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Passionate, results-driven marketeer with 16 years of B2C and B2B digital marketing, MarketingOps, and MarTech experience across Europe, the UK & Ireland, and the Americas. She began her career agency-side, working with diverse industries, and now leads Global MarTec, Capabilities at Whirlpool, focusing on digital commerce and acceleration through Digital CEOs. Previously, at Booking.com, she advanced marketing automation & Marketing automation, and experimentation. Joana holds a Master’s in Integrated Marketing Communication and a Bachelor’s in Physics. She believes in a human-centred approach to technology and strategy.

Fun fact: A phillumenist with over 3000 matchboxes from 32 countries, Joana loves travelling, exploring new cultures, and cuisines, enriching her global perspective.