Margarida Partidário started her academic journey by studying brand identity, brand strategy, brand communication, and brand innovation. Later on, she dived deep on business and brand management, with a special focus on personal branding, to propose a framework based on human and behavioral skills for the candidate's differentiation in online recruitment. This has taken Margarida to talent insight and people analytics, which inspired her to create Arboreall: an HR tech-based startup. Since then, Margarida has been specializing in human and behavioral skills with the goal of maximizing companies' culture and business. Regarding that, her last endeavor was an innovative cultural transformation project based on empathetic leadership and customer empathetic service for one of the major Portuguese companies – MC Sonae. Given the relevance of the topic, Margarida created a podcast to talk about Empathy. Margarida Partidário also has experience in the business development of Spanish companies in Portugal, project management, brand consultancy and mentorship. She is a speaker, podcaster and a “poethinker”.