Joel has been one of the top influencers in the digital marketing and social media space for the last 20 years. He joined NorCal Cannabis Company in 2019 to lead communications, brand strategy, CPG development, and retail marketing efforts. Before NorCal, Joel spent six years at Twitter as Vice President of Global Brand Strategy, responsible for business and consumer brand and marketing around the globe. Prior to Twitter, he was one of the first employees, and eventual CEO, of Moxie Interactive, a leading digital agency, leading client engagements such as Verizon, Nestle, Fox Movie Studios, Coca-Cola, L’Oreal, and more. Joel is an award-winning marketer, entrepreneur and free thinker who understands cultural trends, emerging technology, and the new customer journey. In 2015, the American Advertising Federation inducted him into its Advertising Hall of Achievement, the industry’s premier award for outstanding advertising leaders age 40 and under.

As Joel sees it, the way the conversation about cannabis is framed today will set the tone for the next 50-100 years, and he wants to make sure that conversation reflects the plant’s true potential as a force for good.