Marketing Strategy Webinar

After all, is marketing strategy built on data and scientific rigor, or is it driven by creativity and intuition? Or is it the combination of both that makes the difference?

At a time when brands are facing contexts of accelerated change, it is essential to reflect on the true role of strategy. It is at this crossroads between Science and art that the success (or failure) of many marketing decisions is at stake.

Topics

✅ Basics of Marketing Strategy
✅ The role of the Marketing Plan
✅ Planning vs Agility
✅ The Importance of Data in Decisions
✅ The influence of AI on Strategy
✅ From Strategy to Execution
✅ Metrics: measuring to improve

Watch the AMD Webinar, a practical, inspiring, and thought-provoking conversation featuring four experienced speakers with complementary visions.

Speakers

  • Ana André - Leroy Merlin - Brand and Content Director ( View bio )

  • Inês Simas - Marketing Department - CEO ( View bio )

  • Mário Alcântara - Marketing and Digital Transformation Consultant ( View bio )

  • Nuno Rodrigues - Dual Up Consulting - Marketing Director and Consultant ( View bio )

Moderator

  • André Novais de Paula - President of AMD ( View bio )

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Speakers and Moderator

  • Ana André

    LEROY MERLIN - BRAND AND CONTENT DIRECTOR

    "With more than 16 years of experience in Marketing Management, with a focus on digital, Ana André has a degree in Business Communication, having completed a master's degree in Relational and Digital Marketing. His career includes stints at agencies specializing in Digital Marketing and also multinational companies, such as Samsung or El Corte Inglés.

    Ana André arrived at LEROY MERLIN at the beginning of 2021 for the position of Head of Ecommerce Marketing and, since June 2022, she has assumed responsibility in the areas of Brand Strategy and Communication and Content, as Brand Director."

    Twitter

  • Inês Simas

    MARKETING DEPARTMENT - CEO

    "I have more than 25 years of experience in Marketing and I remain passionate.

    I have been fortunate to have worked in companies such as Hewlett-Packard, Pescanova, Nutrexpa, The Coca-Cola Company in Portugal and Spain and Navigator.

    Since 2017 I have co-founded and am CEO of the Marketing Department, a marketing Consulting and Outsourcing company in Portugal and Spain.

    In the Marketing Department we work every day to elevate the role of marketing and affirm its importance for the success of brands and businesses. I believe in the transformation and impact that marketing brings to business and people's lives.

    Without emotions there is no marketing and without data neither, is my conviction. I am obsessed with measuring results and learning along the way.

    I created the CMO Club and the Walking Meeting podcast."

    Twitter

  • Mário Alcântara

    MARKETING AND DIGITAL TRANSFORMATION CONSULTANT

    "Professional with more than 30 years of experience in marketing and digital marketing, with a focus on strategy, digital transformation and business innovation. He has led digital areas in agencies such as Ogilvy, DDB and Innovagency.

    He has worked in multiple sectors, with emphasis on the automotive, pharmaceutical, large distribution, insurance, finance and FMCG industries. He founded Buzzbeat, an innovation and digital transformation consultancy, acquired by Grupo La Poste and integrated into Innovagency, where he recently made his "exit" after 3 and a half years of project.

    He is a professor at Porto Business School, ISCTE and Lusófona University in the areas of artificial intelligence applied to marketing, digital strategy and e-commerce.

    He currently works as an independent consultant on projects that combine analytics, marketing and AI. He also leads an investment consultancy and is preparing a new project in the launch phase."

    Twitter

  • Nuno Rodrigues

    DUAL UP CONSULTING - MARKETING DIRECTOR AND CONSULTANT

    "I am passionate about helping companies grow strategically, creatively and sustainably. Throughout my recent career, I have reconciled two areas that complement each other in a surprising way: marketing and financial incentives.

    As Marketing Director at DualUp Consulting, I work with multidisciplinary teams to create strategies that drive brands and results. At the same time, I am a consultant specializing in Portuguese and European incentives, and I help companies find funding for their research and development, innovation, internationalization or digital and green transition projects.

    As the founder of IUPI Agency, a creative agency focused on purposeful communication, I develop my activity in the area of communication and digital marketing coordinating a multidisciplinary team specialized in the areas of communication and Digital Marketing.

    I have also had a strong involvement in academia, working as a professor of Digital Marketing at IPAM, at the Polytechnic Institute of Portalegre and at the Faculty of Economics of the University of Coimbra, where I share real experiences with present and future professionals.

    I believe that knowledge only makes sense when it is shared — and that technology, especially artificial intelligence, is transforming the way we live, learn and work."

    Twitter

  • André Novais de Paula

    AMD - PRESIDENT | MODERATOR

    "Graduated in Marketing and Advertising from IADE with a specialization in Marketing, he is President of AMD, Portuguese Association of Direct and Digital Marketing and the CEO of Directimedia, a Relational and Digital Marketing Agency.

    She has developed her activity within Relationship and Digital Marketing with an emphasis on integrated Cross-Media campaigns.

    He is also Co-Author of the Book "Digital Marketing for Companies" and Teacher and Trainer in several education and training institutions at the level of Masters, MBAs and Post-Graduations.

    Twitter