Our leadership team brings decades of experience fulfilling critical business, operational, legal, and compliance needs.
A seasoned political consultant and cannabis activist since 1994, Craig brings over 20 years of experience in the field.
A top signature-gatherer for Proposition 215, Craig went on to become a Sebastopol Council Member and Mayor, co-authoring one of the nation’s first dispensary ordinances. He has testified before county supervisors throughout the state and has been a driving force behind Santa Rosa’s dispensary and cultivation ordinances and Clearlake’s rejection of a cultivation ban. Craig’s talent for designing and implementing sound policy—and skillfully engaging policymakers, community leaders, and law enforcement—makes him a strong ally. A champion of permaculture, Craig holds a BA in Ecology with an emphasis in Sustainability.
In his free time, Craig can be found outdoors with his family enjoying nature and looking for chanterelle mushrooms.
Angie skillfully orchestrates teams of passionate, intelligent experts who tackle complex problems – and eliminate fear of the unknown – with smart planning.
She excels at helping evolving cannabis companies integrate tried-and-true business practices and manage major transitions while balancing different styles, needs, and personalities. Previously serving as executive vice president of the SPARC and Peace in Medicine family of companies, Angie brings diverse experience working within and beyond the cannabis sector. A former student of the US Naval Academy and of Sonoma State University’s School of Business and Economics, Angie endeavors to share and promote what makes the cannabis industry beautiful: a renewed interest in nature and politics as well as cultural, health, and economic empowerment.
In her free time, Angie makes art and music with her husband.
Striking the perfect balance between data-driven and people-focused, Johnny sets a new standard for professionalism in the cannabis industry.
Johnny is a veteran of San Francisco’s pre-regulation era with 14 years of leadership experience in the industry, most recently serving as vice president of operations of the SPARC and Peace in Medicine family of companies. Armed with analytics-based insights, he has fearlessly taken cannabis companies from struggling to cash-positive. With a background in biochemistry and molecular biology, Johnny has a passion for building dynamic, integrated systems that are effective and intuitive to manage. His proven operational strategy ensures organizational longevity by championing financial and ecological sustainability, prioritizing employee-positive workspaces, and delivering outstanding customer service at every turn.
In his free time, Johnny enjoys maintaining a strict bodybuilding routine and running a local tabletop-gaming group focused on diversity and inclusivity.
Our core team comprises highly qualified specialists with demonstrated mastery in their field.
A thoughtful community organizer, Lizette is dedicated to accelerating communities through the promotion of socially and environmentally conscious businesses.
Lizette is certified by the County of Sonoma as bilingual in Spanish, is an active member of Los Cien of Sonoma County, and was recognized by La Prensa Sonoma for promoting health in the Latinx community. Inspired by the resilience of the cannabis industry, Lizette joined it herself to promote its potential for social change, environmental stewardship, and public health. Lizette has worked with startups in the Bay Area, running two e-commerce businesses, and working in local government for several years. She earned a BS from the University of California and attended the Berkeley Haas School of Business.
In her free time, Lizette enjoys hiking with her rescue dog, volunteering, and tinkering with HempCrete or 3D art.
O’Neill is an explorer working to discover, understand, and practically apply values and principals that sustain and improve the lives and conditions of individuals, societies, and our shared planet.
O’Neill grew up as a Boy Scout, which aided the development of his values of community, service, and leadership. He taught conversational English in Japan and later spent 11 years with the Oakland-based sustainable development and corporate social responsibility organization, Fair Trade USA. With Master’s Degrees in both Transpersonal Psychology and Business Administration, O’Neill is inspired by those who do good in the world while still doing well. In business, he believes integrating social and environmental benefits helps achieve that ideal.
In his free time, O’Neill is learning to play the ukulele and enjoys hiking, camping, and discovering hot springs in California with his husband, Randy.
Using UX to reveal the personal, human side of practical, objective design, Roberto creates innovative, engaging cannabis products, services, and experiences.
A former product-design professor, Roberto skillfully applies the principles of user-centered design to help cannabis businesses better understand their audience, develop and test new concepts, and bring compelling ideas to life. Originally from Brazil, Roberto honed his analytical and leadership skills while earning a BS in Industrial Engineering at University of Santa Cruz do Sul and an MS in Materials Engineering at Federal University of Rio Grande do Sul. Currently a PhD candidate in Design at Illinois Institute of Technology, Roberto has worked on large-scale projects for various initiatives, including cancer-prevention services and community incubator spaces.
In his free time, Roberto enjoys playing and designing board games and adventuring in the mystical California woodlands.
Championing the belief that little, positive actions can create big, global changes, Jude helps businesses integrate sustainability into all areas of operation.
Raised in Sebastopol, Jude embodies a strong sense of accountability for one's environmental impact. From collaborating on the City of Benicia Climate Action Plan to helping private-sector companies divert tons of waste each month, he's passionate about bringing the cannabis industry into greater harmony with our planet while reducing operational costs. A student of architecture and urban design, Jude earned a BS in City and Regional Planning at Cal Poly, San Luis Obispo. He's a credentialed ISSP Sustainability Associate, certified U.S. Green Building Council TRUE Advisor, and member of the Leadership Institute for Ecology and the Economy
In his free time, Jude enjoys walking among the redwoods, attending local events, and spending time with friends and family.
Known for his expertise in business systems and accessible approach to strategy, Michael optimizes cannabis companies so they can thrive.
With rich experience leading diverse organizations, Michael designs vital processes that directly improve lives – and bottom lines. He combines concrete standard operating procedures with fun, outcome-oriented activities to help companies better understand who they are while becoming leaner and more adaptable to an evolving market. Fascinated by systems thinking and patterns of behavior, Michael joins the cannabis revolution with an eye toward making a positive impact on society and the environment. A lifelong student of critical theory, he earned an MBA in Sustainable Enterprise at Dominican University of California and a BA in Philosophy at San Francisco State.
In his free time, he plays grunge ukulele, flies kites, and takes afternoon tea with his family.
Gracefully wrangling executives and projects alike, Cody manages the complex and ever-changing responsibilities of C-suite leadership.
A member of the cannabis industry since 2007, she’s known for her firm-but-gentle approach to task and people management. Cody’s tried-and-true strategies preserve accountability within every undertaking, and she demonstrates a deep commitment to ensuring that everything is done right the first time. With a solid background in administration and office management, Cody has an insatiable appetite for mastering new challenges.
In her free time, she enjoys caring for her young sons, reading mystery novels, and daydreaming about gardens.
By approaching humanistic activities with an herbalist mentality, Mitcho is able to cultivate harmony within our many communities.
Mitcho is a founding board member of Peace in Medicine in Sonoma county where he served as community liaison for over a decade. He also worked in this role for several years with SPARC in San Francisco. He is the chancellor emeritus of Oaksterdam University’s former North Bay Campus and the vice president of the Sonoma Chapter of Americans for Safe Access. As an herbalist, he studied at the California School of Herbal Studies. He is the current vice president of the Sonoma County Herb Association. He and his partner have a CCOF farm in Sebastopol with a large garden where they teach workshops and help others learn to heal. He also illustrated the amazing book by Leslie Gardener on growing medicinal herbs, Life in the Medicine.
In his free time, Mitcho enjoys gardening, painting, cooking, and eating.
Love what we're about?
Work with Us
Contact us or email firstname.lastname@example.org to learn about opportunities within 421 Group and our industry-leading clients.