Meet Joaquim Torres from São Paulo, Brazil. An industry veteran with over 30 years of experience, Joca is a visionary in bridging the gap between business and technology. As the founder of Gyaco, he has consistently led innovative digital transformation initiatives, shaping the future of product management across multiple industries.
The Foundation of a Visionary: Early Education and Technical Roots
Joaquim Torres, affectionately known as Joca, began his journey in the vibrant city of São Paulo, Brazil, where he cultivated a passion for technology from a young age. His academic path took him to the prestigious Instituto Tecnológico de Aeronáutica (ITA), one of Brazil’s top engineering schools, where he earned his degree in Computer Engineering in 1992. This solid foundation in technical knowledge provided Joca with the tools to navigate and lead in the rapidly evolving world of technology.
“Technology is the language of the future, and I was determined to be fluent in it,” Joca often reflects.
Entrepreneurial Beginnings: Dialdata Internet Business Solutions
Joca’s entrepreneurial spirit emerged early in his career when he co-founded Dialdata Internet Business Solutions in 1992. As the Chief Technology Officer, he led the company through an era of exponential growth, establishing it as a leader in the Brazilian corporate ISP market. Under his guidance, Dialdata became known for its innovative solutions in internet services, capturing a significant market share. In 1998, Dialdata’s success culminated in its acquisition by VIA NET.WORKS, marking a significant milestone in Joca’s career. This acquisition not only validated his business acumen but also set the stage for his future endeavors in the global tech landscape.
Expanding Horizons: Leadership at VIA Networks
In 1999, Joca took on a new challenge as the Director of Product Management at VIA Networks, a leading international provider of internet access and services. Here, he was responsible for managing the company’s product strategy across 15 countries, a role that required both strategic vision and operational excellence. Joca’s leadership was pivotal in streamlining the product development process, ensuring consistency in corporate offerings, and driving the company’s growth across multiple markets.
“Leading a global product strategy taught me the importance of adaptability and innovation in a fast-paced industry,” Joca shares, reflecting on his time at VIA Networks.
Strategic Leadership: Shaping Brazil’s Tech Industry
After his tenure at VIA Networks, Joca returned to Brazil, where he took on leadership roles that would shape the country’s technology landscape. From 2003 to 2005, he served as the Director of Information Services at .comDominio, a company that provided internet and voice services for businesses. Joca played a crucial role in integrating products and systems from over 30 companies that .comDominio had acquired, showcasing his ability to manage complex projects and drive organizational growth.
His next major role was at Locaweb, Brazil’s leading web hosting and SaaS provider, where he served as Director of Software Engineering, Product Management, and UX from 2005 to 2016. During his time at Locaweb, Joca oversaw the development and launch of numerous innovative products, including cloud computing services, email marketing solutions, and e-commerce platforms. These products not only solidified Locaweb’s market dominance but also set new standards for digital solutions in Brazil.
“Innovation isn’t just about creating something new; it’s about creating something better,” Joca often emphasizes
Leading Lopes Labs: Driving Digital Transformation in Real Estate
In 2020, Joaquim Torres joined Lopes Consultoria de Imóveis, Brazil’s largest real estate company, as the Chief Digital Officer (CDO). His primary responsibility was leading Lopes’ digital transformation, applying his technological expertise to modernize the company’s traditional business model. Under his leadership, Lopes Labs was established to drive innovation, resulting in a 15% increase in digital sales within two years. Joca also spearheaded the development of advanced data-driven tools for property evaluations and implemented cutting-edge algorithms to optimize lead management for brokers.
Innovating in Product Development: CPO Roles at Conta Azul and Gympass
Joca’s expertise in digital transformation became even more evident during his tenure as Chief Product Officer (CPO) at Conta Azul and later at Gympass. At Conta Azul, from 2016 to 2018, he was instrumental in developing Brazil’s first cloud accounting system that allowed SMBs and accountants to collaborate in real-time. His work at Conta Azul showcased his deep understanding of customer needs and his ability to translate those needs into impactful digital solutions.
