Hélia Gonçalves Pereira

Rector of the European University (of which IADE is a part) and Chief Academic Officer at Ensilis, an entity that also owns the IPAM brand. She has worked for over 20 years in the field of Higher Education and is an Associate Professor at ISCTE-Instituto Universitário de Lisboa. She has extensive teaching experience, having been director of several programs, from a degree in Marketing Management to different master’s and postgraduate degrees (also within the scope of executive training) and at an international level. She was deputy director of the Marketing, Operations and General Management department at ISCTE Business School, and director of the Marketing FutureCast Lab, the first European laboratory for applied research into new marketing trends. Her background is interdisciplinary, combining a degree in Economics, a postgraduate degree in European Studies, an MBA, a master’s degree in Management and a PhD in Marketing. For several years she was also a senior consultant at Price Waterhouse and Coopers. As a researcher, she is mainly interested in the areas of consumer behavior, digital marketing and social networks, and also in marketing applied to tourism.