Chief financial officer, Pure Sunfarms
Age 39
What career highlight are you most proud of?
Joining Pure Sunfarms and Village Farms. This marked my entry into the cannabis industry, which is dynamic yet full of potential. Transitioning into this industry with no playbook was both a challenge and an opportunity; I relied heavily on core financial fundamentals and strategic insights to drive our success. Guiding the company through this unique journey has been incredibly rewarding, especially as we achieved a significant milestone: Becoming the only profitable large-scale cannabis producer in Canada. Helping build a sustainable business in such a complex industry has been a career highlight and testament to the power of a focused approach.
What has been your toughest business or professional decision to date?
Transitioning from a previously established career trajectory to enter the emerging cannabis industry. Despite the risks, I was drawn to the challenge of a new industry and a promising company rooted with a deep history in controlled-environment agriculture from Village Farms.
How do you lead?
My leadership style is rooted in empowerment, where I prioritize creating an environment where every voice is heard and valued. I believe that the best results come when team members feel trusted and supported in their roles. I focus on leading by example, demonstrating commitment and resilience, and fostering a culture of collaboration. For me, leadership means guiding the team through challenges by trusting the process and encouraging innovation.
What is the biggest lesson you’ve learned in business?
The biggest lesson I’ve learned is the importance of flexibility—knowing when to pivot and embracing change as a vital part of growth. In business, circumstances shift rapidly and the ability to adapt can be the difference between success and setback. Equally, I’ve learned to trust my intuition, especially when navigating new territories without a predefined playbook. Combining strategic adjustments with a willingness to evolve has proven essential in guiding teams and achieving sustainable results, especially in complex industries like cannabis.
Best piece of advice ever received?
The best advice I ever received was to enjoy the process and the company of those around you, rather than focusing solely on the destination. In business, it’s easy to get caught up in achieving the next goal, but true fulfillment comes from valuing the journey itself and building meaningful relationships along the way. This perspective has not only enriched my work experience but has also fostered a collaborative, motivated team culture at Pure Sunfarms and Village Farms where success is celebrated as a shared accomplishment.
What is your definition of success?
To me, success is about consistent, incremental improvements—making small, meaningful changes and continuously building on them. This rinse-and-repeat mentality fosters growth and resilience over the long term. Equally important is enjoying the journey, finding joy in the work itself and maintaining a sense of fun and enthusiasm with the team. Success isn’t just about the final outcomes; it’s about creating a process that’s both rewarding and sustainable.
What are you most passionate about outside of work?
I’m most passionate about spending quality time with friends and family, as they keep me grounded and energized. Staying active is also essential to me—I enjoy the gym, squash, cycling and running to keep both my body and mind sharp. Travelling to sunny destinations is my favourite way to recharge.
What’s left to accomplish?
I have a few personal and professional goals I’m excited to pursue. On the fitness front, I’m aiming to run a 5K in under 20 minutes and tackle the Grouse Grind in less than 40 in 2025. Professionally, I’m eager to step into larger leadership roles, where I can make an even broader impact and help shape the future. Mentoring the next generation is also a priority, as I believe in paying forward the support I’ve received.
Is there anyone you would like to thank or acknowledge?
I’d like to express my deepest gratitude to my family and friends, whose support has been invaluable throughout my journey. I’m also immensely thankful for my colleagues at Pure Sunfarms and Village Farms whose collaboration and dedication inspire me every day. It is the team working with me that truly deserves recognition.
A personal motto, favourite phrase or saying that resonates with you?
Progression over perfection. Focus on steady progress—small, continuous improvements lead to lasting success and keep you moving forward, even through challenges
A philanthropic, charitable or community cause or organization you support?
I support the Michael Cuccione Foundation, dedicated to childhood cancer research. This is important to me because it brings resources to children facing challenging journeys
What do you do to unwind, relax or de-stress?
I love preparing a meal, chopping vegetables or playing squash or running; a steam or sauna session and catching up on news rounds it out
Favourite place in the province?
The Vancouver seawall on a sunny day—nothing beats the stunning views and fresh ocean air
Favourite restaurant(s)?
Elisa Steakhouse—perfect for a memorable meal with exceptional flavours and ambiance
A book or podcast you would recommend?
Prof G Markets with Scott Galloway and Ed Elson offers insightful discussions on business, markets and strategy from a fresh, engaging perspective
What is your best habit?
Starting the day with a structured morning routine that boosts focus and energy
A B.C. business leader you admire?
Hamed Shahbazi, a highly successful entrepreneur whose journey and achievements in building and leading impactful companies, like WELL Health Technologies, are truly inspiring
Tell us one surprising or little-known fact about yourself.
I love to teach—I’ve been told that I’m good at making complex financial concepts simple and more approachable for different audiences
