2026 Edition · Arena Eletrolar

See who took the stage at Arena Eletrolar

Revisit the speakers and panels that marked the 2026 edition of Eletrolar Show.

22JUN

2026 Economic Outlook: where to invest and how to build the product mix for the second half

Where the second half begins.

Gabriela Di França
André Bueno
Rodrigo Garcia
14:00 – 14:30

The role of government in promoting economic development and new businesses in the state of São Paulo

Moderator

Gabriela Di França

Journalist and Host | Leitura Dinâmica · RedeTV

Journalist and presenter with nearly 20 years of experience at Brazil's leading media outlets, including SBT, Rede Globo affiliate, Terra TV, Agência Estado, and RedeTV. Hosted sports programs covering Premier League, Série B, and the Italian Championship, and co-anchored RedeTV News alongside Boris Casoy. Currently hosts Leitura Dinâmica on RedeTV. Master of Ceremonies of Eletrolar Show 2026, introducing guests across all four days.

Panelists

André Bueno

State Representative | ALESP

State Representative at the Legislative Assembly of São Paulo (ALESP), member of the International Relations Committee and founder of the São Paulo–Japan Parliamentary Front and the International Relations and Foreign Trade Front. Active in Foreign Trade since 2001, co-founder of IDL Express, specializing in customs advisory, cargo brokerage, and international logistics.

Rodrigo Garcia

Former Governor of São Paulo | Rodrigo Garcia Assessoria Jurídica

Lawyer specializing in Public Law with three decades of experience in the public and private sectors. Held the highest executive and legislative positions in the State and Municipality of São Paulo, with expertise in public policy, public-private partnerships, regulatory law, and government management. Founded and leads Rodrigo Garcia Assessoria Jurídica.

Paulo Guedes
Keynote Speaker
15:00 – 15:45

Economic Outlook and Perspectives for the 2nd Half of 2026

Paulo Guedes

Economist and Minister of Economy (2019 – 2022)

Economist, businessman, and professor. Holding a PhD in Economics from the University of Chicago, he served as Brazil's Minister of Economy from 2019 to 2022, leading major structural reforms and economic policies during one of the most challenging periods in global economic history. Co-founder of Banco Pactual, JGP, and Ibmec, and professor at FGV, PUC-Rio, and IMPA. Recognized as one of Brazil's leading economic references, he shares his vision on the economic landscape, competitiveness, innovation, and prospects for the future of business.

Vinicius Medeiros and João Vicente Sarmento
16:00 – 16:30

Unlock your B2B sales potential with Mercado Livre Negócios

Vinicius Muller Pinto Medeiros

Head B2B | Mercado Livre

Professional with more than 15 years of experience in strategic procurement and category management, with a strong background in global companies. Worked as a consultant at Kearney and holds an MBA from Kellogg School of Management (Northwestern University).

João Vicente Silva Sarmento

Strategy Specialist — Home Electronics & Technology | Mercado Livre

Working in e-commerce since 2011, with experience at startups, Ricardo Eletro, and Magalu. Holds a degree in Business Administration from UFSC and a Master's degree from IBMEC.

Alfredo Lopes Costa
16:40 – 17:10

Full Consumer View — The short version of a long story — The 5 forces behind the volume decline

Alfredo Lopes Costa

Managing Director | NielsenIQ Brazil

Managing Director of NielsenIQ Brazil, focused on serving retailers and FMCG manufacturers. Responsible for client relationships and leading the NielsenIQ team in generating value and growth for the industry. He joined the company over 20 years ago and has advised leading brands on consumer trends, new product development, market ROI, and in-store execution. Between 2017 and 2020, he led the commercial team for Australia and New Zealand, and previously served as Operations Director and Commercial Director at NielsenIQ Brasil.

LinkedIn
André Fauth
17:20 – 17:50

The New Credit Game — How a Proprietary FIDC Can Transform Sales and Profitability

André Fauth

CEO and Partner | Catálise

Graduated in Mechanical Engineering (FEJ/UDESC), with an MBA in Business Administration from FGV and extension courses at Michigan Business School and MIT. Dedicated his career to corporate governance, disruptive innovation, digital marketing, sustainability, and team management, bringing all this expertise to his role as partner and CEO of Catálise.

