Joice Wirkus is a visionary marketing executive with over two decades of experience driving brand transformation, customer-centric growth, and operational excellence across some of the nation’s most recognized retail, CPG, and nonprofit organizations. Renowned for her strategic mindset, collaborative leadership style, and deep expertise in omnichannel marketing, Joice has consistently delivered measurable business results while cultivating high-performing teams and inclusive workplace cultures.
She is currently consulting for two start-up analytic and digital companies (POGO and Enigma Data). Prior, Joice served as Senior Vice President of Marketing at Big Lots, a $6B national retailer with over 1,400 stores. During her tenure, she led a 60-person team and transformed the company’s marketing function—more than doubling incremental return on ad spend (iROAS), launching a comprehensive customer data platform (CDP), and introducing high-impact cohort segmentation strategies. Her work drove double-digit growth in customer engagement, loyalty enrollment, and online orders, while also improving associate engagement scores from one of the lowest to the highest in the company.
Joice also held several ascending leadership roles at PetSmart, ultimately serving as Vice President of Marketing for six years (17 years total). As VP, she managed a $230 million budget and led initiatives to boost store and digital traffic, develop joint marketing partnerships with top CPG brands (such as Nestlé and Mars), and monetize customer data through new digital media revenue streams. She played a key role in the company’s successful transition from public to private equity ownership, helping drive the stock price from $12 at her start to $83 at the time of acquisition.
Beyond her corporate accomplishments, Joice is a respected thought leader and advisor, having served on the Total Retail Editorial Board and as a founding executive sponsor for DEI initiatives at both Big Lots and PetSmart. She has spoken at industry forums such as GRMA (Global Retail Marketing Association) and has been recognized with accolades including Top Women in Retail Leadership (WIRL) and Pet Age Women of Influence.
Joice holds a B.S. in Communications/Journalism and an M.S. in Advertising from the University of Illinois at Urbana-Champaign, where she was also a James Webb Young Scholar and teaching assistant in strategic advertising. She completed an Executive Leadership and Presence certificate program at the Wharton School of the University of Pennsylvania.
Joice brings an entrepreneurial spirit to every role, blending creative vision with analytical rigor. Her ability to craft and execute holistic marketing strategies—grounded in data, empathy, and purpose—makes her a sought-after advisor, mentor, and executive leader. She is passionate about developing customer experiences that create value, building brands with heart, and aligning business goals with social impact.
Outside of work, Joice is an avid animal lover, outdoor enthusiast, kombucha-maker, and aspiring golfer.
Character: Joice Wirkus is a values-driven leader who champions integrity, empathy, and inclusivity in every professional setting, as well as developing talent throughout the company.
Knowledge: She possesses deep expertise in strategic marketing, customer journey mapping, and data-driven transformation across retail and nonprofit sectors.
Strategic: Joice excels at turning insights into impactful initiatives, consistently delivering measurable growth and aligning business goals with brand purpose.
Communication: A compelling communicator, she effectively engages diverse stakeholders and inspires action through clear, authentic messaging and storytelling.
