About
Between the stage and the audience, there is always a decision to understand.
I learned cultural marketing before I knew to call it cultural marketing. I learned it in production, by understanding why an idea works in rehearsal and fails when it needs to be explained; in stage management, where every detail depends on all the others; and later in communication and the box office, where the audience responds without any obligation to confirm what a team believes. My career has been built within these relationships: between creation and execution, between the artistic value of a project and its ability to occupy a place in people’s lives. Between what we feel should work and what the data shows is actually happening.
Teatro Politeama
Since 2014, I have worked at Produções Filipe La Féria and Teatro Politeama, where I follow major musical theatre productions from the first communication concept to the final performance. My work spans positioning, creative direction, content, digital campaigns, newsletters, press, partners, organised groups and box office analysis.
The scale and continuity of this context have given me an unusual perspective: observing how audiences form, how demand develops, how different generations respond to the same show, and how a campaign needs to change without losing its identity.
Other experience
My career is not limited to theatre. From 2020 to 2022, I was responsible for João Baião’s social media strategy, working with a community of more than 400,000 followers. I also worked at Love is in the Hair and the Prémios Áquila, where I encountered other languages and relationships between brands, public figures and audiences.
Before that, I worked in Production and Stage Management at Teatro Nacional D. Maria II, Centro Cultural de Belém, Escola de Mulheres and Produções Filipe La Féria. I still recognise in that backstage training an essential part of how I work: understanding the whole, anticipating what may fail, and not confusing creativity with permanent improvisation.
Education
I hold a degree in Theatre Production from the Escola Superior de Teatro e Cinema and a postgraduate qualification in Digital Marketing from IPAM. The first taught me how to create the conditions for an idea to happen. The second gave me the tools to understand how that idea circulates, competes for attention and finds an audience.
What interests me is the moment when a creation stops belonging only to those who made it and begins to be interpreted, desired and chosen by those on the other side. That is the space in which I like to work.