Hugo Faria
Co-founder of HULA Career. Human coaching, sharp strategy and the AI skills this market now demands.
I am based in Porto and I coach professionals across Europe: Ireland, the UK, Portugal, the Netherlands, Germany, Spain and anywhere else people are trying to build a career in a country that is not the one they grew up in.
For more than 20 years I worked inside international marketing with companies like LinkedIn, Indeed and Schneider Electric, watching from the inside how hiring, employer branding and recruitment technology actually work. Then I moved country myself and found out how little of that helps when you are the one starting again.
That is why HULA exists. Not a CV factory. A team that genuinely likes people, tells you the truth about your positioning, teaches you the skills the market rewards right now, and stays with you until you sign the offer.
20+ years
Leading international marketing teams across Europe, Latin America and Asia-Pacific.
Inside hiring
Worked with LinkedIn, Indeed, Schneider Electric and fast-growing SaaS companies.
Based in Porto
Coaching clients across Ireland, the UK, Portugal and the rest of Europe.
AI-savvy
Creator of HULA Career Intelligence, combining ATS data with human judgement.
Why I coach
I know what it feels like to send fifty applications into silence, to be told your experience "does not translate", to explain your whole career in a second language to someone who decides in six seconds.
Most people in that position do not have a CV problem. They have a positioning problem. The market cannot see what they are worth, because nobody ever helped them say it clearly, in the language the local market recognises.
Honestly, this is the part of the work I love. Not the documents. The moment someone stops apologising for their background and starts talking about it like the asset it is. That shift changes interviews, salaries and, quite often, how people feel about themselves.
We answer messages. We remember your story between sessions. We celebrate the offer with you. That sounds small until you have spent six months job searching alone.
Why HULA is not another coaching service
Most career coaching still teaches a 2015 job search to people competing in a 2026 market. Here is the difference, in plain terms.
The generic old-school coach
- Rewrites your CV and wishes you luck
- Generic advice that ignores the country you are applying in
- No idea how ATS filters or AI screening actually work
- Tells you to "network more" without teaching you how
- Sells you a document, not an outcome
- You are on your own the moment the file lands in your inbox
HULA Career
- Strategy first: we decide what you are aiming for before touching a single line
- Market-specific positioning for Ireland, the UK, Portugal and the wider EU
- ATS and AI screening tested, using real data from live job descriptions
- Exclusive trainings that teach you the skills, not just hand you a file
- AI coaching so you use these tools better than the people you compete with
- A human beside you until the offer, and often long after it
Exclusive HULA trainings you will not find elsewhere
Built from real hiring data and hundreds of coaching sessions. These are the sessions clients tell us changed the game.
Stand Out in the Crowd
How to be the candidate a recruiter remembers when 400 people applied for the same role. Positioning, personal narrative, proof, and the specific signals hiring managers in Europe look for.
Apply Like a Pro
The full application system: how to read a job description like a recruiter, tailor fast without starting from zero, beat ATS filters, and time your applications so a human actually sees them.
Networking That Actually Works
The hidden job market is real and most roles in Europe move through people. We teach you exactly what to send, to whom, and what to say on the call, without ever sounding desperate.
Win With AI
How to use AI so it makes you sharper, not generic. Research, tailoring, interview practice and market intelligence, with the guardrails that stop AI from flattening your voice and getting you filtered out.
AI is changing hiring. We teach you to win with it
Companies now screen with AI. Candidates now write with AI. The result is a market full of identical applications, and recruiters who can smell them instantly.
Our position is simple: use AI aggressively for research, speed and preparation, and keep every word that describes you unmistakably human. We show you exactly where that line sits, and we test your material against the same kind of parsing employers run.
That combination, AI leverage plus a real human strategist, is what makes HULA different from both the traditional coach and the tool you bought a subscription to.
What I help with
- Career strategy: deciding what to aim for before you apply anywhere
- CV rewriting for the Irish, UK, Portuguese and wider European markets, built to pass ATS filters
- LinkedIn positioning that recruiters in Dublin, London, Lisbon and Amsterdam actually search for
- Interview preparation, including the questions that trip up international candidates
- Salary expectations and negotiation for your level and market
- Planning a move: visa and work permit routes, timing and realistic budgets
What clients say about working with Hugo
Verified reviews from the HULA Career Google Business Profile.
“My experience with HULA Career exceeded my expectations. They provided exceptional guidance throughout every step of my dream job search. I am incredibly grateful to Hugo and Laura for their unwavering support.”
“Hugo is a friendly and dedicated professional who can help you with career coaching. He was very attentive to me, making calls to teach me strategies to get the perfect job and providing accurate and professional material.”
“If you're looking for any career related help or advice in Ireland, HULA is the one for you. Hugo and Laura are two of the sweetest and kind hearted people who go above and beyond to support you.”
“I had an amazing experience with HULA Career! Their team provided outstanding support in improving my LinkedIn profile and CV, making them more professional and impactful. Their guidance was clear, personalized, and extremely helpful.”
“I've been a client of HULA Career for a while now, and working with them has been one of the best decisions I've made for my professional growth. From the very beginning, they made me feel seen and heard.”
“I had a very good experience with HULA! Hugo is an amazing professional who always goes beyond to provide the best service he can. I learned a lot from our sessions and would recommend 100% for anyone who needs help finding a new job.”
“HULA met my expectations perfectly. I was looking for guidance to create a standout resume, and they fully understood my needs. The team was extremely attentive and delivered excellent services.”
“They are excellent professionals and exceed expectations. They helped me in a practical way, but also in a psychological way so that I could position myself in the labour market in another country. Thank you so much, you're amazing.”
Frequently asked
Who is Hugo Faria?
Hugo Faria is a career coach and co-founder of HULA Career, based in Porto, Portugal. He has over 20 years of international marketing experience, including work with LinkedIn, Indeed and Schneider Electric, and now coaches professionals across Ireland, the UK, Portugal and the rest of Europe.
Which countries does Hugo coach for?
Ireland and the UK are the biggest markets, followed by Portugal, but clients are hired across Europe including the Netherlands, Germany, Spain and remote roles based anywhere in the EU.
What makes HULA different from other career coaching?
Three things: strategy before documents, exclusive trainings such as Stand Out in the Crowd, Apply Like a Pro and Networking That Actually Works, and practical AI coaching so you use these tools better than the candidates you compete with, without sounding like a robot.
Does Hugo coach people who have not moved yet?
Yes. Many clients work with Hugo while still abroad, planning the move, understanding visa and work permit routes, and applying to European employers before relocating.
What languages does Hugo coach in?
English and Portuguese.
Let's talk about your next move
A free 20 minute call, one to one with me. No pitch, no pressure, just an honest read on where you are and what would move you forward fastest.
Book your free consultation