My Story


My Story

My career started at Credit Suisse, London when I was 18. Yep, while most of my friends had gap years, went to uni and partied hard, I travelled to live and work in London. I then worked my way up the corporate ladder, mastering my art and acquiring nearly 20 years of business experience with majority of time spent in travel tourism and hospitality, technology and digital media industry.

During those years in the corporate world, I've seen my fair share of the good, the bad and the ugly. In my earlier years I was a terrible leader and only looked out for myself. But at the height of my career I was growing and scaling a startup business, leading global teams, winning awards..creating a culture of trust, innovation, ownership and accountability so success came naturally and fast.


Having treated it like my own, I suffered from burnout and exhaustion trying to keep it afloat. I was also subjected to all kinds of bullying, harassment and emotional blackmail. Yet I stayed. So when I saw the proverbial iceberg and mismanagement of the business, I did the hardest thing I had done in my career...I walked away. Walked away from something I help build, something I loved doing and was incredibly passionate about. 


I knew I had done the right thing when I watched it go under two years after I had left but didn't provide me with any consolation as the fallout was brutal with travel agents and employees not being paid, and leaders nowhere to be found. Instead I got the phone calls and emails even though I hadn't worked there in sometime. I still tried to help and field as many questions as I could and promised myself that I wouldn't let another start up or business fail.

So I forged my own path and worked with other start ups and businesses sharing my proven process of success...some were completely toxic with leaders having absolutely no clue what to do which made for an extraordinarily chaotic work environment. Others were more committed and accommodating. I've seen good leaders and bad. I've also been part of the problem as well as the solution so you can I say from experience, I know what to do and what NOT to do in business. I still have much to learn but my mission is to help as many business owners as I can to get it right from the beginning. 

Joana x

"The purpose of life is not to be happy. It is to be useful, to be honourable, to be compassionate, to have it make some difference that you have lived and lived well"

―Ralph Waldo Emerson

My Why

By day, I help startups and small to medium enterprises by empowering their business owners and leaders. I show them how they can significantly increase revenue, grow and scale, solve their biggest organisational issues, execute their ideas and, future proof their organisations...all through my proven process of success! I also mentor individuals to be the best versions of themselves they can be and to be more strategic and transformational so they can serve the people they lead which is the highest calling of leadership.

​At night (and mostly weekends) I am an avid home decor and organisation enthusiast...and also an incredibly busy mum so you'll find me organising the fridge, the pantry, bathroom, playroom and every nook and cranny you can think of...I am obsessed with anything that 'maketh a home'. I hope to transform one unorganised corner and turn it into a clutter free, luxe yet affordable, inviting (and kid proof) sanctuary! 

Originally from Sydney but you can find me exploring our new home city of Bangkok as we are always on a mission to find places that focuses on family, food and fun which usually involves a lot of travelling sometimes splurging and spoiling ourselves and other times being more budget and family friendly.


I am on a journey of self-discovery and have been given an opportunity to forge my own path, do what I love and follow my passion whilst finding my true purpose...which is to help people whether it's in business or at home.​