Truly effective branded content will (still) be defined by its ability to earn attention rather than demand it. In a saturated and fast-moving media landscape, relevance, editorial rigor, and strategic clarity will matter more than ever. The strongest branded content doesn’t feel like advertising. It feels genuinely worth people’s time. It’s rooted in real insight and told with the same care, discipline, and integrity we expect from great editorial storytelling. When brands shift their focus from visibility to meaning, branded content becomes a space for trust, connection, and long-term impact. It doesn’t interrupt. It adds value.
Key Insights
I believe Branded Content in Portugal still has enormous growth potential that is yet to be fully explored. While the market has traditionally underused this format, there is a growing openness from brands and media groups to invest in more meaningful, strategic, and audience-first content.For this evolution to truly happen, brands need to move away from treating branded content as traditional advertising, and media organisations must continue investing in well-structured, integrated teams that respect editorial values. When these elements come together, branded content becomes a powerful space for emotional connection, relevance, and long-term impact — for brands, readers, and publishers alike.
Signature Work Achievements
Over the years, I’ve led and contributed to a wide range of branded content projects across multiple media organisations, playing an active role in driving sustained revenue growth and more integrated branded content models.
A core part of my role has been shaping strategic branded content proposals across diverse industries, translating brand objectives into editorial-native ideas that respect audiences and deliver meaningful business impact.
I’m particularly proud of having helped shape integrated branded content models, bringing editorial, commercial, and new business teams closer together and fostering more collaborative ways of working.
Throughout this journey, I’ve also implemented new workflows and project management frameworks, improving efficiency, structure, and creative consistency within branded content teams.
More recently, I’ve built an independent branded content consulting practice, advising media brands and clients across multiple freelance projects, supporting them in developing editorial-native strategies, scalable formats, and content solutions with measurable business impact.
Alongside this path, I was honoured to be invited as the first Portuguese jury member for the Branded Content Awards, organised by NAI.
Career Lessons
In these past years, I have been learning to listen to my inner voice and stand by it, even in environments where dominant masculine energy tends to drown out intuition. I believe women have a unique way of thinking and viewing the world, one that is often not given the space it deserves. Throughout my career, a journalistic background has been one of my strongest assets in branded content. The ability to truly understand what a brand is trying to achieve — and translate that into stories that feel relevant, focused, and genuinely interesting for readers — is what makes branded content meaningful. Strong narratives also live at the intersection of editorial rigor and strategic clarity.
