A British-born Israeli, Joan­na is a spe­cial­ist in place brand­ing and mar­ket­ing, and the founder of Vibe Israel. She was named by Forbes Israel as one of the 50 most influ­en­tial women and is a gov­er­nor of Tel Aviv Uni­ver­si­ty, a Direc­tor of Tel Aviv Glob­al & Tourism, and a mem­ber of the Inter­na­tion­al Edu­ca­tion Com­mit­tee of Taglit-Birthright.