Marketing and communications professional with 20+ years of experience turning business objectives, market insights and complex information into clear strategies, persuasive recommendations and well-structured deliverables for clients and senior stakeholders. Founder of Level Up Digital, with a background spanning consulting, corporate finance, franchising and B2B marketing.…

Joana Lopes

Marketing and communications professional with 20+ years of experience turning business objectives, market insights and complex information into clear strategies, persuasive recommendations and well-structured deliverables for clients and senior stakeholders. Founder of Level Up Digital, with a background spanning consulting, corporate finance, franchising and B2B marketing.…

Available to hire

Marketing and communications professional with 20+ years of experience turning business objectives, market insights and complex information into clear strategies, persuasive recommendations and well-structured deliverables for clients and senior stakeholders. Founder of Level Up Digital, with a background spanning consulting, corporate finance, franchising and B2B marketing.

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Language

Portuguese
Fluent
English
Advanced
Italian
Advanced
German
Advanced
French
Beginner

Work Experience

Founder & Marketing Consultant at Level Up Digital
January 1, 2021 - Present
Develop marketing and communication strategies aligned with clients' commercial objectives across real estate, construction, furniture, beauty and B2B services. Create strategy documents, proposals, client presentations, editorial roadmaps and campaign recommendations, translating business needs into clear actions and deliverables. Structure complex information into concise messaging and visually coherent materials for decision-makers and client teams. Monitor campaign and content performance, analyze metrics and provide practical optimization recommendations.
Founder & Social Media Strategist at Level Up Digital
January 1, 2021 - Present
Develops tailored social media strategies for small and medium-sized businesses across real estate, construction, furniture, beauty, and B2B services. Plans and manages editorial calendars for Instagram, Facebook, and LinkedIn (posts, stories, carousels, reels). Curates client photos/videos into consistent content through copywriting and short-form video editing. Monitors reach, engagement, and campaign performance, translating analytics into actionable growth recommendations. Supports community management, lead generation, paid campaigns, and brand consistency across digital touchpoints.
Marketing Manager (B2B marketing & institutional positioning) at NBB M&A Advisors
January 1, 2017 - January 1, 2021
Managed B2B marketing and institutional positioning for a mergers & acquisitions and corporate finance advisory brand.
Marketing Manager at NBB M&A Advisors
January 1, 2017 - January 1, 2021
Managed B2B marketing and institutional positioning for a mergers & acquisitions and corporate finance advisory brand.
Marketing Manager at Onebiz Group
January 1, 2017 - January 1, 2021
Coordinated marketing and communication across multiple brands in franchising, accounting, consulting, and corporate finance. Planned campaigns, digital initiatives, institutional communication, and events for both B2B and B2C audiences.
Marketing Manager at Acountia - Business Consulting & Accounting
January 1, 2012 - January 1, 2021
Developed annual marketing plans, digital campaigns, newsletters, content, and network communications. Managed online presence and created clear, useful content for clients and business partners.
Communications Intern at EMIREC Communications Agency
March 1, 2003 - June 1, 2003
Supported communication projects, public relations activities, and content development.
Product Manager / Marketing Manager at Exchange - Financial Consultants Network
January 1, 2003 - January 1, 2012
Progressed from Product Manager to Marketing Manager, leading product development, campaigns, network communications and commercial support. Conducted market and competitor analysis, developed communication materials and supported events and strategic marketing initiatives.
Marketing Manager / Product Manager at Exchange - Financial Consultants Network
January 1, 2003 - January 1, 2012
Progressed from Product Manager to Marketing Manager, leading product development, campaigns, network communications, and commercial support. Conducted market and competitor analysis, developed communication materials, and supported events and marketing initiatives.
Public Relations (Intern/Support) at Hotel Emmaus, Rome
February 1, 2002 - July 1, 2002
Supported international guests and communications during the Erasmus programme.
Public Relations (Erasmus programme support) at Hotel Emmaus, Rome
February 1, 2002 - July 31, 2002
Supported international guests and communications during the Erasmus programme.
Public Relations Intern at Hotel Emmaus, Rome
February 1, 2002 - July 1, 2002
Supported international guests and communications during the Erasmus programme.
Public Relations Assistant at Hotel Emmaus, Rome
February 1, 2002 - July 1, 2002
Supported international guests and communications during the Erasmus programme.

