Joanna Rodriguez is a dynamic and accomplished finance executive with over 20 years of experience leading financial strategy and operational excellence in the consumer packaged goods (CPG) and food sectors. Known for her ability to drive results in fast-paced, high-growth environments, Joanna has built a reputation as a collaborative, insightful, and forward-thinking leader who excels at aligning financial rigor with long-term business vision.
Currently serving as the Vice President of Finance at Miss Jones Baking Co., Joanna is responsible for overseeing all financial functions, including financial planning and analysis (FP&A), capital strategy, cash management, and investor relations. In this role, she partners closely with executive leadership to guide the company through strategic growth, enhance operational efficiency, and ensure sound fiscal management during critical stages of business development.
Prior to joining Miss Jones Baking Co. in 2022, Joanna served as Vice President of Finance at Cappello’s, a high-growth food company where she managed all aspects of accounting and finance, human resources, and IT. During her three-year tenure, she led ERP system selection and implementation, developed robust annual operating plans and rolling forecasts, created KPI frameworks, and played a key role in investor communications and due diligence processes. Her holistic approach enabled Cappello’s to scale effectively while maintaining financial discipline.
Earlier in her career, Joanna held key finance leadership roles at noosa yoghurt, where she played an instrumental role during a pivotal phase of the company’s growth. At noosa, she led strategic financial initiatives that supported rapid expansion and increased profitability, while also contributing to the development of strong financial infrastructure and controls. Joanna was deeply involved in the preparation and execution of the company’s successful sale to Sovos Brands, a transaction that marked a significant milestone for the business and its stakeholders. Her ability to align financial performance with strategic outcomes was a key factor in positioning noosa for acquisition.
Her additional experience includes finance roles at Factual Data and Michaels Stores, where she built and led teams responsible for budgeting, marketing finance, strategic planning, and financial reporting. Joanna began her career in the banking sector with Beal Bank, where she served as an investment analyst focused on securitized products.
A Certified Management Accountant (CMA) since 2017, Joanna holds an MBA in Finance from the University of North Texas and a Bachelor’s degree from the University of Texas at Austin – Red McCombs School of Business. Her professional skills span capital raising, financial modeling, mergers and acquisitions, data analysis, real estate finance, business development, and strategic planning. She is also a highly skilled Excel user with a strong command of analytical tools and systems.
Joanna brings a deep understanding of the financial needs and challenges faced by companies with revenues of 250 million dollars or less, making her a valuable partner to founders, CEOs, and boards navigating complex financial and operational decisions. She is currently a member of Naturally Colorado’s CFO group, where she collaborates with other financial leaders in the natural and organic products space.
As she looks to expand her impact beyond the executive suite, Joanna is actively seeking board opportunities where she can leverage her knowledge and experience to support growing businesses, contribute to sound governance, and help mission-driven organizations scale effectively. With a strong sense of purpose and a passion for helping others learn and thrive, Joanna is committed to making a difference through strategic oversight, mentorship, and financial stewardship.
In her personal life, Joanna enjoys spending time with her husband and 2 children, food, baking, outdoor activities, and embracing the entrepreneurial energy of the CPG world. She brings both professional expertise and personal enthusiasm to everything she does, making her a valuable asset to any leadership team or board.
Character: Joanna is a principled and collaborative leader who brings integrity, accountability, and a passion for helping others succeed.
Knowledge: She possesses deep financial expertise across capital raising, M&A, forecasting, and cash management, backed by 20 years of experience and a CMA credential.
Strategic: Joanna excels at aligning financial operations with long-term business goals, enabling companies to scale efficiently and sustainably.
Communication: She is a clear and confident communicator, skilled in translating complex financial data into actionable insights for executives, investors, and teams.
