Paula Arriscado is Corporate People, Brand and Communication General Manager at Salvador Caetano Holding (since 2015), after 15 years as Brand, Marketing and Communication Manager at Toyota Caetano Portugal. Since 2007, Teacher at IPAM | Universidade Europeia and, recently, PEA (Porto Executive University) | ISCAP. Affiliated IPAM Lab Research Unit and REMIT – Research on Economics, Management and Information Technologies (Universidade Portucalense). Author or co-author of several papers in publications and conferences. Holds a PhD in Brand Management and Integrated Communication from Santiago de Compostela University (2008), DEA (Advanced Studies Diploma) in Communication (2001), and Journalist degree (1995). Currently, integrates the Doctoral Program in Business Sciences at the Universidade Portucalense do Porto, developing research of Employer Branding. Between 1991 and 2000, she developed Business Communication activities and collaborated with some Media. Was elected “Marketing Professional of the Year 2005 in the automotive sector” by Portuguese Marketing Association APPM, and “Teacher of the Year 2013” by IPAM. Jury member at Specialist Title selection process for title accreditation to university teachers.