What’s your backstory — how did you end up starting (or joining) an agency?

I’m the Co-Founder of JMR Digital Marketing Agency, and I’ve been working in the digital marketing industry for over 15 years. Throughout my career, I’ve had the privilege of working across Barcelona and the Netherlands, collaborating with leading global brands such as Red Hat, HP, Sonova, and Minisom. In 2017, together with Mischa Rinck, I co-founded JMR Digital, a boutique agency that merges performance with creativity. From the beginning, we’ve embraced a people-centered management style, prioritizing close, meaningful relationships with both our team and our clients. I truly believe that human connection is at the heart of long-term success. In 2020, I returned to my roots to launch JMR Digital’s Portuguese division. I saw a clear gap in the national market and set out to fill it by introducing high-performance digital solutions. At the same time, I’ve been actively committed to nurturing young talent in Portugal, helping foster sustainable growth in the industry. Today, alongside a passionate and skilled team, I help clients worldwide unlock their digital potential, combining innovative thinking with exceptional creativity.

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When do you feel most energized at work?

I feel most energized at work when I'm collaborating closely with my team and seeing ideas come to life, especially in those moments where creativity and performance align perfectly. There's something incredibly fulfilling about taking a concept from strategy to execution and watching it deliver real, measurable impact for our clients.

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What’s your definition of “success” right now?

Right now, I define success as creating meaningful impact — not just through results, but through the way we get there. It’s about building long-term relationships, delivering work that’s not only effective but also ethical and inclusive, and staying true to the values we set at JMR: transparency, responsibility, and respect. I feel we’re successful when our team is growing, our clients trust us, and we’re creating work that reflects both performance and purpose.

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What makes your agency different from others in your space?

What truly sets JMR Digital apart is our blend of performance and humanity. We’re a boutique agency, which means we stay agile and deeply involved — every client gets our full attention, and no project is ever just a number. But beyond that, we lead with values. Our people-first approach shapes everything, from how we manage our team to how we communicate with clients. We care about results, of course — but we care just as much about how we get there: ethically, inclusively, and collaboratively. That combination of strategic thinking, creativity, and integrity is what makes us different.

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What’s a principle or value your agency lives by?

One principle we live by at JMR Digital is transparency — always. Whether it’s with clients, partners, or within our own team, we believe that open, honest communication builds trust, sets the right expectations, and creates stronger, more collaborative relationships. It’s not just about reporting results — it’s about sharing the journey, the thinking, and even the challenges behind them. That kind of openness is what allows us to grow together, both as a team and with our clients.

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How do you foster creative thinking on your team?

I foster creative thinking by creating a space where people feel safe to experiment, challenge ideas, and share without fear of being wrong. At JMR, we encourage open dialogue and cross-functional brainstorming; often, the best ideas come when a performance strategist and a designer look at a problem from completely different angles.

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What’s a trend you’re betting on long-term?

One trend I’m betting on long-term is digital accessibility, not just as a legal requirement, but as a core design and ethical principle. With the European Accessibility Act coming into effect in 2025, there’s a clear shift toward more inclusive digital experiences, and I believe this is just the beginning. At JMR, we’re already helping clients adapt by designing with accessibility in mind from the start, not as an afterthought. Making digital content usable for everyone isn’t just the right thing to do; it also leads to better performance, broader reach, and more meaningful engagement. Accessibility is the future of truly human-centered digital marketing.

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How do you prioritize growth vs. sustainability?

For me, growth and sustainability aren’t opposites. They go hand in hand. At JMR, we prioritize smart, intentional growth that aligns with our values and long-term vision. That means saying no to projects that don’t fit, investing in our team before scaling too fast, and building systems that can grow without burning people out. Sustainability, to us, means creating a business that lasts, one that supports our clients, our people, and the planet in the long run. We’d rather grow steadily and responsibly than chase short-term wins that compromise who we are.

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Remote, hybrid, or in-office — what’s your ideal setup and why?

I believe a hybrid setup is the best of both worlds. It gives our team the flexibility to work where they’re most productive, while still keeping those important in-person moments for collaboration and connection. For me, it’s all about work-life balance — having the freedom to manage your day but also the chance to come together, share ideas face-to-face, and build stronger relationships. That balance helps everyone stay energized, creative, and engaged.