Grupo CCR and CCR Institute under new Sustainable Management15.07.2020 | Institutional
Grupo CCR and CCR Institute under new Sustainable Management: Cristine Naum has more than 15 years of experience in this area and developed projects that addressed sustainability, social responsibility, and diversity in companies such as Via Varejo, Grupo LATAM, Childhood, Grupo Libra, BrasilPrev, ABN AMRO Bank and Unibanco. She holds a master’s degree in Consumer Behavior (ESPM), graduate degrees in Responsible Management for Sustainability (FDC), Administration and Business (IBMEC) and Marketing (ESPM), and a bachelor’s degree in Social Communication (ESPM).
In an online interview, Cristine, a newcomer to the company, told us about her major career projects and prospects for the new role. During the interview, with a calm voice and natural look, Cristine also expressed her opinion on the importance of education and commented on what it is like to work as a professor in MBA and distance learning programs at ESPM, Unip, and PUC. Descended from Syrians, Italians, Portuguese and French, she lives in São Paulo and is the mother of an 18-year-old son. Cristine opened up to us about her hobbies, which range from crocheting with friends to trekking. Comfort is not part of her vocabulary: “I have a restless soul!” Check out the interview:
CCR Institute News – What was the image you had of Grupo CCR when you worked at other companies? What did you already know about the company?
Cristine – For me, Grupo CCR has always been committed to having good management and delivering good results. I was already a customer of the company, using the highways of CCR NovaDutra and CCR AutoBAn, for example. When I travel, I prefer these roads because they are managed by CCR. Thinking about the company as a whole, I was always aware of its activities because, at the beginning of my career in sustainability, I had colleagues who worked at CCR. We used to exchange very positive experiences – CCR was always ahead of what the market was doing concerning sustainability, especially in reports and indexes, and I know that this is still the case today. They are considered the best reports and indexes in the market. Today, at CCR, we are a reference for many companies, which come to benchmark our management model for these indexes. I have already noticed that our team is very technical in terms of sustainability, but we do understand how this adds value to the business. I am very positively impressed with the company’s level of governance and compliance. No company I worked for previously had such a strong and positive focus on this, while also engaging all employees. The principle of sustainability is ethical relationships with the environment, society, surrounding community, investors, and shareholders. Governance, one of the extremely important pillars for sustainability, is highly valued by the company. Thus, CCR becomes a reference in the market when it comes to governance and compliance as well. I also noticed that the company's innovation streak is very strong. The fact that the company wants to position itself as a human mobility company is very innovative and makes room for a lot of opportunities since mobility is one of the main themes of sustainability today. Mobility is discussed worldwide.
News – You first graduated in Marketing. When did you start focusing on sustainability?
Cristine – I used to work in a financial institution when I started to realize that there was a movement of social responsibility in the market, and I wanted to better understand it. I realized that the movement was growing a lot in Brazil and was going to change the market. Companies would have to commit to issues far beyond financial results. At the same time, I thought that I needed to change my career, so I did some research and became interested in the area of social responsibility. At the time, I presented a proposal to the CEO to structure the department using the Ethos indicators. I was given carte blanche to develop a social responsibility program together with the communication director. And then, for me, it became not only a professional issue, but a life purpose: sustainability, social responsibility, and diversity. Being at CCR with so many opportunities is a way for me to personally fulfill myself. It is very good to be able to participate in building a more sustainable company, with employees engaged in the topic, helping in this growth process, so that we can be known as even more sustainable.
News – Would you highlight any specific project as your professional milestone?
Cristine – Each company, considering its culture and market strategy, has its highlights. At Grupo Libra, for example, we created a strategy for eight different business units, structuring sustainability from the beginning, with the strategic support of many areas. It was a big milestone. At Childhood, with the Na Mão Certa program, we went from 1,000 to 1,400 supporting companies in a year. We remodeled the counterparts to serve companies and it worked very well. At Via Varejo, there were several businesses and a waste recycling program that sent 5,000 tons of waste per month to cooperatives, and we doubled it to 10,000 tons, with the participation of the company's 1,000 stores. There was an improvement in the operational process, valuing people and stores, engaging leaders, and, in short, it was a milestone because it brought benefits to nature and the cooperatives. Speaking of cooperatives, we doubled them from 5 to 10 as well. At the cooperatives, we collected stories like the one of a 70-year-old lady who managed to get her granddaughters to college and was very proud to work there. In other words, it was a project that contributed to people's quality of life. I was also responsible for the diversity issue, so we developed indicators, promoted awareness and lectures, and managed to bring the topic to discussion from the point of view of human resources, legal matters, and people management in a very nice movement. At Via Varejo, we also structured the income generation pillar. We developed entrepreneurial projects in the communities in partnership with several institutions. And we also did volunteer work. For two years, for example, we held contests in the distribution centers, welcoming more than 2,000 people and benefiting 800 NGOs from the surrounding area. I loved being part of these projects. It’s hard to pick one!
News – How important is education for you?
Cristine – I am very focused on this topic. I believe that we have to study in order to evolve. I preach this. Evolution comes from knowledge. I don't settle and I don't let my team settle either. We are constantly exchanging information, seeing what's going on in the market. You must always keep yourself up to date! And they want us to work focusing on investors. Few companies look at ESG as strategy. CCR’s openness concerning the improvement of ESG reporting is already innovative. About my career as a teacher, I teach an Executive MBA class and I love it. I always encourage students to look at sustainability as an essential part of business, and I also show them the news and opportunities that exist. It is a way for me to fulfill myself and help young managers who are entering the market and will soon make their decisions, considering sustainability in those decisions.
News – Can I ask you about your plans, or is it too early to ask?
Cristine - The CCR Institute is very well managed, with very consistent projects. I see that we can increase the performance of our programs, for example, we have the opportunity to make employees participate more in the Institute, so that they feel the pride of belonging to CCR and have a profound understanding of what the institute does, as well as what are its projects and benefits. My initial goal is to implement this among employees and make sure the company's diverse audience is able to see it. In the company's various initiatives during this pandemic, for example, we saw the importance of truck drivers and we will certainly continue to pay attention to them after the pandemic. Even before I arrived, a new goal for the Institute had already been approved regarding social inclusion through diversity and income generation, in addition to health and education, which were already pillars of the institute. Therefore, I see that we have many possibilities. We are going to expand what we already have and invent new features!
News – Tell us a little about your personal life!
Cristine – I am from São Paulo, but, because of my family, I enjoy cities in the country, such as Atibaia and Campos do Jordão. I have a brother and two nieces who live in England – I miss them so much and we are always talking. They are 18 and 20 but they are auntie’s sweethearts (laughs), and I try to influence them a lot concerning sustainability and feminism – what it means to be a woman today – I recommend books and I am always looking after them (laughs). My son is 18, is studying Economics and is a very good boy and very intelligent! My parents are elderly, but they are very healthy and have a lot of energy! I love trekking, I need to do outdoor activities. I have done a lot of rappelling too. And I like to crochet, especially the more rustic pieces, like rugs, and especially with my crochet friends. Now, with the pandemic, I do crochet while online chatting with them. I also did eight years of ballroom dancing. I used to perform every year and the taste for music and dance came from my family, from my great-grandparents. When they came from Italy, they held the city’s dance events in their house, so the taste came from there. I have a restless soul, I am always hunting for news out there! As a friend of mine says: "What are you making up now, Cris?" (laughs).