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.