Joyce Cenali is a partner and chief operating officer at Big Rock Partners, a Bay Area-based strategic advisory firm focused on the intersection of hospitality, food and cannabis. BR Partners works directly with companies and investors to provide financial, compliance, legal, and operational support. Joyce is an accomplished sales, marketing, operations, and business development leader with over 15 years experience working with innovative start-ups, cannabis brands, creative leaders, and rights holders to maximize brand value and awareness. Joyce co-founded an Emerald Cup winning operation and is a former co-chair for the Sonoma County chapter of Women Grow, a for-profit entity that serves as a catalyst for women to influence and succeed in the cannabis industry as the end of marijuana prohibition occurs on a national scale. She serves various advisory roles, and has been quoted in the media, including MarketWatch.