Thyago Ohana

I am passionate about transforming businesses by inspiring, empowering and engaging people through technology and by co-creating digital experiences everyone loves.

I strongly believe high-tech goes hand-in-hand with high-touch, the human side of digital transformation. That's why at heart, I love to create safe spaces for people to be authentic and use their full potential for growth.

My 7 Rules in Life: [1] Think like an optimist. [2] Practice intentional self-care. [3] Develop meaningful connections. [4] Enable the full potential in others. [5] Never stop learning. [6] Treat the janitor and the CEO with the same smile. [7] Learn to let go.

What I Do

Marketing meets Technology

With academic degrees combining Economics and Business Administration with Business/Media Informatics, I deliver innovation-powered solutions that drive concrete objectives. See my full resume.

Integrated Digital Marketing

I design, deploy and monitor omnichannel digital marketing strategies, including web, email, social media, content marketing, SEO/SEM and display advertising campaigns.

Customer Experience Management

I create customer journeys designed to maximize customer value and exceed expectations by combining strategic positioning and digital effectiveness in the creative process. Get in touch!

Digital Transformation

I bridge the gap between digitalization and business growth by empowering teams to become digitally aware and by making use of technology as an enabler for data-driven decision-making.


10 Years of Experience

Full-time Experience

UCB Biopharma

Global Digital Healthcare Transformation Strategist

  • Lead in the integrated strategy for adjacent and transformational initiatives in immunology and neurology, translating corporate strategy into an innovation roadmap in the digital healthcare space.
  • Lead in the creation and the operationalization of a digital health innovation lab including an early-stage corporate incubator.
  • Co-create and evolve the narrative around Digital Business Transformation, disseminating its strategic intent, culture and mindset and preparing the organization for the future.
  • Co-lead the execution of the internal communications strategy with focus on community building and change management around Digital Healthcare Transformation.
  • Act as interface with global business units and brand teams for input and guidance on digital strategy to maximize the value of current assets and to transform value offering beyond the core business.
  • Manage external engagement with emerging tech leaders and networks in healthcare.
  • For ongoing updates, refer to my LinkedIn profile.

Boehringer Ingelheim

Regional Digital Transformation Manager

  • Lead in Multichannel Content and Customer Journey Planning for the Regional Rare Diseases and Oncology Portfolios, providing consultancy on translating the brand strategies into tactical plans for the region’s 18 business units and supporting the customer experience managers in the execution.
  • Acted as Go-to-Market Ambassador, assisting Medical, Marketing and Market Access teams in translating  business needs into concrete digital initiatives for internal and external stakeholders. For instance:  (1) Transforming a F2F Workshop Series into a Digital Medical Education Program for HCPs, widening reach by 200% while cutting costs by 95%; and (2) Pursuing partnerships with Healthtech Start-ups to explore solutions for disease-specific challenges aimed at increasing the diagnosis rate. (e.g.: "Start-Up Meets Pharma" Program)
  • Lead in Webinar/Virtual Interactions, expediting the region's shift from face-to-face to digital channels in response to the 2020 pandemic. In this context,  I established processes and developed a network of internal expert cells throughout the region.
  • Executed the roll-out and adoption programs for the new Digital Assets Management platform, ensuring proper change management and consistency with existing Veeva CRM/Vault systems.
  • Regionalized the execution of disease-awareness Social Media Campaigns, easing the workload in the BUs and increasing efficiencies in targeting, consistency and engagement.
  • Successfully deployed a Reverse Mentoring Program and Digital Growth Initiatives aimed at fostering digital up-skilling across TAs and organizational levels.
  • Member of the Agile Working Group promoting ideation, innovation and a growth mindset with agile ways of working and rapid experimentation.
  • Act as a Digital Workplace Champion between the IT department and the business to support the roll-out and adoption of tools and platforms that increase efficiency and digital literacy across the organization.


  • Founding member of the Regional Rainbow Network Employee Resource Group (ERG) under the Diversity and Inclusion umbrella - an initiative led in partnership with HR.
  • Semifinalist at the Global Ideation and Innovation Campaign held by the Corporate Digital Portfolio Team, having had the project funded and received an Exceptional Personal Commitment Certificate from the BMD.
  • Co-creator of an internal podcast aimed at digital know-how exchange and best practices sharing.

