Joana is a partner at McKinsey Digital and based in Lisbon. She coleads European marketing initiatives and serves mostly technology, media, and telecommunications clients in Europe and Latin America.
Her work lies in the intersection between digital and analytics, marketing, and strategy. Working directly with top leaders, she offers guidance on how to grow their businesses and how to deliver successful transformations.
Against a backdrop of rapid industry evolution, Joana also helps executives set new go-to-market strategies, improve customer life cycle management, and become more AI driven.
Examples of her recent client work include the following:
- leading a corporate strategy review for a Western European telecommunications company
- launching a program to boost fiber commercialization and activation
- helping a B2B digital services company revamp data infrastructure and managerial reporting
- conducting a data transformation for an e-commerce company, delivering a new data platform
- leading a two-year commercial transformation program for a Brazilian telecommunications group
- defining the broadband growth strategy for a South American telecommunications company
- defining the digital strategy and operating model for a European telecom and media group
Joana is also the global learning leader for the Technology, Media & Telecommunications Practice and leader of Diversity & Inclusion for McKinsey’s Iberia office.