Dr Joana Baptista

Dr Joana Baptista

General Manager of Wisebrand®

Joana Baptista is the General Manager of Wisebrand® and has held this position since 2014. With over 21 years of experience in communication and marketing, Joana has a deep passion for brands, reflected in her favourite things: her family, surfing, flying, and her love for brands.

In terms of education, Joana completed her degree in Communication and Marketing at the High School of Education of the Polytechnic University of Coimbra from 2000 to 2004. She furthered her studies with a Postgraduate Degree in Marketing and Business in 2005, a Certificate in Photojournalism from Cenjor in 2010, a Master Mind Program in Personal Development in 2016, and a Postgraduate Degree in Neuroscience: Neuro communication and Neuromarketing from the Brazilian Institute of Neuroscience in 2019.

Professionally, Joana spent seven years at Lena Communication, working in the newspapers and radio sectors. Her key responsibilities there involved event organization—planning, operational execution, and post-event activities for galas, conferences, and conference dinners catering to both business professionals and the general public. She managed all logistical and organisational aspects of conferences to ensure efficient and high-quality execution. Joana was also responsible for developing schedules, budgets, and marketing strategies to promote events. She oversaw the setup, execution, and teardown of events, ensuring all activities ran smoothly as planned. After events concluded, she evaluated them, gathered participant feedback, and created performance reports for continuous improvement.

Her major achievements include organising several high-standard galas recognised for excellence in organisation and execution. She planned and managed significant conferences that attracted key business figures and societal leaders. The events she executed significantly contributed to networking and knowledge dissemination among business professionals and the community.

Joana is a dynamic and highly organised professional with extensive experience in event planning and brand management. She is skilled in conceptualising and executing successful events that enhance brand visibility and engagement. After obtaining a postgraduate degree in Neuroscience from the IBN (Instituto Brasileiro de Neurociência), she applies her unique understanding of consumer behavior and cognitive processes to marketing and event strategies.
Her passion for brands arose from an early age—from her image of ET and all the merchandising that involved him to the LEGO that always hurt her foot to Barbie, who always needed one more to keep company with the other 15. Ever since she was a child, the behaviour and life of brands fascinated her. She dreamed of having to promote herself as a brand! Today, it has happened; part of her is Wisebrand—a brand that has its own DNA that merges with hers. It has its own way but always side by side with her—for her. And for her brand, she wants the best. The best thing to know is that her clients—her brands that brought her here through trust, persistence, and the team they are—are still here.

Creating a brand is like raising a child; she says, more or less, because a child is a child, a brand is a brand. And suppose there are no mixtures for her. In that case, she justifies this comparison by the values she invests in both—by the directions she shows them—by always having the greatest care when it—the brand—already walks alone. She’s always in the background, expecting that the journey is peaceful and successful. As a mother, always be present to help determine new ways or sometimes give only that support—that careful treatment that only those who love can give.

Wisebrand ® Passion for Brands
Wisebrand emerged in June 2014 with an idea that accompanies them today: to be a brand that works with other brands.
Wisebrand aims to provide small and medium-sized companies with typically inaccessible tools. The team at Wisebrand is multidisciplinary and uniquely intricately completes itself. Every team member meticulously works on each project, ensuring a collaborative effort with the client’s company and teams. Wisebrand values and respects the culture and DNA of each client’s company.

Their work is grounded in the highest standards of Neuroscience applied to communication. They are committed to learning daily from their clients’ challenges, understanding the pulse of brands, immersing themselves in their culture, and striving for their goals. They work closely with companies and brands, offering exclusivity by area of activity.

Wisebrand is grateful for the presence of the brands that come through their agency. Each brand is important and treated as its own. They ensure that the brands do not stray from their path and always aim for the best because that’s what passion for brands is all about.
Since 2019, Joana Baptista has also been serving as the Director at BNI Center—BNI Business Network International. BNI has over 299,000 members worldwide and is the world’s largest business networking and business referral organization. Its motto, “Changing the Way the World Does Business®,” reflects its commitment to transforming business practices globally.