Maria Sofia Reynaud Pinto Coelho Rocha is an Adjunct Lecturer and Executive Training Manager at NOVA IMS. She holds a Bachelor’s degree in Information Systems and master's degree in Data-Driven Marketing, with a specialization in Digital Marketing and Analytics from NOVA IMS, combining expertise in marketing strategy and data analysis. Her academic work focuses on Business Process Management, where she teaches practical classes aimed at improving organizational efficiency. Her Master’s thesis explored Neuromarketing and Digital Analytics, analyzing consumer behavior through psychological and neuroscientific approaches. She has strong expertise in Marketing Analytics and Web Analytics, using tools such as Google Analytics to assess campaign performance and user engagement. As Executive Training Manager, she is responsible for structuring and updating educational programs on online platforms, coordinating the development of new courses with teaching teams, and providing technical support to faculty and students. Prior to her academic role, she coordinated operations at SeePet in Lisbon, where she managed teams and client requests, strengthening her leadership and organizational skills. She has also been involved in volunteer work with Banco Alimentar and CASA, reflecting a strong commitment to social responsibility and community engagement.