Talent Trailblazers: Our Team, Your Recruiter
Meet Our Team
Welcome to "Talent Trailblazers: Our Team, Your Recruiter," an engaging series designed to provide you with an inside look into the world of recruitment, spotlighting the skilled individuals of White Ash Group. Our team, comprised of seasoned professionals with an unwavering passion for connecting talent with opportunity, invites you on a journey through the intricate landscape of cannabis industry careers. Get ready to meet the faces behind the scenes, uncovering their expertise, quirks, and the unique blend of skills they bring to the table. From sourcing top-tier candidates to forging lasting partnerships, our recruiters are dedicated to ensuring your success in the burgeoning cannabis sector.
Join us as we introduce our talented team of personable, knowledgeable and passionate recruitment staff, ready to guide you towards your next fulfilling role in cannabis.
WELCOME TO
THE TEAM!
Nicole Gertz-Ross
Senior Business Development Executive
At White Ash Group, we’re proud to highlight the exceptional individuals driving the cannabis industry forward. In this edition of our Talent Trailblazers, we’re excited to introduce Nicole Gertz-Ross, Senior Business Development Executive at White Ash Group. In this role, Ross will help expand White Ash Group’s global reach—particularly in the emerging European cannabis market. Read more about her story below!
How did you get into the cannabis industry?
My career path didn’t start in cannabis. I come from a background in IT, sales, and business development, and about six years ago, I first connected with White Ash Group’s co-founder, Graydon, while looking for opportunities in the cannabis space. Though the timing wasn’t right then, I stayed engaged with the industry. When an opportunity arose to lead business development efforts, I jumped at the chance.
Now, I’m leveraging my expertise and multilingual skills to help White Ash Group establish a strong presence across multiple international markets.
What’s your focus in the global cannabis market?
While Germany is a key area of focus, my work extends across Europe, as well as Middle and South America, where the cannabis industry is rapidly evolving. The regulatory landscape varies significantly across these regions, with some countries embracing medical cannabis models while others are beginning to explore recreational legalization. My goal is to help cannabis producers, suppliers, and dispensaries navigate this complexity and secure top-tier talent through White Ash Group.
How do you build connections in the industry?
My approach to business development combines targeted outreach and industry engagement. I actively connect with key players via LinkedIn and have been fortunate to receive referrals from my extensive network.
Beyond virtual networking, I’m a conference regular, making in-person connections at major cannabis industry events. If you’d like to connect, I’ll be attending:
📍 Kind Gardens (Vancouver)
📍 ICBC (Berlin) – End of April
What excites you most about your role?
For me, success is about bringing the right people together. With over 25 years of sales and business development experience, I thrive in an international role that allows me to use my language skills and natural ability to connect people.
“I’ve always wanted a job that was international, that made use of the different languages I speak. Cannabis is an exciting, fast-growing industry, and I love the challenge of building relationships that drive businesses forward.”
Tell us something fun about you!
I have a degree in education from a university in Hannover, Germany.
As a child, I dreamed of becoming a pharmacist, which led me to study Latin—something that surprisingly helps me in international business today!
I speak English, German, and what I call ‘beer French.’
I once had coffee with Angela Merkel before she became the Chancellor of Germany!
How can people connect with you?
I’m passionate about helping cannabis companies find the right talent to grow their businesses. Whether you're expanding in Europe or looking for staffing solutions, I’d love to chat. Connect with me on LinkedIn or meet me at an upcoming industry event!
