From code to revenue
I started as a computer science engineer at Instituto Superior Técnico in the mid-90s, when the web was just figuring out what it could be. 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.
Fernando Amaral
CRO at Rydoo & 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.
Track Record
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
Created the global online marketing strategy for Minigarden's vertical gardening systems. Launched website, e-commerce, and media centre, adopted by distributors across 10+ markets.
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.