Joana Gonçalves has a degree in Economics from the Faculty of Economics of the University of Porto and was born and raised in Porto. With a career of more than 20 years in marketing, she has worked for FMCG companies, with a special focus on alcoholic beverages. Over the years, Joana has worked at Lactogal and Sogevinus Fine Wines, and for the last eight years she has been in Sogrape, where she currently holds the position of Group Brand and Innovation Lead.

She currently leads the global management of the Mateus brand, having previously managed other iconic Sogrape brands, such as Porto Ferreira, Sandeman and Silk & Spice. Passionate about the impact of marketing and branding on people's lives, she appreciates the fact that branding requires an attentive look at the world, transforming ideas into brands and experiences that come to life and become relevant in consumers' daily lives.