Director of Strategic Marketing, Innovation and Communication, Caixa Económica Montepio Geral, Portugal
Patrícia Fernandes is Director of Strategic Marketing, Innovation and Communication at Caixa Económica Montepio Geral since June 2016.
In this role, she’s responsible for defining, shaping and implementing the modernization and digital transformation wave at the Bank, with the ultimate goal of repositioning it in the market and touch new audiences. Her role influences the three anchor pillars of digitization: technology, processes, and people, in close partnership with IT and Human Resources.
She is also responsible for the strategy regarding corporate communications, brand activation and positioning with the external and internal audiences of Montepio, as well as the communication engine for the several business segments and product communication, including the marketing automation engine and all digital go-to-market tactics. The teams she leads manage all online communication channels of the Bank as well as the whole marketing and communications operation delivery.
Before joining Montepio, Patrícia Fernandes was 13 years with Microsoft where she left as Director of Central Marketing, Public Relations and Communications. She coordinated the central marketing operations team, who owns the marketing execution of all marketing mix initiatives across all business segments: enterprise, public sector, education, SMEs, consumer and technical audiences. She was also responsible for the overall coordination of all external communication activities of the Microsoft subsidiary (press, media, digital and social), both in the technology business groups (consumer, online and commercial) and in the Corporate space, where she acted as the chief reputation keeper of the company. Her main focus was to maximize the impact of the company in Portugal and optimise touch points among the key stakeholders: press, influencers, media, government, elites, celebrities, bloggers, social media activists, customers, and partners.
With over 20 years of professional experience in the areas of marketing and communication and 3 in human resources management, Patrícia Fernandes was also director of Marketing and Communication at Sun Microsystems in Portugal for 7 years, after an experience of 2 years at Hewlett-Packard Portugal, as Human Resources Business Partner and Business Support to the GM. She started her professional career at IBM Portugal, as a commercial Marketing assistant.
Patrícia Fernandes holds a degree in English & German Literature from Faculdade de Letras da Universidade de Lisboa, where she graduated in 1992. In 1995 she concluded a Master in Economy & HR Management at ISCTE and in 2005 she concluded the Advanced Management, Marketing & HR Management Program for Executives at the Lisbon Catholic University. In 2016 she did the “Business Strategy and Financial Acumen” advanced executive course at INSEAD (online) and in 2017 finished the PAGT (Advanced Program for top Executives) at Nova Business School of Economics.
Patrícia Fernandes is married and mother of 2. She likes to travel with her family in her free time, watching movies, photography and literature books. She does pro bonno marketing and communication consulting at NGOs and volunteers as mentor for young graduated entering the job market, working with several universities.