01
PR & earned media at scale
504 placements in 2025, 126 Tier-1 at an average GPA of 7.36 — Forbes Brasil, Exame, Valor Econômico, Canaltech and key trade press.
About & Skills
I sit at the intersection of editorial thinking and marketing performance
A journalist’s instinct for what makes a story worth telling, and a marketer’s discipline for making sure it actually lands. My background spans journalism, digital marketing, SEO, internal communications and financial PR — across banking, construction and B2B SaaS.
In my own words
Today I lead brand awareness and communications for HubSpot in Brazil, working remotely from Drogheda, Co. Louth. My scope spans earned media, executive positioning, PR agency coordination, social media, content strategy and acquisition — and I use AI actively to make all of it sharper, faster and more measurable.
What makes the approach a little different: I built media briefing automation systems, helped lead Brazil’s content strategy transition toward AEO before it became an industry talking point, and supported the AEO Grader launch across QA, localisation, promotion and positioning.
I’ve ghostwritten executives, managed crisis moments, pitched journalists in two languages, and built content systems that outlast the campaigns they were created for. I taught myself English and guitar. I’m currently learning Irish and the piano.
What I'm accountable for
02
Brand awareness & executive positioning
Rebrand rollout, Spotlight campaigns, and an executive comms programme: bios, spokesperson prep, podcast briefings and bylined articles.
03
AI-augmented content, SEO & AEO
Automated media briefing frameworks, Brazil's AEO transition, and the AEO Grader launch across QA, localisation and positioning.
04
Demand generation that compounds
+134% YoY organic traffic and +20% YoY lead growth (2022–2023), plus co-marketing across Lusophone markets.
Skills
Grouped by discipline
Brand & PR
- Earned media strategy
- Media relations (BR & IE)
- Executive positioning
- Ghostwriting
- Crisis communications
- Agency management
AI & search
- AEO strategy
- SEO programmes
- AI content workflows
- Automated media briefings
- Content audits
- Localisation at scale
Demand & growth
- Content strategy
- CRO & funnel conversion
- Email & newsletters
- Paid social & search
- Co-marketing partnerships
- Analytics & reporting
Editorial craft
- Journalism (20+ years)
- Long-form writing EN/PT
- Interviewing
- Public speaking
- Panel moderation
- Internal communications
Career
2024 — now
HubSpot
Senior Brand & PR Marketing Manager, Brazil
Brand awareness and communications for HubSpot Brasil from Ireland: earned media, executive positioning, agency coordination, social, content, plus acquisition and SEO/AEO campaigns.
2021 — 2024
HubSpot
Demand Generation Marketing Manager, Brazil
Owned content, SEO, CRO and acquisition for MQL growth: +134% YoY organic traffic, +20% YoY lead growth, and the full Brazilian and Portuguese editorial calendar.
2022 — 2023
Tiwi
Marketing Communications Executive
Built the marketing and comms function from scratch for a sustainable mobility startup — strategy, customer comms, SEO, CRO and website development as a team of one.
2019 — 2021
Matrix Internet
Social Media & Content Marketing Specialist
First full-time role in Ireland: content calendars, paid social, SEO copywriting and digital audits for a portfolio of Irish SME clients.
2012 — 2024
Tenho Mais Discos Que Amigos!
Journalist, later International Correspondent
1,000+ articles and interviews across twelve years, alongside a full-time career. Official representative at Lollapalooza Brasil (2013–2017), João Rock and Porão do Rock.
2015 — 2017
Saint-Gobain Distribuição Brasil
Senior Marketing Analyst
Restructured internal comms for 3,200 employees with a 40% improvement in information accessibility; launched an internal TV channel and a sales-force mobile app for 1,300 people.
2009 — 2015
Banco Santander
Social Media & Marketing Analyst
Six years from internship to analyst across internal comms, press relations and social media — content read by 50,000+ employees, and crisis periods on public platforms.
Education & languages
Advanced AI for Business
- UCD Professional Academy — Diploma, 2026
MSc Computer Science
- Griffith College Dublin, 2018
BA Journalism
- Universidade Paulista, 2010
Languages
- Portuguese & English native
- Spanish working
Let's talk strategy
Marketing leadership, AI-driven content, or bridging an Irish and a Brazilian audience — tell me what you're building.