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Hugo Couto Fernandes has worked in various roles in different companies. Hugo started their career in 2010 at TLCI as a "Gestor de Receitas e Comissões," where they created a department responsible for controlling revenue and conducting database studies. Hugo then joined Sonae in 2013 as part of the Special Initiatives Team in Planning and Management Control. In 2015, they moved to Sonae MC, where they worked in Strategic Insights & Foresights/Competitive Business Intelligence until 2018. Since then, they have been employed at Sonae Sierra, initially as part of the Strategic Programs team and later as the Head of Corporate Strategy & Intelligence.

Hugo Couto Fernandes completed a Master's degree in Finance at FEP U. Porto – Economics and Management from 2011 to 2013. Hugo also obtained a Proficiency in English from the University of Cambridge in 2013. Prior to that, they earned a Licentiate degree in Economics from FEP U. Porto – Economics and Management from 2006 to 2010.