By Amanda Friedman, Journalism senior
When Sofia Portugal looked at UF’s website for the first time as a high school student in Bahia, Brazil, she couldn’t imagine attending college anywhere else.
“It just felt right,” Portugal said.
The now 23-year-old graduate completed her Bachelor's in Advertising with a minor in Business Administration in May 2023. She started her master’s degree program at UF in Information Systems and Operations Management with a concentration in Data Science in August 2023.
Despite struggling with self-doubt at times, she has leveraged her passion for advertising and her international background to secure leadership roles in on-campus organizations and internships with the prominent entertainment companies Netflix and Spotify.
While she began at UF as a pre-med student, her path eventually pivoted toward UFCJC’s Advertising program after a psychology course sparked her interest in consumer behavior. After switching her major, she became more invested in advertising following a research project she worked on under the leadership of Juliana Fernandes, an assistant professor in the College’s Advertising Department. The research, which explored the impact of COVID-19 on the global advertising industry, was presented at the American Academy of Advertising in March 2024.
“The College captivated me,” she said. “The best decision I ever made was to come here.”
Her newfound passion set the stage for her involvement with The Agency, UFCJC’s student-staffed strategic communications firm. Portugal started off as a data analyst when she joined in 2022, later becoming the lead data analyst in May 2023. Her dedication and talent led her to become part of the Executive Leadership Team, where she currently serves as an account and operations supervisor.
She views the organization as a critical steppingstone in her college career.
"If it wasn't for The Agency, I probably wouldn't even be doing my master’s right now because they brought my attention to research and strategy development,” she said. “Back then, I didn't really know what data was, so [The Agency] completely changed my life regarding that.”
Portugal also made her mark on UF's Brazilian community as an undergraduate student, having been the marketing director and president of the UF Brazilian Student Association.