LinkedIn
23JUN

Digital platforms and retail growth strategies

Where the industry positions itself.

Luiz Garcia
14:20 – 14:50

The AI-native customer journey and AI to boost your management

Luiz Garcia

Sales Director Mid-Market | Nuvemshop

Executive Director at Nuvemshop for the business unit focused on large and mid-market clients, overseeing Operations, Sales, and Marketing. Built his career at e-commerce companies including Fast Shop, Petlove, and Mercado Livre. Holds a degree in Industrial Chemistry from USP and an MBA from IESE, Barcelona.

LinkedIn
Fernanda Nakazaki
Rodrigo Freitas
15:00 – 15:30

Algorithm, relevance, and conversion: the new marketplace game.

Fernanda Nakazaki Gomes Correa

Senior Sales Manager for Leading Brand Advertising | Mercado Livre

Executive with 15+ years of experience in consumer behavior, market intelligence, and commercial strategy. At Mercado Ads, she works with major brands to build full-funnel strategies. Holds a degree in Business Administration from Mackenzie Presbyterian University and an Executive MBA from IESE.

Rodrigo de Araujo Freitas

Social Commerce Local Sr Manager | Mercado Livre

Marketing executive with more than 10 years of leadership experience. For over 5 years at Mercado Livre, he has been responsible for leading and scaling the Affiliates and Creators program in Brazil, focused on sustainable growth and social commerce.

Flávia Zeni
15:50 – 16:20

Personalization and AI in the shopping experience that connects product, customer, and e-commerce conversion.

Flávia Zeni

Head of Revenue | Magalu Cloud Soluções

Head of Revenue with over 10 years of experience in SaaS and e-commerce. Currently leads the business side of Magalu Cloud Soluções solutions — SmartHint, Stoq, and VipCommerce — following a standout career at RD Station. Brings extensive expertise in customer journey, revenue operations, and business development, building growth, retention, and revenue expansion strategies. Her expertise lies in transforming data, technology, and customer relationships into sustainable growth for digital businesses.

LinkedIn
Jorge Nascimento
16:40 – 17:10

Digital Transformation and Competitiveness in the Electronics Industry

Jorge Nascimento

Executive President | Eletros

Holds a degree in Business Administration and a specialization in Foreign Trade from the Federal University of Amazonas. He has a consolidated career in public administration, working at the Superintendency of the Manaus Free Trade Zone for 13 years and serving as Secretary of State for Planning, Development, Science, Technology and Innovation of Amazonas. Since June 2018, he has been Executive President of Eletros, the national trade association for the electronics manufacturing industry, working with the Executive and Legislative branches on strategic agendas involving industrial policy, regulation, foreign trade, innovation, and sustainability.

Roberta Pepe and Ivy Huang
17:30 – 18:00

E-commerce overview, game-changing decisions and high-performance team management.

Roberta Pepe

Consumer Electronics Brazil Senior Manager — Home Electronics | Mercado Livre

Responsible for the strategy and growth of Home Electronics at Mercado Livre, across white goods, small appliances, TVs, audio and air conditioning. Over 15 years of experience in marketplace, fintech and consumer goods. Business Administration graduate from FGV-EAESP with exchange at the University of Cologne (Germany).

Ivy Huang

Electronics New Sellers Team Lead, CBT | Mercado Livre

With over 10 years of experience in the B2B and B2C trade sectors, Ivy is a seasoned expert in the global marketplace landscape. Having built her career at Global Sources and Amazon, she now works with Mercado Livre focused on onboarding new electronics sellers in cross-border trade.

Carolina Soares
18:20 – 18:50

Integrated Experience: the new role of omnichannel in retail growth

Carolina Soares

Director of New Business | Infracommerce

Passionate about people, technology, and processes, with over 25 years of experience in the digital ecosystem. Worked on major implementations, led innovative projects, and collaborated with leading names in Brazilian e-commerce. Throughout her career, she built strategic partnerships and high-performance teams, always focused on consistent results and customer experience excellence. She believes that execution must align with business vision and data — without losing the human perspective that strengthens lasting relationships.

