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Tiago Baccarelli Justino

Senior Manager, Design Strategy, EY


Tiago serves as adjunct professor at the Institute of Design, teaching Innovation Implementation since 2019. In addition, Tiago also teaches Design Strategy and Design Thinking at EY in its global Future Advantage program and US Learning program. Tiago has Master of Design degree from the Institute of Design (ID), an MBA from the Illinois Institute of Technology’s Stuart School of Business, and a bachelor’s degree in Business Management, Marketing, and Logistics from Penn State University.

Industry Experience

Tiago is a design strategist, the EY wavespace San Francisco and San Jose Leader, Health Sciences and Wellness Leader, and Americas Design Practice Leader. As such, he collaborates with leading companies in consumer packaged goods and retail, technology, media and entertainment, telecommunications, healthcare, life sciences, and agriculture. Some of his clients include Disney, Corteva, Chevron, Merck, Pfizer, J&J, Takeda, Boeing, Mars Inc., Cisco, Providence, and Centra. In addition, Tiago is a customer advisory board member at Adobe.

Tiago’s client-serving role is currently focused on the Life Sciences and Healthcare industries, supporting clients such as Johnson & Johnson, Pfizer, Merck, Takeda, UHG, Blue Cross Blue Shield, Kaiser Permanente and Providence.

He has more than 20 years of experience, including design strategy, retail design, communication, business model development, and marketing and design research. He has managed multiple teams of designers and design suppliers for several projects focused on innovation and design strategy.

His previous career experience includes marketing, channel management, and advising startup entrepreneurs.

Speaking and Publishing

Tiago is trained facilitator and main stage presenter having participated on multiple programs to companies such as Mars Inc., Johnson and Johnson and Merck for several years, in addition to cross-company conferences such as Collaborate with the Retail Design Institute in August 2021.