Carlos got into the digital space around the time the internet bubble burst by the beginning of the century, focusing ever since on the marketing and sales ramifications of the digital evolution. Since early 2023, heads Endless at MC (part of Sonae group of companies) where he is leveraging the different assets that MC holds to build a leading Retail Media operation. Before joining MC, spent over 17 years at Google, holding various positions and working in different geographies – Ireland, Portugal and Canada – where he led teams designed to partner with the largest companies and institutions in those markets and help them improve their businesses through digital.