Marketing & Creative Strategist — Lisbon
Marketing & Creative Strategist for culture, theatre and entertainment.
“A cultural campaign does not begin when the poster is published. It begins when we decide why someone should want to be there.”
For more than a decade, I have worked in the place where creation meets the audience and can no longer live on intention alone. I began in theatre production, among rehearsals, teams, deadlines and last-minute changes. That is where I learned that an idea does not end once it takes shape: it still needs to be understood, desired and chosen. Today, I bring together strategy, creative direction, communication, box office and data analysis to follow that journey.
+65%
increase in online sales through integrated digital campaigns
+170%
growth in organic performance and a tripled audience base over time
2M+
monthly impressions on Meta
up to 6M
monthly impressions on Google during peak activity periods
600k+
audience members reached by a large-scale theatre programme in 2024
Teatro Politeama has been my main professional laboratory. In a theatre, no area truly exists on its own: an artistic decision changes the communication; the calendar changes demand; the cast changes the promise; the box office reveals what internal enthusiasm cannot always see. Working so closely with this entire cycle teaches me not to separate creativity from strategy, or intuition from analysis. A campaign is not a layer placed over a show once everything else is ready. It is one of the ways through which a show finds its place in the world.
Areas of work
Finding the idea that organises the campaign: what is truly being promised, to whom, and why it should matter now.
Making content, advertising, box office and audience behaviour stop operating as parallel areas and start informing one another.
Building a language that recognises the project’s artistic identity while making it legible and desirable to those outside it.
Turning information into an argument, an argument into curiosity, and curiosity into a concrete desire to be there.
Helping cultural teams think before they execute, read what the data reveals, and build learning that does not disappear at the end of each production.
Bringing the revue back without presenting it as a return to the past.
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Revealing the woman behind the icon, without diminishing the spectacle that made her unforgettable.
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Finding a contemporary language for a story that already belonged to collective memory.
View project →Writing
Theatre, Creation and Audiences15 min read
Starting from Rosaline, a reflection on creation, contemporary language, recognition, social media, fandom and building new audiences for Theatre.
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Culture, Experience and Audiences26 min read
What Disneyland Paris reveals about experience, ritual and the making of magic
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Culture and Audiences14 min read
Starting from Interstellar, a reflection on how Cinema preserves time, Theatre transforms presence, and popular works can combine scale, thought and cultural relevance.
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