I have for the last 20 years worked on applying marketing theory and tools to design and evaluate behaviour change interventions that improve the status of biodiversity. I have worked globally across Latin America, South and Southeast Asia and West and Central Africa in topics as varied as illegal wildlife trade, human-wildlife conflict, overfishing or invasive species management.

I am currently a Senior Researcher at the University of Oxford. Between 2019 and 2023 I was the Head of Impact and Measurement for On the Edge, a visual storytelling charity based in London. From 2017-19 I was a Oxford Martin Fellow at the Oxford Martin Programme on the illegal Wildlife Trade at the University of Oxford, and a Postdoctoral Fellow at San Diego Zoo Global. I always had an interest in nature and started working in conservation at 17 started working as an conservation educator at Lisbon Zoo, in Portugal, my home country.

I am currently the Chair of the IUCN Behaviour Change Science Taskforce, a co-founder and board member of the European Social Marketing Association and a National Geographic Explorer. From 2018 to 2022 I was the Vice-President of the International Social Marketing Association. Prior to that I was the co-founder and Chair of the Conservation Marketing Working Group of the Society for Conservation Biology.

In 2017 I was recognized by the Society for Conservation Biology, with their Early Career Conservationist Award and in 2016 by the IUCN Commission of Education & Communication with their Young Professional Award.