Sensedia, a Brazilian multinational technology company and global leader in APIs and integrations, announces the arrival of Ricardo K. Medina as the new Vice President of Business for Brazil. The executive will lead the company’s commercial operations in the country.
The new VP joins Sensedia’s leadership during a period of strong expansion for the company, which grew 140% in international markets last year. Ricardo Medina will have the mission of leading the growth engine in the Brazilian market and building a path for expansion into new markets and industries.
With over two decades of experience in the technology sector, Medina has built a solid career at global companies such as ServiceNow, SAP, and Oracle, holding high-level leadership positions. He served as Vice President of Sales at SAP, where he also sat on the board of directors in Brazil and led units such as Services, Partner Ecosystem, and initiatives for Latin America.
At ServiceNow, he led the enterprise sales team, contributing to significant growth in Brazil. Throughout his career, he has stood out for driving high-performance operations, leading commercial transformations, and structuring go-to-market strategies, with a focus on value sales, cloud software, consulting services, and digital transformation solutions.
In addition to his executive experience, Medina holds a bachelor’s degree in Systems Analysis from PUC, an MBA from UFRGS, and has complementary training from institutions such as MIT Sloan School of Management. He has also served as an MBA professor in Digital Strategy at FGV and FIAP.
