Born in January 17, 1970, Joey grew up in Villa Fontana, Carolina. He went to high school in Carvin School. He went to Columbia University in New York City where he graduated with high honors with a scholarship to the School of Fine Arts. He was the only Latin to receive a full scholarship. He went to UCLA after graduation to attend the Anderson School of International Business. He was hired by Baker McKenzie after graduation, where he worked in for 8 years, leading the office of business development for the Latin American region. He traveled Europe and Latin America for all his business endeavors. He founded Estrategia Group a firm in Latin America where he helped establish companies like IHOP, Olive Garden, Best Buy, CVS Pharmacies, and Pottery Barn. He still works for his own enterprise helping the local economy.