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Rafaela Gaspar is an Assistant Professor of Digital Marketing & E-commerce at NOVA Information Management School (NOVA IMS). She has a Bachelor's Degree in European Studies & International Relations with a specialization of Development Policies, from the Faculty of Letters of University of Lisbon. She has also a Post-Graduation in Digital Marketing from ISEG - Lisbon School of Economics. Rafaela began her career in Havas Media Group, as a Digital Performance Manager, being able to work with brands such as Disney, El Corte Inglés, Ibersol, Delta. More recently, Rafaela works as Head of Performance at ComOn Group, leading the areas of Performance & Intelligence and helping clients such as Fidelidade, Ok! Teleseguros, DHM (Discovery Management Hotels), amongst others. Her expertise and drive are focused on digital innovation, growth hacking and performance/data-driven analytics.