Episode 7 of Big Ideas in Cannabis, hosted by Cassie Tomaselli, founder of Tomaselli Media, features an insightful discussion with industry leader Stephanie Pow, founder of Emerald Lane Recruitment. Stephanie shares her extensive journey, recruitment trends, and the nuances of building talent globally in the evolving cannabis landscape.
From Government Policy to Global Recruitment
Stephanie begins by recounting her diverse career path, starting in Canada’s federal government at Health Canada, where she was involved in policy development around cannabis. Her transition from healthcare and cancer research to corporate roles in finance and international business provided her with a broad perspective on team integration across regions.
Her personal adventures, including travels to Costa Rica, Bali, and California, ignited her passion for the plant and the industry. After a challenging breakup and witnessing Canada’s legalization in 2018, Stephanie found her niche—bringing innovative cannabis products into Canada and eventually moving into recruitment. Inspired by pioneering women in the space and her desire to support industry talent, Stephanie co-founded Emerald Lane Recruitment, focusing exclusively on cannabis.
Global Expansion and the Role of Emerald Lane Recruitment
Stephanie highlights her company’s rapid growth, working across eleven countries and five continents, with plans to expand further. She emphasizes the importance of understanding regional nuances, cultural differences, and legal frameworks—such as CV formats in Europe versus North America or the varying employment laws globally.
She shares stories of helping Canadian, European, and emerging markets build their teams, stressing that each region requires tailored approaches. Her international experience underscores the industry’s complex, interconnected nature and the need for recruiters who understand local customs, regulations, and talent pools.
People-First Approach and Ensuring Cultural Fit
A core focus of Stephanie’s philosophy is a people-first approach. She discusses how her team ensures both candidates and clients are aligned—prioritizing genuine fit over just filling roles. She advocates for open dialogue, comprehensive understanding of candidate motivations (“the why”), and transparent communication throughout the hiring process.
Stephanie shares her efforts to educate clients on market conditions, salary expectations, and cultural considerations, advocating for honest conversations to foster long-term success and retention.
Compensation Strategies and Leadership in Cannabis
Addressing compensation, Stephanie advises small companies to be competitive yet sustainable. She recommends aligning salaries with market standards, being transparent, and exploring creative incentives like milestone bonuses, benefits, perks, and flexible vacation policies.
She emphasizes the importance of strong leadership—leaders who motivate, recognize individual human needs, and foster a positive culture. Good leadership, she says, is vital to reducing turnover, supporting employee growth, and building resilient teams in a competitive industry.
Building Strong Teams Through Leadership and Development
Stephanie underscores a significant industry gap: the lack of structured learning and development (L&D) programs. She advocates for mentorship, coaching, and internal training—comparable to corporate giants like Procter & Gamble—that nurture talent from entry-level to leadership.
She shares her experience auditing onboarding processes and delivering on-site training, reinforcing that investing in people creates stronger companies and long-term industry health.
Navigating International Markets and Candidate Advice
For professionals seeking international opportunities, Stephanie advises thorough research—understanding local laws, cultural nuances, language requirements, and market realities. She cautions against idealizing markets without real insight, emphasizing the importance of having a clear “why” and long-term perspective.
She discusses differences between medical and adult-use markets, noting that international expansion often involves complex compliance frameworks like EU GMP, GACP, and the importance of market readiness.
Success Stories and Matchmaking Perfection
Stephanie shares memorable placements, such as a head of cultivation in Europe and a candidate she had previously recruited for Switzerland, illustrating the importance of patience, relationship-building, and understanding each candidate’s long-term fit. She highlights how her team’s deep network and personalized approach frequently lead to successful, lasting placements.
Exciting Markets and the Industry’s Future
Looking ahead, Stephanie is bullish on markets like Germany, Portugal, Brazil, and continued growth in North America. She notes that global legalization efforts, infrastructure, and local talent development are shaping a promising future.
She emphasizes that the industry’s progress relies on local, community-driven efforts, building a global industry rooted in authentic, compliant practices that respect regional differences.
Supporting Candidates and Companies: Resources and Tips
Stephanie encourages candidates to leverage multiple resources—job boards, recruiter office hours, industry events—and to stay proactive. She advocates for “casting a wide net,” but also advises clarity on personal goals to avoid overwhelm.
Her message: industry professionals should remain authentic, patient, and aligned with their deeper purpose (“North Star”), recognizing that building a career in cannabis is a long-term journey requiring resilience and self-awareness.
The Power of Community and Purpose
Stephanie reflects on the collective responsibility industry players have to build an ethical, sustainable, and human-centric cannabis space. She highlights that success comes from collaboration, humility, and a shared vision for positive change.
Watch the full episode here.
