Company Overview
Meet a Few Members
of Leadership.
Luis Merchan
Chairman & CEO
Mr. Merchan is a proven executive with
over 10 years of experience in enterprise
sales management, corporate strategy,
merchandising and expense management and
customer experience. He previously served
as Vice President of Workforce Strategy and
Operations for Macy's Inc. where he managed
the enterprise's P&L expense line for its
540-store portfolio. Throughout his tenure
at Macy's, prior to his most recent role, Mr.
Merchan held various executive-level roles at
Macy's as well as managerial roles at Target.
Mr. Merchan obtained his Bachelor of Industrial
Engineering from Pontifical Xaverian University in
Bogotá, Colombia and his MBA from McNeese
State University. Mr. Merchan also holds a
Graduate Certificate in Marketing Management
from Harvard University.
James Choe
Chief Strategy Officer
James Choe joins Flora's team as Chief Strategy
Officer. His latest venture, Vessel, the leading brand i
cannabis consumption technology, was acquired in
November 2021 by Flora Growth where Mr. Choe was
the Founder/CEO. Choe got his first taste of startups
in 1999 with broadband pioneer Softnet Systems in
Mountain View, CA. After building the business to
prominence and growing to more than 400 employees,
Choe left to pursue his heart's passion - a career in the
sports industry where he would represent athletes in
the Olympics, NFL, MLB, NHL, Lacrosse and Action
Sports for over 12 years. From 2010-2014, Choe led
as VP of Sports/Retail Marketing at SKLZ, the global
leader in sports training products, partnering with the
world's largest retailers including Walmart and Dick's
Sporting Goods. Throughout his 20-year career, Choe
has mentored and consulted over 100 brands to date,
while he has also led the design, development and
successful launch of more than 400 products across
nearly all CPG categories. Originally from Saratoga, CA,
Choe graduated from San Diego State University.
STRICTLY PRIVATE AND CONFIDENTIAL
Jessie Casner
Chief Marketing Officer
Jessie Casner joins Flora as Chief Marketing Officer
and was previously the Vice President of Marketing
for Vessel Brand, the recently acquired ancillary
accessory brand based in Carlsbad, California.
An experienced omnichannel marketer and
storyteller, Casner previously operated her own
agency, Junction Marketing, where she developed
and executed bespoke go-to-market strategies.
An early team member of The Active Network
during its rapid growth phase (pre-IPO and
acquisition), MOGL (now EMPYR, during series
A/B funding), 2XU, and Total Gym, Casner brings a
strong knowledge and background in the startup,
CPG, cannabis, sports and apparel industries.
Casner in her role with the company, will lead the
communications and narrative building for Flora
and all subsidiary brands as well as craft the plan
for Flora brand awareness activities in both the
consumer and investor markets.
Lee Leiderman
Chief Financial Officer
Mr. Leiderman started his career at PWC and held
several corporate positions within Philip Morris
International, Caterpillar and RR Donnelley, gaining
substantial financial management experience for
US-listed public companies. From April 2016 to
May 2019, Mr. Leiderman served as the Chief
Accounting Officer at OSI Group, and from May
2020 to present, he served as the CFO of Nurture
Life Inc. He has an extensive background with over
25 years of experience, which includes public and
private companies, mergers and acquisitions, transfer
pricing, and investment analysis. Mr. Leiderman
also has broad experience with fast-paced growth
companies and infrastructure creation, having
managed the financial teams for many successful
international and domestic companies. Mr. Leiderman
is a CPA with a B.A. in Accounting and International
Business from Susquehanna University.
Dr. Annabelle Manalo-
Morgan Director
Dr. Annabelle is a scientist, educator, author,
mother of five, and a respected key opinion leader.
She is a cell and developmental biologist from
Vanderbilt University in Nashville, Tennessee, with
a background in neuroscience from Georgetown
University.
She earned her Ph.D. in Cell and Developmental
Biology with a focus in Cardio-Oncology and has
since become a philanthropist and entrepreneur
focused on pharmaceutical innovation and clinical
trial research in medical cannabis.
LEADERSHIP & PEOPLE
FLORA GROWTH
LO
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