Senior Marketing executive & CMO

JOANA BARROS

I specialise in marketing for digital-first consumer businesses. I'm known for combining creative ambition with commercial discipline, and for building marketing functions that both grow revenue in the short term and compound the value of the brand over time.

Most recently, as Chief Marketing Officer at Temple & Webster, I led the brand through significant growth while lifting the capability and maturity of the marketing function. Earlier roles include senior leadership across global travel brands, a consumer tech scale-up, and leading Australian consumer businesses.

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PHILOSOPHY

I see growth as one connected system, not independent functions. The strongest businesses I've worked with treat brand as a multiplier - and see brand, acquisition and retention as a single engine. The best results have come from running them that way.

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Brand & Growth, As One System

I run marketing on evidence and insight. I implemented Marketing Mix Modelling in 2012 and have built measurement into the foundation of each function I've led, alongside tools that surface customer insights. It's what makes big decisions sound and the system steerable.

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Insight As The Foundation

I see capability being two-sided. The function: strategy, process and the operating model. The people: creating the conditions for team to learn and stretch. Those I've led have a track record of moves into more senior roles.

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Capability In The Function & People

“Joana is an exceptional performer among the people I have worked with. Very few people have an innate ability to know what the market wants and how to fulfil those needs. Joana is one of them.”

— Nicolas Chu, HotelCub President and Managing Director Expedia ANZ

Experience

Temple & Webster

Leading online furniture and homewares retailer.

Chief Marketing Officer, 2023 - 2025

TouchNote

London-based global consumer lifestyle app.

Chief Marketing Officer, 2019 - 2022

HotelClub / Orbitz

NYSE listed global online travel agency.

Senior Director, Brand & Consumer Marketing, 2012 - 2016

Expedia

NASDAQ listed largest global online travel agency.

Head of Marketing, Australia & New Zealand, 2011 - 2012

Adshel

Largest out-of-home media company in Australia.

National Marketing Manager, 2008 - 2011

Telstra BigPond

Australia’s leading telecommunications company.

Marketing Manager, Movies & Retail, 2004 - 2011