Liliana Soares, graduated in Management, is Deputy Director of Marketing at CIN. At the paint brand, she is responsible for communication, image and product management. And her days live in an unlimited palette of colors.

In what year did she enter Universidade Portucalense and what were the reasons that led her to choose to study Management?

I joined in 1997 and completed my degree in 2002. For as long as I can remember, I have always been attracted to the business and strategic area. The corporate world has always been my ambition. I never had any doubts about my choice.

When you chose Management, in which areas and/or company did you dream of working?

There is a natural tendency to follow the financial aspect, in fact most of my course colleagues are working in this area. Honestly, it was never my area of choice. I am fascinated, and have always been fascinated, by the most creative areas, even if strategic, so when I took my first Marketing class I was sure that this was my path.

How did you live these academic years?

Very intensely! I made friends for life and we all remember those times with great fondness.

A moment in your academic life that you never forgot?

I have a particularly vivid memory of the moment I finished the course, and after having made some improvements in my grades. At that moment I froze and thought: “Now what am I going to do? I only know how to study!” It was, perhaps, the most bittersweet moment of my entire academic career.

After graduating, how did your professional career go?

I ended up continuing to study for another year. After some attempts to work in financial areas, which proved to be frustrating for me, I became even more certain that this would not be the path. I completed a postgraduate degree in Marketing Management and ended up interning at Optimus [now NOS], where I always dreamed of working.

A moment in your professional life that was decisive and why?

All those in which I had the opportunity, and the privilege, to be recognized for the work I did and, therefore, I was assigned new roles, with more responsibility or assigned specific projects.

What skills did the course give you that were fundamental to this professional challenge?

The ability to reason and logic. Despite having always worked in Marketing, I frequently use, in the exercise of my functions, concepts of statistics, mathematics and even financial calculations that are basic concepts of the Business Management course.

What surprises you about CIN?

The capacity for constant innovation. The desire to want to do better. The commitment to sustainability. CIN is a company with more than a century of history, which continues to be innovative and dynamic, remaining solid and sustainable, and, above all, prepared for the challenges of the future.

What lessons did the pandemic teach you?

That freedom is our greatest value.

What advice do you have for final year students for success in the job market?

Don’t be afraid to take risks. Follow your instincts and always be prepared for success.

Hobbies: Listening to music, relaxing, enjoying time without looking at “time”

A book: “Divine Comedy”, by Dante

A song: “Pictures of you”, by the band The Cure

An app: Instagram

A TV series: Twin Peaks

A life motto: “Keep smiling”

Age: 42

Place where you live: Porto

A person who inspires you and why: My parents, because they taught me the values by which I govern my life