LinkedIn
José Lima Neto
19:10 – 19:40

Tax Reform: The Legal and Strategic Impacts That Will Redefine Digital Retail

José Lima Neto

Tax and Business Lawyer | Reigada, Batista e Devisate Sociedade de Advogados

Specialist lawyer in Tax Law, Business Law, and Civil Procedure, focused on business structuring, tax governance, tax planning, risk management, and tax credit recovery. Holds postgraduate degrees from FGV Direito SP, PUC-SP, and Universidade Presbiteriana Mackenzie. Advises companies on Tax Reform, strategic planning, tax compliance, and legal structuring of business operations.

Instagram
24JUN

Consumer and product trends for 2026

Where retail makes decisions.

Luan Alves
14:00 – 14:30

Creating for the New Economy: consumer trends driven by AI

Luan Alves

Creator and Ambassador | Canva

Designer specialized in Canva and speaker who teaches entrepreneurs and educators how to transform ideas into professional visual materials with agility. Through the strategic use of Canva and Artificial Intelligence, he empowers teams to create presentations and educational content in a clear, fast, and scalable way.

Alexandre Caramaschi
14:50 – 15:20

The End of Marketing as We Knew It

Alexandre Caramaschi

Co-founder of NAIA

Co-founder of Naia and CEO of Brasil GEO. Former CMO of Semantix (Nasdaq). Over 18 years in technology, marketing, and sales, and a pioneer in the concepts of Generative Engine Optimization (GEO) and Business-to-Agent (B2A) in Brazil.

Luiz Augusto Vergueiro
15:40 – 16:10

Smart inventory and logistics as a competitive advantage.

Luiz Augusto Vergueiro

Fulfillment Brazil Sr Director | Mercado Livre

Graduated in Mechanical Production Engineering from Mauá School of Engineering, with an MBA from FGV and specialization from Stanford University. Leads Mercado Livre's distribution and transportation strategy, overseeing a large-scale logistics network across Latin America, integrating automation, sustainability, and artificial intelligence into operations.

Mariana Nunes Alves
16:30 – 17:00

The Future of Sales is Conversational: The worldwide WhatsApp case of Lu from Magalu Cloud

Mariana Nunes Alves

Marketing Manager | Magalu Cloud

Marketing and Growth executive with 20 years of experience, specialist in driving the growth and digital transformation of major brands including Grupo Boticário, Inter, and Localiza. With a track record of high-impact projects and million-dollar revenue cases, she currently leads the Marketing team at Magalu Cloud, bringing insights into how cloud infrastructure drives conversational retail through Lu's WhatsApp.

Mateus Bando
17:10 – 17:40

Tech & Durables Consumer Trends

Mateus Bando

Sr. CS Manager, Tech & Durables Lead | NielsenIQ

Marketing graduate with over 10 years of experience in market intelligence. Currently leads the Tech & Durables vertical at NielsenIQ, responsible for strategic development and sector insights. With deep knowledge of the Technology and Consumer Durables market, he works as a specialist and consultant for the industry, supporting companies in strategic decision-making and identifying growth opportunities.

Fernanda Torres
17:50 – 18:20

The Economy of the Future Has a Woman's Face: Consumer Trends, Retail and Entrepreneurship for 2026

Fernanda Torres

Founder | Empreenda Brasil Mulher

Entrepreneur, lawyer, speaker, and creator of the Empreenda Brasil Mulher Ecosystem, a movement connecting entrepreneurship, leadership, economic development and women's leadership across Brazil. Founder of Revista Empreenda Brasil Mulher, she has directly impacted over 5,000 people through events, talks, forums, fairs and initiatives focused on strengthening female entrepreneurship.

25JUN

Data and AI applied to retail: pricing, sustainable demand, and performance

Where data becomes strategy.

Pedro Chiamulera
14:10 – 14:40

Data and Monetization of the Digital Ecosystem

Pedro Chiamulera

CEO of Confi · Founder of ClearSale | AI Brasil

Former Olympic athlete and founder of ClearSale, a company he created, scaled, and led to an exit of approximately R$2 billion. Graduated in Computer Science, he leads Confi as a data, technology, and trust ecosystem that integrates Neotrust, AfterSale, Confi App, and AI Brasil Experience. His focus is accelerating the adoption of artificial intelligence in Brazil with responsibility and execution.

