Brand & Digital Marketing Specialist

To join our Corporate Brand & Communication team at the Holding Office, we are currently looking for a:

Brand & Digital Marketing Specialist

Reskiling Initiatives

Do you want to create social impact at scale while leading high-performing digital marketing campaigns?

Sonae is looking for a Brand & Digital Marketing Specialist to lead the communication and marketing strategy for its Reskilling for Employment initiatives, with a strong focus on paid media, digital performance and brand-building.

You will join the Corporate Brand & Communication team at Sonae’s Holding Office and play a key role in positioning reskilling as a national movement with social impact, supported by one of Portugal’s largest business groups.

This role combines strategic brand leadership, hands-on digital campaign management and cross-channel coordination, working closely with creative and media agencies, partners and internal stakeholders.

Core Responsibilities

Digital & Paid Media Leadership (core focus)

Lead the planning, briefing, monitoring and optimization of paid media campaigns across digital channels (e.g. social, search, display, video).
Work closely with the media agency to ensure correct implementation, budget efficiency and performance against KPIs.
Define success metrics, analyze results and translate data into actionable insights and recommendations.
Ensure continuous optimization of campaigns based on performance, audience behavior and business objectives.
Familiarity with analytics and performance tools (e.g. Google Analytics, platform dashboards)

Creative & Content Direction

Act as the key evaluator and sparring partner for creative work, ensuring content is on-brand, relevant and fit for each digital channel.
Brief and collaborate with the creative agency on campaign concepts, content formats and storytelling.
Ensure alignment between creative ideas and media strategy for maximum impact.

Marketing 360 & PR

Coordinate the marketing mix across the channels
Work closely with PR partners to build credibility, visibility and thought leadership around reskilling
Leverage partners’ communication channels and assets to amplify campaigns and extend reach.

Main requirements

Must-have

5+ years of experience in marketing, digital marketing, brand or communication roles
Strong experience in paid media and digital campaign monitoring (planning, KPIs, optimization, performance analysis)
Proven ability to evaluate creative work and adapt content to different digital channels
Experience working with creative agencies and media agencies
Solid understanding of digital channels, formats and performance metrics
Strategic mindset combined with hands-on execution
Excellent storytelling, copywriting and communication skills
Strong stakeholder management and collaboration skills
Fluent in English (written and spoken)
Autonomous, structured and results-oriented

Nice-to-have

Experience in PR, corporate communication or reputation management
Background in education, employability, social impact or purpose-driven initiatives
Curious and continuously learning mindset

Why this role?

Lead with purpose: Use marketing to shape the future of work and create real social impact.
Own high-impact campaigns: Combine brand storytelling with performance-driven digital marketing.
Work at scale: Collaborate with top national and international partners across sectors.
Be part of a forward-thinking team: Join Sonae’s Corporate Brand & Communication team and help build movements, not just campaigns.

Work Location:

Hybrid work model (3 days/week in the office, per company policy)
Role based in Oporto

Ready to take the lead and drive impact? We’d love to hear from you.