Born in Santarém a small town near Lisbon, she has a degree in Journalism by Universidade Técnica de Lisboa. She started as a copywriter at DDB but could as easily have been a journalist had a placement at a newspaper appear before that opportunity at DDB. Maybe it was meant to be, because she has never left ad agencies ever since, working also at O&M and Y&R, Nova, Bates/Redcell and back again to Y&R now VMLY&R.
Awards include Cannes, Eurobest, Epica, Cresta, New York Festival, London Festival, Montreux, Fiap as well as Clube de Criativos de Portugal. She was chairwoman of Portugal’s Creative Club for 4 years. She has also been in many jury panels around the world, including Cannes, D&AD and Clio.