My Work

About Me

I’m a Creative Strategy Director who turns audience behaviour and cultural insight into clear strategic direction, ambitious creative ideas and commercial impact.
 

My career has never fitted neatly into one silo which is probably why I’ve ended up in the places where strategy gets interesting. I helped build and scale Tasty at BuzzFeed, built Planty’s marketing function from scratch, developed culture-led work at Protein Agency, and now lead creator-led strategy at Twitch for brands including EA SPORTS, Vinted and Unilever.
 

I’m at my best connecting what people care about, what a brand can credibly own and what will actually move the business. The work I’m most interested in starts with better questions, honest debate and making complicated things simple. I love finding the audience behaviour, cultural tension or slightly uncomfortable truth that makes a problem clearer and gives creatives somewhere interesting to go.
 

I’ve led teams of up to 12 people and am an EMCC-accredited Leadership Coach. That experience has shaped how I lead: set a clear direction, give people room to think, and make the work better without needing to have every answer.
 

Originally from Portugal, raised in Switzerland and based in the UK for over 20 years, I speak five languages fluently, but I don’t talk (or write) about myself in the third person. Outside work, I’m endlessly curious about people, cultures, and what makes us tick, connect, and have more fun.