ABOUT ME
Creative Technologist and Digital Strategist currently working in Digital Marketing and CRM, with experience in analytics, social media and web development, with a passion for the web and digital marketing since 2000. In my spare time I’m involveCo-founder of Iniciativa Liberal party, lindy hop dancer and wannabe surfer.
EXPERIENCE
Digital Marketing Director
2022 – Present
Brisa Group
Managing an in-house team of CRM and Digital Marketing specialists for the leading mobility and infrastructure company in Portugal, helping to transform the digital competencies for the group and building the digital brands of Via Verde, Controlauto, VerifiCar Colibri, and A-To-Be.
Key accomplishments:
• Established a new technological and governance model for all the group websites, incorporating internal resources and skills with key partners and infrastructure.
• Migrated from a marketing technology stack based on Adobe Experience to a Salesforce Marketing Stack, with Service, Data Cloud, and Marketing Cloud, reaching over 5 million contacts.
• Built a new in-house digital team, reducing by over 30% the costs of content creation and establishing more streamlined campaign workflows.
• Improved overall privacy measures and controls for customer data, working with legal, IT, and Data Governance teams for more robust and compliant data.
Head of Digital and Customer Marketing
2017 – 2021
FNAC Portugal
Managed a team of 11, overseeing strategy and execution of shared and paid media channels, supporting brand health, user engagement and revenue generation.
Key accomplishments:
• Reduced Cost of Sales of paid traffic below 3€, establishing FNAC Portugal as the most effective performance international units of the group, while remaining one of the most competitive ecommerce players in Portugal
• Acquired over 70k new loyalty members per year, with a renewal rate above 70%
• Led the digital team to create +200 multi-channel digital campaigns per year, increasing the amount of content created in-house.
• Improved in 3 percentage points the email open rate of +1,8 million messages sent per week
• Unified customer records in Teradata base on fuzzy matching approach
• Launched and Completed the RFP for Marketing Automation and CRM solution
• Created a new Customer Intelligence unit to deliver actionable insights with SAS reports and Power BI dashboards.
• Implemented new work methodology with OKRs
Head Of Data & Analytics
November 2015 – November 2017 FULLSIX Group
Worked with clients and partners to create a robust, data driven, story of the performance of measured digital properties. Primarily developing insights for new business and major clients. Activities included: discovering new channels, products and segments; optimizing marketing programs; developing social programs; improving media and social targeting, creating digital dashboards, conducting competitive analysis, developing integrated measurement plans, and building robust ROI models.
Main Projects:
• Developed a Digital marketing strategy for Cultural Industry (MAAT)
• Planned an Oracle Eloqua implementation for financial services (CGD)
• Managed Hubspot customer journeys for B2B company (WeDo Technologies)
• Collaboration on new Programmatic Media model for Axa Iberia
• Planned the UX, built Power BI Dashboards and integrated Microsoft Dynamics with campaign landing pages for global website of Amorim Cork Composites.
Head Of Social Media
May 2010 – October 2015
FULLSIX
Established the social media unit, a specialist team with 12 people working with more than 20 top brands in Portugal and becoming a growing source of revenue for the company.
Main Projects:
• social media strategy and production for Moche, Super Bock, McDonalds
• social business program for Jerónimo Martins and Deloitte Portugal
• social apps for TMN, Guimarães 2012 and Milka
• digital team lead at online political campaign for incumbent coalition in 2015
• digital lead for mobile startup competition Appy Day BPI
Web Strategist
May 2009 – May 2010
FULLSIX
Planning long term digital strategy for brands, building social media initiatives and exploring emerging trends and technologies.
Main Projects:
• Super Bock Blog Awards
• Sprite Green Eye World (US)
Head Of Interactive
January 2007 – April 2009
DraftFCB
Overseeing the interactive unit, developed solutions for new media and established interactive best practices. With strong understanding of Internet industry, I’ve led a small team to deliver effective online advertising solutions. I was also responsible for interactive project management, defining requirements and outsourcing contractors. Further responsibilities included determining technology direction for company and working with systems administrator to manage internal infrastructure.
Main Projects:
• Becel Programa Pro
• Chevrolet Tatoo
• Oreo Aventura Branca
• Grants.pt
Senior Interactive Developer
April 2003 – December 2006
Foote Cone & Belding
Designed and developed html frontend, rich media applications and online advertising deliverables. Working with the product development team, built interactive products and services respecting user-centered design principles.
Main Projects:
• wurth.pt
• adp.pt
• cepsateam.com
• fbrise.pt
• Flash based advergames
Web Developer
June 2001 – March 2003
Digital Branding
Programming of internet applications and websites, interface development in HTML, XML/XSL with ASP and Actionscript/Flash Development;
Main Projects:
• Integrated pilot project for interactive television in Portugal, based on MSTV platform;
• Motion graphics for TV and multimedia (PT Comunicações, JN, NTV),
• Frontend web development for e-commerce platforms (Nlivros.com, Reader’s Digest)
Web Project Manager
April 2000 – May 2001
Moutinho e Athayde
Project management and development of Internet websites
Key Frontend development projects:
• PingoDoce.pt
• EDP
• Cofina
• Lusomundo
• Nokia.pt
International Marketing Manager
September 1999 – March 2000
Sobrinca
UK, US and Latin-American marketing for baby-pram products.
EDUCATION
Business Management
1993 – 1999
Universidade da Beira Interior
Other activities:
• Member of Business Management student association (1 year)
• Member of AIESEC, working on communication and promotion (2 years)
• Member of theater group, acting and working on yearly festival (3 years)
• Worked part-time as network administrator (1 year)
CERTIFICATIONS
• R Programming (Coursera, 2014)
• The Data Scientist’s Toolbox (Coursera, 2014)
• Oracle Eloqua and Content Marketing Cloud Service Sales Specialist (2016)
• Power BI Pro Essential Training (Linkedin, 2017)
• SQL Essential Training (Linkedin, 2019)
• Introduction to R (2017, DataCamp)
• Learning R (Linkedin, 2020)
• Google Data Analytics Certificate, Google/Coursera (2022)
• Content Marketing for Ecommerce, CXL (2023)
• Digital Marketing Strategy and Planning, Digital Marketing Institute (2024)
OTHER SKILLS
Author
2006 – 2014
asourceofinspiration.com
Publishing fresh ideas for interactive creativity at asourceofinspiration.com. Also coauthored osocio.org, one of the world’s top social and cause marketing blogs, ranked in the top 50 of Ad Age’s “Power 150” daily ranking of marketing blogs.