My story
Three countries.
Two papers published.
One relentless curiosity.
A South African Portuguese who grew up in Johannesburg — a city that doesn't do things quietly. A sportsman, dj, and gamer at heart, I play to win, the fado cuts deep, and the people build things that last. That DNA is baked into how I work: I don't do surface-level, I don't do average, and I don't stop until the numbers move.
My career has taken me across three countries and some of Europe's most demanding institutional environments. At the European Central Bank I owned the digital communications strategy for three institutional domains across 23 EU languages. At First Advertising in Johannesburg I optimise multi-client performance campaigns from brief to board report. In between, I graduated magna cum laude with a Master of Marketing and published research on how AI is reshaping the way humans find information.
Outside the strategy decks I'm hiking in a nature reserve or lifting heavy objects in the gym, building a playlist, or deep in a rabbit hole about how large language models decide what they surface. I care about craft — whether that's a perfectly structured schema markup or a perfectly timed pass.