Vladimir Bernardo
Subject Matter Expert & Area Partner | Institutional Communication | Strategic Marketing | Commercial Management
About the specialist
Subject matter expert in Institutional Communication, Marketing and Commercial Management, with over 20 years of professional experience combining executive roles, commercial management, corporate communication, institutional relations, university teaching and radio broadcasting.
He brings particularly relevant experience in public companies, where he successively held director and head-of-department roles in commercial management, key account management, institutional communication, press relations, marketing and institutional relations, including spokesperson responsibilities.
This combination allows him to approach communication and marketing not only from the institutional image perspective, but also from strategy, commercial development, client relationships, negotiation, team organisation and value creation.
He has also been a university lecturer since 2018 in Strategic Marketing, Marketing Research, International Marketing, Services Marketing and Banking Marketing.
He further brings more than two decades of radio and content production experience as a director, sound engineer and programme presenter, adding a practical dimension of public communication, media and audience relations.
As an Export Lab Area Partner, he combines technical specialisation with the ability to develop opportunities, structure engagements and coordinate multidisciplinary teams in communication, marketing and commercial development projects.
Areas of Expertise
Institutional Communication and Institutional Relations
- Institutional communication strategy
- Corporate communication
- Institutional relations and stakeholder management
- Press relations
- Communication advisory
- Reputation and institutional image management
- Executive communication
- Spokesperson preparation
- Media training
- Communication in change contexts
Strategic Marketing and Brand Management
- Marketing strategy and planning
- Institutional and brand positioning
- Services marketing
- B2B marketing
- Marketing research
- International marketing
- Value proposition development
- Market and client segmentation
- Content and channel strategy
- Digital communication
Commercial Management and Business Development
- Commercial strategy
- Organisation of the commercial function
- Client management and segmentation
- Key account management
- Business development
- Sales and loyalty
- Customer experience
- Commercial negotiation
- Partnership development
- Commercial performance organisation and monitoring
Training and Team Development
- Marketing and communication training
- Commercial training
- Corporate workshops
- Communication and presentation
- Spokesperson skills development
- Leadership and team management
- Negotiation and client relations
- Facilitation of working sessions
Sectors of Experience
Credentials
20+ years of professional experience
- Over 20 years of professional experience
- Director-level experience in communication, marketing and institutional relations
- Experience as an institutional spokesperson
- Previous experience in commercial direction and management
- Key account management and institutional relations
- University lecturer in marketing since 2018
- More than two decades of radio, production and programme presenting experience
- Postgraduate degree in Advertising, Marketing and Social Media
- Postgraduate degree in Higher Education Teaching
- BSc in Management and Marketing
- Specialised training in Strategic and Tactical Communication
- Media training
- Training in Strategic Marketing, Negotiation Techniques and Institutional Communication
- Training in Water Services Management
- Training in Budget and Financial Management
- Training in SAP applied to commercial management
- Professional training completed in Angola, Brazil, France and Portugal
Available Services
Institutional Communication Strategy
Diagnosis and development of communication strategies aligned with organisational objectives, institutional positioning, priority audiences and stakeholder relations.
Strategic Marketing and Positioning
Definition of marketing strategies, positioning, value propositions, segmentation, brand communication and results-oriented marketing plans.
Commercial Organisation and Transformation
Diagnosis of the commercial function, client segmentation and management, organisation of commercial teams and processes, key account management and improved customer experience and loyalty.
Executive Communication and Media Training
Preparation of board members, directors and spokespeople for public communication, media relations, interviews, institutional presentations and high-exposure situations.
Training and Team Development
Programmes and workshops in institutional communication, marketing, sales, negotiation, client relations and commercial skills development.
Institutional Relations and Partnership Development
Stakeholder mapping and engagement, development of institutional relations and structuring of partnerships between companies, institutions and other relevant actors.