Hugo brings a multidisciplinary approach to creative media combining performance marketing, digital growth, and content creation. He is adaptable and hands-on, constantly involved in every step from proposal to project delivery, ensuring creative vision aligns with business goals. Currently evolving his practice to a more creative tech branch, expanding in functional fields such as CRM Marketing automation while exploring a new wave of content with AI Advertising focused on AI Commercial Production and Creative Marketing.
A founding member of the Omek community, Hugo has played a key role in shaping its creative ecosystem—leading the Omek Creative Peer Group, guiding partnerships, and mentoring fellow creatives.
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What is something you are proud of?
I’m most proud of my SON currently playing his basketball here in the Netherlands and studying Built Environment at the University of Applied Sciences (AMS).
Which dish brings you back to “home”?
Portuguese — codfish dishes are really good “Bacalhau a bras” and the “Caldo de Mancarra” (Mancarra Stew) is one of the most well-known traditional dishes of Guinea-Bissau cuisine.
A Black historical figure that inspires you?
Nelson Mandela with his work in education as well as Amilcar Cabral and the Pan African movement.
What’s a meaningful African proverb?
“A person is a person because of other people” (Zulu proverb).
What are some reflections on the Omek community?
The Omek community fosters inclusivity, empowerment, and a sense of belonging for individuals with multicultural backgrounds. It provides a platform for connection, collaboration, and celebrating diversity while encouraging members to thrive in their personal and professional lives.
What does bicultural identity mean to you?
Bicultural identity refers to the experience of belonging to and integrating two distinct cultures into one's sense of self. To me, bicultural identity represents adaptability, richness in perspective, and the ability to bridge cultural divides.
If your bicultural journey were a book or movie, what would the title be?
"Between Two Worlds: A Journey of Connection and Growth."