Education

BA in Communication Sciences at Fernando Pessoa University
January 1, 1998 - January 1, 2003
Erasmus / Socrates Programme at LUMSA University, Rome
January 1, 2001 - January 1, 2002
Digital Marketing Techniques at CESAE
January 1, 2021 - January 1, 2021
Social Media Management at CESAE
January 1, 2021 - January 1, 2021
Email Marketing at Rock University
January 1, 2022 - January 1, 2022
BA in Communication Sciences at Fernando Pessoa University
January 1, 1998 - January 1, 2003
Erasmus / Socrates Programme at LUMSA University, Rome
January 1, 2001 - January 1, 2002
Digital Marketing Techniques at CESAE
January 1, 2021 - January 1, 2021
Social Media Management at CESAE
January 1, 2021 - January 1, 2021
Email Marketing at Rock University
January 1, 2022 - January 1, 2022
BA in Communication Sciences at Fernando Pessoa University
January 1, 1998 - January 1, 2003
Erasmus / Socrates Programme at LUMSA University, Rome
January 1, 2001 - January 1, 2002
Digital Marketing Techniques at CESAE
January 1, 2021 - January 1, 2021
Social Media Management at CESAE
January 1, 2021 - January 1, 2021
Email Marketing at Rock University
January 1, 2022 - January 1, 2022
BA in Communication Sciences at Fernando Pessoa University
January 1, 1998 - January 1, 2003
Erasmus / Socrates Programme at LUMSA University, Rome
January 1, 2001 - January 1, 2002
Digital Marketing Techniques at CESAE
January 1, 2021 - January 1, 2021
Social Media Management at Rock University
January 1, 2022 - January 1, 2022
Email Marketing at Rock University
January 1, 2022 - January 1, 2022

Qualifications

Google AdWords
January 1, 2014 - July 29, 2026
Advanced Digital Marketing
January 1, 2015 - July 29, 2026
Intensive Digital Marketing Programme - Rafael Rez and Paulo Faustino
January 1, 2018 - July 29, 2026
Adobe Creative Cloud (Photoshop, Illustrator, InDesign, Premiere Pro, After Effects and XD)
January 1, 2021 - July 29, 2026
Google AdWords
January 1, 2014 - July 29, 2026
Advanced Digital Marketing
January 1, 2015 - July 29, 2026
Intensive Digital Marketing Programme
January 1, 2018 - July 29, 2026
Adobe Creative Cloud (Photoshop, Illustrator, InDesign, Premiere Pro, After Effects, XD)
January 1, 2021 - July 29, 2026
Google AdWords
January 1, 2014 - July 29, 2026
Advanced Digital Marketing
January 1, 2015 - July 29, 2026
Intensive Digital Marketing Programme - Rafael Rez and Paulo Faustino
January 1, 2018 - July 29, 2026
Adobe Creative Cloud (Photoshop, Illustrator, InDesign, Premiere Pro, After Effects, XD)
January 1, 2021 - July 29, 2026
Rock University (Email Marketing)
January 1, 2022 - July 29, 2026
Google AdWords
January 1, 2014 - July 29, 2026
Advanced Digital Marketing
January 1, 2015 - July 29, 2026
Intensive Digital Marketing Programme
January 1, 2018 - July 29, 2026
Adobe Creative Cloud (Photoshop, Illustrator, InDesign, Premiere Pro, After Effects, XD)
January 1, 2021 - July 29, 2026

Industry Experience

Financial Services, Real Estate & Construction, Media & Entertainment, Professional Services, Retail, Other
    Social Media Strategy

    A selection of social media and digital communication projects developed for brands across real estate, construction, furniture, interiors and B2B services.

    My work includes social media strategy, editorial planning, copywriting, content creation, reels, community management, campaign support and performance analysis.

    Selected projects include Palhares Construções, Móveis Abel, Predipalma and Isodeco, each with different audiences, objectives and communication needs.

    I combine strategic thinking with hands-on execution, turning business goals, existing photos and videos into clear, consistent and engaging content systems.

    Key results include:

    • 27% revenue growth in one supported project
    • 167K Facebook views, including 104K organic views
    • 21.8K Instagram views, including 20K organic views