Morena Oliveira is the Marketing Director at Lina Stores, where she leads marketing, comms and brand strategy. She’s a strategic and passionate marketing leader with extensive experience developing one of London’s most revered hospitality brands. Instrumental in Lina Stores’ evolution from humble Italian delicatessen in London’s Soho to a multi-site restaurant, retail, bar and lifestyle group, Morena’s philosophy is centred around creating big impact, excellent storytelling and long-lasting brand loyalty. Covering all elements of marketing – from launch strategies to creative campaigns, from PR to CRM, and from consumer insights to product development – Morena has developed multi-channel brand strategies through both a highly commercial and analytical as well as a creative and brand-driven eye.