A graduate of the Executive MBA programme (2002), with a master's degree in Marketing (2011) and a bachelor's degree in Business Management (1997), Joana Bahia is the director of the Sogrape Wine Academy. This time, we wanted to learn more about the path that brought her here.
You have extensive training from our School, with a multidisciplinary focus. What professional path brought you here? What career path brought you here? I started as a project manager at the EFACEC Group and later as Marketing Director at a company within the COFINA Group, where I also strengthened my skills in business development in other markets. After completing my MBA, I was invited to take on the role of manager for SOGRAPE’s Premium Brands. Later, I was asked to launch and manage the Group’s corporate brand and identity, a role that ultimately led to my challenge to found the Sogrape Wine Academy, where I am now.
What made you choose Católica Porto Business School again at different stages? The preparation I gained during my Management degree was solid, rigorous and at the same time broad, giving me a foundation that allowed me to develop versatility and, consequently, leadership skills in various areas. That credibility made me return.
How did Católica Porto Business School support your professional journey? The management foundation, consolidated and deepened through the MBA and Master’s, gave me the ability to understand and deal with different business areas, whether companies or the wine value chain. These skills have enabled me to blend management and wine, which has led the Sogrape Wine Academy (SWA) to be invited for masterclasses and projects with some of the world’s most prestigious Business Schools. This strong partnership between Católica Porto Business School and SWA is part of that context.
What sparked your interest in the world of wine? My family’s history as producers in the Vinho Verde and Douro regions. It has always been a passion! There is a language in wine, which travels from the care for the land to the pleasure of tasting, that connects people. I see this bond in our students, most of whom are enthusiasts. Let’s not forget that humanity has been producing wine for over 8,000 years.
Favourite book: “Livro Sexto” by Sophia de Mello Breyner Andresen
Standout figure at our School: Professor Paulo Lencastre, who helped me confirm my passion for Brand Management. He later supervised my Master’s dissertation.
Personal curiosity: During my MBA, I did a project on Porto Ferreira that contributed to winning the award for best student in Marketing and Brand Management. Little did I know that years later I would be responsible for that brand.