Joyce leads operations at Big Rock Partners, a strategic advisory firm serving investors and companies at the intersection of food, hospitality and cannabis. Their portfolio includes PharmaCann, Cannacraft, Henry’s Original, Kikoko, Sonoma Hills Farm, Garden Society, Sava, and others. She previously founded a boutique artist management firm, and lead business development, licensing and partner integrations for e-commerce start-ups. A long time craft cannabis cultivator, she co-founded an Emerald Cup winning operation, and served as Co-Chair for Women Grow, Sonoma. She is an official advisor for various female founders of early stage companies that are innovating in cannabis. She attended Smith College, and lives with her wife and puppy children in San Francisco.