Strategy, creativity and audiences.

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. Working within Teatro Politeama, in close collaboration with Filipe La Féria and the teams, has deepened my understanding of how artistic creation, campaigns and the box office inform one another. 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.

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.