José Borralho holds a degree in Marketing Management and a master’s in Coolhunting, along with certifications in NLP, Coaching, and Mental Performance. In 1993, he co-founded the agency Weber Shandwick | D&E, and, in 1994, served as strategic consultant to RENAMO during Mozambique’s first democratic elections. In 2004, he introduced “Product of the Year” to Portugal, and in 2007, led the Tryp Network across Lisbon, Madrid, and Milan, also coordinating major projects like Saveur de l’Année and Restaurant Week. In 2012, he founded APTECE - the Portuguese Association for Culinary Tourism and Economy.

That same year, he launched the ONE BCAM FIVE SGPS SA group, where he serves as Chairman & Inspiration Chief Officer. The group includes brands such as Brandstory, Consumer’s Choice, Product of the Year, AlwaysJune, and Travel & Friends, with international presence. In 2015, he organized the first “European Street Food Festiva"l and founded the "Street Food Portugal” association. In 2016, he relaunched “Product of the Year” in Portugal and, in 2018, created SKOOL - an association focused on open learning for children. Over the past 30 years, he has been a strategic consultant for national and international companies and a regular speaker, trainer, columnist, and media commentator on marketing and consumer behavior, notably as a columnist for Imagens de Marca and host of the “CEO - Conversas entre Organizações” segment on BrandChannel.