CURRENTLY → COO, Florida Operations · Planet 13 // BASED Tampa, FL // STATUS Available for advisory // SINCE 2016
Cannabis Operations · Florida

Scaling cannabis operations that actually work.

Came to the industry through conviction about plant medicine. Built a career running the full operational surface — retail, cultivation, production, compliance, and safety — training 1,000+ operations leaders across six states, now leading Florida operations through one of the market’s largest license integrations.

Based
Tampa, FL
Currently
COO, FL Operations · Planet 13
Focus
Retail · Cultivation · Production
Work with me See the work
6 STATES + RETAIL · CULTIVATION · PRODUCTION + 1,000+ OPERATIONS LEADERS TRAINED + $49M INTEGRATION + 34 FL STORES
“

We’ve operated in adult-use markets that are very hyper-competitive. The new operators coming in are going to raise the standards for everyone.

— Jeffrey Trappe, Green Market Report, 2025
→About

I build the operational systems that scale cannabis companies.

Came in through personal conviction about plant medicine. Stayed because cannabis operations is one of the hardest, least mature operating problems in consumer.

I came to cannabis in 2016 through a personal belief in plant medicine — that mattered then and it still does. What kept me here was the work. Cannabis is one of the least mature operating categories in consumer — and one of the highest-stakes. Regulation on top of regulation, rapid-fire expansion, teams assembled in weeks, margins measured in basis points.

Retail is the visible surface. Cultivation, production, compliance, safety, and supply chain are the machine underneath. I’ve run all of it. My career has moved through every operational surface cannabis has — dispensary floors, grow rooms, production suites, multi-site compliance regimes, and cross-state logistics — and the lesson is always the same: the category is won on the ops side, not the marketing side.

I started on the training floor. National Director of Training & Development meant I was the one writing the playbook — first for the re-opening of Medizin Las Vegas and the launch of Planet 13 OC in Santa Ana, then as the operator baseline as we expanded state by state, function by function. That view, from the floor up, still shapes how I run operations today.

Today I lead Florida operations for Planet 13 Holdings. That includes the post-close integration of our $49M VidaCann acquisition, a 34-store retail footprint, associated cultivation and production for the Florida MMTC, full OMMU compliance across every site, and the team building the category-defining experience Floridians will walk into over the next decade.

Hospitality taught me that every floor is a stage. The Marines taught me that systems beat individuals. Cannabis gave me a market that rewards both.

→Operating Principles

Five principles I run ops by.

What a decade running cannabis operations teaches you, compressed into the things I won’t compromise on. Edit ready — these are my draft.

01 /
“Train the floor, then build the model.”
Every operating system I’ve built started from what the people closest to the work already know. You can only polish what’s actually working. Playbooks written from the leadership deck never survive contact with a dispensary at open.
02 /
“Safety and compliance are operations — not functions.”
The moment you make them someone else’s job, the site fails. In cannabis, every operator owns both. Treat them as embedded disciplines on every team, not oversight you apply after the fact.
03 /
“Retail is the surface. Supply is the system.”
What the customer touches is a small fraction of the machine. Get the machine right — cultivation, production, logistics, compliance — or the surface never does. The operators who forget this build pretty stores with empty shelves.
04 /
“State-by-state doesn’t replicate. Market-by-market does.”
Regulation lives at the state level. Operating reality lives at the store level. You need playbooks that run both ways — state-wide for compliance and finance, market-by-market for execution.
05 /
“The cheapest time to fix a system is the first month.”
Every hour of unfixed friction at opening becomes a quarter of cost at scale. Build the feedback loop before the site opens, and use it hard in the first thirty days. You’ll never get that cycle back this cheap.
→Experience

Selected roles & outcomes.

Operator path — floor to leadership — inside one of the few US multi-state operators with both Las Vegas and Florida retail at scale.

2025 — Present
Chief Operating Officer, Florida Operations
Planet 13 Holdings · NASDAQ: PLNH / TSX: PLTH
Full operational P&L ownership for Florida — 34 retail dispensary locations, associated cultivation and production for the Florida MMTC, supply chain and logistics, compliance with OMMU and state regulations, and a multi-function team across retail, cultivation, production, and safety. Led post-close integration of the $49M VidaCann license & retail acquisition; launched partnership programs (ONI, HaHa, Medezine) into the FL market; building the consumption-lounge roadmap toward Florida’s adult-use flip.
Selected coverage: Green Market Report · Cannabis Business Times ·