SARA LOPES MORAIS

PH.D. CANDIDATE IN MARKETING | ACADEMIC RESEARCHER & LECTURER | BUSINESS EXECUTIVE

Dedicated researcher and lecturer with a passion for AI-driven retail sustainability, consumer behavior, and business transformation. Currently pursuing a Ph.D. in Management (Marketing specialization) at ISCTE - University Institute of Lisbon, with a strong commitment to producing high-impact research and advancing academic knowledge through international collaboration. Aspiring to become an integrated researcher and faculty member at ISCTE, leveraging global academic mobility and partnerships to strengthen research excellence, innovative teaching, and institutional outreach.

Core Competences: AI & Consumer Behavior | Digital Transformation & Sustainability | Higher Education & Academic Research | Strategic Brand Innovation & Business Analytics | Knowledge Transfer Between Academia & Industry

- ACADEMIC EXPERIENCE -

PH.D. RESEARCHER, MANAGEMENT - MARKETING SPECIALIZATION

ISCTE, Lisbon | 06/2019 - Expected 12/2025

• Investigating the role of AI in sustainable consumer behaviors and digital commerce transformation.
• Developing AI-powered decision-making frameworks to enhance retail sustainability strategies.
• Preparing journal publications for top-tier scientific journals (AJG 4*/4, SCI Q1/Q2).
• Research presented at:  

          - International Doctoral Colloquium in Marketing at ISCTE - University Institute of Lisbon (2023)

          - Global Marketing Doctoral Consortium of Jagdish Sheth School of Management (2021)

          - International Exchange Program of Kodolányi János University (2021)

INVITED PROFESSOR, MARKETING & DIGITAL DEVELOPMENT

IPAM, Lisbon | 09/2020 - 09/2021

• Designed and delivered courses on Marketing Fundamentals, Marketing Plan, Digital Development Laboratory, and Distribution Channels Management (465 hours total).
• Lectured 300+ students, integrating industry case studies and digital marketing analytics into the curriculum.
• Served as Digital Development Laboratory Unit Coordinator, overseeing course design and execution.

- INDUSTRY EXPERIENCE -

BUSINESS UNIT DIRECTOR | Global Strategy & Digital Transformation

Worten Sonae, Lisbon | 08/2021 - Present

Providing strategic initiatives for business expansion and digital transformation, focusing on operational excellence, market adaptability, and cross-functional collaboration to drive growth across European markets.

• Develop business cases, expanding international revenue streams and aligning market trends with financial goals.
• Lead cross-functional teams to optimize business strategies, brand engagement and customer experience.
• Collaborate with global stakeholders to implement data-driven performance frameworks and sustainable practices.

KEY ACCOUNT MANAGER & CATEGORY LEAD | From Retail to Digital First

Nike Inc., Lisbon/Barcelona/Madrid | 11/2011 - 06/2019
Managed strategic partnerships, driving Nike’s retail and e-commerce growth across Iberia with a focus on innovation and digital strategies.

• Nurtured long-term relationships with key accounts, optimizing omnichannel sales and driving customer engagement.
• Collaborated across global teams, fostering data-driven strategies, brand innovation, and digital acceleration.
• Contributed to revenue growth and business sustainability through category leadership and market adaptation.

PREVIOUS INDUSTRY ROLES IN MULTINATIONAL COMPANIES | Innovation & Growth

Sovena Group | Essity | Mondelēz

Held leadership and management roles in several global organizations, driving innovation, strategic expansion, team collaboration, and operational transformation.

- EDUCATION & CERTIFICATES -

• Ph.D. in Management - Marketing Major (Ongoing) | ISCTE - University Institute of Lisbon
• Executive Education in Strategy & Innovation: Digital Marketing Analytics | MIT
• Certified Scrum Product Owner (CSPO®) | Scrum Alliance
• M.Sc. in Marketing - Sales Management Major | ISCTE - University Institute of lisbon
• Postgraduate Program in E-Business | ISEG - Lisbon School of Economics & Management
• Licentiate Degree in Business Administration & Management | ISCTE - University Institute of Lisbon

- LANGUAGES & INTERNATIONAL EXPERIENCE -

• Portuguese (Native) | English (Fluent - C1) | Spanish (Fluent - C1) | French (Intermediate - B1)
• Global collaboration experience, primarily across Europe, with visits to the U.S. for learning and corporate engagement.
• Strong adaptability to international academic and research environments.

- COMMUNITY ENGAGEMENT -

• DEI Research Practices: Promoting Wellbeing (Hearts Project) Attendee | ISCTE - University Institute of Lisbon (2025) - Engaged in practical and experiential sessions focused on intercultural competencies (Led by Professor Carla Moleiro & Ph.D. Candidate Gustavo Aybar in 8 hours total | 1 ECTS).
• Diversity & Inclusion Ambassador | Worten Sonae (2023 - 2025) - Led initiatives to enhance workplace inclusivity, focusing on People with Different Capabilities while partnering with cross-functional teams to implement diversity strategies.
• Sustainability: International & Multidisciplinary Discussion Attendee | ISCTE - University Institute of Lisbon (2024) - Integrated the interactive audience of ISCTE’s Sustainability Exchange Week 2024, networking with researchers in sustainable policy recommendations and impact (Led by Professor Ana Simaens & Professor Marjan Jalali).
• Academic Mentor - Alumni Program | ISCTE - University Institute of Lisbon (2016 - 2022) - Provided career mentorship, academic counselling, and leadership development for students, targeting a better engagement in academic and managerial spheres.
• Scientific Committee Member | American Marketing Association (2021) - Served as an Academic Judge for the Undergraduate Research Competition at the International Collegiate Conference, supporting students with constructive feedback.
• Panel Member - Think Tank ISCTE 2030 | ISCTE - University Institute of Lisbon (2021) - Contributed to strategic discussions on how to enhance Marketing courses and strengthen ISCTE positioning (Led by Professor Pedro Dionísio).
• Invited Keynote Speaker | Nova School of Business & Economics | IPAM (2019) - Delivered talks on consumer behaviour, sales strategy, and leadership in business education forums.

- OPEN TO COLLABORATIONS -

• Currently preparing articles for submission to high-impact journals (AJG 4*/4, SCI Q1/Q2).  
• Open to collaborate with global research groups, aiming for cross-institutional publications and joint research projects.