M.
Growth Marketing & Brand Specialist
My bio
Filled with challenges, setbacks, achievements, disappointments, experiences, and learning
The beginning of the journey
Upon arriving in Angola, many opportunities were laid out on the table. From starting to Work in one of my fields of stydu - Cinema, Vídeo and Multimedia Communication from ULHT - and beginning to photograph events for magazines like Caras e Chocolate, until my leaders realized they could entrust me with more than photography: Writing articles with a social touch, which was when I put my Journalism training into practice.
Not very inclines towards tabloide journalism, I began to assist in the design and layout of a weekly magazine, which at the time lacked the team to meet the expected demand.
Very quickly, I accumulated roles not only in preparing the magazine for layout, such as a photography and writing, but also reached the position of editorial coordinator, besides producing content for institutional magazines of Editora Visão.
An indefinite cycle comes to an end... between photography, creative writing, and the use of design and layout software
I take this opportunity to mention my sources of inspiration: Sara Simões Piedade, António Pedro (Tonny Graph), Rui Pombo, Miguel Graça, Sofia Costa, Álvaro Torre and Cátia Carmo.
The year was 2012
A year later, I realized the need to start communicationg digitally and to bring communication to the platforms that were more accessible and at our fingertips. Thus, in 2012, I began working as a freelancer, responsible for content for Grupo Thepasa - distributor of brands such as Melissa, Grendha, Ipanema, Rider among others.
It was two years of non-stop exploring ways of activation, content creation, and understanding the stimuli of users and the market in the face of "out of the box" activations.
A strong hug and thank you to the Theodoro Family for the Trust.
Between 2012 e 2016
Still working as freelancer, I provided audiovisual services for BFA, Toyota de Angola, Imporáfica, Sonangol, Schlumberger, Movicel, ANTB (National Association of Basketball Coaches), among others... until, during one of the tenders for the presentation of a website, I was invited to an exciting project - To join the SIAC team.
At SIAC, I mas responsible for Communication and marketing, as well as being Brand Guardian. The challenges were numerous, starting with the implementation of the UIMO Campaign - Unidade de Intermediação de Mão-de-Obra, as well as the awareness campaign for RENT - Registo Nominal de Trabalhadores.
The biggest challenge was bringing public and private services closer to the citizen, under the motto of reducing bureaucracy in public services. The anti-gasosa campaign was implemented in all existing SIAC units, the creation of a digital channel where citizens could strengthen ties with organizations, the implementation of an online scheduling system, and 360º campaign for the simplification of public services, internal marketing in all units, the creation of corporate television and radio, with diversified content creation, making the communication and marketing department autonomous in its budget by optimizing and monetizing SIAC spaces and its daily flow, which exceeded 9,000 per day in all SIAC units: Talatona, Cacuaco, Cazenga, Urge, Cabinda, Manage, Cunene, Bengo and Huambo until March 2017.
To my former General Director Anselmo Monteiro and the team that brought citizens closer to public services... thank you.
Enterpreneurship in 2017
In 2017, I embraced another project, which I founded, Quickmedia. In addition to being the Founder and client portfolio manager, I was also Communication, Branding, Marketing and Art Directors and Production Manager. Each year, Quickmedia created more than 10 brands from scratch and an average 2 rebranding per month.
Pioneering in delivery UX (user experience) and UI (user Interface) solutions in the country, Quickmedia was the first brand in Angola to be officially registered with Pantone.
We managed campaigns with varying budgets from dental clinics, to projects in partnership with Angolan Government.
The challenge at Quickmedia was constant and growing, starting with team training, implementing new services, client follow-up, and delivery according to current trends.
We worked with both corporate segments and startups with a turnover 2 elements per year. At its peak, the team consisted of 10 full-time employees in Angola and 6 in Portugal along with a strategic partnership with Projecto 84.
