João Firmo

João Firmo is an experienced professor specializing in Marketing Management (both B2B and B2C) and Services Marketing, with extensive industry leadership spanning franchise expansion, product marketing, and key account management. His professional background includes executive roles as Senior Director at MultiOpticas, Product Marketing Manager at Black&Decker, and Senior Key Account representative for 3M.

Academic credentials include a PhD in Educational Sciences, a Master's in Service Marketing, and a Postgraduate Degree in Business Management from AESE/IESE. He serves as a Marketing and Sales Consultant/Auditor at LPCA – Luis Pessoa Consultores Associados and previously held board membership at the Portuguese Marketing Society (APPM).

Professor Firmo's research emphasizes sustainable client relationships, team leadership through coaching, and human-centric approaches in marketing strategy. His work bridges academic theory with practical applications in service-oriented business models, particularly in retail and industrial sectors.

Industry experience demonstrates expertise in brand franchise development, cross-functional team leadership, and strategic account management. His advisory approach focuses on inspiring teams through experiential learning and relationship-building principles derived from service marketing frameworks.