Change MakeHERS: Spotlighting Pauline Hyde
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.
Pauline Hyde, Founder and President, Hyde Advisory & Investment Inc
Introducing Pauline Hyde, this month's Change MakeHER, a passionate leader and trailblazer in the cannabis industry. As the President and Founder of Hyde Advisory & Investments Inc., Managing Partner at CannaNavigators, and CEO of Cannabis MarketSpace, Pauline has dedicated over a decade to advancing the cannabis sector with her extensive expertise in business optimization, client relations, and sales strategy.
Pauline’s journey began in 2013 when she joined forces with her husband to build David Hyde and Associates (DHA), Canada’s premier cannabis security consultancy. Her leadership and vision have since expanded the company into what is now Hyde Advisory & Investments Inc., offering a broad range of services to hundreds of cannabis companies.
With more than 11 years in the cannabis space, Pauline's work is deeply rooted in personal experience. She has witnessed firsthand the transformative benefits of medical cannabis, from end-of-life care to chronic pain management. This personal connection fuels her commitment to helping others and combating the stigma surrounding medical cannabis.
Pauline’s rich background also includes an 18-year career in retail management and business development, working with top Canadian brands like Hudson’s Bay, Roots, and Levi’s. Her experience in overseeing operations, international brand purchasing, and implementing security and training programs has equipped her with a unique skill set that she now brings to the cannabis industry.
Pauline Hyde’s dedication to fostering growth and innovation, combined with her personal passion for the industry, makes her an inspiring leader and a true Change MakeHER.
Direct Advice For Women In Cannabis
Q: Can you share some of the most significant challenges you’ve faced as a female leader in the cannabis industry, and how you’ve overcome them to establish yourself as a trusted advisor?
As the business partner and wife of someone who’s quite prominent in the cannabis industry, my biggest challenge was pulling myself out of his shadow. Being a co-founder of Hyde Advisory and CannaNavigators with David has allowed me the opportunity and privilege of working with hundreds of cannabis industry companies and individuals on key aspects of their business and has helped me build an extensive network within the industry. However, I noticed a gap in our industry, so I created Cannabis MarketSpace, a free online marketplace to buy and sell used cannabis equipment and highlight cannabis industry services and events in one easy-to-use and fun platform. I was able to address a missing need in the industry, while establishing my own identity as a CEO. A first of its kind in Canada, I created a destination website to help our clients, first and foremost, while making a name for myself.
For sure there are pockets of sexism in all industries, including the cannabis industry, but I don’t let that stand in my way. I’ve always tried to remain true to myself. I’m also very confident in my abilities and let my actions speak for themselves. I’ve learned a lot over the past 12 years, and I pride myself on giving honest advice based on education and experience, even if it’s not the popular choice, or what people wanted to hear. I’ve learned so much from my personal and professional experiences and I have a deep respect for the cannabis plant and its extraordinary powers. I am very passionate about supporting our industry for the greater good and the quality of life it can give to so many people, and that’s what I focus on!
Q: Building a successful advisory and investment firm requires a deep understanding of industry trends and challenges. How do you stay ahead of industry developments, and how does this knowledge shape the guidance you provide to your clients
Building and maintaining good relationships with cannabis companies, top executives, industry professionals and mainstream employees within the industry you belong to is key! You must be fully immersed in all aspects of the industry to truly understand it’s needs, and the direction it is going. Don’t limit your thinking to only the cannabis industry for growth, but look to other successful industries to learn and draw from to fully take your business to it’s full potential. You can’t just think ‘in’ the box or only think ‘outside’ the box, you must think ‘above’ the box. Get an aerial view, look at all angles and trust yourself, your experience, and the direction you see on the horizon.
Q: The cannabis industry is known for its rapid evolution. How do you help your clients navigate the ever-changing regulatory and market landscape?
Surround yourself with people smarter than yourself and always be ready to pivot! In the case of helping our clients navigate the ever-changing landscape, knowledge truly is power. Having a close, trusted relationship over many years with the regulators, is invaluable. Also, having a team of professionals around you that value your clients and hold themselves accountable to those clients, inevitably leads you to be up to date with new regulatory developments as well as industry trends. There is no such thing as one person ‘knowing everything’, it’s just not realistic. A healthy organization firstly, needs a great leader and a great leader knows that success in part means being surrounded by incredible people that are always striving to be better, always learning more and always have a finger on the pulse of change.
Q: What advice would you give aspiring female entrepreneurs looking to make their mark in the cannabis industry?
Don’t enter any situation with the mindset that you may or will be received differently because you are a woman, but always be prepared. Command the room and the audience with your knowledge and expertise. If confronted with a chauvinistic or belligerent audience, then you need to ask yourself ‘do I want to work with this group’, ‘do I want to be part of their success or potentially their failure’. That’s an individual decision that everyone must make.
Most importantly, trust yourself and your abilities. Envision where you want to go, and push yourself every day to get there, without questioning your place at the table, your ideas or allowing any thought of doubt to take over. Regarding ‘making your mark’; you’ll never be remembered for doing the same thing as everyone else or doing nothing at all! One of my favorite lines from a song is the Tragically Hip’s ‘Wheat Kings’ , “ No one’s interested in something you didn’t do”! So if you want to enter the cannabis industry, know what you want to do and do it really well, AND surround yourself with incredibly smart people along the way. Never be intimidated by other smart people, learn from them!
Q: Looking to the future, what are your aspirations for Hyde Advisory and Investments Inc., Cannabis MarketSpace, and CannaNavigators, and how do you envision your continued impact on the global cannabis industry?
We’ve always tried to “read the tea leaves”. Over the past 12 years we’ve managed to provide services to the industry that are in demand today, while we plan ahead for what’s coming tomorrow. Our service focus will continue to evolve to ensure we don’t get left behind. In Canada, we’re working with a lot of great clients looking to partner or expand their businesses, through M&A, strategic partnerships and global expansion. On the global front, we’re similarly working on M&A and strategic investment, but we’re also focused on the core services we built our name on - such as licensing, operational support, and due diligence. So much of the great (and challenging) experiences we’ve gained from Canada has given us unique insights in helping clients to navigate emerging global markets. Our 3 companies collectively provide our clients a full suite of services to support their growth in Canada and around the globe.
Q: Lastly, to share the spotlight with other female leaders in the cannabis space, who would you nominate for our next Change MakeHER feature?
So many incredible women come to mind; Jennifer Caldwell, Trina Fraser, Abi Roach, Katy Perry (Toke Cannabis), Kieley Beaudry, Katie Pringle, and Lisa Campbell just to name a few! All these women are so incredibly smart, hardworking, articulate, forward thinking, and overall are just kick-ass women that have made a name for themselves. They all bring so much to our industry! I would definitely put Sarah Seale on that list, but I know you’ve already featured her! If I had to choose one, it would be Jennifer Caldwell. From being the very first MMPR license holder in 2013 to still currently being one of the most knowledgeable Quality Professionals in our industry warrants respect! We all know, if you’re not great at what you do, you will not last long in this industry. All these women know what they’re doing and will remain leaders in our industry for years to come.
