With a degree in Economics from Nova SBE and an MBA completed in 2010, Ines began her career in the Telecommunications sector, holding roles in Strategy and Product Management. In 2011, Ines joined Google Portugal, where she spent six years managing a client portfolio focused on developing digital communication strategies built upon the tech giant's ecosystem. In 2017, she was invited to lead the Sales Enablement team at Google New York, responsible for bridging the gap between industry insights and the group’s advertising solutions, specifically for the Telecommunications and Retail sectors. Four years later, she embarked on a new venture as Head of Strategy and Insights for Google’s US Hardware team, overseeing the development of Pixel products. Ines returned to Portugal in 2023 to take on what she considers the most exciting challenge of her career: developing the commercial team for Portugal’s first Digital Retail Media Network — Endless at MC. At Endless, she sees a unique opportunity to help partners build their brands while actively contributing to MC’s sustainable growth. This mission goes beyond financial results, aiming to ensure continued leadership in best-in-class retail practices.