Cristiano Paranhos: A Journey of Innovation and Entrepreneurship

A Journey of Innovation and Entrepreneurship

Cristiano Paranhos, the dynamic VP of Operations of Mediar Solutions, has carved an extraordinary path from architecture to tech entrepreneurship. With an architectural background enriched by a postgraduate degree in project management from Fundação Dom Cabral (FDC), a leading Brazilian business school known for its top-tier executive education and management programs, and a business program at Babson College Cristiano’s journey is a testament to the power of interdisciplinary innovation. His unique ability to blend technology, innovation, and analytics with architectural principles has been the driving force behind Mediar’ groundbreaking success.

From Architecture to Mediar

Cristiano’s career began in architecture, where he quickly gravitated towards the technological facets of the field. His early work in ‘Promotional Architecture,’ designing immersive retail environments, and ‘Acoustical Architecture,’ crafting high-performance studios, showcased his knack for integrating tech into design. However, it was during his postgraduate studies at FDC, where he met his future co-founder Gustavo, that Cristiano’s entrepreneurial spirit truly ignited. Together, they developed a business plan that would become Mediar, merging his architectural expertise with cutting-edge technology to solve pressing market needs.

Founding Mediar

The inception of Mediar was driven by Cristiano’s vision to create a solution that seamlessly bridged his architectural background with technological innovation. His collaboration with Gustavo, who brought complementary skills to the table, was pivotal in transforming their academic project into a thriving business. This partnership laid the foundation for Mediar’ unique approach to shopper behavior analysis and retail optimization.

Role and Responsibilities as VP of Operations

As the VP of Operations of Mediar, Cristiano’s multifaceted role has seen him oversee operations, finance, sales, product development, and customer success. His hands-on approach and deep involvement in every aspect of the company have given him a holistic understanding of its inner workings. Today, as the VP of Operations, he ensures the seamless integration of all departments, maintaining the consistency and quality of Mediar’s innovative solutions.

Notable Accomplishments

Cristiano’s tenure at Mediar is marked by several proud achievements:

• Demonstrating resilience and creativity as an entrepreneur through challenging times.
• Receiving positive feedback from global clients in the CPG and retail sectors, validating Mediar’s market importance.
• Winning the Global IBM Smartcamp awards, which highlighted the potential of their early solutions to address global problems.

Vision for the Future

Cristiano envisions Mediar as the Google AdSense for brick-and-mortar stores, helping brands and retailers optimize their physical and digital investments to increase shopper conversions and enhance the shopping experience. By providing a real-time shopper behavior lab that combines market KPIs, actionable insights, and predictable results, Mediar enables clients to experiment and learn quickly, leading to scalable, effective trade activations in-store.

Overcoming Challenges

One of the biggest challenges Mediar faced was being misperceived by the market as just another sellout-based company. Educating clients about their unique value proposition was difficult, and the company faced setbacks until they could effectively communicate their product vision and business model.

Fostering Innovation

Despite not coming from a CPG or retail background, the founders’ outsider perspective allowed them to think creatively and build an innovative solution based on shopper behavior gaps. Throughout Mediar’s journey, they continuously tested hypotheses using various technologies and business models. For example, they built a movable ceiling grid in their office to simulate different store environments and technology outputs, fostering continuous innovation and improvement.

Cristiano Paranhos’s journey from architecture to becoming the VP of Operations of Mediar is a testament to his innovative spirit and entrepreneurial drive. His ability to blend technology with architectural insights has positioned Mediar as a pioneering force in optimizing retail environments. Investors can be confident in Mediar’s strategic vision and proven track record of delivering impactful solutions to a rapidly evolving market.