Some successful rebranding
Clients such as Tupuca, T'leva, Riskos, Bantu Makers, Bodiva, Banco Atlântico, Total Energy, INSS, Unitel, Banco Postal, Workplace, Domus, Sogester, and many more saw more than visible and growing results. We managed an average of 20 projects monthly, excluding digital, 360º, and guerrilla campaigns
Some campaigns and activations
In 2020 - 2021, during the pandemic, the demand for satisfaction and high-quality products increased. It was precisely then that I embrace Big One, initially as a client of the company, as a project where communication was directed to a specific target audience and a market niche that demanded more careful communication. While still holding my previous roles at Quickmedia, I simultaneously took on the role of Commercial ad Marketing Director, where the challenge, besides product placement, was trade with foreign suppliers, curation national products, and in-store campaigns
Some activation campaigns
After 5 years of entrepreneurship... it was time to build a career in the corporate world.
Being a woman, an entrepreneur, without partners, in a highly "open" market made me rethink if this was the path I wanted to follow... and no! I was definitely determined to create a career in the corporate world.
The motivations were varied, from wanting to dedicate more time to my daughter and my personal life, combined with the immense desire to dive into a "shark tank" but with infinite possibilities, I decided to embrace the Marketing Department at Grupo Multipla - who were already clients of Quickmedia, and I became the Marketing Director.
The year was 2022
It was not an unfamiliar challenge, but it represented a challenge in communication in a specific field such as telecommunication, which requires not only understanding the products and services specifically, the needs of customers, creating communication and promotional materials in simple language for what is always very complex to specify - terms like Public IP, VPN, DWDN, Fiber optics, Microwaves, Datacenters, VPS, HaaS, PaaS, SaaS, and cloud - that where understandable to reach the stipulated targets.
From dynamization of digital platforms, database organization, CRM, presence in corporate events, to the implementation of an internal communication and internal marketing platform, Grupo Multipla, which owns iPWorld, Virtualand, and AZCloud.
A chapter closed that, although officially lasted a year, was more than 5 years of relationship with Multipla, for which I thank José Assis for the opportunity and support.
Simultaneously, I was part of the Installation Committee and the core implementation team of Escola 42 Luanda, responsible for implementing the sub-identity for Luanda, coordinating communication, and creating communication axes and campaigns for the program's adherence.
The success of the work and architecture is credit to Riskos, the creation of communication pieces to Back, and project management to PYXIS.
Achievements in 2022
In 2023
I started in January at Paratus, a brand present in 7 countries in Africa, with a strong DNA in each of the countries and an identity to be explores in Angola. Also in the telecommunication and digital connectivity solutions sector, as the Marketing Manager, the challenge was to "defy the laws of gravity in tech marketing" and use simple language to communicate complex products.
One of the biggest challenges was creating a rebranding campaign from ITA to PARATUS, where I created a focus group with employees, clients, and partners - a total of 150 people, to measure brand sentiment - which led me to continue the campaign "Technology has evolved, and ITA evolves into PARATUS" - but with more data so that the rebranding was understood as such - the company/entity did not change, only the brand did.
I included in the campaign elements that were familiar to stakeholders and the market itself, such as the ITA teleport building, and promoted a sense of belonging and "wearing the shirt" with campaign where employees represented the company.
Additionally I organized the 10th Paratus Golf Tournament, involving not only stakeholders, but also the public and famous voices from our market to embrace the cause. From fundraising, ideation, and event production, I was actively in the entire plan of media coverage, marketing and brand positioning.
Paratus was a unique challenge, where combining cultures and aligning methodologies for the market engagement was a constant, but... the day-to-day and leadership styles did not alight with what I envisioned for the corporate career I wanted to pursue.
I thank to my colleagues who made very step possible: Marina Sanches, Eryxson Fonseca, Tatiana João, Rosema Matias, Gil Antunes, Ângelo Nhanga, Egídio Gomes, Nelson Boma e os C-levels Rolf Mendelsohn, Ricardo Dias e Martin Böze for the supporting the realization of ideas - which, as crazy as they seemed - where just engines to carry forward part of the accomplished work.
Paratus' Achievements
and now...
In such a short time, I was responsible for the implementation and acceleration of the rebranding of TIS, a company that aims to establish itself in the market as a technology consultancy.
From February 2024 until now, I have created and developed the entire strategic communication plan for TIS, elevating the brand's value and making it recognized in the Angolan market, now more focuses on Private Companies.
