He began his career in the 1980's, at the dawn of the personal computer revolution. In 1982, he got a job with Apple Computer as a product support engineer for the Lisa computer, the predecessor to the Macintosh. And in 1986, he worked as a programmer at Microsoft on version 1 of Excel for Windows.
He moved back to the Philippines in 1991 to co-found several software startups, with one of his companies sold to Microsoft in 1999. Since 2011, Coach Joey has helped hundreds of startup founders and business owners in building digital businesses.
In 2022, he was appointed as the CEO and Chairman of the Board of Xurpas, the only publicly listed software technology company in the Philippines. Joey's current advocacy at Xurpas is digital transformation that leads to effective data governance and ethical artificial intelligence.