Deolinda Sousa

Deolinda Sousa holds a degree in Management from NOVA School of Business and Economics and has more than 25 years of experience in Marketing, Communications, Digital Transformation, and Customer Experience.

She began her career in the media sector at Omnicom Media Group before joining Vodafone Portugal, where she held several leadership positions across CRM, Loyalty, Media, Digital Marketing, and Customer Experience. Throughout her career, she has led digital transformation, marketing strategy, and customer experience optimisation projects, working across both consumer and business segments.

She currently serves as Head of Customer Experience at Vodafone Portugal, where she is responsible for defining and implementing the organisation’s Customer Experience strategy. In this role, she leads initiatives focused on continuously improving the customer experience throughout the entire customer journey, fostering a customer-centric culture and ensuring that the voice of the customer is embedded in the company’s decision-making processes.

Her responsibilities include monitoring and analysing customer experience metrics, managing transformation programmes, identifying opportunities for improvement, designing and optimising customer journeys, and coordinating multidisciplinary teams to deliver a simpler, more consistent, and differentiated customer experience.

She believes that an effective Customer Experience strategy results from the combination of data, technology, organisational culture, and a deep understanding of customer needs.

Alongside her professional career, she regularly works as a trainer on skills development programmes, including at Lisbon Digital School, where she shares her experience on topics related to leadership, transformation, and customer experience. She is also a guest lecturer at IPAM, teaching in the areas of Intercultural Relations in Marketing and Consumer Behaviour.

She is also the president of a sports club, reflecting her interest in team development and in fostering a culture of continuous improvement.

Passionate about communication and people development, she believes that the most successful organisations are those that genuinely place the customer at the heart of their decision-making.