Brand marketing strategist · Aveiro, Portugal

I shape how people see a brand.

What it says, how it looks and where it shows up. For ten years I've started with how people actually see a brand, then changed the story, the image and the channels until they see it the way it deserves, for agencies, nonprofits and startups.

See the work Get in touch Open to full-time roles

The perception shift

Seen asJust another sleep tracker.

Now seen asThe brand that helps you bring your best.

Repositioning a sleep brand for growth

10+years in brand, PR and content

70K+combined followers across the brand social channels I managed

M.A.Communication, Johns Hopkins

Brands & organizations

FleishmanHillard (EY, Philips, AiCure, MACI) · Best Friends Animal Society · Project Chimps · ProudZone · PR Club of New England

Strategy work

Three strategy cases: one assignment and two concepts. Each shows how I take a brand problem from insight to plan: how the brand was seen, how it should be seen, and exactly what I'd change to get there.

Seen asJust another sleep tracker.Now seen asThe brand that helps you bring your best.

Health tech · Strategy assignment

Repositioning a sleep brand for growth

Loyal users, almost no growth. I repositioned the brand around how customers feel, gave it a look to match, and built an honest plan to test it before spending.

Read the case →

Seen asRushed and invasive.Now seen asOpen about what it's learning.

AI software · Concept

Rebuilding trust after a confusing launch

An AI app grew fast and lost trust. One story for every team, real people behind the decisions, and targets set from day one.

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Seen asA system that doesn't make time for me.Now seen asA place that finally puts me first.

Healthcare · Concept

Earning back the trust of patients who avoid care

Fear-based campaigns push people away. "Your Turn" leads with respect, carried by people the community already trusts.

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From a client

"His expertise has been invaluable in helping us effectively communicate our enrichment programs to website visitors."

Ali Crumpacker, Executive Director, Project Chimps

About

I studied communication at Johns Hopkins because I wanted to understand what makes people tick, and why they see one brand one way and another brand another. That question still drives my work.

I'm a listener first. I find out what an audience already believes, then I move fast on the positioning, messages and content that meet them there. I'd rather be clear than clever, and I'd rather say one thing well than five things at once.

One example: in agency PR, I stopped pitching trade reporters like a vendor and started writing to them like a colleague who'd actually read their work. It earned a client's Chief Medical Officer repeat coverage with the same reporter, and better response rates than standard pitching.

Brand positioning and messaging
Brand campaigns and creative direction
PR and earned media
Content strategy and audience growth

Experience: FleishmanHillard · ProudZone · Independent consultant · Best Friends Animal Society · Project Chimps · G3ICT · TruMerit · Editorial board, PR Club of New England

Contact

Building a brand team? Let's talk.

Email me and I'll send my résumé and the samples most relevant to your role.

PDTCardoso@gmail.com LinkedIn