Creative Brand Strategist

I’m a Lisbon-based creative brand strategist with a track record across Europe, Africa, and the Middle East. Building brand platforms, repositioning companies, and turning complex businesses into clear, compelling stories.

I’ve spent the last 15+ years working at the intersection of strategy and creative direction: defining why brands exist, how they should behave, and what they look and sound like when they show up in the world.

From naming and positioning to manifestos, campaigns, product experiences, and launch systems. I lead the thinking and stay close to the craft.

My work has ranged from transforming a multi-energy engineering group into a category-defining brand, to creating an ownable universe for a kids-tech startup, to repositioning a global flooring company through the lens of human progress, to relaunching a beer brand in Cape Verde using an insight that lived on bar counters, not in briefs.

I believe the best brand strategy doesn’t feel like strategy. It feels like the truth, said clearly, for the first time.

Based in Lisbon. My career has been anything but linear, and I wouldn’t have it any other way.

I’ve started an agency from scratch in Cape Verde, spent a year with AICEP in Dubai working on Portuguese trade across the Middle East, and produced brand experiences in Madrid, London, Stuttgart, and Luanda. I hold an MBA in Creative Leadership from the Berlin School of Creative Leadership, after winning the Dmexco Scholarship, designed for innovative front-runners in digital marketing, with modules across Tokyo, Shanghai, Silicon Valley, and New York. Still completing the thesis. Before that, a BA in Marketing & Advertising from Universidade Lusófona.

I speak on branding at industry events, including CHARGE: Powering Energy Brands in 2025, and in 2026 in Florence, on the opening panel about what happens to brand when AI chooses.

Outside of work, I surf. I’m also deep into A.I. and blockchain: this site was vibe coded by me on Claude, and I’m building PAM, the first AI-based surf assistant.

Father of two. My best work so far, and it has nothing to do with brands.

World’s Best Established Brand, CHARGE Awards 2026. Petrotec Group won the category in Florence ahead of EDP and Octopus Energy, the only industrial B2B group on a shortlist otherwise made up of energy utilities and retailers. The award recognises Opening Mobility, the group-wide brand transformation I led as Global Head of Brand.

The jury called it “a standout example of a brand strategy that is fully integrated with business strategy”, praising “genuine differentiation and exceptional strategic execution” and “a rare ability to make industrial engineering genuinely desirable”. The trophy, carved from Icelandic volcanic rock, was presented by Caroline Kamerbeek of DNV at the Teatro del Sale in Florence.