Boehringer Ingelheim

Regional Digital Content Manager

  • Customer Experience Manager responsible for the Regional Rare Diseases and Oncology Portfolios, responsible for planning and executional support on digital touchpoints along the customer journeys.
  • Formulated content strategies and managed content editorial plans and catalogues being responsible for the creation, curation and reporting on digital assets relevant to medico-marketing campaigns.
  • Acted as Ambassador for Global Content Collaboration, mapping and supporting the regional-to-market localization process and maximizing the use and performance of global assets.
  • Worked with digital production houses to develop content, ensuring these meet corporate/industry standards, rules and approvals, and are aligned with the integrated customer plans and consistent with brand plans.
  • Responsible for maximizing the use and impact of digital touchpoints at F2F events including internal, as well as external events and congresses.
  • Led innovation and transformation by identifying trends and opportunitiesand promoting digital up-skilling of local brand teams.

E-2 Communications GmbH

Regional Online Marketing Manager

  • Led the Latin American Desk and Business Unit for Digital Sports Gaming, positioning the company as the world’s first agency to have a native media portfolio for the industry in LATAM that included Digital, Performance, Social Media, Affiliate and App Exclusive components.
  • Responsible for Digital Partner Acquisition on the Publishers‘ and Advertisers’ sides providing technical and functional assessments of their portfolios, to exceed KPIs for both sides. For instance: provided UX design localization consulting for publishers, aimed at increasing their media value, while in turn, increasing conversions for the advertisers.
  • Key Account Manager for European firms in the pre-market-entry phase, carrying out market research and providing strategic and tactical guidance on their digital media planning and buying activities.
  • Acted as Media Manager working cross-functionally with design, ad-serving, PPC, SEO, SEA and SEM teams and supervising the execution and reporting of campaigns.


  • Deployed the data analysis and visualization platform Tableau for performance dashboards, influencing the speed of data-driven decision-making and collaboration with external stakeholders.

Embassy of India

Marketing Officer

  • Served as Trade Commissioner for India in Austria, focused on bilateral trade and FDI promotion activities. During my time in office, India-Austria trade increased by 45% to 1.6 billion Euros and FDI rose by 76%, with India receiving 193 million in investments from Austria.
  • Drove the promotion of innovation and Technology Exchange through B2B, B2G and university partnerships between India and Austria. For example, the facilitation of some Austrian leading-edge water cleaning technologies to reach the unmet needs of the Indian market.
  • Developed and executed Digital Nation Branding multi-channel strategies, including the the roll-out of two web portals, two online magazines, an e-mail marketing system and social media channels.
  • Event Manager for hosting and co-hosting commercial meetings and trade events as well as organizer of delegations of up to 100 companies to large trade shows.
  • Co-created and delivered intercultural awareness and business communication programs for executives doing business with and in India.


  • Coordinated the Indian Presidential visit to Austria in 2011, resulting in the signing of two Memoranda of Understanding in the fields of Science, Innovation and Technology.
  • Rolled out President Modi’s acclaimed “Make in India” campaign in Austria.

e-Merch GmbH

Online Marketing Assistant

  • Previously an intern, acted as key player in the setup andlaunch of Salesforce CRM within the marketing automation/IT ecosystem of the company. The success of this project guaranteed my promotion and fix-term contract.
  • Responsible for the deployment of the new e-mail marketing platform and all processes associated with it.
  • Co-developed the company's first integrated online marketing and brand plans for its expansion outside the DACH region.
  • Established cross-unit content management and collaboration processes.
  • Supervised online campaign implementation and reporting schedules.

Part-time Experience

Various Start-ups, Vienna

Digital Strategy Consultant


  • Digital strategist serving as translator of business needs into technology requirements.
  • Consultant on customer acquisition strategies and tactics including but not exclusive to social media, search & content marketing, PPC, email marketing & automation as well as user experience.
  • Advisor in customer journey mapping from marketing to customer success.
  • Ideation designer and facilitator.
  • Social media manager, web developer, copywriter and graphic artist.
  • Media and technology consultant for online communications.
  • Web developer, copywriter and graphic artist on selected projects.


MIT Sloan Executive Education

Platform Strategy

An MIT executive certificate program about multi-sided platform (MSP) design, participation and operation.

Certificate Program Digital Credential

Cambridge Judge Business School

Digital Disruption: Digital Transformation Strategies

An executive education program providing research-based insights on disruptive innovations and what it takes to build and manage successful business models in this complex era.

