Freelancer profile translated to English.
Back to original languageAbout Maria
Born in Lisbon and living in Madrid since 2007. I have worked both in media agencies and for end clients, focusing my roles on media budget leadership, optimization of major media negotiations, and advertising effectiveness.
I have over 20 years of professional experience. I am accustomed to managing and coordinating local and international teams.
I am the founder of the brand Maria Comunica, which is dedicated to content writing in Portuguese. I help companies with an international strategy that need to communicate in Portuguese. I know and understand the social and cultural context of Portugal, and I am able to convey messages in Portuguese naturally and fluently, attracting attention, maintaining interest, and engaging the recipient.
Portuguese
Native or bilingual
Spanish
Native or bilingual
English
Fluent
French
Conversational
Can work on-site
Madrid (up to 50km)
Experience
- Crearte EventsInternship Project ManagerENTERTAINMENT AND LEISUREFebruary 2021 - April 2021 (2 months)Madrid, Spain
- OMD PortugalAccount DirectorPRESS AND MEDIAJanuary 1994 - June 2007 (13 years and 6 months)Lisboa, Portugal2003-2007: Account Director• Management of advertising activity in Vodafone Portugal's Media: development of multimedia strategies, negotiation of commercial terms with media, and a team of 5 planners.1994-2003: Media Planner• Media planning and buying for various sectors: Telecommunications (Portugal Telecom and Vodafone), beers, soft drinks, and waters (Unicer), press groups (Abril ControlJornal and Soci), toys (Lego), and Home products (Arc International).Key achievements:• Mastery of the media landscape in Portugal.• Knowledge of the advertising idiosyncrasies of various sectors.• Working on an advertiser account that was in the top 5 in media investment.
- TelefonicaHead of Media and Corporate ResearchTELECOMMUNICATIONSJune 2008 - February 2020 (11 years and 8 months)Madrid, Spain2010-2020: Head of Media Brazil• Analysis of advertising activity in the Telecommunications sector.• Supervision of reporting processes and profitability of advertising investments.• Control of compliance with the Transparency Protocol in media buying.• Participation in tenders for media coordinating agency and Digital agency.2017-2020: Head of Global Research• Creation of an Advertising Effectiveness model and monitoring of Telefónica's commercial brands and its competitors.• Implementation of methodological criteria necessary for comparability between operations/countries.• Consolidation and reporting derived from Advertising and Brand Health Tracking in the Group's 17 countries.• Analysis of the impact in on/off media of news about Telefónica.2008-2010: Media Expert• Management of econometric models to measure the efficiency of advertising campaigns in Latam countries.• Design of media and research dashboards.Key achievements:• Mastery of the media landscape in Brazil, pursuit of the proper use of the media budget, optimization of major negotiations.• Establishment and coordination of processes for unifying and consolidating media information.• Control of the performance of campaigns and creative agencies in 17 countries.
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Education
- Degree in Communication SciencesUniversidade Autonoma de Lisboa1993Complementada con Curso de Experto en Marketing (UNED), y continua formación en Linkedin Premium: Affiliate Marketing Foundations, Facebook Community Manager, Fundamentos de SEO, Creación de campañas Google Ads, Instagram para empresas, Marketing con Podcast avanzado, ROI en Redes Sociales
- Digital Writing CourseAcademis Sara Pellicer2021Marketing de contenidos y técnicas de redacción digital.