Available to hire
Senior Communication and PR professional with over 20 years of experience across the fashion, beauty, luxury, and lifestyle sectors, leading 360º communication strategies for high-profile international brands.
Throughout my career, I have developed and implemented integrated PR, influencer, events, and brand positioning strategies, delivering national impact with a strong focus on results, reputation, and long-term value creation.
I have spent most of my professional journey working between global agencies and international brands, with responsibilities that included team leadership, budget management, stakeholder negotiation, and campaign activation aligned with business objectives.
In recent years, I have served as Head of Luxury, Fashion & Beauty, leading strategic projects for brands such as Dior Beauty, Moët & Chandon, Jaeger-LeCoultre, Tudor, and Rolex, with a strong emphasis on growth, visibility, and premium positioning.
I am currently open to new communication and PR challenges, either in-house or in a consultancy context, where I can bring my strategic expertise, brand vision, and execution capability to ambitious and meaningful projects.
Experience Level
Language
English
Advanced
Spanish; Castilian
Advanced
Portuguese
Fluent
Work Experience
Head of Luxury, Fashion & Beauty Department at Global
June 1, 2024 - September 22, 2025Led the Luxury, Fashion & Beauty department, managing a team of 4 and overseeing brands including Moët & Chandon, Dior Beauty, D’Aveia, Tudor, Rolex, Jaeger-LeCoultre and Mesoestetic. Responsibilities included events, budget management, team and brand strategy, and PR strategy for the Max Mara Resort fashion show held in Lisbon in 2022. Drove new business initiatives.
PR Manager at Sephora Portugal
June 1, 2021 - September 22, 2025Managed Sephora Portugal brand communication, designing and implementing communication strategies and brand activation across digital campaigns and influencer collaborations. Coordinated interviews with media, digital campaigns, influencer strategy, monitoring results and opportunities. Project manager of events such as Rock in Rio 2018, 20 Anos Sephora Portugal, digital events with Live Shopping (2021), seasonal Press Days, In-store actions with brands and influencers, and exclusive brand launches.
Business Area Account Director Consumer & Brand Marketing at GCI
March 1, 2017 - September 22, 2025Analysis of brand positioning and design of communication strategies aligned to target audiences. Translation of brand strategies into communication plans, coordination of creative development, ROI/KPI measurement, budgeting, and new business development.
Showroom & Communication Manager at H&M
June 1, 2016 - September 22, 2025Responsible for building the brand image in Portugal, development of local showroom and communications strategy, adaptation of global strategies to the Portuguese market, budget management, and acting as the company spokesperson across activity areas.
Head of Luxury, Fashion & Beauty Department at GLOBAL (Communication agency)
June 30, 2024 - September 22, 2025Led the luxury, fashion, and beauty practice, managing a team of 4 and coordinating brand activations for clients including Moet & Chandon, Dior Beauty, D’Aveia, Tudor, Rolex, Jaeger-LeCoultre, and Mesoestetic. Oversaw budgets, brand strategy, and PR initiatives; developed and executed PR strategies for major events such as the Max Mara Resort show in Lisbon (2022) and drove new business opportunities.
PR Manager at Sephora Portugal
June 30, 2021 - September 22, 2025Designed and implemented brand communications and activations in the Portuguese market, managed exclusive brands, coordinated media interviews, digital campaigns, and influencer programs. Led major events (Rock in Rio 2018, Sephora 20th Anniversary, 2021 Live Shopping digital event, Seasonal Press Days), in-store actions, and internal conventions; managed budgets, clipping monitoring, reports, and databases.
Business Area Account Director - Consumer & Brand Marketing at GCI
March 31, 2017 - September 22, 2025Analyzed brand positioning and designed tailored communication strategies; translated brand strategies into communication plans; coordinated creative development and produced motivating stimuli to reach target audiences; measured ROI & KPIs; managed budgets and led new business initiatives.
Showroom & Communication Manager at H&M
June 30, 2016 - September 22, 2025Built and evolving Portugal’s H&M brand image; led the development of the communication department and showroom in Portugal; implemented PR and communication strategies; managed annual budget; acted as spokesperson for the company in multiple areas.
Head of Luxury, Fashion & Beauty Department at Global
June 1, 2024 - June 1, 2024Led a team of four professionals in luxury fashion and beauty PR, overseeing brands such as Moet & Chandon, Dior Beauty, D’Aveia, Tudor, Rolex, Jaeger-LeCoultre, and Mesoestetic. Managed events and budgets, defined team and brand strategy, and directed PR programs. Served as project/PR strategy manager for the Max Mara Resort fashion show in Lisbon (2022). Identified new business opportunities and expanded agency portfolio.
PR Manager at Sephora Portugal
June 1, 2021 - June 1, 2021Managed Sephora Portugal's brand communications; designed and executed market activation strategies and influencer campaigns; coordinated interviews with media; oversaw digital campaigns and influencer strategy; managed events (Rock in Rio 2018, Sephora Portugal 20th anniversary, 2021 Live Shopping digital event, seasonal Press Days, in-store activations) and internal conventions; managed communications and marketing budgets, clipping and reporting.
Business Area Account Director Consumer & Brand Marketing at GCI
March 1, 2017 - March 1, 2017Analyzed brand market positioning; developed and translated brand strategies into communication plans and objectives; coordinated creative development and measured ROI/KPIs; led budgets and new business; monitored market trends and consumer insights to identify opportunities for action.
Showroom & Communication Manager at H&M
June 1, 2016 - June 1, 2016Built and maintained H&M Portugal brand image; developed and implemented showroom and communications strategy; managed annual budget; acted as spokesperson; led adaptation of PR strategy for the Portuguese market.
Education
Degree in Public Relations and Advertising at INP – Instituto Superior de Novas Profissões, Lisboa
January 1, 1997 - January 1, 2001Degree in Public Relations and Advertising at INP – Instituto Superior de Novas Profissões, Lisboa
January 1, 1997 - December 31, 2001Degree in Public Relations and Advertising at INP – Instituto Superior de Novas Profissões, Lisboa
January 1, 1997 - January 1, 2001Qualifications
Media Training
January 1, 2007 - January 1, 2008Leadership – H&M
January 1, 2014 - December 31, 2014Media Training – H&M
January 1, 2007 - December 31, 2008Crisis Management – H&M
January 1, 2014 - December 31, 2014Feedback – H&M
January 1, 2015 - December 31, 2015Time Management – H&M
January 1, 2018 - December 31, 2018Media Training – H&M
January 1, 2010 - January 1, 2010Industry Experience
Consumer Goods, Retail, Media & Entertainment, Professional Services, Travel & Hospitality, Other
Experience Level
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