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Sofia Tenreiro, Diretora-geral

General Manager Cisco Portugal

Sofia Tenreiro is the General Manager of Cisco Portugal since 2015, after 8 years as Board member in Microsoft Portugal.

Through her very diverse background she holds experiences in different industries (FMCG, Media, Telcos, IT B2C and B2B) and roles (management, sales, marketing). She finished her degree in Business Administration by Universidade Católica Portuguesa, having been working in the IT business for more than 10 years given her passion for what Technology can change the way we live and do business.

Her career started in Fast Moving Consumer Goods (Procter & Gamble and L'Oreal) with marketing responsibilities on thePortuguese and Spanish markets, based in Lisbon and Madrid followed by an EMEA Global Strategic Marketing Unit responsibility based in Geneva. When she returned to Portugal, she enriched her experience by creating the Optimus (Sonae) Strategic Marketing Team focused on the Youth Target. Still in Sonae, she accepted the challenge to transform the Marketing and Sales Teams at Publico Newspaper before she joined Microsoft, as
the Retail Country Manager for Portugal.

After 5 years leading the top performer team in Microsoft Europe, that more than tripled the retail business, she enlarged her responsibilities as Consumer Channel Groups Lead in Microsoft, including all other consumer business (Telcos, and B2C devices) and part of the B2B business (SMBs' on premise business and B2B devices).

During 2016 Sofia was elected the President of the American Chamber of Commerce in Portugal (Amcham) at the same time as she serves on several Advisory Boards.

She is a frequent speaker in many conferences, events and University sessions on diverse topics. One of the most frequent is Cybersecurity, one of her biggest passions. She is frequently invited for the most prestigious events on cybersecurity in Portugal (IDC Security Event, AFECEA, APDC, Catholic University and Nova University Cybersecurity Sessions, Industry secretary of State Advisory Board for Cybersecurity, Future Strategic Design & Innovation by the Lisbon City Hall, prime time Eco TV interview, Dinheiro Vivo Radio interview, among many
others).