Joel Lunenfeld

Joel Lunenfeld is a co-founder of the Guardian Project, a non-profit organization that provides free youth jiu-jitsu scholarships to underprivileged children worldwide.13 He discovered his passion for martial arts as a stress relief method while serving as CEO of an advertising agency in Atlanta.2

Lunenfeld has a significant background in the marketing industry, including a prominent role as head of brand at a major social media company.2 At Twitter, he led a global revenue and partnerships strategy team across more than 30 countries, defining and co-creating the future of Twitter's advertising business.4 During his tenure, his team launched Twitter's brand advertising business, growing it from zero to $1.4 billion in 2014.4

In the Guardian Project, Lunenfeld serves as the leading financial contributor and leverages his marketing and branding expertise to accelerate the organization's growth and success.2 He co-founded the project in 2015 with Ben Kovacs, initially starting as a single academy in Oakland, California, before expanding to a global youth jiu-jitsu scholarship program.3

Lunenfeld is also known for his philanthropic efforts. In addition to the Guardian Project, he serves on the board of Hire Heroes USA, a nonprofit that assists veterans and their spouses in finding jobs and transitioning from military to civilian life.4