Stephanie Pow on Global Cannabis Careers, Recruitment Trends, and Building a People-First Industry
At this year’s NYC Cannabis Means Business Expo, one of the most insightful voices belonged to Stephanie Pow, founder of Emerald Lane, a global recruitment and human capital advisory firm serving the cannabis and plant medicine industries. Pow’s story blends government work, legacy cultivation, international consulting, and a deep commitment to people-first strategy — all shared with the clarity of someone who’s done the work at every level of the field.
"I started out in Canadian healthcare," she explained, reflecting on the early years of her career. "I thought I’d be a government leader. But the rigid 9-to-5 model wasn’t the life I wanted. I needed more freedom and purpose."
That realization led her to Northern California in 2016, where she immersed herself in life among legacy growers in the Emerald Triangle. It was a transformational experience, one that reshaped her understanding of the plant, the culture, and her own goals.
By 2018, with federal legalization looming in Canada, Pow returned home. Cannabis conferences were drawing tens of thousands of attendees. "I walked into this event with 55,000 people, and the energy was unreal. It was electric." That same event introduced her to one of Canada’s pioneering cannabis recruiting firms, and soon she was placing talent not just in Canada, but across Switzerland, Portugal, Denmark, Uruguay, and beyond.
In 2023, Pow founded Emerald Lane, driven by a vision to bring more humanity and strategy into cannabis hiring.
"We launched two years ago. Now we’re in 11 countries, across five continents. Our team of five works across North America, Europe, and Asia. It’s all about creating a healthier, more sustainable ecosystem for the people in this industry."
Global perspective, local connection
Emerald Lane’s model is unique — part executive search, part HR consulting, and part cultural bridge. Pow, who splits her time between Lisbon and North America, is a digital nomad who’s constantly on the move, often attending events in Berlin, London, and across the United States.
But she’s quick to point out that global reach doesn’t mean easy access.
"People think ‘international’ means you can just pick a country and go. But there’s immigration law, taxes, work permits, compliance. You can’t just wing it. You have to know the terrain."
Despite the logistical hurdles, Pow sees exciting potential. She mentions Africa and South Asia as regions to watch, alongside Germany and Portugal, which are seeing major regulatory changes. Even Sri Lanka has entered the space with a cannabis export program.
"Markets shift like fashion trends," she said. "Germany’s hot right now, but it won’t be forever. You have to pay attention without falling for hype."
Careers rooted in reality
One of Pow’s key insights at the expo focused on the difference between hype and longevity in cannabis.
"We have a turnover problem. People come in with unrealistic expectations. This work is demanding. You probably won’t keep the same job forever, but if you stick with it, you’ll always have a place in the industry."
That’s where Emerald Lane steps in — not just to fill roles, but to build infrastructure that lasts. The firm specializes in placing leadership across cultivation, operations, and business strategy, while also advising on HR systems that support growth.
"Our job is to match people and companies in a way that’s sustainable. Because in a new industry, one wrong hire can set a company back a year."
The firm blends AI and automation for efficiency, but always centers people. "You’re interviewing humans. Technology can help, but trust and fit still come from real conversation."
Advice for the next generation
As Gen Z enters the workforce and AI reshapes entire industries, Pow emphasizes the importance of clarity and self-knowledge.
"Get specific about your ideal workday. Are you on your feet or at a desk? Are you a builder or a strategist? From there, find your entry point. Retail is a great place to start. Become a budtender. Learn the product. Show up to brand events. Build a name."
And for those transitioning from other industries, Pow offers a simple trick.
"Just add cannabis to your title. Cannabis accountant. Cannabis software engineer. Cannabis media strategist. You don’t have to reinvent yourself — just realign."
The founder myth, demystified
Pow also offered candid advice for aspiring consultants and entrepreneurs.
"Being a founder sounds glamorous, but you’re not just doing your craft. You’re handling sales, admin, chasing payments. It’s a grind. Know your numbers. Know your market. Know what you actually want."
She suggests business owners ask themselves: Who do I help? What do I help them do? What’s the result?
"Get niche. Specialize. You can’t be everything to everyone. You don’t become a consultant until you’ve earned your stripes."
Community still comes first
Though much of Emerald Lane’s work is remote, Pow firmly believes that relationships in cannabis still form best in person.
"I love Zoom, but nothing replaces being in the room. The hallway chats, the breakfasts, the unexpected intros — that’s how this industry was built."
She’s curated a series of gatherings like "Buddy Brunch" to give people space to connect without the chaos of traditional networking. "Daytime, healthy food, intentional energy. We need more of that."
Looking ahead
As more U.S. operators eye international expansion, Pow sees a powerful opportunity — but one that requires humility.
"You don’t land in Berlin and run the room. You start from scratch, with respect. Every new market has its own culture, its own history. The best thing you can do is show up as a learner."
Her approach blends deep expertise with an open heart.
"This industry has big personalities, and that’s beautiful. But it also requires care. If we spend all our time fighting each other, we lose the bigger picture. Let’s stop dividing ourselves. Let’s get curious, get collaborative, and build something better."
Follow Stephanie Pow on LinkedIn to keep up with Emerald Lane’s international journey, or visit emeraldlanerecruitment.com to learn more about cannabis recruitment and HR solutions worldwide.
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