Who I am, What I do.

Hello! My name is Joana Baptista and I'm passionate about equality, inclusion, and making the world a better place, currently working a management consultant. In 2022 I graduated from the University of Oxford with an undergraduate degree in Economics and Management. I am a 3 time TEDx speaker, with other notable talks including speaking at Facebook’s International Women’s Day, for both Oxford and Cambridge University, on stages to 5000+ people, and to HRH Princess Anne.

I am privileged to be the winner of several awards including the Diana Award, WeAreTheCity Rising Stars Entrepreneur and Startups Award, InspiringJuniors, Wise 20 Under 20, Women in Tech Most Promising Junior, CommonPurpose 25Under25, and the Women of the Future Young Star Award.

She dot, one of my start-ups, has launched a series of children’s picture books that take a modern twist on a classic fairytale to show alternative storylines beyond the over-told stereotypes. Originating as a group projects with some great school friends, the books have since reached over 15 countries and received key endorsements from the likes of Peter Tatchell and Miriam Margolyes OBE.

I also co-founded UniPear - an organisation helping disadvantaged and minority students successfully apply to the University of Oxford - in 2020, and we are proud that over 80% of our mentees receive interview offers and 60% receive conditional offers for a place. Recently, we have merged with UniReach where I am now a trustee in order ti continue to support underrepresented students in their applications to top universities.

My knowledge of young people has has led to me becoming an advisor for the Institute for the Future of Work, which is formed within the House of Commons, and fly all over the world to partake in think tanks such as IYTT in Sweden, as well as being fully funded by the US embassy to attend a female leadership and empowerment conference hosted by Harvard, Babson and Converse.

I'm delighted to be an #iWill ambassador, a Queen’s Commonwealth Trust Ambassador, a Conduit Social Impact Fellow, and to sit on multiple youth boards including for the Peter Jones Foundation. There's still so much more I want to discover and do and change. Sometimes, I write some of my thoughts on my blog, which you can visit here:


Starting from the days of selling unwanted toys in the school playground, I've always had a love for entrepreneurship. Since those days, I've founded 3 companies, including Brush, which won 3 out of 4 awards at the Oxford Brookes Tech Weekender 2014, and recieved investment from O2 Think Big and Natural Motion, as well as the opportunity to be presented to HRH Princess Anne. With She., my current social enterprise, we have had our books translated into 6 languages, have featured on BBC news, and have also created a limited edition exlcusive book for Marina Rinaldi, the luxury plus-size women's wear brand. I've also had the privilege to develop my entrepreneurial skills through acceptance to LaunchX, Yale Young Global Scholars and Stanford Precollegiate Summer Institutes. My latest endeavour has been developing UniPear to support underrepresented and underserved communities to get into Oxbridge. Recently, we merged with UniReach - you can find out more below:

Talks & such

Having done my first talk at the age of 11 pitching to (real life!) investors, I've since developed significantly as a speaker through converences such as the Innovation Officer's Summit, the Wearable Tech Fest, and the STEMettes Future Summit, to name a few. I'm extremely lucky to have been afforded the luxury of speaking not only across the country but also internationally. From a TEDx in Rome to presenting at World Summit AI in Amsterdam, and invites from Montreal to New Delhi to Equitorial Guinea. Recently, I've spoken at the Labour Party Conference, for the Peter Jones Foundation, and unfortuantely due to Covid could not follow through on my invite to speak at Disney. If you are looking for a young adult to speak at your next school talk, conference or event on entrepreneurship/ women in STEM/ youth action and more, let me know below:

Media features

Sometimes people find me interesting enough to write about me. Find some of those articles below!