Content Strategy Projects in LisbonContent Strategy Projects in LisbonHow I Write The Hinter Planet
I write The Hinter Planet, hinter’s monthly Substack, using a story-first approach that mirrors the brand’s design and hospitality philosophy.
Each issue follows a clear narrative theme rooted in seasonality, emotion, and slow living. My focus is on maintaining brand voice continuity, crafting an atmosphere that feels like stepping into a hinter space — calm, intentional, sensory.
I plan and write all sections (features, rituals, playlists, reading lists) with a community-building mindset, creating content that feels personal, thoughtful, and save-worthy.
Skills: storytelling, brand voice, copywriting, editorial planning, community-led content. Many IT companies communicate in highly technical terms, which can make it difficult for non-technical audiences to understand the real value behind their services.
The challenge is not a lack of expertise, it is how that expertise is communicated.
When technical topics are simplified and connected to real business impact, they become more relevant and easier to understand. A slow or poorly optimised website, for example, is not just a technical issue, it can directly affect user experience, trust, and revenue.
The goal of this type of content is not immediate conversion, but awareness and education. By helping businesses recognise potential problems early, we create understanding, build trust, and position the brand as a reliable reference when solutions are needed.
In the long term, clarity leads to authority, and authority leads to opportunity. At Hollywood Channel — the leading movie and entertainment TV channel in Portugal, produced through a Portuguese–Spanish media joint venture — I coordinated content production and shaped the narrative direction for several prime-time shows. One of the formats I developed and hosted connected directly with the American majors, highlighting new releases, exclusive premieres, and industry trends.
I created the scripts, structured the storytelling, defined the brand tone, and oversaw the full production process to ensure consistency, impact, and high audience engagement. This role allowed me to merge brand narrative creation with entertainment strategy, delivering content that consistently led national ratings while strengthening the channel’s identity and viewer loyalty. I founded and led Salt Content, a storytelling-focused marketing and communication studio where we “added a little salt” to every narrative we shaped. As CEO, I directed a team of dozens of professionals working across strategy, content, design, digital marketing, and multi-channel communication. We supported international companies in crafting clear, distinct narratives that stood out across online platforms, TV channels, magazines, and radio.
Under my leadership, the studio developed and executed campaigns with multi-million-euro budgets, delivering brand strategy, storytelling, digital communication, and full-scale marketing execution. Salt Content became one of the projects I’m most proud of — a place of creativity, structure, and strategy to help brands communicate with clarity and impact in busy, competitive markets.
