Joyce leads operations at Big Rock Partners, a strategic advisory firm serving investors and companies at the intersection of food, hospitality and cannabis. 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 advisor for various female founders of early stage companies that are innovating in cannabis, and an Advisory Board member for the Access & Innovation Project 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.