local IT industry connections to forge robust relationships, strategically meeting individuals whom he had previous interactions with, to showcase how GFT met their needs.

As operations expanded, he took charge of GFT's presence in Costa Rica and Mexico, followed by a broader oversight of Latin America.

The Fierce Competitive Spirit of US Business

Santos became CEO of the combined GFT USA and Latin American operations in 2020. Restricted by the COVID-19 pandemic, he initially managed remotely until relocating to the US in mid-2021. His frequent trips to New York were complemented by his decision to reside in Florida, aligning with client migration and optimizing his logistical needs for Latin American travel.

Santos regards US business as exceptionally advanced, where clients are eager for innovation beyond regulatory constraints. In this rapidly evolving IT sector, understanding the marketplace and highlighting GFT's strengths were pivotal.

In contrast to Brazil's broader pitch strategies, US presentations emphasized specific achievements and unique selling points, focusing on measurable results and return on investment, a communication style he adapted by learning from American colleagues.

Adapting to Europe's Deliberate Decision-Making

After relocating to Germany in 2024, Santos transitioned into the global CEO role, jointly managing with his predecessor before fully assuming duties in 2025. He observed a European tendency towards detailed planning before making decisions, making processes lengthier than in the US.

The cultural focus here leans towards thorough analysis and comprehensive planning, ensuring all potential scenarios and options are considered. This approach ensures execution is stable once implemented, contrasting with the rapid, adaptive US environment.

In Europe, grand plans require detailed agreement but benefit from stability, whereas the US requires agility to quickly respond to market changes even amidst ongoing success.

Navigating as a Global Leader

For Santos, global exposure has enriched his executive journey, showcasing the multicultural tapestry of Europe and facilitating easy access across different nations.

Living abroad has honed his skills, emphasizing the necessity for leaders to swiftly adapt and continuously advance toward longer-term objectives, particularly within the dynamic IT sector.

He encourages leaders to be adaptable in response to rapid changes, maintaining focus on enduring goals.