Projects using Trello in LisbonProjects using Trello in LisbonStartup Today was a platform I created from scratch — a community-driven digital space designed for startup founders to connect, collaborate, access resources, and grow. I built the brand narrative, positioning, and full product vision around transparency, opportunity mapping, and founder-to-founder network effects, similar in spirit to the innovation-first mindset behind platforms like Crunchbase.
Through a focused go-to-market strategy and strong media positioning, Startup Today gained wide visibility and onboarded hundreds of startups across sectors. The project showcased my ability to design a brand ecosystem, shape a compelling narrative, and structure a digital experience that met real needs for founders navigating hiring, partnerships, and strategic insights. 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. 
