Summary
Overview
Work History
Education
Skills
Certification
Projects
Volunteer Experience
Languages
Timeline
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Celso Fraga De Andrade

Executive Director
Gold Coast,QLD

Summary

Celso Fraga is a dynamic executive leader with a rare blend of technology skills, social sciences expertise, and sharp business acumen. He excels at defining and executing strategy, developing new markets, and driving profitable growth, even in challenging start-up and turnaround environments. Celso's unique strength lies in his ability to integrate deep business objectives with cutting-edge technological tools, and a strong understanding of human factors. He's a seasoned leader who has successfully built and led high-performing teams through periods of rapid growth and economic turbulence.

Overview

36
36
years of professional experience
1
1
Certification

Work History

Investor/Advisor

Woodrow Alliance
, Australia / USA / Brazil / Portugal
01.2007 - Current
  • Cultivated partnerships with organizations such as Samsung, GE, Itautech, Bradesco, and IAUPE Pernambuco University Foundation, driving growth in the IT and health sectors.
  • At the 2016 Rio Olympic Games, I led the design and successful implementation of complex electronic security systems. This involved navigating extreme time and resource limitations while effectively acting as a critical liaison across government, private sector, and Olympic Committee stakeholders.
  • Provided expert advisory services to startups like Chaterapia, Star Syringe Ltd, and IP-Integrative Psychotherapy, focusing on innovative health solutions.
  • Spearheaded strategic initiatives as Founding Director of Emotional Fitness 101, enhancing mental wellness across diverse populations and directly assisted adults with ABI and neurodivergent children and those at risk, promoting mental health support, inclusivity and safety.

Business Director

Samsung Electronics
, Brazil / Argentina / Paraguay / Uruguay
07.2010 - 04.2015
  • Directed Samsung Techwin's strategic initiatives throughout the Mercosur region, encompassing Brazil, Argentina, Paraguay, and Uruguay.
  • Drove exceptional financial results, delivering 100% sales growth in the initial year, and maintaining over 35% growth annually for the subsequent three years.
  • Cultivated pivotal business alliances with the largest players in each market, effectively enhancing Samsung Techwin's market footprint and competitive edge.
  • Landed critical supply contracts with the federal government, solidifying the brand's dominant position in the market.

Founding Partner

Liveintell
, USA / Latin America / Australia
01.2001 - 01.2010
  • Initiated and co-founded Livescan - Information and Security Technologies Ltd., a company focused on providing state-of-the-art identification and security solutions to both governmental and private entities.
  • At CBA - Biometric Consultants, I spearheaded the entire development and implementation process for biometric identification algorithms and solutions, continuously innovating to enhance established security protocols.
  • My expertise led to the design and successful implementation of crucial identification algorithms and applications for the Brazilian ICAO passport, as well as for numerous Department of Motor Vehicles (DMV) identification systems throughout Latin America.
  • Through my leadership, I orchestrated effective cross-border collaboration between teams located in the USA, Brazil, and Australia, ultimately delivering a remarkable 30% improvement in project efficiency, and a 25% reduction in overall project costs.

Executive Director - Latin America

Safran
, Australia / Latin America
01.1997 - 01.2001
  • Directed the full lifecycle of Identix Inc.'s Latin American operations, from start-up to sustained business growth, including complete P&L oversight, and strategic initiative execution across all regional markets.
  • Engineered the initial market development for biometric technology in Latin America, aggressively promoting its applications across all vertical markets, with a particular emphasis on government sector adoption.
  • Orchestrated the formation of key business alliances in a dozen countries, effectively creating market presence, increasing technology awareness, and stimulating significant demand.
  • Delivered rapid financial success, reaching break-even status ahead of schedule in the first year, establishing the subsidiary as the most profitable, and recording robust, sustained growth for the following three years.

Business Development / Project Manager

Fujitsu Australia Limited
, Australia
01.1989 - 01.1997
  • Starting as a computer technician, I steadily advanced through supervisory and project management roles, ultimately transitioning to a Business Development Manager position.
  • In this strategic capacity, I took on the challenge of pioneering the adoption of cutting-edge biometric technology, successfully building and expanding sales channels, while providing essential training and support throughout Australia, Southeast Asia, Europe, Latin America, and the United States.
  • A critical aspect of my role involved designing and executing market and business strategies that effectively navigated complex language and cultural differences.
  • This extensive global outreach included delivering training, and participating in conferences and trade shows across 39 countries.

