Holds a PhD from Universidad Complutense de Madrid, a Master in Management and Industrial Strategy from ISEG - Technical University of Lisbon, Diplomas from MIT Management Sloan Management, Harvard Business School, Imperial College of London, Kellogg School of Management, IESE Business School of Barcelona, and a Postgraduate Diploma in European Studies from Universidade Católica Portuguesa. He is the Academic Director of the Executive Master's in Strategic Marketing and the Director of the Sales Management Executive Program, Leading Pharma, Digital Marketing Management Program, and Tourism Management Program. General Manager of PC&A - Strategic Marketing Consultants. Author of the following books: “Marketing Performance – 80 métricas de Métricas de Marketing e Vendas”, “Estratégias de Marketing – Colectânea de Casos Portugueses” and “Comunicación Empresarial”, and also of the Marketing Thoughts blog. Regularly contributes with several media, like Exame and Expresso newspaper, Dinheiro Vivo, Executiva, Link to Leaders and Do it magazine.