André Alves holds a degree in Applied Communication in Public Relations, Advertising, and Marketing from the Universidade Lusófona de Humanidades e Tecnologias. He also holds an Executive Master's in Management with a specialization in Digital Innovation, and has completed various training programs, including a Digital Marketing Strategy course at Harvard Business School.

His career has always been tied to marketing, from agencies to large retail companies. He works as a consultant for organizations across various sectors, contributing to the development of the brands he represents. 

He is currently the Brand & Digital Marketing Director at Católica Lisbon School of Business and Economics, as well as a professor and program director at both Universidade Católica Portuguesa and Universidade Lusófona de Humanidades e Tecnologias, teaching courses on strategy and digital marketing.