Certificate Program Digital Credential

Quantic School of Business and Technology

Executive Master of Business Administration (EMBA)

Specializations: Advanced Corporate Strategy, Startup Entrepreneurship and Strategic Thinking

EMBA Diploma Digital Credential

University of Vienna

Media Informatics (Postgraduate Education)

Completed the "Digital Media Production" module (18 ECTS) towards a Master's Degree in Media Informatics as Postgraduate Education / Specialization.
Relevant Courses included Digital Media Production, Script Writing and Special Techniques for Digital Film.

FH Technikum Wien

Business Informatics

Bachelor of Science in Engineering, B.Sc.
Specialization: Mobile Computing
Thesis Research: Social Media Marketing

Lauder Business School

International Marketing and Management

Magister in Economics and Business Administration, Mag.(FH)
Thesis Research Focus: Customer Behavior
Note: The Magister degree is the Austrian equivalent of the international Master’s degree. For more about the Austrian Framework of Higher Education, please refer to


Brazil and Spain

Dual Citizenship

Brussels, Belgium

Current Residence

Partnered. No kids.

Family Status


Portuguese - Native


English - C2


Spanish - C1


German - B2/C1


French - B2


Hebrew - A2



  • Digital Strategy
  • Communications
  • Web Technologies
  • Digital Media Production
  • Marketing Automation
  • Social Media
  • User Experience
  • Content Management


  • Positive Thinker
  • Natural Leader
  • Spokesperson
  • Active Listener
  • Team Player
  • Self-Motivated
  • Well-organized
  • Goal-oriented
  • Agile Thinker
  • Open-Minded
  • Playful
  • Designer
  • Social Skills
  • Organizational Skills
  • Creative Skills

A day in my life

Pie Chart showing the amount of time I spent daily with core activities

Volunteer Experience

  • Fundraiser and Program Manager, Kili Hope Children's Center, Pasua, Tanzania (since 2019)
  • Fundraising Campaign Marketer, European Center for Jewish Students (since 2016)
  • Global Ambassador, Duolingo (2018-2020)
  • Social Welfare Event Organizer, Free Hugs Vienna (2013-2019)
  • Fundraiser and Volunteer, Associação Castelos do Sal, Cape Verde (2018)
  • Web Specialist Volunteer, Espaço Cultural Conexão Gato Preto, Rio de Janeiro, Brazil (2013-2014)
  • Program Coordinator, Jewish Heritage Center, Vienna, Austria (2006-2007)


How I spend my free time

Volunteering - Experiments in Social Entrepreneurship


Fundraiser and Volunteer

Since my late twenties, I organize fundraising campaigns and manage community projects with focus on children, education and health. My goal is to create social impact and alleviate poverty by improving education and health conditions in developing communities. My motivation is the belief that social issues are shared responsibilities and we can all act as change agents - one act of kindness at a time.

Thyago Ohana, Duolingo Ambassador in Vienna, and a group of learners in a Duolingo Event.

Duolingo Global Ambassador

Since 2018, I organize free language exchange events for learners of Portuguese and Spanish in Vienna. My goal is to give students who use Duolingo, the  world's largest online language learning App, a chance to practice their language skills beyond the screen. My motivation is the belief that free education can change the world. This is the Duolingo Events page.

Free Hugs Vienna group and its organizer, Thyago Ohana

Free Hugs Vienna Organizer

Since 2013, I organize the social initiative Free Hugs Vienna. My goal is to provide a platform for like-minded people to brighten up other people's lives with free hugs. My motivation is to see smiles on people’s faces. I believe we make the world a better place one hug and smile at a time. This is how I became a Free Hugger.

Traveling - Multicultural Education at its best

Other Hobbies

  • Icon of a chihuahua representing one of my hobbies: my dog
  • Icon of a book representing one of my hobbies: reading.
  • Icon of a tablet representing one of my hobbies: gadgets.
  • Icon of a chef's hat representing one of my hobbies: cooking.
  • Icon of 3D glasses representing one of my hobbies: Cinema.
  • Icon of a music player and headphones representing one of my hobbies: Music.
  • Icon of Icon of a video game controller representing one of my hobbies: Games.
  • Icon of a football representing one of my hobbies.
  • Icon of playing cards representing one of my hobbies: Card Magic.
  • Icon of pliers and a hammer representing one of my hobbies: DIY.
  • Icon of a diving mask and snorkle representing one of my hobbies: Diving.
  • Icon of a camera representing one of my hobbies: photography.

Social Work

Traveler and Social Entrepreneur

Social Impact Travel

As a travel enthusiast, my exposure to contrasting realities around the world made me develop a strong sense of accountability for bringing about positive impact to less fortunate communities - especially in developing countries.

