I’m a content & creative strategist, copywriting wizard and your brand’s favorite ghostwriter.
I used to be a culture journalist—until I crossed over to the (not so) dark side of the Force: creative & content strategy plus copywriting for brands.
Today, I combine storytelling with brand vision to craft content that moves people and drives results.
I am a Lisbon-based creative strategist and storyteller, passionate about blending content innovation with cultural relevance.
As Head of Content, Programming & Socials for Tribeca Festival Lisboa, I helped launch the festival’s first European edition—shaping its vision, curating its multi-stage program, and leading its digital narrative from the ground up.
At Grupo Impresa (SIC, Expresso, SIC Notícias), I drive social growth and brand strategy, having tripled SIC's Instagram following through data-driven storytelling and bold, audience-first campaigns.
With a background in journalism, branded content and creative copywriting, I know how to build narratives that resonate, inform, inspire, and spark meaningful conversations across entertainment, media, and pop culture.
Digital Marketing Lead @ SIC (Apr. 2024 - Present)
- Led a 3-person team to execute social media strategy, achieving a 3,500% increase in user interaction (3.2M+) and a 17.7% growth in reach (6.1M) (Sep '24 - Mar '25).
- Drove significant audience growth — 55.6% follower increase (57.5k+) with a sustained average of 9k new followers/month.
- Enhanced digital presence and engagement for SIC, SIC Notícias, and Expresso through effective team leadership and strategic campaigns.
- Spearheaded a digital-first mindset, ensuring best practices for content publishing across digital channels.
- Mentored commercial and branded content teams on digital best practices to optimize campaign effectiveness, sales and client engagement.
- Promoted cross-functional collaboration across departments, including Sales, Production, Design and Creative.
- Developed creative development processes that enhanced brand visibility and brand awareness by 50%.
Creative Strategist @ SIC (Oct. 2023 - Present)
- Defined brand strategy and content pillars for Expresso and SIC Notícias, driving a digital-first mindset shift within a legacy media group.
- Mentored commercial and branded content teams on digital best practices to optimize campaign effectiveness.
- Strategically defined group tone, messaging, and positioning, increasing internal awareness of the digital transition.
- Developed employer branding strategies that increased brand awareness by 50%.
Head of Content, Programming & Socials @ Tribeca Festival Lisboa (Oct. 2023 - Present)
- Led content, programming, and digital strategy for the first Tribeca Festival Lisboa, attracting 5 to 7k daily attendees and securing the European premiere of "Anora”
- Curated panels with A-list Hollywood and Portuguese talent on trending topics such as women’s role in the industry, streaming wars, etc.
- Built the digital content strategy from the ground up and promoted cross-functional collaboration across 10+ teams.
- Defined brand strategy, group tone, messaging and positioning for Tribeca Festival Lisboa.
- Collaborated with partners and Sales teams to ensure Tribeca Festival Lisboa served as a platform for branded content and partnership-driven initiatives.
Head of Content & Digital Strategy @ MAGG Agency (Jan. 2022 - Oct. 2023)
- Mentoring a 3-person team to develop and implement a new social media news strategy for Instagram and TikTok, mirroring UGC formats to directly deliver information to users (similar to NYT, WaPo, Guardian).
- Developed platform-specific branded content strategies, expanding revenue opportunities.
- Mentored the commercial team on adopting a digital-first mindset to enhance sales and client engagement.
- Achieved a >200% increase in MAGG's lifestyle media market share.
Founder & Content Writer @ Séries Fixes Para Ver (Apr. 2019 - Mar. 2023)
- Planned, wrote, and published a monthly Substack newsletter exploring the best TV shows and streaming content.
- Provided thoughtful insights, curated recommendations, and engaging commentary for an audience passionate about television and pop culture.
- Built an audience of over 2,2k subscribers, maintaining a monthly open rate of over 70%.
Culture Editor @ MAGG (Feb. 2018 - Jan. 2022)
- Oversaw the production of articles, reviews, interviews, and editorials covering a wide range of pop culture topics.
- Increased written content quality and audience engagement by bridging mainstream and niche topics, boosting MAGG's brand credibility and trustworthiness within the cultural sphere.