8 FLORA GROWTH S T R I C T L Y P R I V A T E A N D C O N F I D E N T I A L Meet a Few Members of Leadership. Luis Merchan President & CEO Jason Warnock Chief Revenue Officer Jessie Casner VP of Marketing - Vessel James Williams VP of Corporate Development James Choe Founder/CEO - Vessel Mr. Merchan is a proven executive with over 10 years of experience in enterprise sales management, corporate strategy, merchandising and expense management and customer experience. He previously served as Vice President of Workforce Strategy and Operations for Macy’s Inc. where he managed the enterprise’s P&L expense line for its 540-store portfolio. Throughout his tenure at Macy’s, prior to his most recent role, Mr. Merchan held various executive-level roles at Macy’s as well as managerial roles at Target. Mr. Merchan obtained his Bachelor of Industrial Engineering from Pontifical Xaverian University in Bogotá, Colombia and his MBA from McNeese State University. Mr. Merchan also holds a Graduate Certificate in Marketing Management from Harvard University. Mr. Warnock is an accomplished global sales leader and executive, bringing more than 20 years of experience driving revenue growth and go-to-market strategy for high-profile, Fortune 500 brands. Mr. Warnock has spent the last 15 years in the cannabis, competitive advertising, communications, and emerging technology fields where his work focused on building companies and brands from the ground up, working on M&A, and creating sustainable, resonant financing and marketing campaigns. Prior to joining Flora, Mr. Warnock was the CEO of TheraCann International. Before TheraCann, he was the CEO of Post+Beam, an international communications, innovation and marketing firm. He is experienced in delivering consistent results for numerous CPG companies and developing high-performing teams and effective marketing communications. Jessie Casner is the Vice President of Marketing for Vessel Brand and a San Diego native. An experienced omnichannel marketer and storyteller, Casner previously operated her own agency, Junction Marketing, where she developed and executed bespoke go-to- market strategies. An early team member of The Active Network during its rapid growth phase (pre-IPO and acquisition), MOGL (now EMPYR, during series A/B funding), 2XU, and Total Gym, Casner brings a strong knowledge and background in the startup, sports and apparel industries. Casner wears many hats in her role with the company, managing tactics for its direct-to-consumer business, product development and timelines, and optimizing the customer experience. More broadly, she works closely with CEO of Vessel, James Choe on their brand messaging and content, strategic partnerships, new avenues for growth, and podcast, Vessel Sessions. Mr. Williams is a corporate finance and business development specialist who has spent the previous three years focused on driving corporate M&A and revenue opportunities within the regulated cannabis industry. Most recently, Mr. Williams was the Founder of Cannabis Manufacturers Guild in early 2020, a business solutions trade association for the cannabis space. Prior to that, he worked with WeedMD Rx as Director of Capital Markets and Business Development focusing on capital raising and M&A analysis. Before entering the corporate cannabis space, Mr. Williams specialized in cannabis securities at Laurentian Bank and has worked in investment banking for 10 years including time at Barclays Securities and UBS Investment Bank. Mr. Williams graduated with a BBA from Wilfrid Laurier University, with a Minor in Economics. James Choe is the Founder/CEO of Vessel, the leading brand in cannabis consumption technology with its luxury vape and dry herb accessories. Choe got his first taste of startups in 1999 with broadband pioneer Softnet Systems in Mountain View, CA. After building the business to prominence and growing to more than 300 employees, Choe left to pursue his heart’s passion – a career in the sports industry where he would represent athletes in the Olympics, NFL, MLB, NHL, Lacrosse and Action Sports for over 12 years. From 2010-2014, Choe led as VP of Sports/Retail Marketing at SKLZ, the global leader in sports training products, partnering with several of the world’s largest retailers including Walmart, Dick’s Sporting Goods and Sports Authority. Throughout his 20 year career, Choe has mentored and consulted over 100 brands to date, while he has also led the design, development and successful launch of more than 400 products across nearly all CPG categories. Originally from Saratoga, CA, Choe graduated from San Diego State University. LEADERSHIP & PEOPLE
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