Joejoe assumed his current position in April 2024, having joined Sony MEA in 2007. Sony MEA has recently expanded the Sony World direct-to-consumer platform, witnessing a 145% year-on-year growth in its direct-to-consumer business, establishing its presence in the U.A.E., Saudi Arabia, Qatar, Bahrain, and Morocco. Joejoe was previously the deputy managing director of Sony MEA from 2022.