Michlle Litvack, Chief Executive Officer @ Dom Jackson
On building resilient teams, championing women in leadership and the importance of adaptability in a changing industry.
As Canada's cannabis industry continues to mature, leaders are navigating tighter budgets, evolving workforce expectations and increasing pressure to deliver results.
For Michelle Litvack, success comes down to resourcefulness, strong relationships and creating environments where people feel valued and supported. With a focus on accountability, adaptability and meaningful leadership, Michelle shares her perspective on building resilient teams, advancing opportunities for women and the skills that will define the industry's next chapter.
Q: How have expectations of employees and leaders evolved?
I think everyone has to be a bit more resourceful now. The market is tough, and you need people who take initiative, figure things out and care about how the business is doing. It's more than just doing your job; you have to understand what's happening around you and where you can help. As a leader, you also have to be clear with people about what's needed and realistic about what they can take on.
Q: How do you build and retain a strong team when budgets are tight?
For me, it starts with having the right people and treating them well. When you have a small team, every person makes a difference. You have to be involved, listen and help when they need it. Budgets aren't always going to let you do everything you want, but you can still make sure people feel appreciated and know you're there for them.
Q: Beyond salary, what motivates high-performing employees to stay?
I think people stay when they feel valued and enjoy who they work with. You want to know your hard work is noticed and that you can speak up and be heard. Having some flexibility and room to grow matters too. Salary is important, but so is how you're treated every day.
Q: What separates an exceptional sales or brand professional from an average one?
For me, it's someone who actually cares and does what they say they're going to do. They get to know the people in the store, listen to what's selling and what isn't, and make sure the team feels comfortable talking about the products. They check in after an order and stay involved. That's how you build trust and become someone a retailer wants to keep working with.
Q: What progress have you seen for women in leadership, and what barriers remain?
I love seeing more women starting businesses and stepping into leadership roles in cannabis. But I still think women have to work harder to be taken seriously and get the same opportunities. Women should feel just as respected as men and know their opinions and experience carry the same weight. Whether it's getting funding or having a say in the decisions, there's still work to do. I want to see more women getting the support and opportunities to build something of their own.
Q: Where do you see opportunities for talent and career growth heading into 2027?
I think there's still a lot of opportunity in cannabis, especially for people who are willing to learn, get involved and know how to pivot. In sales and retail, you need people who care about the products, build good relationships and help stores sell what's on their shelves. There's also room for people who can help a business run better. You don't have to know everything coming in, but you do have to be willing to put in the work and grow with the business.
Why Women in Cannabis Matter
As the cannabis industry continues its rapid expansion, an increasing number of dynamic women are emerging as influential leaders within the field. These women not only shape the trajectory of their businesses but also pave the way for future generations of female leaders. At White Ash Group, we believe in celebrating the triumphs of women in the cannabis sector by highlighting their accomplishments. That's why we initiated the Change MakeHERs series – a collection of interviews and spotlight articles where women who embody strength, integrity, and hard work share their insights and advice on navigating the cannabis landscape.
