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Paula Arriscado is currently the Director of the Corporate Division of People, Brand, and Communication at Salvador Caetano, a role assumed in January 2015, focusing on human resources management, employer branding, and internal marketing strategies. Prior to this, from 2000 to 2014, Paula worked in various communication and marketing roles at Toyota Caetano Portugal, culminating as the Director of the Department of Communication and Marketing. Alongside their corporate role, Paula has been a lecturer at IPAM since 2007 and currently conducts research at Universidade Portucalense, contributing to the fields of marketing and communication. Paula also teaches at Porto Executive Academy and has served as a coordinator for marketing management programs.