Born in 1972, he is a Lisbon native with roots in the Algarve.
He began his career in communications in 1996, working in media relations at Edelman PR in Washington, D.C. He later returned to Portugal to join the agency Imago (now Llorente & Cuenca). In 2000, he joined what was then Telecel as a founding member of the Yorn brand, where he oversaw branding and communications. Remaining in the telecommunications sector, he subsequently managed events and sponsorships for Vodafone. In 2005, he returned to the agency world, joining Ativism as Client Services Director; he stayed there until 2015, when he decided to launch his own agency, Kiss – Brand Lovers. In 2017, he joined Sonae to work with the Worten brand, serving as Iberian Brand and Communications Director until 2024—a role in which he helped the brand with "everything and then some."
Since July 2024, he has been at NOS, where he oversees Brand and Communications for NOS as well as the WTF and WOO brands. He is a firm believer in the power of the brand that connects us to everything we connect with.
