Talent Trailblazers: Our Team, Your Recruiter

Meet Our Team

Get to know the recruiters behind White Ash Group.
Our team brings deep industry insight, commercial awareness, and a shared commitment to connecting high-performing talent with leading cannabis organizations.

In this series, we spotlight the people driving our search mandates — their backgrounds, perspectives, and what they look for when building exceptional teams.

WELCOME TO

THE TEAM!

Reid Hanson
Recruiter

With seven years of sales experience and a deep personal passion for cannabis, Reid brings energy, persistence, and a relationship-first mindset to White Ash Group. After intentionally building his sales career with the goal of entering the legal cannabis industry, he’s now combining commercial expertise with industry enthusiasm to help companies strengthen their teams — and help professionals build meaningful careers in cannabis.

We sat down with Reid to learn more about his journey, his perspective on today’s evolving market, and what separates good sales professionals from great ones.

Can you tell us more about your career journey, your experience in cannabis sales, and your new role with White Ash Group?

I’ve been in sales for the past seven years, and for the last year I’ve been working directly in the cannabis industry. Even though my time in cannabis hasn’t been long, I plan to stay here for the rest of my career.

I’m genuinely passionate about the plant and the industry, so joining White Ash Group feels like a natural fit. I get to combine my sales background with my interest in cannabis by helping companies build strong teams and supporting professionals who want to grow their careers in this fast-paced space.

What initially drew you to the cannabis industry, and what’s kept you here?

It’s been a goal of mine to enter the legal cannabis industry since its inception. I’ve been a personal user since adulthood, and over the past seven years I focused on building a strong sales foundation so I’d be ready when the right opportunity came.

I’m glad I entered when I did — the industry is more mature now, but still very much in its infancy. There’s constant growth, change, and new challenges. That energy and evolution are what keep me engaged.

How has the shift toward tighter margins and increased competition impacted the way sales professionals need to operate today?

Today, there has to be tangible ROI across the board. Many large players have operated at a loss to capture market share, which has forced everyone to tighten their belts and focus on what truly drives revenue.

Cannabis sales professionals now need to be true salespeople. Being friendly and relying solely on a strong product isn’t enough anymore. You have to understand the numbers, focus on sell-through, and consistently drive measurable wins.

From your perspective, what separates a good cannabis sales professional from a great one?

A good cannabis sales professional knows their portfolio inside and out and understands how to match the right product with the right customer. From top-shelf to value products, there’s a customer for everything — which means there’s no reason to lose distribution.

A great sales professional goes beyond relationships and builds trust through performance. That includes ensuring products actually sell, supporting retailers with budtender education, and delivering consistent results. Strong relationships matter — but they need to be backed by products that move.

What advice would you give to someone looking to break into cannabis sales today?

Be your biggest advocate — especially if you don’t have direct industry experience yet. Knock on every door and shake every tree. Be persistent.

People can tell when you truly have drive. Even if there isn’t an opportunity immediately, keep building connections and staying visible. Then when you do get your chance, take it — and hustle as hard as you can.

How would you describe your approach to building relationships — whether with clients, candidates, or partners?

I believe in doing whatever it takes to make the initial connection — whether that’s LinkedIn, email, or a direct introduction. From there, I keep communication clear and concise, and aim to quickly move the conversation to a meaningful discussion.

After that first meeting, whether there’s an immediate opportunity or not, I stay engaged. I follow their work, support their content, and remain connected. People put real effort into what they share, and staying engaged shows respect and builds long-term trust.

What’s one piece of career advice that’s stuck with you?

Be undeniable.

Outside of work, what keeps you energized?

My friends and family — especially my four-year-old daughter, Lily, who keeps my wife and me very busy.

We love hiking, camping, and spending time outdoors together. We’re lucky to live on Vancouver Island, which truly feels like paradise. Whenever we can, we take advantage of everything it has to offer.