This is why in the last half a decade, I started to combine tourism with opportunities to interact and support some local communities, families and especially children.

After having run privately-funded efforts in Kenya, Ethiopia and Seychelles, I felt motivated to take one step further and run funding campaigns among family, friends and colleagues to support such initiatives.


Fundraising Campaigns

Pasua, Tanzania - since 2019

In 2019, prior to a planned private trip to Tanzania, I identified a target need in the region and started a campaign aimed at raising funds to maintain a children's center for orphans and street children for a whole year (2020). The campaign surpassed its initial target and developed to become a long-term community development program.

The campaign remains open and welcomes donations under this GoFundMe page. Its target has been adjusted to cover the operational costs for 2021 as well as the budget for the development project “Farming for Hope”, aimed at bringing sustainability to the food supply of the “Kili Hope Children’s Center” by establishing a small-scale farm. The farming project is expected to start delivering in 2022.

Major achievements so far:

  • Covered 100% of the monthly operational costs (rent, food, salaries, stationaries, etc.) for the children's center since January 2019.
  • Increased the number of children from 50 in 2018-2019 up to 95 kids in 2020-2021, with zero school dropouts recorded since project start (against ~50% in previous years).
  • Provided health insurance to all children, enabling them access to healthcare including regular checkups.
  • Renovated the whole children's center, including the façade and interior, creating a fun environment for the kids.
  • Renovated the external toilets and the squat ceramic were exchanged for new ones.
  • Improved teaching methods by acquiring a whiteboard, children's paper/craft materials and a large television to support visual learning.
  • Installed trash cans in the center and included educational exercises about waste in the school's learning curriculum.
  • Acquired dental hygiene kits for every child and included dental hygiene in the school's daily routine.
  • Generated four jobs in the local community by employing a project manager, a school director, a teacher and a cook.
  • Introduced fruits to the school's regular meal plans.

COVID-19 Response:

  • Donated ~1 ton of food and 500 soap bars to the community.
  • Installed multiple hand hygiene stations (water bucket + soap) around the village.
  • Increased awareness on proper hand hygiene provided to locals by the center's staff.
  • Recommissed old sewing machines for local face masks productions.

Other Resources:
To receive pictures and short videos from the children on your phone, join this WhatsApp group.

To see the accounts of money transfers to the NGO who’s helping us manage the project as well as the expenses including invoices, please visit this shared folder.

Go to Campaign Page
  • Cause Children
  • Started in August 2019
  • Initial Target € 6,000
  • Total Raised* € 34,612
  • Nr. of Donors* 208
  • Invested in Food Supplies, Shelter, Health, Education and the Development Program "Farming for Hope"

* as of 07.02.2021


Sal Island, Cape Verde - 2018

In 2018, I held my first fundraising for charity campaign. 100% of the funds were invested in the welfare of a group of 68 children in the community of Santa Maria in the Island of Cape Verde.

I spent a week in Cape Verde, where I personally met the children who depend on the support of the group of volunteers "Castelos do Sal", and thanks to the donations collected, we managed to deliver 5 weeks of food supply for the children, a unique piece of clothing for each one of them as well as 50 children's books to build their library.

The campaign was held online. Details of the campaign including all updates and final report can be found in the GoFundMe campaign page. All funds collected and spent in the campaign have been documented and invoices can be found in this shared folder.

  • Cause Children
  • Started in January 2018
  • Duration 3 months
  • Initial Target € 1,000
  • Total Raised € 2,750
  • Nr. of Donors 53
  • Invested in Food Supplies, Clothing and Books

Free Hugs

My Passion for Smiles

How I became a free hugger

It all started on an ordinary day while I was walking down the streets of Paris. A couple was stading my way holding up a sign saying ‘FREE HUGS’. I walked towards them. Both hugged me and in silence, we all smiled. As I left them behind after getting my ‘free hug’, I felt it! The smile that accompanied me for the rest of that day inspired me to start researching about the Free Hugs Campaign.

Back at home, I invited some friends to join me for my first free hugs spree in the Austrian capital, and this is how the group Free Hugs Vienna was born in the summer of 2013. Since then, hundreds of other supporters have joined me in bringing smiles to the faces of thousands of people whose path we have crossed with open arms.

The Free Hugs Vienna group remained active until early 2020. Given my move from Vienna to Brussels, I remain hopeful the group will find a new lead in post-pandemic times.

Next you will find a selection of articles and interviews from my journey as a Free Hugger.

"Free Hugs and I" in the Media

Free Hugs Vienna on Facebook


Get in Touch

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