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Work experience

Nov 2007Present

General Manager

House Ideas

Develop, manage,and coordinate all local company operation. 

Considering my key roles in the marketing and advertising area with strong brand , product and management at  international level I have strong background and experience to building and developing clients Marketing,communication plans and new business in local and international market.

Responsible for the strategic and operational planning process ( Marketing,advertising,financial, commercial) of the company and expansion of business.

Dec 2003Oct 2007

General Manager

Baktéria -Advertising &Design

Since 2007, I decided to start a new challenge in a local Marketing and communication company  considering all the international expertise dealing my portfolio management.

Key responsibilities are: develop the company business ; manage the team and functional directors ( creativity , production,design, brand Design, PR , events); strategic planning; choose partners; development of the account and creative divisions and news projects for reaching objectives.

Implement media plans and brand reviews ;implement PR and promotions actions.

Managed Clients communication and budget : Angelini Farmacêutica, Suzuki, Bonduelle Portugal , Worten Mobile, P&G (Eukanuba and Iams) ; T3 Magazine and others significant Clients.

Dec 1991Nov 2001

Client Services; Executive Board Member

Saatchi & Saatchi

Dealing with portfolio management and new business opportunities, I want to develop knowledge so, I joined Saatchi. I was responsible for manage account handling groups and improve the company performance increasing the work of several significant clients.

Key responsibilities are: manage the account handling department ; Increase business plans ; implement and control strategy and creative work ; Implement media plans; choose partners; implement market research plans; implement Public Relations Plans ( conferences and events with media partners) ; consumer and trade promotions; direct Marketing plans; participate in work and learning sessions in other countries ;responsible for financial plans (  forecast and budget) that support the Agency profit and growth.

Clients: Portugal Telecom , Nestlé ( Cereals) , Hewllet-Packard; Visa international; Caixa Geral de Depósitos  Bank , Santander Totta Bank, Correio da Manhã newspaper, Cadbury Schweppes, Angelini Pharmacy , Lactogal , Johnson& Johnson, Anchor Foods , Suzuki, Saab , Dancake confectionery , Essilor , Procter&Gamble ( Ariel, H&S, Eukanuba, Iams  , Seiko, Pulsar, Heinz Portugal , Bonduelle Portugal.

Mar 1989Sep 1991

Account Director


Ambitions to enlarge my experience in terms of companies cultures ans brands expertise , I joined Bates. Responsible to define he " Go" to advertising strategy ; deploy and implement the communication plan; adapt global strategies to the local market needs; implement media plans; Use insights from market research ; coordinate budget and time table campaigns; Manage and implement events and Public relations plans.

Clients: Mars Chocolates snack food ( Mars, Twix,Snickers, M&M'S , Maltesears) , Benckiser ( Cleaners products); Mars Petfoods ( Pedigree , Wiskas)  ,Procter&Gamble ( Dodot nappies and Evax sanitary towels).

Mar 1988Feb 1989

Senior Account Executive


I joined Lintas to manage and develop brands ; implement advertising and media plans; adapt global strategies to the local market needs ; use insights from market research ; Participate in work and learning sessions of presentations & selling Skills.

Clients: Unilever, Nestlé ( snack food ), Triumph International, United Distillers; Longa Vida ( Milky brands), Uncle Ben´s.

Jan 1987Jan 1988


Started my professional career in Advertiing industry in Ciesa NCK ( presently Publicis) .Responsible for the communications plans ; execution of creative briefs ; evaluation and approval of creative executions ; Implement media plans ; Develop production costs plans to campaigns.

Clients: Warner Lambert , Nestlé ; Lisbon Amoreiras Shopping Center , Colgate.


Manage Marketing and Advertising strategies
Strategic management


Key : Reading ( management,leadership,advertising and marketing ); sports( Fitness ) ;New technologies ( Web, On Line advertising); travelling ( meeting new people, places and cultures).


After 20 years of working experience in Advertising Agencies, managing clients and global key brands to develop and implement communications plans, I'm responsible for House Ideas new business, marketing and Communications strategies for international and local Clients.

I want to pursue my career in a FMCG/Health Care/Cosmetic/Fashion/retail/Pharmacy company and environment or another industry that can be relevant with strong international marketing and advertising orientation combined with higher level of staff management.

Key competencies are in Advertising, Marketing , Public Relations and Media areas with strong brands and products at international level.I have a strong background in international brands and know how to implement local or international communication strategy.I have expertise in develop media strategy plans,consumer research and events.

I have also developed skills in commercial /budget control , strategic planning and new business plans.

Specialities: Manage&motivate people; leadership, Strategy Thinking, Optimization & Rationalization management, Entertainment, Integrated communication ( off and on-line).


Sep 1983Jul 1987


Instituto Novas Profissões
Sep 1983Jul 1987

Master Degree,Marketing, Advertising &PR management

Instituto Novas Profissões



Marketing Management MBA

Warwick School

Global Advertising MBA

IPA- Institute of Practitioners in Advertising