Sendy Cristani Cassab

Critic
DISC Type : C

Account Director FSI Brazil - Adobe Experience Cloud at Adobe

São Paulo, São Paulo, Brazil

Overview

As an Account Director at Adobe, Sendy Cristani Cassab drives digital transformation for Brazils financial sector. With over 15 years of experience, including strategic roles at VTEX, she excels at building partnerships and delivering data-driven solutions. Colleagues describe her as committed, dedicated, hard-working, and an inspiring leader.

Sendy is passionate about the intersection of career and personal growth, sharing how motherhood has profoundly transformed her perspective and work ethic. She comes from a family of entrepreneurs, which has deeply influenced her drive and resilience in her professional life.

In 2026, Sendy was recognized as Adobes "Account Director of the Year for Latin America".

Personality Overview

Information Seeker

Objective Thinker

Critic

Unless the value is proven by data, they are unlikely to value fancy features.  It is very likely that they will negotiate pricing or other important terms. They like to do things independently and don’t look for support from others.

Topics They Care About

Financial Services Martech
She leads Adobe's initiatives for the FSI sector in Brazil, spearheading major partnerships and organizing industry-specific events like Adobe FSI Connections.
Strategic Partnerships
In a previous role, she formalized over 250 strategic partnerships, demonstrating her expertise in building and scaling business ecosystems.
Data-Driven Strategy
She champions using data for smarter insights and was a featured speaker on data-driven analysis at an NRF 2026 session.

Media Appearances

Sendy has no verified media appearances

Work History

4-2023
Account Director FSI Brazil - Adobe Experience Cloud at Adobe
4-2022 - 4-2023
Enterprise Sales Executive na VTEX at VTEX
5-2021 - 4-2023
Sales Account Executive na VTEX at VTEX
3-2019 - 5-2021
Diretora de NETWORK at VTEX
10-2017 - 3-2019
Head of VTEX HUB at VTEX

Education

11-2022 - 11-2022
Gestão de Vendas from Insper Instituto de Ensino e Pesquisa
1-2016 - 7-2017
Pós-graduação Lato Sensu - MBA from FGV - Fundação Getulio Vargas

More Information

Social Presence :

Prographics :

Exp : 13 Location : São Paulo, São Paulo, Brazil Job Level : Mid-senior Designation : Account Director FSI Brazil - Adobe Experience Cloud at Adobe
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Insights For Selling To Sendy

During A Call Or A Meeting

DO's

  • Tell them what ROI they can expect
  • Be ready for penetrating questions and critical examination of your pitch
  • If you can, show them industry reports or analyst comments instead of sharing anecdotal stories

DONT's

  • Avoid pushing them too much to involve other stakeholders unless it is critical
  • Do not use very emotional or colorful language
  • Don’t try too hard to build a relationship with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Sendy is

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

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

Insights For Deal Planning

    How fast (or slow) will Sendy move?

  • Their decision-making is neither very fast nor very slow, they are somewhere in between.
  • Can Sendy take some risk or not?

  • They can take risks if their analysis shows that it would be worth it.

You And Sendy

Personality Compatibility


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