Professional Summary

I am an experienced and well-rounded creative strategist, writer and wellbeing expert. My main focus is on brands, people and projects that want to positively impact the planet, starting locally and sustainably. I am media agnostic, open to learning, and my top skill is to bridge business and creativity, using people's language and empathy.


Content Creation Writing     Brand Consultancy   Brand voice
Social Media 
  Creative Ideation    Workshops    Yoga & Meditation

Work Experience

2016 - present

Freelance Creative Strategist & Writer

I help good products to become great brands, simple words to become powerful propositions, creative people to have successful businesses. My thinking is Media, model and cliché independent. I instead focus on the challenges to be solved, from naming to positioning, copy to content writing, rebranding to creating a brand from scratch. Finding compelling insights come naturally to me, but it's writing about them that I feel in my element.

Most recently I have been having fun writing chronicles for Público, the lead Portuguese newspaper and blogs for Lisbon Cooking Academy, a sustainable local cooking school.

2016 - present


Pause and Flow

Creation and development of an online Wellbeing brand based in Lisbon. Naming, development of creative assets, website creation, content Strategy for Social Media (FB and IG), newsletter, events managing, collaborations and partnerships with local, sustainable brands and business aligned with the principle of 'wellbeing for real beings'. All our events, workshops and tlks were curated for our clients, private and corporate.


From Jr Copywriter to Sr Creative Strategist

Creative agencies

I've worked nearly 10 years in Creative Agencies across the globe, from Portugal to Africa to London, back to Lisbon where I am originally from. I've started as a grad, then a junior copywriter, then a creative strategist, then writer, then a senior strategist -you can see a pattern here. The purpose was always the same: to deliver seamless work for my clients. 

I am media and channel-agnostic and I can understand a 100K followers influencer on Instagram and the lady from my local fruit shop. I've worked in different categories, mostly FMCG, fashion and telecommunications: Blood, London; BD, London; Geometry, London; DDB, Mozambique; BBDO, Portugal



Hyper Island

Digital Marketing Online course


Universidad Carlos III, Madrid

Erasmus in Journalism and Audiovisual Communications


University Nova of Lisboa

Master in Strategic Communications


I like to consider myself an eclectic person, inspired both by nature and the urban jungle.

I love magazines and books and writing from beautiful cafés, where I can have delicious coffee and food to fuel my body and soul. People watching, going to local markets, walking my dog, practising yoga, meditating. Having a glass of wine with friends -or solo, and all pre-pandemic life, including travelling, makes me a happy person. That and my grandma.

I don't particularly appreciate wearing a mask, it dries my nose, but I use it. Please use it too for my grandma.