About Me

Behind the work

A little backstory. No dramatic voice-over required.

I’m Alex — a content strategist, writer and storyteller working where creative intuition meets business intelligence. Across screens, pages, platforms and the occasional plot twist.

  • 15+ years in communication
  • Brazil · Ireland · Spain
  • Strategy · Writing · Audiovisual

01 The backstory

Who I am

I’ve always been drawn to stories. Long before they became my job.

As a child, I turned ordinary objects into characters, gave them personalities and invented conflicts between them. A small production company, apparently. With no budget.

Later came theatre, a job in a video rental shop and a degree in Media and Communications. Different settings, same instinct: finding a reason to tell a story.

Read the full story Back to the short version

At school, History, Literature and Portuguese held my attention for much the same reason: stories, whether real or imagined, offered a way to make sense of the world.

Over the past 15 years, that curiosity has taken me across Brazil, Ireland and Spain — and from broadcast media and audiovisual production to big tech, global agencies and B2B communications.

My early career was shaped by television, documentaries and branded formats for networks and production companies including Grupo Bandeirantes, MTV Brasil and Fremantle. That is where I learned how to earn attention, build rhythm and make communication feel human.

Since then, I have managed digital performance campaigns within the Google ecosystem in Dublin, led the content marketing ecosystem at Xertica.ai in Brazil, and worked on cultural curation and generative AI training for Apple in Barcelona.

Most recently, through WPP Production/Hogarth, I have been developing 360° social strategies, integrated advertising campaigns and AI virtual agent communications for global brands including Oracle and Airbnb.

The formats, audiences and business challenges may change. The underlying question remains the same: what is the story, and why should anyone care?

Different countries. Different formats. Same curiosity.

Alex Gonçalves
Alex Gonçalves Content, communication & a narrative instinct.

02 The point of it all

My mission

Less corporate noise. More reasons to care.

Good communication starts with people: what they need, what they recognise and what makes them pay attention. Not with a product looking for somewhere to interrupt.

My work is to turn complexity into clarity — through strategy, campaigns, scripts and content that inform, entertain or spark a genuine connection.

I bring together creativity, business context and cultural sensitivity to help brands become useful, recognisable and worth listening to.

Nobody wakes up hoping to discover a “synergistic ecosystem”.

A useful reminder before writing the next headline.
Selected frames Work, not stock footage.
Selected content example from Alex’s portfolio
Frame 01 Content in context
My top 10 restaurants in Barcelona content piece
Frame 02 A local perspective

Different subjects. A human point of view.

03 From idea to execution

What I do

Find the story. Shape the strategy. Make it work.

I connect the thinking behind the message with the craft of delivering it — online, offline and across the formats that make sense for the audience.

  • Content strategy & planning

    Positioning, editorial direction and a clear purpose for every piece.

  • Creative writing & storytelling

    Copy, scripts and narratives with a voice of their own.

  • Digital marketing

    Creative thinking informed by performance and business context.

  • Social media

    Platform-aware content that joins the conversation, not just the feed.

  • 360° integrated campaigns

    One strong idea, expressed coherently across different touchpoints.

  • Integrated communications

    Messages that connect brands, teams, markets and audiences.

The work takes different forms Same editorial instinct.
LinkedIn content example from Alex’s portfolio
Frame 03 Social content
Additional content example from Alex’s portfolio
Frame 04 Another side of the story
The through-line

Clear thinking. A good story. A human on the other side.

HOW THE STORY TAKES SHAPE

My 6-D Process

A little method behind the creative madness.

  1. Discover

    Meet the brand, the audience and the real challenge. Assumptions can wait outside.

  2. Define

    Set the pillars, channels and tone. Give the creative chaos a proper address.

  3. Design

    Shape the concept, copy and scripts. Make the idea worth someone’s attention.

  4. Develop

    Build the content and connect the pieces. AI can assist; human judgement stays in charge.

  5. Deploy

    Launch in the right places, at the right moment. Not every story needs every screen.

  6. Deliver

    Measure, learn and refine. Keep what works; give the rest a better edit.

THE PERSON BEHIND THE PROCESS

Why work with me?

A strategic head, an editorial eye and a healthy dislike of corporate waffle.

Global experience. Local instincts.

Over 15 years across Brazil, Ireland and Spain, with brands including Google, Apple, Oracle and Airbnb, and teams across the WPP network. A global outlook, without assuming every audience gets the same joke.

From broadcast to big tech.

Television, digital campaigns, technology and B2B. I bring a broadcaster’s sense of story to business communication — and know that a good opening matters on every screen.

A good story. With a proper strategy.

Editorial thinking, content frameworks and integrated campaigns, built around audience needs and business goals. Creativity and performance can share a room. I make the introductions.

AI in the workflow. Humans in charge.

From prompt design and editorial workflows to content curation, I use AI to support the work — not outsource judgement. Your brand should still sound like your brand, not everyone else’s chatbot.

More than a change of language.

Working across Brazilian Portuguese, English and Spanish, I adapt messages for different cultures, not just dictionaries. Tone, context and the occasional untranslatable joke all get considered.

Less jargon. More meaning.

Clear thinking, thoughtful writing and a reason behind each word. If a sentence sounds impressive but says nothing, it probably won’t survive the edit.

Why Choose me?​

Where creative intuition meets business intelligence—and no word goes to waste.

BEHIND THE WORK

Track Record

No corporate fluff — just a solid decade and a half of bridging strategy, creativity and global markets.

  • 15

    Years of Experience

  • 3

    Markets & Regions Brazil, LATAM & Europe

  • 4

    Accolades Earned

  • 20

    Global Brands Including Google, Apple, MTV, Discovery, Oracle and Airbnb

LET'S CHAT

Got a complex challenge that needs a human voice?

Drop me a line. Worst case scenario, we end up having a brilliant chat about content strategy.

LET'S CREATE SOMETHING BRILLIANT