Paula Hortinha

Paula Hortinha is an Adjunct Assistant Professor at Católica Lisbon School of Business & Economics, Universidade Católica Portuguesa, where she teaches in undergraduate, master's, and The Lisbon MBA programs. She serves as the Executive Director of CORE, the Center for Consumer Well-being and Retail Innovation, and supervises Master's theses.

Her educational background includes:

• PhD in Marketing from ISCTE Lisbon
• MBA and MSc from Católica Lisbon
• Degree in Chemical Engineering from IST (Técnico)

Paula's research and professional expertise lie in Marketing and Consumer Behavior, with a strong focus on retail, consumer well-being, and innovation. Her work bridges academic rigor and industry application, informed by over a decade of executive leadership in retail, FMCG, and healthcare sectors. She has held C-suite roles at major companies including Jerónimo Martins, Reckitt Benckiser, Intermarché, and served as CEO of the healthcare startup miMed.

Her research has been published in international journals, reflecting contributions across consumer behavior, retail strategy, and global sales operations. While specific publications are not listed, her work shows consistent themes in retail innovation and consumer-centric business models.

She has been recognized with the Master Carreira award from the Instituto de Negociação e Vendas for her outstanding career achievements.

Paula also founded retailwis, a consultancy and training firm specialized in retail, demonstrating her commitment to knowledge transfer and industry impact. She previously taught at Nova SBE and IPAM, contributing to academic development across Portuguese institutions.

She leads CORE, a research center focused on advancing consumer well-being and driving innovation in retail practices through interdisciplinary collaboration and applied research.