Rodrigo Righetti
Luciano Camoezi
Léo Bicalho
João Victor Vellinho
15:00 – 15:30

From Industry to D2C: Data Intelligence and AI to Optimize Performance and Set Retail Trends.

Moderator

Rodrigo Righetti

CGO of Confi · Co-CEO of AI Brasil

Creative entrepreneur, founder of RREC, CGO of Confi and Co-CEO of AI Brasil. His career spans communication, marketing, business, technology and innovation, leading projects that connect growth, brand, content and AI in practical ways. At Confi, he leads expansion and positioning of a data-driven ecosystem. At AI Brasil, he co-leads the strategic development of one of Brazil's main AI platforms.

Panelists

Luciano Camoezi

Head of Ecommerce | Midea Carrier

Executive with over 20 years of experience in e-commerce, marketplaces, and digital transformation in the industry. Leading the digital operations at Midea Carrier with D2C and marketplace integration initiatives connecting commercial strategy, marketing, and operations. Previously at Electrolux, Whirlpool, and Samsung. His experience combines digital growth, operational efficiency, and customer experience across increasingly omnichannel journeys.

Léo Bicalho

Head of Business | Neotrust Confi

Data analysis specialist with over 8 years of experience, 5 at Neotrust Confi. Head of Business, managing commercial and consultative relationships with clients. Graduated in Production Engineering from UFRGS.

João Victor Vellinho

Head of WebGlobal Consulting | WebGlobal

Currently leads WebGlobal Consulting, responsible for developing the consulting vertical and promoting a data-driven culture. Helps companies understand their digital market positioning through technology, market intelligence, and reliable information for decision-making. Has consulting experience at Ernst & Young, where he participated in data analysis and governance projects at the LATAM level. At Grupo Panvel, contributed to structuring data-driven planning cycles in e-commerce and implementing the marketplace core. Graduated in Business Administration, holds an MBA in Data Science & Analytics from USP/ESALQ, and a Professional Scrum Master I (PSM I) certification.

Milena Maia
15:50 – 16:20

From data to decision: using AI to redefine product mix and retail demand

Milena Maia

CGO of TESS

Co-founder of Tess, a globally recognized Artificial Intelligence platform. With over 10 years in the field, she has been responsible for implementing AI in more than 600 companies.

Victor Jun Kaneko Vitorelli
16:40 – 17:10

Metrics That Matter: Building a Data-Driven Social Commerce Strategy

Victor Jun Kaneko Vitorelli

Digital Commerce Manager | TikTok Shop

Production Engineering graduate from UNICAMP and online retail specialist with over 5 years in the e-commerce ecosystem. After nearly half a decade at Amazon, refining the commercial strategy and sales planning for sellers in electronics and small appliances, he took on the challenge of growing TikTok Shop. On the platform, he works at the forefront of Discovery Commerce, strategically connecting sellers and content creators to scale businesses and turn engagement into conversion.

Mauricio Cwajgenbaum
Fábio Escaleira
17:30 – 18:00 · Moderator: Rodrigo Righetti

Reverse Logistics: from delight to Loyalty

Mauricio Cwajgenbaum

Head of Operations | Aftersale

Entrepreneur with over 10 years of experience in retail and e-commerce, building his career across operations, strategy, and technology. Started at IBM and Nestlé and deepened his market vision with a Master's in Marketing from ISEG - Lisbon School of Economics & Management. Driven to transform after-sales into a strategic lever, he founded Genius Returns, which became one of Brazil's leading reverse logistics solutions, and led its merger with Aftersale. Today, as Head of the returns BU at Aftersale within the Confi ecosystem, he leads after-sales as an intelligent decision platform, reducing structural costs and turning experience into competitive advantage.

Fábio Escaleira

Logistics Operations Director | Mercado Livre

With experience at Dell and Vale and over 20 years in logistics and after-sales operations, he serves as Operations Director at Mercado Livre for all of Latin America, responsible for Reverse Logistics and the Heavy and Bulky logistics network.

*Program from the 2026 edition of Eletrolar Show, already held.