Founder & CEO, Cranberry AI
Joanna Reijgersberg-Siew (GEMBA’19) is the Founder & CEO of Cranberry AI, where she is building agentic infrastructure for business operations.
Previously, Joanna was a Senior Director for AI & IoT at Avanade, the joint venture between Accenture and Microsoft, and a member of its Growth Markets Leadership Team. She built the AI & IoT practice from the ground up and held P&L responsibility of more than US$100 million across APAC and Latin America. Earlier in her career, she worked internationally with Philips and NXP Semiconductors across the Netherlands, Indonesia and China, spanning software engineering and corporate strategy.
Cranberry AI grew out of Captain Cranberry Cookware, an e-commerce business Joanna built on a multi-agent operating architecture managing advertising, inventory, competitor intelligence, pricing and reputation management. She bootstrapped the business from zero to more than US$1 million in annual GMV in under two years, with a very lean team and double-digit net profit margins. Amazon even named Captain Cranberry one of its Top 10 New Sellers in APAC in 2025.
Joanna has also lectured on Agentic AI in INSEAD’s PhD in Management Programme with Dr. Philip M. Parker, INSEAD Chaired Professor of Management Science.
She holds an Executive MBA from INSEAD, an M.Sc. in Computer Science from Linköping University, Sweden, and a B.Eng (Hons.) in Electrical Engineering from the National University of Singapore.
