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Jonathan Rubinstein began their career in 1996 as the Director of Camp Wise. In 2000, they moved to Leading Artists Agency, where they worked as a Talent Agent. In 2001, they joined Brookside Artist Management as a Talent Manager. Finally, in 2003, they founded and became the CEO of Joe Coffee Company.

Jonathan Rubinstein obtained a Bachelor of Arts in Psychology from Skidmore College in 1991, followed by a Master of Education in Elementary Education and Teaching from John Carroll University in 2003.