I turn strategyinto brands, productsand systems that move.
More than 25 years working with customers, brands and businesses. In 10 years of vh., I have worked with over 450 clients, from brand identity and visual communication to digital products and technology. My focus today is Marketing Management and Brand Management, grounded in direct experience of strategy, creation and delivery.
Marketing is where I started. Over time, I learned that the best work happens when the whole business connects.
I define marketing strategies and brand positioning, design logos and visual identities, and create communication materials for print and digital channels. I also design and build websites, digital experiences and technology solutions. At vh., I have personally carried this work from the initial brief through to delivery.
Today, I want to bring that breadth to Marketing Management and Brand Management: setting a clear direction, aligning people and priorities, assessing creative and technical quality, and connecting execution to business goals. Knowing the work first-hand helps me lead it with informed judgement.
claritysystemsutilitydelivery
02
selected work
A few projects that explain my way of working better than a job title ever could.
These are different projects, from different moments in my career. What connects them is the same habit: understand what is really needed, give it a clear direction and stay involved until it works in the real world.
context
As the work became more diverse, I did not want vh. to become a collection of disconnected services. The challenge was to keep one clear point of view while moving across marketing, digital experiences, products and technology.
work
I defined brand positioning, designed logos and visual identities, created print and digital communication materials, wrote proposals, and designed and built digital experiences and products myself. Across these projects, I took responsibility for both the creative work and its implementation, adding AI and automation where they improved the result.
value created
Over 450 clients served across 10 years of vh., with varied marketing and communication needs, from creating a logo to developing a technology solution. This experience underpins my ability to connect brand consistency, creative quality, technical execution and business priorities.
201610 years · over 450 clientsnow
vh.
strategy→shape→build→deliver
From logos and visual communication to digital products and technology. Strategy, creation and delivery by me.
strategybranddigitalAIbusiness
context
Hotels, cultural spaces and destinations can be remarkable in person and still feel flat online. The problem is rarely a lack of content; it is usually a lack of connection between place, story and digital experience.
work
I developed concepts that combine spatial digitalisation, immersive visits, custom web interfaces and brand communication, always with the visitor experience and the destination narrative in mind.
value created
It created a way for people to explore places before visiting them, while giving each project a stronger digital presence and a more useful tool for communication, promotion and sales.
01physical place
→
02spatial layer
→
03digital interface
→
04visitor experience
tourismUXimmersiveterritory
context
When I arrived, XXL Refill was not yet a growing network. It was a registered brand, an idea still waiting to be built and an office full of boxes. The opportunity was to turn that starting point into a real business: a brand people could recognise, a franchising model that could be replicated and an operation capable of scaling across markets.
work
I built the brand systems, marketing, franchising processes, partner training and operational setup around the network. I personally installed each of the 36 stores opened across Portugal, Germany and Cape Verde. Later, I created the new e-commerce business line from the operational side - catalogue structure, pricing rules, product data, setup, launch and day-to-day logic for around 14,000 products - with only the technical web development handled by someone else.
value created
It gave me first-hand experience of what scale really means: keeping a brand coherent while people, locations, processes and channels multiply. The 36-store network and 14,000-product webstore are the most visible numbers, but the real work was building the systems behind them.
A lot of good ideas lose momentum between the strategy document and the technical build. I wanted a faster way to make them tangible, test assumptions and have better conversations around something real.
work
I design and build functional digital products myself, combining brand, UX, development, automation and AI-assisted workflows. That lets me move from an idea to something people can actually use, test and react to very quickly - and then improve it from there.
value created
The benefit is simple: less abstraction. People can click, use, react and decide. That makes validation faster and gives strategy, design and technology a shared object to work around.
01 · operating intelligencevhonia.
From opportunity research to projects, costs, margins and AI-assisted automation.
02 · proximitynby.
A social concept built around who is here, real profiles and lightweight connection.
03 · creative systemvh. techno code
A hands-on environment combining live coding, sequencing, performance and AI.
productprototypingautomationAI
03
capabilities
01
Marketing strategy & management
Market understanding, positioning and marketing priorities, connecting communication, execution and business objectives.
02
Brand, design & communication
Brand positioning, logo design, visual identity and print and digital communication materials, with creative direction and consistency across touchpoints.
03
Business development
Commercial proposals, partnerships, pricing, opportunity development and the bridge between marketing and revenue.
04
Digital products & UX
Web products, digital journeys, prototypes and user experiences designed around utility rather than decoration.
05
AI & automation
Applied AI for research, content, workflows, productivity and new digital products.
06
Immersive digital experiences
Spatial digitalisation and immersive experiences for tourism, hospitality, culture and commercial spaces.
build / test / refine
04
current lab
Building the next layer.
Concepts and products exploring operating intelligence, proximity and creative tools - built to be tested, not just described.
A proximity-first social concept designed around real profiles, local presence and lightweight human connection.
prototype
03creative system
vh. techno code
A mobile-friendly creative environment combining live coding, sequencing, performance and AI-assisted music production.
iterating
vh>strategy → prototype → test → refine_
05
trajectory
The tools changed. The pattern did not: learn early, build systems, connect disciplines.
1994
Early technology education at MICROCENTER - computing, DOS, Windows and productivity software at a very young age.
2007
Marketing, brand building, franchising and organisational development become the core of my professional path.
2014
Political marketing adds high-pressure communication, positioning and reputation management.
2015
Marketing Director at Mutualismo Covilhanense.
2016
Founded vh. and progressively merged marketing, business, design and technology into one operating model.
now
Focused on Marketing Management and Brand Management, bringing together business experience, design, communication and technology.
06
foundations
UBIdegree
Degree in Marketing
Universidade da Beira Interior
ACbootcamp
Full-Stack Development
Academia de Código
1994-95early tech
Integrated Data Processing
MICROCENTER
C1language
Advanced English · C1 foundation
Lancaster College
how I work
strategy→shape→build→deliver.
I like simple conversations, clear decisions and staying close to the work. I would rather make something useful, test it and improve it than hide behind process or presentation.
My focus is Marketing Management and Brand Management: opportunities to set direction, develop brands and coordinate marketing with a clear connection to business goals. I bring the judgement of someone who has personally delivered the strategy, design, communication and technology behind the work.