Joao Barbara

Experienced marketplace operator who builds and scales city- and region-level operations. Across roles at Uber (multiple progressive operations roles culminating in GM/state leadership), Wheel, and Nursa, Joao has repeatedly led market launches, supply-growth programs, credentialing/marketplace health functions, and P&L optimization—including running a $1.2B business and launching new verticals and operating models. joaovbo+1

Builder and fractional entrepreneur: co-founder of Fern Business Building and operator of JB Fractional Leadership LLC, Joao runs productized, founder-style services and has launched multiple product experiments (Miga, Rodriga, Lugar Melhor, Desabafa, Parent Pal). He positions himself as an entrepreneur-in-residence who embeds into teams to deliver 0-to-1 launches, GTM, and operational playbooks. fernbb+1

U.S. & LATAM cross-border operator with business intelligence and GTM strengths. Joao works across U.S. and Latin American markets (profile lists Miami as a base), combining strategy, data/BI (dashboards, KPI governance), and operational execution to improve conversion, unit economics, and marketplace efficiency. joaovbo