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, Vertosa, Node Labs, Sparc, Kikoko, Sava, Garden Society, and they own and operate Sonoma Hills Farm.

A long time craft cannabis cultivator, Joyce co-founded an Emerald Cup winning operation, and served as co-chair for Women Grow, Sonoma. She is an advisor for various female founders of early stage companies that are innovating in cannabis, and an advisory board member of various advocacy groups with a mission to advance a modern regulatory model that unites capitalism with inclusion.

She was recognized by  San Francisco Business Times as a Most Influential Women in Bay Area Business  for 2020.