Liliane Moura
Experiences & contexts
My career began in the creative field, but it was the experience of living with different cultures that shaped how I now view brands and markets. Born in Fortaleza, Brazil, I worked for over two decades in advertising, marketing, design, and branding, developing projects in different cities and contexts, including Fortaleza, São Paulo, Buenos Aires, and Lisbon.
Brazil.
Creative training.
It was in Brazil that I built the foundations of my career. I worked in branding, advertising, design, and packaging, accompanying brands from concept definition to implementation. It was also here that I developed an integrated vision of communication, learning to connect strategy, creativity, and business.
Latin America.
Cultural translation.
My experience in markets like São Paulo and Buenos Aires provided a deeper understanding of cultural differences, consumer behavior, and message adaptation. I began to realize that what works in one market may not work in another, and that communication is often an exercise in translation.
Europe.
Adapting brands to different contexts.
For the past eight years I have worked at Lidl Portugal, collaborating daily with international teams and partners in different European countries. My role involved ensuring that the communication of one of the largest retail brands in Europe (and the world) maintained its global consistency without losing local relevance.
That's how I deepened what now defines my work: translating strategy, culture, and creativity to help brands find their place in new contexts.
