A former full scholarship student of AFTRS, Joe commenced his career in the media and creative industries firstly as a broadcast journalist and then presenter, Content Director and Marketing Manager for Australia's leading media companies including Reg Grundy’s RG Capital. In 2000, Joe created a digital and creative advertising company called Turner Sands specialising in youth brands. Surrounded by a world class team of advertising professionals the young agency soon gained the reputation as one of Queensland's top independent Creative and Digital Advertising Agencies. In 2007 the agency merged with the National Sydney and Melbourne offices of SMART of which Joe remained Managing Director.