The data leader's hands-on experience with machine learning has helped to build a three-part strategy to maximise the benefits of AI at the gardening specialist
Fausto Fleites, vice-president of data intelligence at gardening specialist ScottsMiracle-Gro, is a different type of digital leader. "I'm very hands-on," he says. "I've developed a lot of the machine-learning models that we use myself."
This tactile approach means Fleites continues to hone his on-the-ground data experiences. While promotion to senior executive roles can mean some digital leaders become detached from the day-to-day data challenges that confound businesses, his hands-on approach means he has a sharp awareness of how technology can provide a solution to organisational issues - and that focus is crucial in an age of automation.
"I have a clear understanding of what we can do with AI and how to use it," he says. "Most of the companies that are unclear about AI believe the marketing materials or are listening to someone who is inflating the power of AI. The key to success is understanding what AI can and cannot do, and how to apply AI in a way that's a copilot, as opposed to something that does everything, end to end."
Formerly in senior digital leadership positions with Sears and Accenture, Fleites started working with Scotts in February 2023. The 150-year-old company was eager to exploit its data more effectively, and he was keen to develop a strategy for transformation.
"They used to make a lot of decisions with Google Sheets, but the company had the market share to get all the juice out of advanced analytics, and there was an opportunity to do a lot with their information," says Fleites. "So, to me, it was the perfect company to do something of real value with advanced analytics and everything that entails."