joi'el alexander
About Joi'el
Joiel’s love for the game started in her adolescent years while she sat beside her uncle many nights watching collegiate and professional basketball. Back then, with only one television in the family room, the eldest person owned the privilege of choosing the television viewings for the evening. Joiel, being the only child and the first grandchild, had a solid hold on her position as ‘the baby’. With absolutely no chance of ever receiving her television pick, she quickly learned - if you can’t beat them then join them. She fell in love with the game.
Although Joiel never committed to playing the game of basketball, her love for the game was influential in her choice to attend legendary basketball powerhouse Duke University. Joiel earned a Bachelor of Science Degree in Psychology from Duke in the late 90’s and upon graduation started her corporate career as a District Sales Manager for a Fortune 50 company, Pepsi-Co, on the Frito-Lay side of the business. While at Frito-Lay, Joiel was promoted 3 times in 4 years due to consistent outstanding performance and her ability to identify opportunities and develop solutions. Her last position held at Frito-Lay was a Key Account Manager. In this role, she was responsible for the creation and execution of sales and marketing strategies for the entire Northern California region. Joiel’s leading brands represented 70% of the salty snack market share. Therefore, delivering consistent sales growth required her to find innovative ways to market the existing brands as well as the new items that were launching nationally. Her strategic marketing and brand extension strategies were instrumental in the region being #1 in sales growth in 2001 across Frito-Lay North America.
After leaving Frito Lay Joiel spent 4 years in the financial services industry as a financial advisor. As a financial advisor at the largest global financial services firm, Citi Smith-Barney, she managed sizable portfolios for her clients who included athletes, entrepreneurs and business professionals. She later became VP Marketing and Alliances for UptownScoop.com. Here, she led the overall development and execution of all marketing programs that drove business and facilitated the reaching of key subscriber milestones at national and local levels.
Joiel envisioned the concept & founded Joiel Alexander Consulting. This consulting company allowed Joiel to utilize her industry experience, broad capabilities and deep alliances to help corporate clients and business owners maximize opportunities and avoid unnecessary risks. Joiel and her team educated clients and assisted them in implementing best practices, utilized by many Fortune 500 companies, into their business models by doing business plan evaluations, strategic planning, financial reviews and overall marketing and branding strategy analysis. This company was birthed from Joiel’s previous role at UptownScoop.com.
Joiel currently holds a senior leadership position with Levy Restaurants. After many years in the professional world, Joiel finally found a company where her leadership skills, sales experience and financial acumen could be combined with her love for food and passion for entertaining. As the Director of Sales, Joiel leads a sales team comprised of 9 food and beverage enthusiasts. As the exclusive caterer at the Georgia World Congress Center, this team imagines, plans and executes the food and beverage needs for every event that comes through the doors of the GWCC. These events include corporate conferences like the Toyota National Dealership meeting and well known public events like Final Four 2013 – Bracket Town.
While Joiel has achieved so much in the professional world she has had to work 10 times as hard to become successful in her personal life. Choosing to spend her life with an athlete as a spouse was not easy. The 20 year difficult journey that came along with being in a committed relationship with first a collegiate athlete, then a professional athlete in the National Basketball Association and now a retired athlete has molded Joiel into the woman she is today. As the wife of a professional athlete, Joiel pushed her spouse to maximize his potential when he desired to be on top, battled when others tugged at her relationship while he was on top, and held the relationship together when her husband fell from the top - a road and a role many claim they want but don’t truly understand what they are asking for.
Together, Courtney and Joiel survived their journey to tell their story and the story of others they’ve encountered along the way. Joiel understands that the purpose of their survival was so they can change the culture surrounding sports.
In 2014, the couple decided to do so by finding CJA Sports, a consulting firm focusing on the areas that plagues the game (i.e. athlete entitlement, the misdirection of young athletes by coaches and parents, domestic violence / sexual assault and healthy relationships, infidelity in pro sports, and the ‘staying eligible’ theory). Having traveled the highly exclusive athlete road with her husband and now on the 2nd trip with her son being a Division I collegiate athlete, the knowledge Joiel has acquired is unparalleled. The wisdom and insight she provides is life changing.
She is a devoted wife and a loving mother of 3 amazing children. She is an NBA Consultant, Public / Motivational Speaker and currently holds the title of Area Director of Sales for the GWCC, GA Dome and Philips Arena in Atlanta, GA. Joi'el was recently appointed as an Advisory Board Committee Member for Behind the Bench: National Basketball Wives Association. This native New Yorker, currently resides with her family in Atlanta, Georgia.