Work
For over a decade, I've worked in B2B SaaS across new business, expansion and customer growth in Portugal, EMEA and the UK&I. The tools change. The difficult part remains remarkably human.
Sales is conversation. Processes help. Methodologies help. A clean CRM certainly helps. But none of them are the sale. The sale happens when people understand a problem well enough to decide what to do next — in the quality of the questions, in whether someone feels understood, and in whether the next decision becomes clearer than it was before.
Good salespeople help people decide. They don't decide for them.
I use AI for account research, meeting preparation, analysing customer conversations, finding patterns, reviewing pipeline, keeping CRM discipline, writing follow-ups and reducing administrative work. The point is not to create more activity. It is to improve the quality of my attention: to arrive better prepared, notice more, and leave more room for the conversation itself.
AI should remove the work around the conversation, not the conversation itself.
I'm a Senior Account Executive at Coverflex, a FinTech company where I work with Portuguese companies, founders, Finance, HR and management. Compensation and benefits may look like a product category, but the decisions around them involve money, taxation, people’s expectations and trust. They affect real lives, which makes the work more serious — and more interesting — than a software demo suggests.
At Pipedrive, I learned the discipline of software sales: discovery, qualification, pipeline, negotiation and closing. I was part of the team that helped close its Series C, and stayed through the company’s journey to unicorn status. At deskbird, I was there when we closed the Series B investment round, while the work moved closer to adoption, retention, customer success and commercial expansion. At Coverflex, those experiences come together — new business, long-term relationships and decisions where the human context matters as much as the product, as the company scales through its Series B.
Startup environments are where I feel most at home: close to the work, close to the customer, and still figuring things out.
I write occasional notes on sales, AI, work and the questions that sit underneath them. For roles, dates and the chronological version of my career, LinkedIn is the better place ↗. For anything else, email is best.