Joana Fernandes

Joana Fernandes

Director of Fraud, Payments and BackOffice Product @ Farfetch


After graduating in Informatics engineering, Joana Fernandes started her professional journey in London in fraud. After joining Farfetch, since 2011, she went through different challenges across Operations areas where the focus was to consistently exceed the customers expectation by delivering an exceptional and localised experience across all markets and platform with high efficiency. In the last year her main responsibilities liaise on leading the BackOffice Product team on building the number one platform for fashion and continue to support the needs of a constant grow and revolutionary company. Along side she is also responsible for defining the global strategy across the company for Payments and Fraud. She currently holds the position of Director of Fraud, Payments and BackOffice Product at Farfetch.

Start Slow, Think Big

Farfetch without payments would be just like window shopping! This is how we define the importance of Payments inside Farfetch, however this is valid for all brands that want to enter on the online business. Considering the different stages of a company it is essential to think on the strategy and where to focus in order to continue to growth, and the same applies on payments! In this presentation I will go through three different scenarios considering the maturity and strategy of the company and consequently which are the best tactics in each scenario to help the company succeed!