Pedro Siena

I hold a degree in Electronic Engineering from EFEI (https://en.unifei.edu.br/). My career began at IBM Brazil, and soon after, I faced my first international challenges in North Carolina, working for three years at IBM’s Research Triangle Park as a Product Engineer.

Back in Brazil, I continued with IBM for another seven years, contributing to product development, software architecture, systems integration, and briefly working in marketing as a product specialist, where I was involved in pre-sales.

In 1996, I took my first step into entrepreneurship, founding SST IT Solutions with my wife in Campinas, SP. Our focus was developing software solutions tailored to various decision-making levels within companies, covering value chains in logistics, supply chains, batch processes, and discrete manufacturing.

In 2012, I founded Siena Idea in São Carlos, SP, dedicated to creating innovative enterprise software products. During this time, I collaborated with local innovation hubs such as USP, UFSCar, and Embrapa Instrumentation, engaging in partnerships and delivering talks on innovation management.

Through my involvement with innovation, I was introduced to several global clusters, including those in the Bay Area, Texas, Florida, and São Paulo. Learning from thought leaders like Alexander Osterwalder and Steve Blank greatly shaped my journey in this field.

In 2014, I founded Sbridg in Neuchâtel, Switzerland, to assist Swiss companies in exploring the Brazilian market and co-create innovative products with São Paulo’s innovation hubs. This strengthened the connection between these ecosystems and enabled productive collaboration between universities and startups.

In 2018, I consolidated my ventures under Siena Company, headquartered in Campinas. To date, Siena Company has delivered over 4,000 projects and served more than 160 clients across diverse sectors, including steel, chemicals, consumer goods, and electronics manufacturing.

In 2023, I began transitioning Siena’s leadership to the next generation, supporting them in launching a new business line focused on B2B SaaS solutions.

I am currently pursuing a board member certification at IBGC, aiming to serve as a board member with a focus on innovation and technology. Additionally, I am involved in two new ventures: one assisting U.S. companies entering the Brazilian market and another, a venture studio to help entrepreneurs bring their ideas to life.