Key Insights‍

What works for everyone, works for no one. This is my work mantra. This is the idea that I never let go of.
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Dimension is not quality. I don't want a 25-year-old guy to be impacted by content about incontinence for middle-aged people. It's a waste of money, resources and, in the end, a poor service for the brands and the audience.
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At the end of the day, we are talking to people, but we have to talk to the right people, those who are interested, those who identify with it, those who will care. Those who want to talk to us.
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Understanding the dynamics of society and its complexity will increase our goals in making a good branded content in any kind of format. Right now, video is king, but there is so much we can do to deliver a good message.
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We have to find intelligent ways to create and curate relevant branded content for our audience.
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If we have what they need, they will find us, they will consume our content, and if we are lucky enough, they will follow us.
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I really believe that each person is unique, so we have to create unique branded content.

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Signature Work Achievements

As a professional with almost 25 years of experience, my work can be characterised by a strategic approach combined with creativity, always focused on disruptive solutions that challenge the status quo. My major ability has been to anticipate trends and implement effective strategies as a leader in the media sector.
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Some of my career milestones have been the Implementation of Innovative Campaigns, such as the creation and execution of (M)eu Verso https://meuverso.sabado.pt/oncologia.php, a campaign that redefined market standards for health insurance, setting new benchmarks for creativity and effectiveness. Also one of the most important campaigns that I've ever been involved in is the Mercedes campaign named Respect: https://respeitopelaagua.sabado.pt/, that is focused on the oceans and world sustainability.

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One of the things that make me most proud is the teams that I have worked with. It's been a privilege leading diverse teams, fostering collaboration, and leveraging talent to achieve common goals, integrating emerging technologies into media strategies, and ensuring relevance and competitiveness in the industry, which has led us to receiving awards and distinctions that validate our commitment to excellence and innovation.
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I like to think that part of my job is to invest in the growth of new professionals, contributing to the evolution of the media landscape in Portugal.

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Career Lessons

When I started my career, content for brands was not yet being discussed in Portugal and I had the privilege of being part of the first team to do so. Of course, being a woman was a challenge as was being young. This was a new aspect in a market in which men were predominant and ensuring that my knowledge was taken into account was one of my biggest challenges from the beginning.

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However, I think I have always been lucky to work with directors who believed in me and always gave me credit for what I believed in doing. We have been winning together, on a path that was initially unknown to everyone and which is currently one of the most challenging in the market due to increasing competition.
If I had to give advice to a young woman who is starting her career in this area, I would tell her: don't settle, take courses, be curious, always look for new things. Our worst enemy is not growing ourselves and not wanting to be more. If someone says we are not enough, we have to show our grit.