01
Design & brand craft
What a brand looks like is part of what it means
Identity, packaging and photography for clients such as ISDIN, Alcon and Bayer
Lisbon · Bergen · BarcelonaDesign studios, co-founder, pharma brands
Brand & Engagement Marketing · Lisbon | Barcelona
Turning brands into lasting relationships.
- Brand strategy
- Field activation
- Customer loyalty
Career
Every phase built the next
01 / 04
I started as a designer learning how brands are made, then moved to the shop floor to see how people choose them. As head of marketing I built the strategy and go-to-market that win attention and bring the first customers in, and at MSF I focused on onboarding them and giving them reasons to stay. It is not the usual path from design into marketing, but every phase answered a question the previous one left open. The result is a 360° view of the customer journey, from creating a brand to keeping its customers, with the customer at the centre of the product, the strategy and the communication.
02
Brand activation & point of sale
Trust is won where people meet the brand
Trade marketing across Iberia for a leading performance brand with roadshows, POS activation and seasonal campaigns
Iberia · MunichGORE-TEX, Abercrombie & Fitch
03
Brand strategy & go-to-market
Intuition needs commercial rigour to make the difference
Brand creation for retail, education and healthcare businesses and first marketing hire at a B2B marketplace across Europe
LisbonBF Group · Twoosk, Head of Marketing
04
Brand loyalty & customer lifecycle
The hardest thing is not attracting people but giving them a reason to stay
A full loyalty programme built from scratch and several visual assets adapted by other international offices
LisbonDoctors Without Borders (MSF Portugal)
The impact
The numbers behind the work
Across premium retail, B2B technology and purpose-led organisations, I’ve built the craft, the systems and the relationships that move audiences from attention to loyalty
Loyalty programme
0
Active regular supporters in a programme designed from scratch
Loyalty programme
0
Of fundraising revenue generated by the Loyalty department
Lifecycle communication
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Email open rate on lifecycle communications
Value growth
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Upgrade conversion rate through CRM-led value-growth campaigns
Value growth
0
Average increase in the donation of upgraded supporters
International reach
0
International MSF offices that adapted the programme’s visual assets
B2B marketplace
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Top-tier B2B industry players acquired onto a marketplace built from zero
Rodrigo Ferreira
Photography
How I work
Design thinking for every approach
My design training gave me a method before it gave me a style. I apply the four stages of design thinking to every challenge at work and outside it, understanding the problem, generating ideas with the people involved, prototyping early and testing until it works, so I don’t end up giving a beautiful answer to the wrong question.
Start with the real problem
01 · Empathise & define
I begin by understanding the people involved and defining the real problem
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I read the data, listen to customers and look at how the category works. A request like “we need a new campaign” often hides a different problem, such as an unclear price, a weak onboarding or the wrong channel. Defining the problem correctly takes little time and avoids investing in the wrong solution.
Work with, not around
02 · Ideate
I generate ideas together with the people who know the business
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Sales knows the objections, customer support knows the friction and the field team knows what retailers will put on the shelf. Building the ideas with them makes the solution stronger and the team owns it from the start.
Make it tangible early
03 · Prototype
I turn ideas into something concrete that people can react to
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A journey map, a message hierarchy or a draft email flow is easier to judge than a strategy in slides. Fixing a rough version in week one costs a conversation, while fixing a finished one in month four costs a budget.
Iterate until it’s right
04 · Test & iterate
I define success before launch and let the results guide the next version
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I track open and conversion rates, retention, upgrades and acquisition cost against customer lifetime value. Reviews are planned in advance, so what underperforms is improved while it still matters.
What others say
In their words
“
It’s rare that you come across standout talent like Rodrigo
Read the full recommendation
“It’s rare that you come across standout talent like Rodrigo. Above all, I was impressed with Rodrigo’s ability to handle the design and marketing of our marketplace, and, of course, his passion for perfection. Rodrigo would be an asset to any team.”
Ahmed HofnySoftware Engineer · Twoosk
Worked together 3 years
Worked together 3 years
“
Rodrigo stands out for his professionalism, sense of responsibility and commitment to everything he gets involved in
Read the full recommendation
“Rodrigo stands out for his professionalism, sense of responsibility and commitment to everything he gets involved in. He has a very special ability to turn challenges into opportunities and find creative solutions always aligned with the organisation’s goals. His attention to detail, strategic vision and quality standards make him a professional you can fully rely on.”
Nuno PestanaCorporate Fundraising & Partnerships · MSF Portugal
Worked together 3+ years
Translated from Portuguese
Worked together 3+ years
Translated from Portuguese
“
I recommend him for the quality of work delivered and his good eye for detail
Read the full recommendation
“Rodrigo is a very dedicated professional with an excellent view of marketing and everything around it — a very good planner but also very flexible when something goes off track. I recommend him for the quality of work delivered and his good eye for detail. He always represents a great asset for any team.”
Artur NunesFinancial Project Controller · Nokia
Worked together 2 years
Worked together 2 years
“
He has a very cross-functional and integrated view, which allows him to connect different areas, anticipate needs and help projects move forward in a more consistent and strategic way
Read more
“Rodrigo is an excellent professional, very participative, with a very broad set of skills. He pays attention to detail, is organised and able to understand both the most specific questions of a project and the wider context in which the work sits.”
Verônica VasqueDigital Officer · MSF Portugal
Worked together 4+ years
Translated from Portuguese
Worked together 4+ years
Translated from Portuguese
Beyond work
How I recharge and keep moving
Outside work I’m happiest outdoors with friends, racing on the water, riding long distances or walking for days, and photography runs through all of it as a craft I keep developing
Sailing & kitesurf
→ Teamwork & adaptation
I race regattas with friends in Lisbon and Setúbal, as trimmer and often on the bow. I love the tension of the start and adapting the strategy together as the race unfolds.
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Outside racing I sail for pleasure and I have crossed the Mediterranean twice, once in winter in very hard conditions. Kitesurfing gives me a real sense of freedom, and when the wind is up I switch between the boat and the kite because a windy day is a chance to make it a great day.
MTB & bikepacking
→ Resilience & presence
I train alone or with friends in Arrábida and Sintra and ride long distances with friends. The physical and mental demand keeps me fully present in the moment.
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I have crossed Portugal by bike and ridden two routes of more than 500 km in Spain. Every long day teaches me something about resilience and how far I can push my own limits.
Trekking
→ Calm & clarity
Walking alone or with friends is my active meditation, a way to connect with nature and find peace.
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I have walked the Camino de Santiago twice, the Fishermen’s Trail on the Alentejo coast, the Picos de Europa, Serra da Estrela, Gerês and the Pyrenees.
Photography
→ Attention & curiosity
My father gave me my first camera and since then I have carried one on every trip. It’s how I observe the world and discover new places.
See my photography ↗More
I love capturing moments that never repeat and looking for unexpected angles that bring beauty into the everyday, like a reflection or someone walking past an old wall. I like having people in my photos because they give the image a human scale, and the practice brings me peace and sharpens the way I look at things.
Contact
Let’s talk
Whether you have a brief or just a problem to frame, I’d like to hear about it in an honest conversation with no agenda and no pitch