Founder
Helena Lobo
Founder & Strategic Advisor
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Helena Lobo is a senior market advisor specialised in market entry, representation and commercial growth across travel, aviation and hospitality in Iberia.
Her work combines GSA-side commercial experience, trade activation and on-the-ground market execution with continuous analysis of connectivity, distribution dynamics and commercial performance across Portugal and Spain.
Through IBERIAN PRIME | Market Entry & Commercial Growth, she operates as an extension of international brands’ commercial and market strategy function in Iberia, supporting local market presence, commercial acceleration and structured growth execution.
SELECTED MARKET EXPERIENCE
The following roles and project-based engagements form part of the documented professional experience behind Iberian Prime
AVIAREPS PORTUGAL
Sales Manager Portugal | 2025–2026
Portugal-market sales and activation within an international multi-client GSA structure, combining trade development, account engagement and coordination with Iberian and global teams.
ATR – ACTIVIDADES TURÍSTICAS E REPRESENTAÇÕES
Commercial Promotion & Market Development Portugal | 2010
Market development and B2B trade activation for an international portfolio of airlines, tourism products and mobility services. Execution included agency and tour operator engagement, account development, national roadshows, trade events, joint sales and marketing actions, and coordination with international principals.
BOSSA BRAZIL
Freelance Trade Activation | Portugal | 2014
Project-based activation for professional workshops and events across Portugal, including contact qualification, invitations and participant follow-up, travel trade engagement, market updates, activity reporting and direct coordination with an international team.
CONTINENTAL HOTELS
Sales Promotion, Commercial Department | 2002–2003
Early commercial experience within a Portuguese hotel group, providing a direct foundation in hospitality sales and commercial operations.
ADDITIONAL OPERATIONAL & COMMERCIAL DEPTH
Beyond aviation and tourism representation, Helena’s experience includes hotel Front Office operations at Forte de São Francisco Hotel, project-based organisational structuring and Food & Beverage operations for SILK | Rooftop Restaurant, Lounge & Events in Lisbon, and commercial and marketing leadership at Nossa Água in Angola. These roles provide direct insight into guest experience, internal processes, team coordination, B2B relationships and the operational realities that influence commercial performance.
TRAINING & CAPABILITY DEVELOPMENT
Helena’s advisory perspective is reinforced by professional training and adult education experience in Portugal and Angola, including vocational training in F&B at AE Dr. Bento da Cruz, EFA PRO training at IEFP, and corporate English training for professionals through Sonafor.
This experience strengthened her ability to structure content, adapt communication to different audiences and translate knowledge into clear and applicable learning.
PROFESSIONAL FOUNDATION
Helena’s professional foundation combines Higher Education in Tourism, Level 6 QNQ/EQF and 180 ECTS, postgraduate studies in Hotel Management, and 57 ECTS of certified continuing professional development across tourism, marketing, communication, negotiation, leadership, sustainability and digital practice.
This multidisciplinary background supports an informed and commercially grounded approach to market development in Iberia.
CREDENTIAL VERIFICATION
Supporting employment certificates, professional declarations and service records are retained privately and may be made available for legitimate credential verification upon request.
Company names and external links identify verified past professional experience only and do not imply any current affiliation, endorsement or active commercial relationship with Iberian Prime.
DISCUSS YOUR IBERIAN MARKET PRIORITIES
If your travel, aviation or hospitality organisation is assessing market entry, local representation or commercial growth in Portugal, Spain or across Iberia, Iberian Prime can help clarify priorities, evaluate market fit and define a practical route to execution.
Each enquiry is reviewed individually to assess scope, strategic relevance and potential for delivery.