Marcelo Ghieh Ribeiro

Critic
DISC Type : C

Director Customer Experience at DiDi

São Paulo, São Paulo, Brazil

Overview

Marcelo is a Director of Customer Experience at DiDi with over 10 years of experience in product management and digital strategy for companies like Amazon, Coca-Cola, and Unilever. He earned an MBA in International Business from the University of Southern California. Colleagues describe him as talented, strategic, and result-driven.


He is a self-described "boomerang" employee, having left and later returned to Amazon during his career.

Personality Overview

Information Seeker

Precise

Negotiator

They are quite likely to negotiate on pricing or other key terms.  They don’t appreciate bells and whistles unless backed by data. They choose to analyze logically and value facts to emotions.

Topics They Care About

AI in Customer Experience
He is actively hiring a CX & AI Product Manager to help shape the future of quality improvement enabled by AI at DiDi, showing a focus on innovation.
Customer Problem Solving
He has a stated passion for improving customer experience by resolving issues quickly and addressing root causes to prevent future problems.
Team Recognition
He publicly celebrates his team's milestones and awards, emphasizing his appreciation for his colleagues' contributions and leadership.

Media Appearances

Marcelo has no verified media appearances

Work History

11-2025
Director Customer Experience at DiDi
2-2025 - 10-2025
Seller Experience - Head of Seller Registration Latam at Amazon
8-2022 - 2-2025
Senior Customer Experience Program Manager - Customer Service at Amazon
1-2022 - 8-2022
Head Of Customer Experience at VALOREO
12-2020 - 1-2022
Brazil Customer Service Country Lead at Amazon

Education

2016 - 2017
Master of Business Administration (M.B.A.) from University of Southern California
2004 - 2009
Bachelor of Business Administration (B.B.A.) from Universidade Federal de Minas Gerais

More Information

Social Presence :

Prographics :

Exp : 19 Location : São Paulo, São Paulo, Brazil Job Level : Mid-senior Designation : Director Customer Experience at DiDi
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Insights For Selling To Marcelo

During A Call Or A Meeting

DO's

  • Use phrases like ‘expect X% improvement’, ‘data clearly shows’ etc.
  • Be ready to answer many clarity-seeking questions and requests for information
  • Be formal and objective, they will appreciate it more

DONT's

  • Avoid phrases like ‘trust me’, ‘others just love’ etc.
  • Don't give superficial answers, they are easily rattled by them
  • Do not use very emotional or colorful language

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Marcelo is

  • Proven ROI, pricing and objective proof points are the factors that sway their decision.
  • Will you ever get a clear answer from Marcelo

  • They are comfortable saying no if they are convinced that it is the correct decision.

Insights For Deal Planning

    How fast (or slow) will Marcelo move?

  • They are neither the fastest nor the slowest decision makers, they are somewhere in the middle.
  • Can Marcelo take some risk or not?

  • They can bear some risk if their analysis backs the decision.

You And Marcelo

Personality Compatibility


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