Where have you previously worked in cannabis? What was your role and title? How/why did you end up working there?
I’ve been fortunate to work across nearly every part of California’s cannabis industry since 2014, from cultivation to sales and retail operations. My journey started as a Production Consultant with Top Shelf Farms, focused on indoor production. I later worked with Primordia in outdoor production. Those early experiences gave me hands-on exposure to what really spells success across production, processing, and distribution.
From there, I expanded into retail and consulting, collaborating with some of the state’s top operators, including Catalyst Cannabis Co. and Culture Cannabis Co. helping them optimize workflows, strengthen retail performance, and expand their community and political impact. With that experience under my belt, I began working at Dutchie, where I’m now a Senior Account Executive — a position that allows me to continue delivering innovative, tailored solutions that strengthen retail performance and expand communities.
What did you like most about working with cannabis? What’s a standout memory from that time?
My favorite part about the industry is all the good it can accomplish. I’ve always been passionate about enabling operators to bring wellness to their communities at scale, and seeing firsthand the impact that has on patients, local labor and entire neighborhoods.
One standout memory for me was working with Catalyst on bringing a store from license application to fully functional. It wasn’t just about opening the doors, it was about creating jobs, ensuring compliance, and making wellness accessible to an entire community. That feeling of accomplishment, both for the team and the people we served, was incredible.
What have you learned moving from plant-touching work to tech? Did anything about the change surprise you?
One of the biggest lessons I’ve learned is just how much the small things matter. Small inefficiencies in production or retail may seem minor, but they add up quickly and can prevent operators from scaling profitably. Having hands-on experience across cultivation, processing, distribution, and retail has been invaluable in being able to help operators streamline and grow sustainably.
What surprised me most is the shared mission across the industry. Whether you’re in cultivation, retail, tech, or policy, at the end of the day, we’re all working toward the same goal: safe, compliant, accessible cannabis.
What’s your advice for those starting out in cannabis? What is there to look forward to?
My biggest piece of advice is a classic for a reason: follow your dreams, and find people that push you to grow. This industry is not always easy — regulations shift, markets evolve, and challenges arise — but if you’re driven, flexible, and surrounded by people who inspire you, you’ll always find a way to make it work.
