I started on the tech side. Agencies in Los Angeles. Cloud companies in Portugal. Big budgets, global campaigns and systems built to scale. I learned how to move fast, manage complexity and make strategy hold up under pressure.

Eventually, I wanted work with taste and consequences beyond dashboards.

Now I lead brand, social and content work with an editorial approach. I shape voice, plan campaigns and produce the work myself when it serves the idea. My experience spans conservation and lifestyle brands, translating complex stories into clear, culturally aware content built to last.

I care about judgment, pacing and consistency. I treat social as an editorial channel, not a volume play. Growth matters, but not at the expense of the brand.

Offline, I’m usually outside. Surf, trails, camera in hand. The work stays grounded. That matters to me.

I believe good storytelling feels intentional, human and edited. Anything else is noise.