In 2018, Joca joined Gympass as the Global SVP of Product and later became the General Manager of Gympass Wellness. During his time at Gympass, he led the product development team, guiding the company’s vision to promote wellness on a global scale. His efforts resulted in the expansion of Gympass’s services, connecting users to a vast network of gyms and wellness partners worldwide.
“Wellness is more than a product; it’s a mission to make healthy living accessible to all,” Joca explains, highlighting the significance of his work at Gympass.
Authoring a Legacy: Digital Transformation and Product Culture
In 2024, Joca authored “Digital Transformation and Product Culture,” a comprehensive guide on how to integrate technology at the core of business strategy. Drawing from his extensive experience, the book explores the intricacies of digital transformation and product management, emphasizing that transformation is as much about cultural change as it is about technology.
“Digital transformation is more about transformation than about being digital,” Joca writes, underlining the importance of evolving business models and mindsets alongside technological advancements.
Building Gyaco: A Legacy of Bridging Business and Technology
In 2013, Joca founded Gyaco, a consultancy focused on helping businesses bridge the gap between technology and business through product management and digital transformation. As the Founder and Principal Consultant, Joca has partnered with numerous companies to define and execute their product vision, strategy, and lifecycle. His approach emphasizes fostering a digital product culture that prioritizes agility, innovation, and customer-centricity.
Beyond his consultancy work, Joca is a respected thought leader, author, and educator. He has written several books on product management and digital transformation, sharing his extensive knowledge with a broader audience. Additionally, Joca serves as a professor at multiple educational institutions, where he mentors the next generation of product leaders. His role as a board member for various companies further amplifies his influence, as he provides strategic guidance that drives innovation and growth across different sectors.
Authoring a Legacy: Digital Transformation and Product Culture
In 2024, Joca authored his book “Digital Transformation and Product Culture,” which serves as a comprehensive guide on how to integrate technology into the core of business strategy. The book explores the intricate relationships between digital transformation and product management, emphasizing that transformation is as much about cultural change as it is about technology.
“Digital transformation is more about transformation than about being digital,” Joca writes in his book, underlining the need for evolving both business models and organizational mindsets alongside technological advancements. His writing reflects the vast experience he has accumulated throughout his career, especially during his time at Lopes and other major industry players.
5 Leadership Lesson
- Innovation is Driven by Understanding: “True innovation starts with a deep understanding of your customers’ needs. By immersing yourself in their challenges and aspirations, you can create solutions that not only meet but exceed their expectations, turning ideas into impactful products.”
- Adaptability is Key to Success: “In an industry as dynamic as technology, the ability to adapt quickly is crucial. Leaders must be flexible, open to change, and ready to pivot strategies when necessary. It’s not just about staying ahead; it’s about evolving with the market and leading the way.”
- Empowerment Fuels Progress: “Empowering your team is one of the most powerful tools at a leader’s disposal. When team members feel trusted and valued, they are more likely to take initiative, innovate, and contribute to the company’s success. Leadership is about enabling others to achieve their best.”
- Strategic Vision Guides Growth: “A well-defined strategic vision is the cornerstone of any successful organization. It provides direction, aligns efforts, and ensures that every action taken is a step toward a larger goal. Without a clear vision, even the best efforts can become scattered and ineffective.”
- Continuous Learning is Non-Negotiable: “The technology landscape is constantly changing, and the most successful leaders are those who never stop learning. Whether through formal education, mentorship, or hands-on experience, continuous learning keeps you sharp, relevant, and prepared to face
Editorial Note:
Joaquim Torres’s journey is a testament to how leadership, innovation, and a clear vision can drive transformation in any industry. His story of bridging technology and business while inspiring future leaders highlights the significance of each professional’s journey. If you’re an executive with a unique story to tell, we invite you to share your journey at executivesdiary.com/blog/submit-biography — it’s completely free, and your journey could inspire the next generation of leaders.
