João is a Senior Qualitative Project Manager and Researcher with 9 years of experience leading consumer insight initiatives across the UK and European markets. He has worked on 100+ projects for some of the global leading FMCG, beverages and spirits brands — including Brown-Forman, Heineken Group, and Coca-Cola Hellenic — driving brand positioning, exploring innovation pipelines, conducting global campaign testing, and optimising product portfolios.

He leads complex international research projects with the precision of an air traffic controller — from project design to final strategic delivery—that help brands navigate the competitive landscapes of the UK and European Markets. His work is grounded in uncovering the private truths, moving beyond surface-level data to find the deep human insights that fuel business growth.

João combines this creative strategic depth with a forward-thinking technical approach. He is a specialist in AI tools and methodologies, leveraging AI for target consumer modelling and immersive brand world-building. With a degree in Languages and Communications, he is fluent in English, Portuguese, Italian, and Spanish, acting as a cultural bridge for brands expanding across Europe.

Originally from Portugal and having lived in Italy and China, João is currently based in Belfast, UK, with his Italian wife and two pets. Passionate about cutting-edge tech, design and international food, in his free time he can be found on a Padel Tennis court, tinkering with his 3D printer in his office or perfecting his Neapolitan pizza dough recipe.