iMasters and Orgânica launch CTO S.A., for a select group of technology leaders

Exclusive to invited guests and non-commercial, the initiative combines personal branding, strategic planning, and collaboration among CTOs. The first meeting takes place on October 1st.

CTOs take part in decisions that shape the future of companies, lead teams, and help build long-term strategies. But when do these professionals set aside a day to plan their own career path? That is the provocation behind CTO S.A., an initiative created by iMasters and Orgânica, with its first meeting scheduled for this Thursday, October 1st, 2026.

Aimed at CTOs in Brazil, the project will have exclusive participation by invitation, with the leaders who will take part in the meetings being selected. The proposal is to bring these executives together periodically to dedicate a full day to developing their careers, combining individual reflection, exchange of experiences, and collective building.

Non-commercial in nature, CTO S.A. is built around two central pillars: awareness of one's own professional brand and strategic career planning. The intention is for participants to leave the meeting with a plan built from their ambitions, their distinguishing strengths, and the contributions of other leaders.

A career path that goes beyond the role and the company

For Roni Bueno, the starting point is recognizing that an executive is also a brand. Their career path, their choices, and the way they are perceived by teams and by the market form an identity that needs to be understood and worked on.

“If you are a C-Level, you are a brand,” says Roni Bueno, Founder of Orgânica

To explain the proposal, he draws on his own experience: being known as “the Roni from Netshoes” (Roni had an important stint at Netshoes, a Brazilian e-commerce company) does not mean his professional identity ends when his ties with the company end. The reflection applies to leaders whose image is strongly associated with an organization, a role, or an industry.

In Roni's view, market perception can influence an executive's range of movement. A professional recognized exclusively for their work in telecommunications, for example, may find it difficult to be considered for opportunities in other segments, even when they are capable of contributing to those businesses.

The meeting aims to put this discussion on the table: how each CTO is perceived today, how they wish to be recognized, and what characteristics make their contribution unique. The proposal is to bring intentionality to a positioning that, often, ends up being defined solely by others' perceptions.

The executive's own strategic planning

The second pillar of CTO S.A. starts from a comparison with organizations' routines. While executives regularly take part in strategic planning exercises for the business, they do not always apply that same discipline to their own professional lives.

“When was the last time he did his own strategic planning?” Roni provokes.

During the meeting, this question unfolds into reflections on future, purpose, and legacy. Where does the professional want to be in five or ten years? What impact do they want to make? How do they want to be recognized? What causes and ideas do they intend to champion? What sets them apart from other leaders?

These questions connect the initiative's two pillars. Planning helps define the desired direction; personal branding work allows reflection on how the executive's positioning contributes to that path.

Individual reflection, collective building

The CTO S.A. dynamic will combine moments of individual work with group discussions. Each participant will be invited to look at their own career and share their reflections with other CTOs, who can contribute with questions, experiences, and different perspectives.

Collaboration is a central part of the format. While working on their own plan, each executive also helps the others examine choices, identify possibilities, and adjust paths.

According to Roni, the expected outcome is for each participant to end the day with a plan for their own career, enriched by the group's contributions. The meeting thus proposes to transform issues that are usually dealt with alone into an opportunity for peer-to-peer development.

An initiative born from a mentorship experience

The partnership arose from a challenge Tiago Baeta, of iMasters, put to Roni Bueno. After experiencing the contribution mentorship made to his own career, Tiago proposed creating an initiative that would bring this space for reflection and collaboration to technology leaders.

“Roni Bueno is a reference for me when it comes to developing outstanding executives. I, along with several other important founders in the technology sector, had the privilege of being mentored by him, and that experience inspired me to challenge him to build an initiative for CTOs. We want to periodically bring together leaders willing to dedicate a full day to their own careers, exchange experiences, and help each other build their next steps. Our expectations are huge. It is a collaborative, non-commercial initiative,” says Tiago Baeta, founder of iMasters and CEO of Grupo iMasters.

 

The first meeting will take place on October 1st, with 25 CTOs, kicking off a proposal that puts CTOs' career paths at the center of the conversation. For one day, strategic planning will focus on the executive themselves: their ambitions, their professional identity, and the future they want to build.

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