Work Experience (Corporations)
2003 – Managing Director of an Advertising, Publicity and Commercial & Marketing Consultancy company
(Services - B2B activities)
Main responsibilities: Strategic Planning, consultancy, Coordination and Control of the Advertising, Publicity and
Below-the line communications Department; Coordination of the Consultancy Department. Establishing relations and
negotiations with the highest level of Management, with public and private entities and clients. Negotiations at the
highest level of management with the Medias.
1998 - General Manager of a Ceramics Industrial Group with 3 industrial plants (SECLA, SA)
(Consumer Goods - B2B & B2C activities)
Main Responsibilities: Strategic planning, Coordination and supervision of the Sales, Marketing, Finance, Industrial
(factories, production, quality &, supplies) and Human Resources (careers, recruiting & salaries) departments.
International negotiations with the main Wholesalers and Retailers in Europe, Africa, North America and of some
1995 - Managing Director of an international chain of Hotels (Mélia)
(Hotel & Leisure activities - B2B & B2C activities)
Main Responsibilities: Coordination of the commercial and hotel operations departments in Portugal. International
negotiations with the most important Tourism Tour Operators of North America, Europe and of some Asian
1993 – Member of the Board of Directors – of a House Products Retailer Group (DIMENSÃO, S.A.)
(Luxury Design Goods - B2C activities)
Main Responsibilities: Strategic Planning, Coordination of the Commercial, Marketing and Logistics Departments.
International negotiations with the household product’s suppliers from Europe and North America.
1986 - Marketing Director - Food Industry - in a Portuguese leading Food Company “Nacional – CITC, S.A. (Pasta
products, Cookies, Cereal Flakes, Wheat Flour).
(Consumer Goods - B2B and B2C activities)
Main responsibilities: Strategic Marketing planning, Product and Brand management; Communications Strategy;
Coordination of Advertising, Publicity, Merchandising and Below-the-Line campaigns; Trade Marks coordination of
legal activities; Coordination of the Sales and Logistics departments.
1980 – Commercial Director of 5 Star Hotels (Méridien Hotels – Air France Group)
(Luxury Hotel’s & Leisure – B2B & B2C activities)
Main responsibilities: Strategic Marketing planning, Coordination of the Sales, Marketing and Public Relations
departments. International negotiations with the most important Tourism Tour Operators from Europe, North America
(USA & Canada) and of some Asian countries.
8. Teaching Experience (University, Management, Conferences)
8.1 – UNIVERSITY - Professor / Lecturer – at the University of Marketing and Publicity - IADE - 1986 till 1993, and
Member of the Scientific Council during the year 1992/1993. I was elected to the Council by my Professor / Lecturer
Colleagues. Disciplines under my responsibilities: Marketing I, Marketing II, Marketing III and Marketing Audit.
8.2 – CORPORATIONS - Professional Teaching and Couching delivered to some enterprises (high management) on
the last 15 years in the Strategy, Planning, Change Management, Commercial activities and Marketing, areas.
8.3 – CONFERENCES - More than 50 Conferences delivered in Portugal, Spain, France and United Kingdom. Those
conferences where about Strategy, High Management, Change Management, Marketing (product and brand
management, advertising and publicity communications, public relations), Behaviour sciences, European Economic
Affairs and Mediterranean Affairs (politics and economics), International Relations Systems and Tourism Affairs.
9. Professional Expertise (Associations)
• 2000/2003 – Elected Member of the Board of Directors – of APICER – Portuguese Industrial Association of
Ceramics. Elected by the Highest Management of the Industrial Ceramics Corporations.
• Member of the Defence Auditors Association, member of the American Club of Lisbon, Circulo Eça de
Queiróz and member of the Geographique Society
10. Published Book
Portugal e a Construção Europeia (Portugal and the European Union) – 1947/2004
– Ed. Sete Caminhos – Lisbon – April 2005
11. Some Published Articles
(More than 45 published about Strategy, Change Management, Behaviour sciences, Marketing, European and
• Portuguese Micro Economics, facing the international markets
• The Decision Process in the public and private organizations
• Image – the importance of this management chapter for public and private organizations
• Marketing as a global management philosophy
• Europe – the new world challenge’s actor
• The New Treaty of the European Union - the power relations in Europe and in the world
• Globalisation – the challenge of the new economic order
• A Strategic Business – the International Tourism