With +17 years of experience leading business consulting and digital transformation programmes across global organisations, Mariana Amaro is a Senior Industry Advisor at Microsoft, specialising in the end‑to‑end transformation of retail enterprises through AI.
Working with executive teams across EMEA, she helps organisations move beyond experimentation and into scaled AI adoption – rethinking how decisions are made across marketing, merchandising, store operations and customer engagement. Her work focuses on enabling retailers to operationalise intelligence across their entire value chain, empowering frontline teams, automating knowledge work, and delivering truly personalised customer experiences at scale.
Prior to Microsoft, Mariana began her career at Deloitte, where she became one of the youngest consultants to lead multidisciplinary teams delivering large‑scale transformation programmes. Her background combines financial expertise – holding a Master’s degree in Finance – with deep experience in service design, agile delivery, and customer‑centric innovation.
In parallel to her corporate role, she serves on the Board of Professional Women’s Network Lisbon as Secretary‑General, contributing to the advancement of inclusive leadership and diversity in business and technology.
Mariana is a frequent speaker on AI‑driven transformation in retail, exploring how organisations can evolve from digitisation initiatives to intelligent, adaptive operations that deliver personalised value to every customer interaction.
