(WHAT I CAN HELP WITH)
01. BRAND / GROWTH STRATEGY
I help brands define their positioning, brand direction and go-to-market approach. This work is about creating clarity: aligning commercial goals with brand ambition, setting a clear strategic direction, and building foundations that can scale over time.
SCOPE OF WORK
Brand and growth audits, positioning and brand architecture, go-to-market definition, strategic planning, and long-term growth roadmaps.
02. CAMPAIGNS / LAUNCHES
I lead campaigns and launches from strategy through to delivery, translating direction into clear plans and coordinated action. I work closely with internal teams across creative, product and design, as well as agencies, to shape the approach, align stakeholders, and ensure work lands consistently across channels and touchpoints.
SCOPE OF WORK
Campaign and launch strategy, launch planning and sequencing, cross-functional coordination, and end-to-end delivery oversight across channels.
03. CREATIVE DIRECTION
I provide creative and narrative direction for brands that need clarity and consistency across touchpoints. This work defines how a brand looks, sounds, and communicates - setting a clear creative direction that guides decisions across content, campaigns, and digital platforms.
SCOPE OF WORK
Messaging and narrative systems, creative direction sprints, tone-of-voice definition, and creative guidance across content, campaigns, and digital platforms.
04. PHOTOGRAPHY
Editorial and documentary photography. Often developed as part of a broader brand system or campaign, the work focuses on creating images that feel intentional, cohesive, and grounded - supporting the wider narrative rather than standing alone.
SCOPE OF WORK
Brand and campaign shoots, photography for hospitality and lifestyle, and integrated content production.
ABOUT MARIANA
I work at the intersection of brand, growth, and creativity, partnering with organisations to shape strategy and integrated marketing - from early thinking through to execution.
My experience spans retail, food, grocery, hospitality, and lifestyle, working across both early-stage brands and global platforms. I spent over six years at Amazon, where I led campaigns, content, and growth initiatives across FMCG, food, and health & beauty, collaborating closely with international partners and cross-functional teams. Alongside this, I work closely with my family’s olive oil and hospitality businesses in northern Portugal, applying the same strategic lens to growth, brand, and go-to-market challenges.
That combination - large-scale corporate organisations and SMBs - has shaped how I work. I’m comfortable operating at a strategic level, while staying closely involved in execution across content, launches, paid media, and creative production.
Alongside my strategic work, I have a strong creative practice in photography, which shapes how I approach storytelling, content systems, and campaign ideas.
Having lived and worked across Portugal, the United States, Ireland, Italy, Spain, and the UK, I bring an international perspective combined with a practical, hands-on approach.
I’m currently based between London and Lisbon, working across the UK, Europe, and remotely. I’m open to freelance, consulting, and longer-term roles where strategy, creativity, and commercial results intersect.
To explore how we might work together - across brand and growth strategy, campaigns and launches, or photography - view selected work below or get in touch. Portfolio and CV available on request.
Let’s work together
[Strategy & Creative] / [Photography]
