Description

Agency creative, client-side marketer, indie Founder ( I’ve been all three). Living in Portugal, Mozambique, the UK,USA and Germany taught me nuance.

Most brands treat copy like confetti. They fling it everywhere, leave a mess and pray for divine luck. I bring order, strategy and the kind of contrarian thinking that makes your words sell across every touchpoint (ads, emails, websites, product pages, packaging,and even the unconventional channels no one else dares to touch.)

The truth is, you’re not hiring your typical copywriter. You’re hiring the brains of a contrarian marketer with a knack for consumer psychology and for words that move the P&L. And on top of that add decades of skin in the game experience as an entrepreneur.

15+ years of trial, error and building my own brands and startups taught me one thing: I do for my clients what I already do for myself. Experience like this is unbeatable.

Languages

Portuguese
Native or bilingual
English
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

Teardwn,
Founder + Copy Chief
February 2018 - Today (8 years and 5 months)
Lisbon, Portugal
I bring order, strategy and the kind of contrarian thinking that makes brands dangerously persuasive with good copy.

I've written website copy for Fintech startups like Pinch (before they were acquired by Chime) and Littlefund (before they were acquired by UNest). Or for eCommerce brands like Sunday, Wellgard or OHME.

Website: teardwn.com (Copy? All me. Design? Also mine. Every word, every pixel).
That Special Record
Founder
March 2014 - January 2018 (3 years and 10 months)
Lisbon, Portugal
Founded That Special Record, an independent vinyl subscription club service curating surprise packs of outsider electronic music. Grew TSR to profitability in 4 months, with subscribers from 35+ countries.

I wasn’t interested in filling channels. I was interested in being remembered. So I developed a handful of 360° campaigns and enforced a voice that people could recognize blindfolded. The result? TSR became a talkable presence across ads, newsletters, blog posts, social media, the website and even the packaging.

I didn’t pitch journalists. I gave them a story worth telling. That made TSR newsworthy enough to earn coverage from Drowned in Sound, The Vinyl Factory, Adweek, Folha de São Paulo or American Airlines’ inflight magazine American Way.

I handpicked every monthly record and built close, relationships with small indie labels, turning curation into a reliable signal of quality rather than an algorithmic guess.
Copywriting Copywriting Copywriting Copywriting Content marketing
Foodzai
Co-Founder & CMO
February 2012 - February 2014 (2 years)
Berlin, Germany
Co-founded Foodzai, an online marketplace for home-cooked food.

I didn’t chase journalists. I gave them stories worth writing about. This approach earned Foodzai coverage in TechCrunch, Expresso, Público, and Jornal de Negócios. And helped us grow Foodzai to 25k+ members in 4 months with a 0€ marketing budget.

I didn’t just market. I engineered growth. I strategized, planned and executed growth hacking campaigns that attracted home chefs and foodies across 4 European cities, turning casual curiosity into active users.

Launched Foodzai in 4 cities (Lisbon, London, Berlin and Dublin), and reached the top 50 startups by online traffic in the UK (2013).

Foodzai needed money and credibility. I helped raise a seed fund and sneak Foodzai into StartupBootcamp Berlin (Europe’s “best startup accelerator,” according to Europas).