Social media without strategy
Posts go out out of obligation, with no calendar or goal, and followers stay flat.
The answer
An editorial plan with weekly approval and metrics that explain what works.
Lisbon · Digital communication
Gonçalo Mendes
Digital communication that brings in customers: social media, online stores and campaigns for growing brands.
17years in communication
10organisations
6years managing social media
202products launched online
Problems I solve
A brand that talks but isn’t heard?
Four symptoms I see often in companies of every size, and what I do about each one.
An online store that doesn’t sell
The catalogue is there, but product pages don’t convince and campaigns don’t convert.
The answer
An organised catalogue, product pages that sell and conversion-focused campaigns.
Ads without a return
Money goes into ads that bring clicks and visits, but few customers.
The answer
Campaigns by funnel stage, each with one metric that decides what continues.
An inconsistent brand
Every channel speaks a different language and customers don’t recognise the brand.
The answer
A cross-channel audit, a defined tone of voice and a 90-day action plan.
Services
Choose a starting point.
Packages with fixed scope, timeline and price. Each one starts with a free, 30-minute mutual consultation.
01
Presence audit
2 weeksFor brands that want to know where they stand before investing more.
Includes- 6-dimension audit: identity, content, social media, website, e-commerce and data
- Benchmark against 3 direct competitors
- 90-day action plan, ranked by impact and effort
- 60-minute presentation session
02Recommended
Monthly social media
Monthly · 3-month minimumFor small businesses that need consistency without hiring a team.
Includes- Monthly strategy and editorial plan
- 12 posts + stories per month
- Scheduling with weekly approval
- Monthly report with recommendations
€190 /month
Start consultation →03
Shopify online store
4 to 6 weeksFor businesses that want to start selling online, or sell more.
Includes- Full store setup or review
- Catalogue and collections, up to 50 products
- Product pages built to convert
- Tracking pixels and first campaign
Prices exclude VAT. Independent activity, unrelated to my employer. I do not take on projects in insurance or insurance brokerage, private healthcare, savings and investment, assistance services or mortgage lending, nor internal communication or employer branding work.
Cases
Real work, and concrete proposals.
Two real, ongoing cases and four concept pieces that show how I would approach your project. Each piece says what it is.
Real case · concept pieces
More Office: from price list to community
Social media for a B2B distributor, repositioned around usefulness and community.
See case →
Real case · concept piece
Casa Galeria: a Shopify store with 202 products
A home décor brand launched from scratch: plan, catalogue, store and campaigns.
See case →
Real case · concept piece
Editorial calendar with weekly approval
The process that keeps social media active with ten minutes a week from management.
See case →
Concept
Communication presence audit
A 6-dimension index that shows where a brand is losing customers.
Concept
Pinterest and Meta campaigns by funnel stage
One deciding metric at every stage, from awareness to purchase.
Concept · fictional brand
Press release and feature article
Institutional writing with journalistic rigour.
How it works
Before any proposal, a mutual consultation.
I don’t sell packages blindly. In 30 minutes you judge whether I’m the right person, and I judge whether I can genuinely solve the problem. If not, I’ll say so honestly and point you elsewhere.
Start consultation →- 1Choose a package
Or simply start with a conversation.
- 2Fill in the brief
Five minutes on your brand and challenge.
- 3Mutual consultation
30 minutes by video call, free of charge.
- 4Fixed proposal
Scope, timeline and price within 48 hours.
Experience
17 years between corporate and digital communication.
Communications OfficerFidelidade
- People communication and engagement.
Founder and Marketing DirectorCasa Galeria
- Launched casagaleria.pt, a Shopify home décor brand, with a catalogue of 202 products from European suppliers.
- Wrote the business plan and the Google Ads and Meta Ads strategy; I run Facebook, Instagram and Pinterest.
Digital Marketing and Social Media LeadMore Office
- I run Facebook, Instagram and LinkedIn: editorial calendar, content and Reels, scheduling in Metricool and weekly approval with management.
- Shifted communication from price to usefulness and community, and coordinate the external creative agency.
Data Annotation SpecialistMicrosoft · remote
- Annotated European Portuguese language data for AI models, with semantic and cultural accuracy.
- Helped standardise annotation guidelines, improving efficiency by 90%.
Customer Care AssistantJosé de Mello Saúde
- Multichannel support for patients and families across CUF hospitals in Lisbon, recognised in internal audits.
Communication and Image AssistantUnião das Misericórdias Portuguesas
- Articles for the Voz das Misericórdias newspaper and updates to the corporate website.
Freelance journalistGrupo About Media
- More than ten features on water, energy and sustainable business.
Sustainability and Editorial Management InternREN
- Newsletter, intranet and corporate TV for 800 employees; press releases and sustainability storytelling.
Internal Communication InternL'Oréal
- Newsletter, internal campaigns and employee events.
Internal Communication ManagerSotécnica
- Internal bulletins, collaboration platforms and training on communication tools.
Media and recognition
What others say about my work.
Microsoft2024Featured in Microsoft’s Global Diversity and Inclusion ReportOpen ↗HR Portugal2022One of the faces of Microsoft Portugal’s inclusive recruitment campaignOpen ↗Microsoft Code of UsFeature: "I Don’t Have the Option to Be Shy"Open ↗Microsoft PulseProfile: Diversity and Inclusion at MicrosoftOpen ↗Microsoft Portugal on XDec 2023Post on disability inclusionOpen ↗101F conferenceSpeaker at "Leaders for Equality"Open ↗
About me
Clear communication, made for people.
I hold a degree in Communication Sciences and trained in digital marketing at Lisbon Digital School. I have spent 17 years between corporate and digital communication: from energy to insurance, from journalism to artificial intelligence.
Today I combine that background with my day-to-day work in social media and e-commerce. I help small and mid-sized brands communicate consistently and turn visits into customers, with simple processes and numbers that make sense.
I work independently, outside my working hours, with a limited number of clients at a time.
Communication creates belonging when people can see themselves in the story.
Shall we get your brand communicating?
The quickest way is to book the mutual consultation. If you prefer, write to me.