Hi, I'm
Social Media Specialist & Content Creator.
I’m responsible for all aspects of marketing, from coming up with ideas to the final execution. I want to work on projects that actually matter: travel, education, human connection. I had a big change in my life during my solo travels, Erasmus+, and volunteering experiences. I want to create campaigns that help create positive change in people's lives.
Work
Different brands, specific strategies. Open any of them for the full breakdown.
During my internship as social media manager at Azura I took over the social media channels. Before, the account existed but had stopped moving, and the brief was essentially to make it work.
Ideated the graphics, brochures and promotional material, designed in Canva.
A creative media agency whose past work includes Bose, embassies, universities, the Goethe-Institut and TEDx. Rebuilding the positioning was the structural half of the job. The half I spent most of my time on was what the positioning is for: making people aware of the positive-impact values the studio works by.
A lot of clients had no idea Togada was making videos too, because its Instagram was filled with just photos. To fix this, I started to publish Reels. There was a lot of unused material in the archives. To avoid taking time from the video department, I worked on it myself. I made it simple and efficient to create awareness and tackle the problem.
Content and social media marketer for Nova's innovation hub. I wanted a format that could carry a longer argument than a single image allows, so I built the series around multi-slide posts.
Brought together three Web3 startups and a group of students, and ran a design-thinking session to take them from a blank page to ideas of their own.
Klimt Art House sells architectural properties across Portugal, Spain, the Maldives, Turkey and Dubai. The brief was to bring qualified traffic to a single apartment in Setúbal. We mapped the buyer and built the campaign around them, then put a small version of it live rather than commit a budget to assumptions — and let the results correct us.
Phase one · Strategy and persona mapping
Phase two · The live test
Strategy
The other half of the job: finding out what an audience actually responds to, how to reach it, and reach a conclusion.
The brief was to grow the iO range's share of the Italian power oral care market. The research answered a more useful question first: why people were not buying. Almost none of the reasons had anything to do with the product.
Every slice had to justify itself. Digital takes the largest share because that is where the target lives; television stays because the age brackets furthest from digital still need to hear the brand; in-store survives because some buyers are only convinced by a person who can explain what the brush actually does.
The Body Shop was heading into administration in the UK while the audit ran in Portugal. Whether the values were real was never in doubt: the brand inventory found them running through sourcing, formulation and staffing. The question was why nobody could name them.
Everything above needs one sentence a stranger can repeat. It's only natural does both of the brand's jobs at once: it's only natural to want work equality, and it's only natural to love your body. The vegan claim and the feminist claim, finally said in the same breath instead of one loudly and one never.
Sumol is a Portuguese soft drink from 1954, built on exotic fruit and a certain amount of national pride. The thesis asked how to turn it into a worldwide brand for local consumers in the UK — a market worth £12.07 billion and growing at 5.16% a year, where nobody has heard of it. The communication plan is where the strategy stops being a document and becomes something a person actually sees.
Four objectives for the launch year, each with a number, a deadline and — where it matters — a place.
Underneath them sit the communication objectives proper: in an impulse category, year one buys brand recognition — being recognised at the shelf — and only later years buy recall.
The audience is Gen Z other-brand switchers, 18–30, in those five cities: no prior attitude to Sumol, already drifting between competing brands. A soft drink is a low-risk impulse buy, so the decision sits in one place and one moment — in the supermarket, seconds before the hand moves. That is what the plan aims at.
The creative idea is product-as-hero: happiness symbolised by a shining umbrella, cognitive humour, a catchy song, and one mechanical rule: the logo holds the screen for two seconds before the category is named. That is what buys recognition.
Impressions and click-through for reach, trial-to-conversion for whether tasting turns into buying, surveys for recognition and brand attitude. The cleanest test is the simplest: compare sales in stores running an activation against stores that are not.
That taste and price decide the purchase, with heritage and sustainability secondary — so the advertising leads on flavour and lets the Portuguese origin support it, not the other way round. And that the occasions worth buying are social ones, meals and gatherings: hence meal deals and sampling rather than brand films.
And that the front-loaded spend is a hedge, not enthusiasm: the pessimistic scenario, driven by weak initial sales, puts year one at £653,692 — 48.7% below the realistic case. Awareness bought early is what stands between those two numbers. The honest limitation is the data: it was collected in 2024 for a plan that runs five years, and preferences in this category move faster than that.
A mixed method, secondary before primary. Desk research sized the category and mapped who was already in it: Fanta, Tango and San Pellegrino head-on, plus the colas, flavoured waters and energy drinks competing for the same hand. Then the assumptions were taken to the country and tested: a field trip to the UK, meeting distributors, media agencies and branding agencies; 21 in-depth interviews with 18–30s in London; tasting sessions with 41 people across three parks and a university campus; store visits to see which formats and flavours actually hold shelf space; and a Qualtrics survey filtered from 381 responses down to the 204 that matched the target.
On the road
Two pilgrimages on foot, hitchhiking through Bulgaria and Vietnam, three months on a farm in Japan, and most of the rest of it alone: across the Balkans, Spain, Portugal and South-East Asia. This is not the hobby section at the bottom of a CV: it is the reason I am who I am, the reason I can empathize with people so well, and how I mastered the art of adaptability.
Walking 634 km alone from Lisbon to Finisterre was less of a hike and more of a crash course in figuring things out on the fly. The next year, I packed my bag for Japan's Kumano Kodo. Finishing both gave me Dual Pilgrim status. It's the only certificate I own that actually cost me a solid month of walking and adapting to two very different worlds.
Most of my travelling has been alone: the Balkans, Spain, Portugal, South-East Asia. Going alone changes the method more than the destination — you move by asking. Some of it I hitchhiked, in Bulgaria and in Vietnam. A cardboard sign at the edge of Plovdiv and a driver heading the same way get you further than a timetable, and they put you in a stranger's car for two hours. That is where you learn what a place finds funny, what it queues for, what it photographs.
Volunteering on an organic farm in Tsu, three months split between the fields and the guesthouse. It's the stretch that turned Japan from a place I had visited into one I'm still learning to read.
About
I studied marketing in Bologna, Lisbon and Nagoya, and I have been making content professionally since 2024. What I enjoy most is taking something complicated and making it land with people who would otherwise scroll past it.
Video and design done in-house, from filming to the finished post.
The August pool pass
Open bar, pizza and pool
Six weeks, measured
The grid, before and after
Writing for the feed
Two cameras, one conversation
Episode: Tesla
The session, at the Haddad Institute
Where the buyer is reachable
The search campaign, specified
Where the click lands
The funnel, and what a sale is worth
Four reasons, two of them the brand can fix
The day, measured
Why TikTok, specifically
The split, and the reason for each slice
Ethical Beauty, on paper
Where the equity leaks
Image is not identity
Six lines down to three
Where the three lines go instead
Silent activism earns nothing
Four levers, each with a job
“It's only natural”
The positioning the campaign had to carry
The words the campaign runs on
The tone, made specific enough to brief
The image that replaced the beach
The certificate, and the shell
The Portuguese Way, day something
The stamp that closes both routes
hitchhiking in VIietnam
hitchhiking in Bulgaria
Surviving in the jungle
Make a wish
Caught in the rain, Japan
Catching the chickens
Becoming the big brother
Japanese lunch