The Bob’s, one of Brazil’s largest food service networks, announced the promotion of Fernanda Rimbano to the position of new Director of Digital Sales and IT. The executive, who has been with the company for five years, will lead a new strategic role designed to unify the network's data management and technology.
The company's move addresses the need to accelerate integration between physical retail and the online environment (the omnichannelmodel). With the significant growth of delivery and self-service kiosks, the new directorate aims to centralize governance to ensure strategic decisions are based on concrete data.
The restructuring promises direct benefits for the operational front line. According to the company, franchisees will have access to dashboards unified and scalable models, enabling greater agility in translating corporate strategies into practical actions in stores.
“The goal is to enable strategic decisions to be quickly translated into operational actions across the entire network, with efficiency, agility, and national alignment,” the company stated in a release.
With experience at major brands such as Starbucks, Lufthansa Group, and Brinks, Rimbano brings a strong academic background in Artificial Intelligence, Data Science, and Retail from ESPM and Mackenzie, reinforcing Bob’s commitment to digital transformation.
