Luísa Motta
Business Administration & Management Alumna
I studied Business Administration and Management at CATÓLICA-LISBON, completing the course in 2011.
A brief introduction to your early career or path before the “C Side”
As a teenager, I didn't have a clear sense of vocation; I never dreamed of becoming a manager. I chose Business Administration and Management because it's a broad field that opens doors. If I was going to study it, I wanted to do so at the best university. At Católica, I found much more than just a Degree. I made friends for life, and I felt that alongside academic rigor, there was room for the human dimension. My first professional experience was an internship at Renova (through GIP!), which opened my eyes to the business world. This interest deepened at Danone, where my passion for marketing and brands was born. I continued to explore this passion later at Numico (Milupa) and Central de Cervejas (Heineken Group).
What lead you to follow a different path?
After spending several years working in marketing for major FMCG companies, I began to sense a change in the air. Digital marketing in the FMCG sector was still very limited. As it is not a direct-to-consumer sector, digital had obvious limitations, and performance channels such as paid media or SEM were not being explored. I felt that the world was changing and that I needed to keep up. I realized that I needed to update my skills, so I immersed myself in digital training and gained experience by working in this area.
It was in this context that I saw an ad for UNICEF one day. The job description immediately caught my attention as it was similar to my existing marketing role, but with a clear commercial aspect and, above all, a direct impact on people's lives. I have always had a keen sense of justice and a tendency to defend the most vulnerable. The idea of applying my professional experience in an organization that saves lives was simply irresistible.
I applied and went through a long and demanding selection process. To my surprise, I was chosen. I started with imposter syndrome. After all, I had never worked in fundraising before. However, I quickly realized that the context was very different from that of multinationals: there were fewer resources and established processes, and there was a huge need to create structure and a vision for growth. I was given a blank sheet of paper on which to work.
It wasn't easy at first. But if there's one trait that I feel is part of my DNA, it's resilience. I studied, analyzed and applied everything I already knew, adjusting to the new reality. I began to see the transformation happening: projects coming to life, campaigns generating impact and producing results that changed lives, not just numbers.
Your “C Side” today
I am currently responsible for fundraising and partnerships at UNICEF Portugal. Put simply, I organize campaigns to encourage people to support UNICEF's work around the world. This may sound abstract, but it isn't — millions of children depend on these donations to survive. This is only possible thanks to the generosity of donors.
Fundraising is essentially social marketing. It demonstrates that social causes require strategic, creative promotion and a focus on results. The process is no different to selling a product: you have to win hearts and minds, turn intention into action and demonstrate the impact of each contribution transparently. The big difference lies in the purpose: the 'product' we promote is the opportunity to change lives by giving children access to vaccines, clean water, and education.
CATÓLICA-LISBON provided me with the solid foundations on which I have built my career. These solid foundations make everything visible in my career today possible. I particularly remember Professor João César das Neves, who made Introduction to Economics fascinating. The phrase 'there are no free lunches' has stayed with me forever. To achieve results, you need commitment, persistence and hard work. I feel that resilience is part of my DNA.
Seeing the impact of my work is deeply motivating. I'm not just talking about metrics or reports, although these are essential for evaluation and improvement. The real impact is measured in transformed lives. Knowing that a campaign in Portugal can result in children being vaccinated, schools being rebuilt, or families having access to clean water gives meaning to every effort. That's what fundraising is all about: using the best marketing techniques to help those in greatest need.
Final reflection
If I had to choose one word to describe my journey, it would be 'resilience'. This ability to persevere and adapt has characterized my path. While resilience helped me face challenges, humor gave me a sense of lightness. I have always felt that life becomes easier when we can laugh together, find joy, and share that spirit with others. CATÓLICA-LISBON provided me with the right foundations, and I still carry those values with me today. They help me to stay focused on what is essential: making a real impact on people's lives.