About Joelle and Joey & Co
Joelle created Joey and Company, LLC to operate as a strategic holdings group focused on building, organizing, and supporting ventures across business, private partners, sports, and consumer brands. The firm provides structure, direction, and relationship-driven support, ensuring that complex initiatives stay aligned and move forward with purpose. Its work centers on thoughtful strategy, steady execution, and creating the conditions for meaningful growth.
My Ventures
Joelle’s work in consumer brands began with Bad Mermaid, where she serves as CEO and board member. She didn’t come from the consumer world, but she knows how to build and structure a startup for real growth. She works with operations, production, partners, and brand direction to help the company gain traction and stand out in a crowded category.
She also serves as a Partner at Solomon & Gideon, a firm with a strong focus on sports. Her role is centered on relationships and strategic alignment, helping bring the right people into the right conversations. She does not raise capital or engage in regulated activities. Her role supports high-level collaboration and opportunity.
At Valiant Holdings Group, Joelle partners with founders and private groups on structured initiatives and platform development. She also works alongside professional athletes on efforts that connect qualified philanthropic opportunities with individuals who want to create meaningful community impact.
Joelle is the creator of The Mansion Society, an invite-only space designed for meaningful conversations, curated gatherings, and real connections. She is also the General Partner and co-founder of the Athletes Collective Fund, which supports founder-led ventures built with long-term value in mind.
Leadership
Joelle previously served as Chief Growth Officer at a national professional services firm, where she led strategy, business development, and growth across legal, financial, and advisory sectors. She has spoken nationally on leadership and innovation, and her doctoral research examined the early experiences of women who rise into executive roles in major companies.
Her leadership style is direct, steady, and rooted in practical execution. She believes in clear thinking, strong relationships, and building things that last.
Community
Joelle is committed to opening doors for the next generation of female leaders and supports social justice initiatives, including the Innocence Project and the Guilty Plea Problem. Outside of work, she is a mother of three and a lifelong Pittsburgh sports fan who proudly bleeds black and gold.
Petey works alongside leadership to keep Joey and Company and its related ventures organized, coordinated, and moving forward. His role centers on managing the internal flow of work, aligning schedules and priorities, and handling the behind-the-scenes details that turn ideas into action. He focuses on execution, follow-through, and ensuring nothing important is lost as the business grows.
My Ventures
Matthew, known as Petey, serves as Head of Business Management at Bad Mermaid, where he supports the company's internal structure across planning, coordination, and execution. He works closely with leadership to keep schedules aligned, priorities clear, and the back office running smoothly as the business grows.
He is also Head of Operations at Joey and Company, where he oversees internal workflows, logistics, and operational planning. His role centers on keeping the day-to-day organized, anticipating needs, and making sure the work moves forward without unnecessary friction.
Leadership
Petey brings more than seven years of experience from Adecco, where he worked as both a Recruiter and an Account Executive. His background spans people management, performance metrics, and HR operations, with a focus on consistency, follow through, and strong internal communication.
Earlier in his career, he held leadership roles with the City of Raleigh and the YMCA, managing programs, teams, and large groups in fast-moving environments. His leadership style is steady and practical, focused on keeping teams aligned and handling problems before they become issues.
Community
Outside of work, Petey plays recreational hockey and is an avid Liverpool soccer fan. A Boston native, he remains loyal to the Patriots, which is a frequent point of friendly sparring between him and Joey. He is also a soon-to-be dad, preparing to welcome his first child, a role he approaches with the same steadiness and sense of responsibility he brings to his work.