HBA Strategy

Joanna Martinet

Global Strategy Director

Joanna is a brand and destination strategist specialising in the creation of hospitality and mixed-use developments. Her work focuses on shaping the early DNA of projects, defining their purpose, positioning and long term value.

She has led brand strategy, experience design and service culture frameworks for large scale developments, shaping some of the most ambitious destinations across the Middle East and Europe. Her approach brings together cultural intelligence and human insight, ensuring concepts translate into distinctive, meaningful experiences.

At HBA Strategy, Joanna partners with owners and operators to define distinctive propositions and works across HBA’s integrated design disciplines to translate intent into cohesive, fully realised experiences.