Pedro Villa is an economist, lawyer and digital transformation specialist. He holds an MSc in Economics from Fundação Getulio Vargas (FGV/EESP) and a law degree from Universidade Católica do Salvador. He holds both Brazilian and Spanish nationality, which has shaped his perspective on healthcare markets across Latin America and Europe.
His Master's research evaluated the causal impact of digitalizing Brazil's Primary Health Care through the adoption of the Citizen's Electronic Health Record (PEC) within the e-SUS APS framework. Using a longitudinal panel of over 300,000 annual observations (2014–2024) and Difference-in-Differences estimators including Sun & Abraham (2021) and Callaway & Sant'Anna (2021).
Pedro operates at the intersection of data analytics, applied econometrics and business strategy, with a focus on healthcare and regulated industries. He brings over 15 years of executive experience as CEO, CFO and CIO of large Brazilian industrial groups, including Katoen Natie Brasil, DPaschoal Group and Fortbras Autopeças (an Advent portfolio company). He was also founder of multiple healthcare ventures in Brazil with successful exit.
Pedro is the founder of Anouk Partners, a consulting firm specialized in digital transformation with emphasis on data and econometric analysis. He is also Co-founder of Serena Labs, an Intelligent Customer Engagement platform headquartered at the Barcelona Health Hub, building specialized AI agents for the European healthcare market.
His research interests include applied econometrics in health markets, causal inference methods, digitalization of public health systems, and data-driven value creation in healthcare organizations.