About
01
From code
to revenue
I started as a computer science engineer at Instituto Superior Técnico in the early 2000s, building systems and writing code. I was hooked.
For years, I worked for myself on online projects—testing, building, scaling. What I was doing didn't have a name yet. Eventually, the world started calling it "digital marketing."
Two decades and multiple SaaS companies later, I've gone from engineering to marketing to running the full revenue function. I helped Unbabel scale from Series A to Series C, built the growth engine at Landbot, advised Woffu to an exit to Visma, and at Rydoo, went from CMO to CRO — now leading Marketing, Partnerships and Sales for Rydoo and Semine.
“I still think like an engineer. I still build systems. I just build them for revenue now.”
When I'm not obsessing over pipeline metrics, I'm probably building something with AI agents, playing guitar in Rydoo's company band (yes, we have a band), or teaching my daughter why Sporting Clube de Portugal is the only team that matters.
Vision
02
The AI-Native
GTM Playbook
Go-to-market is being rewritten from scratch. Here's what I believe about where it's going — and what the winners will look like.
Build for Intent, Not Forms
I've never bought into gated content and lead scoring. Real demand comes from educating people and capturing genuine intent, not from faking signals that are not there.
The End of Average
When everyone has access to the same AI tools, the differentiator becomes judgment, taste, and strategic thinking. Great marketers will move faster than ever. Average execution just won't have anywhere to hide.
The Best GTM Teams Will Be Tiny
AI collapses the cost of execution. Small, opinionated teams will move at the speed of light while bloated orgs are still scheduling alignment meetings. Ten people with AI will outrun a hundred without it.
Revenue Leadership Is Architecture
The modern CRO builds systems: pipelines, workflows, and automations. And still needs to close deals, coach teams, and understand what customers actually want. The line between builder and leader is dissolving — and that's a feature, not a bug.
Track Record
05
Building machines
that grow
Instituto Superior Técnico
Computer Science Engineer
Where it all started. Built the technical foundation that still shapes how I think about systems, scale, and problem-solving.
Self Employed
Founder
Unbabel
Director of Marketing
Helped scale from Series A to Series C. Built the demand generation engine that fueled Unbabel's growth in the AI translation space.
Landbot
VP of Marketing
Led marketing for the conversational AI platform. Scaled the team and built a content-led growth machine.
Rydoo
Chief Marketing Officer
Rebuilt the marketing organization from the ground up. Drove a 500% increase in demo requests and 6.4x pipeline ROI.
Rydoo
Chief Revenue Officer
Promoted to oversee both Marketing and Sales. Leading revenue strategy for 10K+ customers across 150 countries.