Joyce Cenali is Co-Founder of Cannabis Media Council and Chief Operating Officer of Big Rock Partners. Joyce leads operations at Big Rock Partners, a San Francisco-based multi-family office and strategic advisory firm serving investors and companies at the intersection of cannabis, food and hospitality. Big Rock Partners also owns and operates Sonoma Hills Farm, an OCal and Sun + Earth-certified craft hemp and cannabis farm, and culinary garden nestled on 60-acres in Sonoma Valley’s Petaluma Gap appellation. She began cultivating for personal use in her home garden in 2004, and later co-founded a cultivation project in the Sierra region. In 2016, her group won an Emerald Cup in the Dry Sieve category. She started personally investing prior to joining forces with Big Rock Partners and served as Fundraising Chair for Women Grow Sonoma. She previously founded a boutique artist management firm, and led business development, licensing and partner integrations for e-commerce start-ups. Alongside Amy Deneson and Lulu Tsui, she co-founded the Cannabis Media Council, a trade organization which is dedicated to using the power of mainstream media to uplift wholehearted, people-centered advertising campaigns that show positive experiences with cannabis in order to normalize and destigmatize across generations. A leading LGBT businesswoman, she was recognized by San Francisco Business Times as a Most Influential Woman in Bay Area Business for 2020. She holds a BA from Smith College.