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About

Growth Strategist & Builder.

I work across business, marketing, data and digital product — with depth in performance marketing and analytics.

Strategy connected to execution

More than nine years turning objectives into measurable systems, combining strategic thinking with the ability to build.

  • Strategy
  • Acquisition
  • Measurement
  • Experience

A generalist with depth

Specialisation in paid media and analytics is a foundation, not a boundary. The work extends into SEO, web and automation.

  • Paid media
  • Analytics
  • SEO
  • Web
  • AI systems

Professional evolution

From performance to the system around performance.

The specialisation began in acquisition and measurement. The range came from following each constraint to its cause: infrastructure, experience, content, process, product or automation.

Performance depth

More than nine years in paid media and analytics created a practical base for discussing budget, intent, attribution, pipeline and unit economics.

Agency and client

Experience on both sides adds perspective on portfolios, teams, execution speed, stakeholders and commercial responsibility.

Different markets

Portugal, Spain, France, the UK and Nordic markets reinforced one conviction: context and judgement matter more than copying a playbook.

Builder mindset

When the constraint is in the website, tracking, workflow or interface, I aim to build or prototype the required piece without presenting myself as a professional software engineer.

Foundation and perspective

Experience across strategy and execution.

The background combines Advertising and Marketing education, a Master's in Digital Marketing, agency and client work, and ongoing development in strategic leadership.

  • Multi-market agency performance
  • B2B SaaS growth and e-commerce client-side
  • Tourism, retail, technology and services
  • Work in PT, EN and ES
  • Google Ads and measurement depth

Questions about my profile

Are you a specialist or a generalist?

I am a growth strategist with depth in performance marketing and analytics. Range across SEO, web, product and automation exists to solve real dependencies, not replace specialists in every field.

Do you develop software professionally?

I do not position myself as a software engineer. I use prototyping, digital tools and assisted development to turn hypotheses into functional experiences and collaborate better with technical teams.

What does agency and client-side experience add?

Agency work teaches variety, pace and portfolios; client-side work deepens context, team integration and responsibility for the system beyond one campaign.

Explore the work

Services

How experience translates into collaboration.

Work

Public cases and experiments.

Lab

What I am testing and learning.