Beatriz Rubio - CEO da RE/MAX Portugal e fundadora do Motiva-te

Beatriz Rubio

CEO of RE/MAX Portugal
RE/MAX Portugal
(+351) 210 041 141

About the Speaker

Born in Saragossa and in Portugal 25 years ago, she graduated in Economics and Business Management from the University of Saragossa and has an MBA from IESE, University of Navarra.

She began her career in the commercial management of L’Oréal in Spain in 1990. In 1993, for family reasons, she came to Portugal and took over the management of the selective perfume division at Parfum & Beauté.

In 1998 she joined the Jerónimo Martins Group, where she took over the purchasing management of the Recheio brand.

But her dream has always been to have her own business and as such, in 2002 she joined the staff of RE/MAX Portugal with marketing and financial responsibilities and in 2009 became CEO of the brand in Portugal. In 2011 and 2013 she was elected as one of the Business Women in Portugal by Máxima magazine.

One of her secrets is the strength in the internal motivation of her companies. In these 14 years, she has performed more than 150,000 hours of motivation in the total RE/MAX universe. The goal was to create strength, a new attitude towards life, and to persist despite the challenges that are encountered, always combined with recognition, one of the most important factors for the Human Being and so forgotten in many companies.

In 2012, she pursued an old passion: helping sales teams achieve magnificent results. To this end, she graduated in NLP and Coaching in Portugal and Spain, at IESE, launched MOTIVA-TE, a brand focused on behavioral change of organizations, lectures, coaching and management of commercial teams through the recognition and challenges and methods used in this challenging project.

This old passion arises from the difficult moment that Portugal went through, a great financial crisis, which then went on to a great economic and social crisis. Thus, the government of Portugal had to take very strong measures that affected the population in monetary terms and a great crisis of thinking in people began. However, their particular belief is that regardless of the situation that Portugal lives, it is the people who create their reality and for that, the project MOTIVA-TE was born, capable of creating a new Attitude in companies and consequently in people, the most valuable asset of a company.

After 9 years of MOTIVA-TE, has carried out more than 200 actions in Portugal and around the world, speaking to more than 100,000 people worldwide (Portugal, Spain, Italy, Turkey, Argentina, Germany, Brazil, USA, and soon also in India).

In particular, during the financial crisis that Portugal created a solidarity project called “MOTIVA-TE PORTUGAL” where it gave more than 20 totally free actions all over the country, reaching more than 20,000 people, and whose objective was to help all participants to discover how to make their dreams come true, even if sometimes this means having to change some aspects of their lives.

In 2014 she launched the first book: Conquering Victory and I began to give the first lectures outside Portugal, specifically Spain, for the University of Navarre.

In 2015 she was elected the Best CEO and Best People Manager in Portugal for the Central Theme and Qmetrics.

In the same year she was elected Woman of the Year in the business area by Flash magazine.

In 2016 launched the 1st edition of the motivational agenda, with the sale of more than 40,000 units, with a collection of phrases by her and other authors for each week of the year.

In the same year, she launched her second book, “The parallels between management and football”.

In 2017, the RE/MAX World Convention awarded the “Distinguished Service Award” for loyal service and dedication, an Award that was only given to very few people in the world, given only to leaders who have contributed in an extraordinary way with their example and support to the growth of the RE/MAX network in other countries of the world.

In 19 years of RE/MAX in Portugal, she had already mediated the sale of more than 500,000 homes worth more than 1,207,000,000 €.

In 2018 she was invited by RE/MAX Europe to contribute strongly to the development of the RE/MAX brand in Europe and to take its know-how to other regions, in this case to Germany and France.

In 2013, 2014, 2015, 2016 and 2017 she led RE/MAX Portugal to the Best Country in the World Award consecutively (outside the USA and Canada).

She has achieved extraordinary results throughout his career, built a leading company in the real estate market and generated more than 1,190 franchises where she leads more than 12,000 people in the group of companies she created:

  • RE/MAX Portugal – 315 franchises;
  • RE/MAX Germany – 80 franchises;
  • RE/MAX France – 20 franchises;
  • RE/MAX Brazil (Alagoas, Maranhão, Pernambuco) – 53 franchises;
  • MAXFINANCE – 277 franchises;
  • MELOM – 180 franchises;
  • MELOM Spain – 35 franchises;
  • LEASECAPITAL – 230 franchises;

They brought RE/MAX to Portugal 19 years ago, but all the other businesses have emerged in the last 10 years and all of them fortunately, have been successful businesses and recognized by the different partners. There are countless awards they have received, such as:


But in spite of all these achievements, she is a Human Being who continues to struggle to be happy every day, very familiar and does so that the people who work with her can be happy at work, and realize their dreams because this is the Best and Greatest achievement that a person can have done in his Life.

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