Mission
Understand the business first. Customer, value proposition, funnel, scale — all in service of whoever trusts me with their budget. The platform is the last thing I open.
About
Built for paid media.
Obsessed with margin.
Senior paid media operator with 5+ years across Google Ads, Meta Ads and LinkedIn Ads. Master's in Marketing (IPVC, 18/20) and undergraduate degree in Advertising & PR (IPV, 17/20). I run paid like the P&L is mine — because for the brands I work with, it is. Currently full-time at SpartAds in Portugal; open to select international engagements (UK/IE focus) and senior contract or full-time roles abroad. Lisbon time zone (UTC+0/+1). Remote-first.
In motion
One day at a time
On panels, in studios, in agencies, on the train. Wherever there's a paid media problem to solve.
6 moments · 2024 – 2025
2024Speaking on performance
2024Google office visit
2025In the trenches
2025Agency floor
2025Studio session
2025Working on the move
Philosophy
What drives me
Vision
Build brands for the long term. Quick wins when available, but always with one eye on the next quarter and the next year. No shortcuts that compromise the future.
Values
I give my best on every project. I tell you what works and what doesn't — no fluff. Partnerships only work when both sides win.
Traits
How people describe me
Reads the P&L before the dashboard
Some weeks the file I open most isn't Google Ads. It's the margin sheet.
Asks 'why' until it gets annoying
Before touching a campaign, I want to know why it exists.
Communicates in two lines
Short reports. Clear decisions. No dashboards pretending to be reports.
Fails in public
When a hypothesis breaks, I write about it. I've learned more from mistakes than from courses.
Accepts the 'no'
If you're not a fit, I'll say so. I'll point you to someone who is. Better that than a regretful client.
Skills
What's in the toolbelt
Ad Platforms
- Google Ads
- Meta Ads
- LinkedIn Ads
- TikTok Ads
Analytics & Tracking
- Google Analytics 4
- Google Tag Manager
- Looker Studio
- Reportei
Automation
- N8N
- Pabbly
- Make
- Zapier
Development
- WordPress
- Shopify
- WooCommerce
- Jumpseller
- HTML/CSS
Business
- Lead generation
- E-commerce
- B2B
- B2C
- Sales funnels
- Email marketing
Languages
- 🇵🇹 Portuguese · Native
- 🇬🇧 English · B2 intermediate
- 🇪🇸 Spanish · B2 intermediate
Education
Where I studied
- 2019 — 202118/20
Master's in Marketing
Polytechnic Institute of Viana do Castelo
- 2016 — 201917/20
BA in Advertising & Public Relations
Polytechnic Institute of Viseu
- 2014
Secondary education · Economics
Secondary School of Barcelos