With a degree and master's in Psychology from Universidade Lusófona, he has a particular interest in social and consumer psychology.

During the completion of his master's degree in 2013, he founded the consultancy firm IAMIN which, since then, has helped SMEs with digital marketing and communication strategies, mainly in the area of health, sports and technology.

He has been a professor at FCH since 2013 in communication, marketing strategy and performance metrics. Occasionally, he collaborates on research projects with the faculty.

In 2021 he started his PhD in Communication Studies at FCH, intending to study digital marketing and public health.