Education

Postgraduate Degree - Marketing

Macquarie University
Australia

Master's degree - Neuropsychology

Universidad Nebrija
Spain

Diploma - Mental Health

TAFE NSW
Australia

Diploma - Child, Youth and Family Intervention

TAFE Queensland
Australia

Certificate - Psychotherapy

Sigmund Freud PrivatUniversität Wien
Austria

Certificate IV - Fitness

FIT College
Australia

Master's degree - Psychoanalysis

Sociedade Internacional De Psicanálise De São Paulo
Brazil

Associate's degree - Electrical, Electronic and Communications Engineering Technology/Technician

Centro Federal De Educação Tecnológica Do Paraná
Brazil

Skills

  • Strategic planning
  • Market development
  • Business strategy
  • Cross-cultural communication
  • Stakeholder engagement
  • Negotiation skills
  • International business
  • B2B sales and service

Certification

  • Judge [Professional], Tribunal de Justiça Arbitral -do Estado do Rio de Janeiro, 12/01/02
  • Executive Business Management, Fujitsu Australia Limited, 07/01/96
  • Certified Marketing Specialist (CHRS), Australian Institute of Management, 08/01/95
  • Certified Interpreter and Translator (English<>Portuguese<>Spanish), NAATI, 08/01/94, 16533
  • Cinematographer, TAFE NSW, 12/01/93

Projects

- Rio 2016 Olympic Games, 12/01/15, 09/30/16, provided critical security consultancy and advisory services for the Rio 2016 Olympic Games, contributing to the design and implementation of a comprehensive security framework Led the integration team, collaborating with multi-agency stakeholders to effectively mitigate risks and enhance operational readiness for a high-profile international event.

- School attendance - Bolsa Familia program, 01/01/07, 07/31/07, designed and deployed a crucial program to prevent child absenteeism in public schools, directly supporting the 'Bolsa Familia' government subsidy initiative This work ensured families received vital monetary aid, effectively reducing child labor and promoting consistent educational engagement for vulnerable children. 

- Brazilian e-Passport, 11/01/04, 03/31/05, led the development and implementation of biometric authentication for the Brazilian e-Passport, achieving full ICAO compliance. This project significantly enhanced national security and facilitated smoother international travel by integrating cutting-edge biometric technology. 

- Colombian Social Security, 05/01/98, 12/31/98, successfully executed the first implementation of biometrics for identity authentication within the Colombian social security system. This innovation streamlined the payment of social security benefits, enhancing security and efficiency for beneficiaries. 

- Conavi Bank Biometric Authentication - Colombia, 02/01/97, 11/30/98, directed the pioneering implementation of biometric authentication for banking applications at Conavi Bank. This project established a new standard for client identity verification, significantly improving security and customer experience in financial transactions. 

- Brazilian Congress, 05/01/98, 07/31/98, orchestrated the initial implementation of fingerprint biometric authentication for legislators casting votes in the Brazilian Congress Chamber. This project dramatically enhanced the integrity and security of the voting process, ensuring accurate and verifiable legislative decisions. 

- Wooworths Supermarkets, 08/01/93, 04/30/94, managed the first mass rollout of applied biometrics for time and attendance across over 700 Woolworths Supermarkets in Australia. Successfully deployed a fingerprint-based system utilised daily by over 110,000 employees, dramatically improving the accuracy and efficiency of time management across the enterprise.

Volunteer Experience

  • Psychotherapist, Auriculotherapist and Phytotherapist, Hospital Esp. Maria de Nazaré - NEAM - Rio de Janeiro - Brasil, 01/01/17, 12/31/18, 1 year, Health, Weekly day attending sessions of Psychotherapy, Auriculotherapy and Phytotherapy for the underprivileged.
  • Safety and Emotional Support, Schoolies.com, 11/01/23, 11/30/23, 1 month, Children, Provide direct relief, safety and support to young people during Schoolies/Leavers Week.

Languages

  • English, Native or bilingual proficiency
  • Spanish, Native or bilingual proficiency
  • Portuguese, Native or bilingual proficiency
  • Italian, Professional working proficiency

Timeline

Business Director

Samsung Electronics
07.2010 - 04.2015

Investor/Advisor

Woodrow Alliance
01.2007 - Current

Founding Partner

Liveintell
01.2001 - 01.2010

Executive Director - Latin America

Safran
01.1997 - 01.2001

Business Development / Project Manager

Fujitsu Australia Limited
01.1989 - 01.1997

Postgraduate Degree - Marketing

Macquarie University

Master's degree - Neuropsychology

Universidad Nebrija

Diploma - Mental Health

TAFE NSW

Diploma - Child, Youth and Family Intervention

TAFE Queensland

Certificate - Psychotherapy

Sigmund Freud PrivatUniversität Wien

Certificate IV - Fitness

FIT College

Master's degree - Psychoanalysis

Sociedade Internacional De Psicanálise De São Paulo

Associate's degree - Electrical, Electronic and Communications Engineering Technology/Technician

Centro Federal De Educação Tecnológica Do Paraná
Celso Fraga De AndradeExecutive Director