About
01
From code
to revenue
It all started at Instituto Superior Técnico, where I studied Computer Science Engineering and made first contact with the internet. I was hooked.
For the next decade, I worked solely on my own online projects. What I was doing didn't have a name yet. Eventually, the world started calling it "digital marketing."
20 years 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, supported Woffu until their 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 creating something with AI agents, playing guitar in Rydoo's company band (yes, we have a band called Out of Policy), 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 where I believe 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 earning genuine intent, not from faking signals.
The End of Average
When everyone has access to the same AI tools, the differentiator becomes judgment, taste, and strategic thinking. Great marketers will do better work than ever. Average ideas and 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 outperform 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
Created and scaled my online content projects, e-commerce, and communities. Mastered the art and science of SEO, online advertising, social media, and every other trick in the digital book.
Minigarden
Director of Marketing
Led the DTC e-commerce globally.
Unbabel
Director of Marketing
Helped scale the business from 100k€ to 10M€ ARR in 4 years. 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. Hosted the Ungated Marketing podcast.
Rydoo
Chief Marketing Officer
Rebuilt the marketing organization from the ground up. Drove a 10x efficiency increase in the lead funnel while making Inbound contribute to 70% of new business acquisition.
Rydoo
Chief Revenue Officer
Promoted to oversee Marketing, Partnerships and Sales. Grew the business from 11M€ to 35M€ ARR in 4 years, through organic growth and acquisition.