Brand Management & International Business Development at JEF (2020-01 – Present)
- Lead the brand and commercial ecosystem across product, collections, marketing, international business, retail, e-commerce, B2B and customer experience.
- Coordinate the full collection cycle, from materials and production through photography, launch, B2B, agents, international fairs, e-commerce and retail.
- Translate customer feedback, sales performance and market signals into decisions on materials, colours, models and future collections.
- Coordinate internal teams and external partners across marketing, creative production, agencies, suppliers, stores and international partners; act as the central bridge between functions.
- Lead recruitment, interviews and team coordination across marketing, brand and retail functions.
- Oversee creative production end-to-end, including photographers, models, styling, make-up, video and final image approval.
- Coordinate international business development, agents, wholesale opportunities and international trade fairs.
- Work directly with stores and customers to monitor product response and translate market feedback into commercial and team adjustments.
- Coordinate e-commerce and B2B launches across platforms and sales channels, ensuring collections are ready for commercial activation.
- Manage internationalization projects and Portugal 2030-supported initiatives, including coordination of applications, partners and implementation.
Co-founder / Commercial & Business Development at STYLE AND TRENDS DESIGN (2015-01 – 2020-12)
- Co-founded and developed a specialist business connecting sole/component manufacturers with footwear brands and final clients.
- Combined representation, commercial development, product presentation and market development across multiple manufacturers.
- Worked directly with factories and brands, presenting collections, identifying opportunities and generating business through commission-based commercial models.
- Supported the early-stage development of emerging footwear brands, helping take concepts from initial drafts to first production.
- Supported emerging footwear brands from initial concept through first production, coordinating suppliers, factories and development partners.
- Developed and maintained B2B relationships and represented products at international trade fairs and meetings.
International Commercial / Business Development at ISI SOLES (2012-01 – 2015-12)
- Joined a company with low turnover and a predominantly domestic customer base, with a mandate to develop international business.
- Built international commercial activity through trade fairs, market prospecting, customer development and an agent network.
- Established international presence through fairs including Lineapelle in Milan and visits to major European industry fairs such as GDS Germany and Riva del Garda.
- Developed Germany as a major market while also building customers internationally.
- Helped transform the business from predominantly domestic sales to approximately 90% international business.
ENGLISH TEACHER & ADULT TRAINER (2008-01 – 2012-12)
- Taught English to children through extracurricular education programmes.
- Delivered English language training to adult learners, adapting content and teaching methods to different audiences.
- Developed strong communication, presentation and interpersonal skills across different age groups and backgrounds.
Store Manager at THROTTLEMAN / FERRARA PLAZA (2007-01 – 2007-12)
- Supported store opening, recruited and trained the team, and managed day-to-day retail operations and people.
Export Assistant at JONIL (2004-01 – 2006-12)
- Supported export and international commercial activities within the footwear industry.
Additional Experience at Beauty Area
- Workshops and support in space management/dynamization, including self-image-related activities.
