About
Head of Marketing and Marketing Director with over 18 years of experience in industrial and international B2B environments. Built marketing functions from scratch, led two rebrands, and supported an exporting manufacturer's entry into 20 new markets with over 125% revenue growth in three years.
Used to working with limited resources and deciding where to invest based on numbers. Comfortable both setting strategy and executing directly, and working across the board, sales, engineering and external partners.
What I'm looking for
Head of Marketing / Marketing Director role with real ownership of strategy, budget and team. 18 years in marketing across industrial, retail and fintech, plus founding my own agency. Strongest where brand, positioning and commercial results meet, especially in B2B and industrial companies. Also keen on the games industry (not gambling). Fully remote or hybrid near Braga, Portugal; open to US East Coast hours. Fluent in English and Portuguese and intermediate Spanish.
Experience
Founder and CEO
Sep 2021 – Present
Marketing agency founded to serve fintech projects, with a team of 3.
– Owned the full marketing strategy and execution for Seegno, a software company, including its internationalisation plan across three international trade shows, content and a new website
– Delivered marketing projects for clients across several sectors, including social media, email marketing and outbound prospecting
– Developed and launched Marcaja, an in-house online scheduling service
Marketing strategySocial mediaEmail marketing
Brandweavers
Head of Marketing
Dec 2021 – Nov 2023
Fintech and DeFi platform built to make the crypto ecosystem accessible to non-technical users, managed through a severe contraction of the sector.
– Ran all social channels and community management for a fintech and DeFi platform, maintaining engagement and continuity of the user relationship through the sector contraction
– Produced weekly content on both the project and the wider industry
– Hosted AMA sessions on Discord with one of the founders
– Acted as the single point of contact between the community and the project throughout the market contraction
– Designed and produced the project website
Community managementContent productionWebsite design
Public Mint
S.Roque - ROQ (Laser Machinery and Technology)
7 yrs 5 mos
Head of Marketing
Jan 2019 – Jul 2021
Returned to support international expansion and a new positioning cycle aligned with the launch of ROQ US.
The period coincided with the pandemic, when digital became the company's primary channel to market.
– Delivered a soft rebrand and new website during the company's repositioning cycle, supporting the ROQ US launch and the shift to digital-first marketing through the pandemic
– Designed the full HubSpot flow architecture for website integration, to qualify visitors and generate concrete market intelligence
– Sustained brand presence on social channels while digital replaced trade shows and sales visits
– Contributed to the design of new machines and the creation of the company's new showroom
– Led the redesign of the building facade and the physical identity of the premises
– Participated in the organisation's Kaizen implementation
– Managed an expanded marketing team and coordinated external partners
HubSpotWebsite developmentKaizen
Head of Marketing
Mar 2014 – May 2018
Built the marketing function from scratch for a 30-year-old exporting manufacturer with no marketing structure and no digital presence. Rebranding and channel setup supported entry into 20 new markets and over 125% revenue growth in three years.
– Proposed and led the company's renaming: "S. Roque" was mispronounced in every market - San Roque in Spain, Loque in China. ROQ was born: short and legible in any language
– Delivered a full rebrand, from logo and visual system to factory signage, uniforms, stationery and catalogues
– Built the company website from zero in 5 languages: vendor selection, site architecture, product copywriting, photography direction, domain registration and full content entry
– Produced digital catalogues and the company's first product videos, with minimal resources and an in-house team
– Built the brand narrative from the company's own history, gathered directly from the founders
– Owned internal communications, the factory's visual identity and company events
– Ran FESPA and ITMA as own-name exhibitions: stand design and construction in Portugal, machine selection and shipping, team logistics and definition of live demonstrations
– Supported around 15 local trade shows a year through each country's commercial agents
– Grew the team from 1 to 3 designers, adding a videographer in 2018
– Revenue growth of over 125% in three years and entry into 20 new markets; ROQ became the world's 2nd brand in its category
RebrandingWebsite developmentVideo production
Head of Marketing
Jun 2018 – Dec 2018
Blockchain platform for esports competition, with wearable sensors and AI.
– Built the project's white paper and defined its marketing strategy
– Designed the narrative and the full ICO launch plan: press releases, influencer outreach, multichannel initiatives, user engagement flows and website
– The launch did not proceed due to the contraction of the ICO market
BlockchainICO launchMarketing strategy
eXeedme
Retail Analyst and Planner
Mar 2013 – Jan 2014
– Built a store-level analysis system from scratch for 50 stores: three years of sales history, margins, profitability, sales per square metre, store layout and demographic factors
– Developed new collection buying and national distribution models
– Produced sales budgets by month and by store, the promotional calendar and collection production planning; reported directly to the board
Sales analysisBudgetingCollection planning
Valindo Group - Girandola Kids Clothing
Retail and Logistics Manager
Aug 2012 – Jan 2013
– Managed product, stock and operations for six stores across Portugal, Spain and Italy, covering three group brands
Stock managementOperations managementProduct management
Always Shoes, S.A.
Brand and Product Manager
Oct 2005 – Jan 2011
Product and brand management for one of the world's largest footwear groups, with responsibility for 27 stores across three markets.
– Owned collection selection across three markets, managing EUR 6-8M in buying volume per season under KPI discipline around margin, sell-through, stock rotation, inventory levels and shelf life
– Ran post-season analysis on every collection, feeding directly into the next buying cycle
– Monitored local market trends and applied that insight to product development
– Ensured local execution of centrally defined campaigns and presented each collection to the fashion press twice a year
– Coordinated distribution and logistics; direct and regular liaison with ALDO International's central structure
Product managementKPI managementInventory management
ALDO Group
Education
University of Minho
2011 – 2012
University of Minho
1998 – 2004
Skills
Board-level reportingKaizenInternational trade showsBudgetingKPI managementTeam leadershipPress relationsEmail marketingSocial mediaCommunity managementVideoCataloguesProduct copyMultilingual websitesIndustrial B2B marketingBrand narrativePositioningNamingRebranding
Languages
Portuguese (Native or bilingual proficiency)English (Full professional proficiency)Spanish (Professional working proficiency)
