WHO WE ARE
A corporate innovation management firm
with a global presence
HISTORY
The Leading Global Innovation and Venture Network
Founded in London in 2012, we are one of the most comprehensive global networks of innovation and venture solutions. Strategically positioned worldwide, we are at the forefront of emerging market trends and new innovation frontiers, applying our insights locally to address each client’s unique challenges.
Team
Proven Leadership in
Innovation and Business
Founder and CEO
FOUNDER AND CEO
With over 15 years of experience in corporate innovation, startups, and technology investment, Marcone previously served as Chief Investment Officer for Latin America and the Caribbean for Her Majesty’s Government. He is also an MBA professor at Brazil’s leading innovation institutions, FIAP and IBMEC Belo Horizonte.
Felipe Novaes
Founder and CGO
Felipe Novaes is one of the co-founders of
The Bakery in Brazil. Before joining The Bakery,
I had extensive experience working with innovation in large corporations such as Vale, Syngenta and Avon. Felipe was also a Dealmaker for the UK’s Government Global Entrepreneur Programme, a government program to attract the next unicorn founders to the UK. Felipe is also an angel investor and was an entrepreneur, having received investment through the creation of Cloud Computing.
Sofia Pimenta
Partner AND CMO
With over 15 years of experience in business strategy, innovation, operational efficiency, and new business development, she is currently a Master’s student in Innovation and Entrepreneurship at USP. Sofia has built a solid career working with multinational clients as Director and leader of Open Innovation and Ventures at Deloitte and as an Innovation Executive at MRS Logística.
Gabriela Kuchinski
Partner and COO
With over a decade of hands-on experience in making innovation thrive in large organizations, Gabriela spent 10+ years at Braskem, a leading petrochemical company, where she honed her expertise. Today, she spearheads strategic initiatives at The Bakery, working closely with clients to design and deliver innovation roadmaps that shape the future of technology and investment. Her role bridges the gap between forward-thinking strategies and tangible business impact, ensuring companies are equipped for long-term success.
Geraldo Neto
Investor
Entrepreneur specializing in investments. Currently, he owns an investment management company focused on startups, with more than 25 investments in his portfolio.
Flávio Pripas
Investor
He has over 25 years of experience in technology, business and entrepreneurship. In 2012, he was named one of the ‘Most Creative People in Business’ by FastCompany.
Roberto Furnari
Advisor
With a remarkable 40-year career in consumer goods and retail, Roberto (Beto) Furnari has
led companies to success as CEO of Alpargatas and Executive VP at Reckitt Benckiser, where he earned recognition for driving sustainable growth and fostering brand innovation. As the founder of HEI!Ventures, he now focuses on accelerating startups with a strong emphasis on AI. Beyond his corporate achievements, Beto serves on several global boards and directs the Gauss Project, an initiative aimed at empowering low-income youth.
Glaucia Guarcello
Advisor
Managing Director of SingularityU Brazil and the Director of New Business at HSM. She previously served as Global Chief Operating Officer at The Bakery and is currently a board member of the company. Before that, she held the position of CIO at Deloitte and Andrade Gutierrez. She holds a Ph.D. in Administration from COPPEAD and is a professor specializing in innovation at various institutions, including Fundação Dom Cabral, Singularity University, and USP. Additionally, she is a member of the education technology board at SENAI and the AngelUS Network, a talent development program for women.
Marina Almeida
Managing Director UK
Marina led the Innovation Lab at Natura &Co., helping to transform the company into one of the most innovative in the world and the best corporation for the innovation ecosystem. An active member of the Open Innovation Ecosystem, she is a reference in partnerships with startups in Brazil and around the world. Marina was selected by Global Corporate Venturing in the “39 women to watch in the CVC LatAm world” list.
Wilson Casado
Managing PARTNER AUSTRALIA
Executive and serial entrepreneur with 20+ years of experience in heavy industries, corporate innovation, and venture building. Founder of Visagio Australia, he is now the Managing Director of The Bakery Australia, advisor and angel investor in mining and energy startups, and a Venture Partner
at Antler.
Fernando Castro
Head of Digital Transformation and Design
With over 15 years of digital consulting experience spanning Brazil, Australia, and the US, Fernando has collaborated with major companies such as Facebook, Google, Coca-Cola, Mastercard, Pfizer, and AT&T. He has successfully led a wide range of projects, from consumer-facing apps to B2B platforms, working across both public and private sectors, including notable contributions to the White House and the Department of Energy.
Andrew Humphries
Co-founder & Advisor
As a co-founder of The Bakery, Andrew brings extensive experience in helping entrepreneurs scale their businesses. A seasoned entrepreneur himself, he achieved notable success with Adeptra, a fintech that raised $43 million and was acquired by FICO in 2013 for $135 million. Additionally, Andrew has served as a negotiator for the Department of International Trade (DIT), focusing on attracting companies to establish their headquarters in the UK. His insights and expertise are invaluable to The Bakery’s mission of fostering
innovation and growth.
Orlando Crocker
Head of EMEA Delivery
As Head of EMEA Delivery at The Bakery, Orlando brings over 8 years of expertise in corporate innovation and digital transformation. He has worked with companies like SCOR, UNEP-WCMC, UCB, Wincanton, eBay, and Lloyds, driving successful outcomes through business development, entrepreneurship, and project management. His leadership ensures our team consistently delivers high-quality results for our partners.
Giovanna Barcelos
Head of Operations & Partner
Giovanna has over eight years of experience leading strategic and transformational projects within major corporations. She previously worked as a consultant at McKinsey & Company, where she supported organisations across various industries, including Mastercard, TIM, Vale, Suzano, and ArcelorMittal. Before that, she gained hands-on corporate experience at MRV.
She holds a degree in Civil Engineering from UFMG and is currently pursuing a postgraduate qualification in Management, with a focus on People Management and Leadership, at FDC.
In our projects, Giovanna is responsible for strategic client relationships and technical leadership of the team, ensuring alignment and excellence in delivery.
Across our leadership team, we collectively achieve remarkable milestones
unicorns
in assets under management
corporations investing in our funds
exits
deals
testimonials
More Than Innovation: A Journey Built on Trust
60% of our revenue comes from repeat customers
Our numbers
Customers
Countries
Continents
NPS Customers
Our numbers
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What are they saying about us
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