About — 01
Management taught me how organisations think, how markets move, how decisions get made. What it didn't answer, and what eventually pulled me toward marketing, was why any of it matters to the people on the other side.
That question led me into the field early. I've worked in marketing since my first year of university, not because it was the obvious next step, but because the questions it raised were the ones I actually wanted to answer. How does a brand become irreplaceable? What separates the ones that last from the ones that disappear?
The brands I'm drawn to, in fashion, in watchmaking, in automotive, treat identity as a discipline. They take the long view. They understand restraint as a form of intelligence. That's the world I'm building toward, deliberately.
Experience — 02
Responsible for brand presence across digital channels, owning content strategy, developing editorial direction, managing creative briefs, and analysing performance to inform decisions. The role sits at the intersection of creative judgment and strategic thinking, which is precisely where I want to be.
A university internship that became something else. Over three months I worked across content strategy, campaign support, and brand communications. At the end of it, they offered me the role full time.
Led the integration of AI tools into the production and operational workflows of a specialist dental laboratory, identifying where intelligent systems could reduce friction and implementing change in an environment with no existing framework for it. Outside of marketing entirely, and more valuable for it.
For five years, running alongside my degree, I worked independently with small businesses across Portugal: strategy, brand development, communications, and later AI-powered tools to accelerate client workflows. Working without a structure taught me to think from first principles and deliver work that holds up when there's no one else to defer to.
Education — 03
Master's in Marketing
Where the professional questions I was already asking found their academic framework: brand meaning, consumer psychology, and the strategic dimensions of how brands function in people's lives.
◆ Thesis: Symbolic Brand Cues & Emotional Attachment in Luxury Brands
Bachelor's in Management
Four years studying how organisations think, how markets move, and how decisions get made at scale. The foundation that lets me approach brand problems structurally, not just creatively.
◆ Head of Marketing, NEGE UPT, the University's student business association
Secondary, Economic Sciences
Completed with a focus in Economic Sciences, building the quantitative and analytical foundation that carried directly into Management.
Primary & Secondary, English-medium
Eight years of academic formation conducted entirely in English, in an international environment, the foundation of the language fluency and cross-cultural ease I carry into every professional context.
Thinking Out Loud — 04
Short pieces on brand strategy, consumer psychology, and the questions I find worth thinking through. Precise, honest, and without unnecessary complexity.
Interests — 05
Outside the work, I pay close attention to why certain things feel right and others feel off, the precision of a well-engineered machine, the discipline behind a craft made to last, the psychology behind every human decision. These aren't separate interests.
0101 / 04There is a discipline to riding most people don't expect. Full attention, precise judgment, an instinct for how systems behave under pressure. The machine and the rider have to be coherent, a standard that doesn't switch off when I'm not on the bike.
0201 / 04Mechanical watchmaking and the luxury sector share one quality I find compelling: the refusal to accept good enough. Every component justified, every detail deliberate, nothing included without a reason. A standard of thinking, not just of making.
0301 / 02I've always been more interested in the person behind the decision than the decision itself. What drives someone to choose, to attach, to stay loyal or walk away. Psychology isn't a separate interest from marketing, it is the foundation of it.
Personal — 06
I'm genuinely interested in how things work, how systems behave, and why people make the choices they do. That interest drives the research, the reading, and most of the work I find worth doing.
I pay close attention to how things look, feel, and communicate. Aesthetics aren't decoration, they're information, and almost always the first thing that tells you whether something knows what it is.
I'm not interested in fast signals or short cycles. The careers, brands, and ideas worth studying are the ones built to endure. That orientation shapes how I work and what I'm building toward.
Contact — 07
Whether you're working on a luxury branding project, exploring a research collaboration, or simply want to exchange ideas about premium brands and the culture behind them, if the conversation has rigour and substance, I'm interested.