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I was so excited to sit with Joana Trigueiros, CEO of Maray, for this episode of the Make Space for Growth Podcast. Joana is a lifelong friend, and I am actually a partner-investor in the business, which made this episode especially meaningful – it was the first time I brought someone so close to my heart onto the podcast
The First Two Decades: Marketing
Joana’s career began in the corporate world and was shaped by her time at Danone. There, she worked in multiple products and functions. By the end of her tenure, she had tried “everything there was to try” in marketing and was ready for her next challenge.
As a leader, Joana reflects on being demanding yet deeply human with her team. For her, people are the most important element of business – a value that has followed her from corporate life into entrepreneurship..
Start and Slow at Maray
One day, Joana called me up and said
“I am thinking of buying this shoe brand I really like, what do you think?”
We chatted, and by the end of the conversation, I offered to co-invest. It is not hard to determine that Joana was bound to be an amazing CEO, or as she calls herself, a Chief Everything Officer. Any business would thrive under her reign.
But Joana did not have it easy in the first few years. A few months into buying Maray, the world was hit by COVID-19 and went into lockdown. Instead of wearing shoes, people were wearing slippers. Joana maintained Maray as a side project whilst continuing her demanding marketing executive career at Danone.
While it was extremely challenging to maintain two jobs, knowing that she was extremely dedicated to both, Joana was able to limit the downside of her investment and navigate the uncertainty. We also discussed something often underestimated. Far from being a conflict, her two roles ended up enriching each other. The skills, networks, and creativity she nurtured in her corporate life opened unexpected doors for Maray and vice versa.
Embracing Maray
Eventually, Joana made the leap- and she has thrived. She now leads everything from product collections to factory management, store operations, from marketing strategy to campaign implementation. More importantly, she is leading the team and is in constant contact with clients.
On a good day, Joana has time to spend with her team and with her clients. That shows how the human factor has remained as a core value for her.
What is particularly admirable is Joana’s blend of ambition and pragmatism. As Maray prepares for global expansion, Joana does not lose perspective. She understands what she can control and doesn’t spiral when things don’t go her way. That is part of what makes her a resilient and brave CEO.
Lessons from the Entrepreneurial Journey
Making the transition from corporate to entrepreneurship comes with an often overlooked reality check:
No-one tells you what to do – you have to do everything yourself.
Chief Everyting Officer Joana
Joana embodies the courage it takes to embrace that challenge. She reminds us that entrepreneurship is not just about vision – it’s about relentless commitment, emotional resilience, and surrounding yourself with people who believe in the journey.
Here are a few takeaways from her path:
✅ Build while staying grounded – Joana’s experience shows that you can build a business slowly and sustainably, even while keeping a corporate role. Sometimes that duality not only reduces risk, it also strengthens creativity and connections.
✅ Train, trust, and let go – As a self-proclaimed “Chief Everything Officer,” Joana learned that delegation requires investment in people: teach first, then trust. Leadership, for her, is about empowering others without losing the soul of the brand.
✅ Let pragmatism balance your passion – From missed deliveries to pandemic pivots, Joana faces challenges without spiralling. Her resilience is rooted in pragmatism, perspective, and the ability to choose calm over chaos—something all founders can benefit from.
The Heart of Maray
Maray is not just a shoe company – it’s a brand flowing from Joana’s DNA now. From childhood memories spent in her grandmother’s and mother’s shoe shop to her hands-on work today with collections, factories, and customers, Joana’s passion runs deep. She designs for real women living dynamic lives, and she’s careful not to lose herself in the process. Her leadership style balances high standards with emotional awareness, and her customer relationships remain at the heart of it all.
Bsides being a Chief Everything Officer, Joana is a firm believer in doing things from the heart and in not letting fear make decisions for you. When challenges arise, she grounds herself with perspective, stays pragmatic, and finds calm in the chaos. Whether navigating late deliveries or teaching her team how to handle a difficult client, Joana meets every moment with her characteristic blend of strength, humility, and optimism.
Join the Conversation
Joana’s story is one of courage, sharp intuition, and unwavering focus. Whether you are building something or supporting someone who is, her journey offers a refreshing reminder that success often comes from brave decisions and deeply human values.
What was your biggest takeaway from this episode? What would you do if you were not afraid? What lessons do you get for your own journey? I’d love to hear your thoughts—share your comments below and join the conversation.
Joana’s List
- Book: Daring Greatly, by Brene Brown (she did not recommend it but I added it to the top of her long book list based on her word of the year)
- Quote: What would you do if you were not afraid?
- Word of the Year: Brave