Grace de Athayde (DK)
Director, Digital Design & Journey Ecosystem at Pfizer, part of Pfizer’s Commercial AI Accelerator
Previously worked as Portfolio & Delivery Manager — Digital Services (Alsense™ IoT Platform) at Danfoss and the LEGO Group as Sr. Manager Digital Product Design
Born and raised in southern Brazil, but now lives in the southern part of Denmark
Meet Grace at:
Boye Aarhus 26 conference
Track leader: UX Research
Date: Tuesday, November 3
About Grace de Athayde
Grace is Director, Digital Design & Journey Ecosystem at Pfizer, where she works with global teams to scale customer-centricity and simplify the business. She joined Pfizer in 2024 as Journey Management Ops Lead and was part of the Commercial AI Accelerator before taking on her current role in August 2026. Her focus is making journey management operational: establishing the journey management platform at Pfizer and growing it to more than 200 journeys across business units.
Her approach is built on progress over perfection, systems that evolve, and designing for people with people. It has delivered tangible results, from a seven-digit cost-to-serve reduction within a complex IT landscape to de-risking go-to-market in enterprise SaaS through journey-led methods, contributing to tenfold revenue growth in one year.
Grace has almost 20 years of experience in digital development and user experience. She started out building websites in the early 2000s, went on to start and grow her own business, and has since supported digital innovation in eCommerce, the Industrial Internet of Things, enterprise SaaS and now healthcare. She holds certifications in UX Management and Scrum Product Ownership (CSPO), and has been a member of Boye & Co’s Design Leadership peer group since 2021.
About Pfizer
Pfizer is a global biopharmaceutical company founded in 1849 and headquartered in New York. It discovers, develops and manufactures medicines and vaccines across areas such as oncology, vaccines, internal medicine and inflammation and immunology, and its products reach patients in countries around the world.
In Denmark, the company has offices in Ballerup, outside Copenhagen. Pfizer is investing in digital and AI capabilities to improve how it engages with healthcare professionals and patients, including through its Commercial AI Accelerator.
Blog posts with Grace
Expert Of The Month: Grace De Athayde (January 2022)
Past conference appearances
Boye 24 Aarhus Conference
Track: Corporate Innovation
Presentation: Make better decisons with insights and journeys
Boye 22 Aarhus Conference
Track leader: Future Workplace
Boye 21 Aarhus Conference
Track: Project Management
Presentation: Building a continuous learning process - at scale
Boye 20 Aarhus Conference
Track: Design Leadership
Presentation: Raising a Design Community of Practice