An expert in differentiating brands and designing new competitive advantages for products and services, Ramiro was CEO of a Risk Assessment Company before joining Smith+Co Iberia. He took this company from being a very conservative organisation, to risk assessment market leader in just three years: using predictive algorithms and differentiated tools to cut costs and increase sales by 400%. A seasoned executive, Ramiro has been the CEO of several companies in the Insurance, Health Care, Retail and Publishing industries during his 30+ year career. All of them eventually became market leaders. He has also been a Professor of Strategic Marketing, Branding and Marketing Predictive Methodologies at AESE Business School for more than 20 years. In addition Ramiro is a Partner of Algorithm, a Predictive Marketing Company based in Lisbon.