Cristina Matos

Cristina Matos has extensive experience in retail management and leading multinational teams. She holds a degree in Design from the Instituto Superior de Arte e Design in Lisbon and began her career as a designer before joining Sonae, where she worked as a merchandising manager and later as a store director. She completed a postgraduate degree in Retail Management in Dallas, Texas. After working as a purchasing manager for duty-free shops at Portuguese airports, she joined a major master franchisor of international brands in 2001 and completed franchising training in the USA. She led the franchising expansion at Grupo Brodheim for ten years and became Vice President of the Portuguese Franchising Association. Since 2015, she has served as Secretary-General of the Portuguese Franchising Association, and in 2018, she was appointed President of the TF at the World Franchising Council, receiving multiple national and international awards throughout her career.