Joanna Safi is a systems thinker and interdisciplinary connector shaping the future of business through sustainability, digital transformation, and human-centered innovation. With more than fifteen years of experience across fintech, aviation, telecommunications, retail, and creative industries, she has led growth and transformation initiatives for both global brands and high-growth startups. Her work bridges strategy, technology, and impact, translating complex change into responsible, future-ready business models.

Across senior marketing and transformation leadership roles—including CMO and executive positions at organizations such as Virgin Mobile, Airtm, Wingo, and Falabella—Joanna has driven digital modernization, customer experience strategy, and sustainability as a core driver of growth. Her background in Political Science and Biology uniquely informs her approach, enabling her to integrate governance, systems thinking, and environmental responsibility into commercial strategy. She is also an active member of the CMO Forum Colombia and serves on advisory committees advancing sustainability and inclusive leadership. In 2023, Joanna founded MSBHAVE, a consultancy focused on sustainability and digital transformation as levers for long-term value creation. As a Senior Executive Fellow in Sustainability in Tech at The Digital Economist, she contributes a practitioner’s perspective on how organizations can align innovation, growth, and responsibility—helping shape a future where business performance and planetary stewardship advance together.