With more than 20 years in IT Product Lifecyle/Marketing/Category area, Max Ricci currently leads the HP Personal System WW Category and 4P, where his team is responsible for the capturing the Markets, Customers and Partners insights and help needed, designing business cases to support the requirements and prioritizing the areas of investiments, while designing/deploying/executing the 4P initiatives across markets and in alignment to HP priorities.

The group works closely with the HP Global Business Unit (GBU), Category Lifecycle Management, Alliances Partners (AMD, Intel and Microsoft) and Markets, been responsible for introducing new technologies, products and solution to the Markets, working in conjuction with Country Category and Crossfunctional Teams (Sales, Marketing, Finance, Supply Chain & Operations).

Prior to the PS WW Category and 4P role , Max lead the Global Business Notebook LifeCycle Management Team. Also, previous experience includes the LATAM Regional Product Management team, focus the GTM & 4P Product Initiatives for Desktops and Notebook under LATAM Category and before that he served at Desktop Category Manager for LATAM and Brazil.

Before joining HP by 2013, Max worked for 10 years in different IT Hardware/Devices companies, including 7years at Lenovo, where he held several roles at Product Management, Procurement and Supply Chain areas, including the role of Corporate Desktop Product Manager. Max has also background on Servers area, where he worked for Brazil local OEMs and Wholesalers Companies, from from Pre-Sales Specialist to Product Manager.