With a career spanning 10 years in social media, brand direction and editorial, Joe developed a love of aesthetically pleasing content and thoughtful design in the pre-Instagram days of Tumblr and Flickr. Starting his career in the fashion department of Niche Media, Joe saw the early stages of the evolution from print into digital. From there, Joe joined the digital media team at Starworks Group, working with brands such as Net-A-Porter, Kate Spade, Loewe, and Rachel Zoe, all the while experiencing firsthand the impact of social media in this new age of digital brand marketing.

In 2012, Joe seized an opportunity to make a bigger impact and joined The 88, a young boutique social media agency of just 5 employees. In the following years, Joe became Director of Social Media and a Partner, helping grow the agency to a 75+ team of diverse creatives and seasoned advertising veterans. During his tenure, the agency expanded its client base to include Adidas Originals, Bacardi, Bloomingdale's, Tailored Brands, L’Oreal, Louis Vuitton, Roc Nation, Blink Fitness, and David Yurman. The future of the agency was secured in September 2017 upon its acquisition by Havas, who subsequently re-branded The 88 to become Annex88.

Since leaving Annex88 in 2018, Joe has acted as a brand consultant, leading numerous projects in social strategies, brand creative direction, art direction and content creation, specializing in small brands and agencies. Joe currently lives and works in Brooklyn, New York.