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Sandra Ribeiro (2) Voltar

Sandra Ribeiro

Co-founder and Managing Partner of Instinct


Co-founder and Managing Partner of Instinct


Sandra is the Co-founder and Managing Partner of Instinct since its establishment in 2012. She served as the COO for 10 years when Instinct represented Fabernovel in Portugal. After spending 7 years dedicated to journalism in radio and television, she participated in the creation of one of the first digital agencies in Portugal in 1998, Absolut System, which was later acquired by the WPP group and became OgilvyInteractive. There, she held the position of Director of Client Service for 5 years. Throughout her career, she has worked with various agencies such as Partners, Grey, and Strat, always with the same objective: digital transformation.

Sandra is passionate about social sciences, particularly the social revolution brought about by the digital age and the impact of new technologies on human behavior and the business world. With a background in Psychology (Université Paris 8), Marketing Management (Católica Business School of Lisbon), Journalism (CENJOR), and Luxury Brand Management (Executive Course - ISEG), she has dedicated her recent years to Human-Centered Design and the study of emotions in the digital experience.