Lecturer in Marketing at the Polytechnic Institute of Porto at ISCAP - Higher School of Accounting and Administration of Porto, since 2007. PhD in Marketing Management and researcher at CEOS (Center for Organizational and Social Studies at the Polytechnic of Porto) with work in retail research, digital marketing, branding, and luxury. In the research area, she regularly participates in international conferences and Erasmus programs. She is currently the director of the Master's Degree in Digital Marketing and is responsible for a professional technical course to improve employability. With experience in consulting areas in Marketing, Sales, and Communication.