What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?
One of the biggest challenges facing the cannabis industry today is reaching the everyday consumer — especially those curious about recreational cannabis or exploring it for medical use — who are still unsure about usage, dosing, and safety. The stigma hasn’t vanished, and misinformation or lack of clear education continues to slow consumer adoption.
Where do you see the most exciting opportunity for growth and innovation in cannabis?
The most exciting opportunity for growth and innovation in cannabis lies at the intersection of data, content, and accessibility. As the industry matures, it’s not just about great products — it’s about how those products are positioned, understood, and adopted by a wider audience.
We’re especially excited about the potential to unlock new consumer segments through predictive data, personalized education, and omnichannel storytelling. Whether it’s tailoring messaging to underserved demographics or using performance insights to refine creative in real time, the brands that innovate here will lead the next wave of mainstream cannabis adoption.
Lead with love — for wellness, for the plant, and for the people who carried this movement long before it was an industry. If you’re stepping into cannabis, know that it’s rooted in healing, not just getting high — and it’s built on the backs of advocates, caregivers, and far too many who were criminalized, marginalized, and even imprisoned for what’s now a booming market.
Respect that legacy. Advocate for healthy, conscious consumption, but also for justice and equity. Authenticity and empathy go a long way here — this is a space where doing good and doing well should always go hand in hand!
What is the most important thing you have learned from your experiences in the cannabis industry?
One of the most important things I’ve learned is that cannabis has a unique opportunity to benefit from the playbooks of established retail and CPG industries. With my background in eCommerce and go-to-market strategy, I’ve seen how tools like performance marketing, data-driven planning, and brand-retailer collaboration can accelerate growth and consumer trust.
The exciting part is that cannabis doesn’t have to reinvent the wheel — we can adapt proven models while still honoring the plant, the culture, and the innovation that makes this space so special. The future is about blending that legacy with smart, scalable strategy.
What do you want your legacy to be as it relates to the cannabis industry?
I watched my mother battle cancer in a state where cannabis — in any form — wasn’t legal. When I finally got it to her, it replaced three pharmaceutical drugs that left her bedridden. Cannabis gave her relief, clarity, and the ability to spend her final year in her garden, surrounded by loved ones, her joy, and even in hospice.
Meanwhile, alcohol — a substance proven to cause harm — is available on nearly every corner without question. The fact that cannabis is still restricted, criminalized, and stigmatized is not just outdated — it’s unjust.
My legacy in this industry is to help change that. To advocate for federal legalization, break down the barriers created by industries and institutions that profit from prohibition, and ensure this plant is accessible to all people who can benefit from it. Everyone deserves the right to feel better, live better, and choose a natural path to healing.