Porto Metropolitan Area
Resilient, driven, and naturally wired to connect the dots, I thrive in complex environments where strategic thinking meets execution. I’m passionate about understanding the big picture and aligning cross-functional teams to deliver measurable business impact. As Head of Marketing for the Residential Offer at NOS, I lead the strategy and execution for customer acquisition, value proposition, and digital growth. My background in Business Intelligence has shaped a strong analytical mindset, helping me turn data into insight and insight into action. With deep experience in the telecom industry, I’ve led marketing initiatives that connect strategy with execution—bringing together diverse teams to drive growth and customer impact. I believe in leading with empathy and authenticity. My leadership style is grounded in servant leadership—creating space for teams to grow, contribute, and succeed. I empower people, foster trust, and aim to build a sense of purpose in everything we do. Always curious. Always learning. Always focused on what creates value.
I lead the Residential Offer Marketing area at NOS, with end-to-end responsibility for the definition, management, and growth of the B2C Household portfolio. In parallel, I am the leader of the Digital Marketing Squad, responsible for the digital acquisition strategy for new customers, covering planning, execution, optimization, and performance governance across digital channels. My role sits at the intersection of strategy, data, and execution, covering: • Offer and bundle strategy (TV, Net, Mobile, OTTs and value-added services) • New customer acquisition and digital growth strategy • Fiber footprint expansion and go-to-market coordination • Pricing, promotions, and commercial performance management I work closely with Sales Channels, Digital, Data & Analytics, IT, Network, Media, and external partners, translating market insights and business goals into scalable, customer-centric offers. Key focus areas include: • Driving sustainable growth in a highly competitive market • Aligning offer and digital strategy with fiber expansion and coverage realities • Using data to guide decisions, prioritize initiatives, and measure impact • Leading cross-functional squads to accelerate execution and learning I’m particularly motivated by building clear strategies, simplifying complexity, and enabling teams to deliver results that balance customer value, commercial performance, and long-term growth.
Led a multidisciplinary Marketing and Data Science team working in an Agile model, with responsibility for maximizing the lifetime value of 1.5M NOS household customers. Core scope included: • Ownership of the Data Science roadmap, team leadership, and alignment of advanced analytics with commercial priorities • Definition of value proposition and offer strategy for the existing customer base • End-to-end campaign execution and GTM across retention, upsell, and cross-sell initiatives Additionally, acted as Personalization Lead for major company-wide initiatives: • Next Gen Commercial Capabilities — Personalization stream (Dec 2021 – Jun 2023) • Digital Marketing & Personalization — CRO & Personalization Chapter Lead (Nov 2020 – Sep 2021) This role strengthened my focus on data-driven decision making, personalization at scale, and cross-functional leadership to drive sustainable customer value.
Defined and led the B2C retention marketing strategy for NOS customers, covering both proactive and reactive retention initiatives within the Marketing B2C Experience & Value Management unit. Key responsibilities included: • Ownership of retention strategy and offer design, focused on customer value and churn reduction • Product Owner of the Campaign Manager Agile development roadmap, leading the build-out of a scalable campaign ecosystem (frontend, backend, reporting, and commissioning) • Enablement of multiple use cases, including proactive and reactive retention flows and device recommendation logic for existing customers Additional highlights: • Speaker at the Orange Convergence Retention Seminar — London (Oct 2019), sharing best practices on retention strategy and campaign execution This role consolidated my experience in retention strategy, Agile product ownership, and data-driven customer experience optimization.
Early-career role within the Mobile B2C Business Unit, supporting cross-sell, upsell, and campaign analytics initiatives through hands-on data and operational work. Key contributions included: • Ownership of the results and performance tracking stream for a multi-area Cross-Selling program • End-to-end development of context-based marketing campaigns • Design of a track & trace system for SIM card and handset logistics control • Campaign analysis, evaluation, and optimization across cross-sell and upsell initiatives • Management of customer contact logic for telemarketing campaigns • Contribution to mobile coverage investment analysis and campaign strategy enhancement • Maintenance and improvement of behavioral campaign evaluation tools This role provided a strong foundation in business intelligence, campaign management, and data-driven marketing execution, supporting my transition into more strategic marketing and leadership positions.
Master's thesis project: Behavioral evaluation of campaigns - Evaluation of the effects of Marketing initiatives in Value Management of the Mass Market's customer segment
First part-time job experience