Rebecca Maestas
Brand Development Manager
LivWell Enlightened Health
With a passion for cannabis, Rebecca helped pioneer the marijuana industry starting in 2007, as owner and creator of one of the first infused product manufacturers (MIPs) in Colorado, providing edibles to medical marijuana patients. She crafted a suite of products including flagship tinctures and confections. Previously Co-owner of one of the first vertically integrated medical marijuana dispensaries in Colorado, Caregivers for Life.
She managed the first and largest retail channel of full spectrum hemp oil, CBD (Cannabidiol), nutraceutical products in the USA, Dixie Botanicals, publicly traded under Medical Marijuana, Inc. (MJNA). MJNA is a hemp based medical marijuana company founded in March 2009 with headquarters located in San Diego, California, offering a collection of products encompassing three major delivery systems; oral mucosal, ingestion and topical. While working in this capacity she forged relationships with retail customers (patients) throughout the USA and beyond, conducting one on one phone consultations with patients looking for alternative modalities for various diseases and ailments, accumulating an enormous database of anecdotal evidence using these products.
Helping to the build the future of cannabis with Dixie Brands, Inc. as Director of Marketing, she was responsible for executing marketing programs both nationally and internationally, acting as the spokesperson for the brand, facilitating educational platforms, and creating CPGs for the cannabis space. Spearheading an organization of professionals who are helping to define what adult use marketing of marijuana can and should be. She launched the Secret Society of Budtenders in January of 2015 in order to recognize the importance of the most influential industry members at the point of sale. The society amassed over 4000 budtenders across five states under Rebecca’s purview - focusing on building community and supporting a vital, emerging profession. Engaging with members, providing valuable industry education and endearing these individuals to the Dixie brand by utilizing guerrilla, influencer and direct social media marketing techniques.
Currently directing brand development at the largest vertically integrated cannabis retailer in Colorado, LivWell Enlightened Health, she owns and manages the development of 22 retail locations and 9 wholesale, internal house, cannabis-infused brands included under the Infusiasm umbrella and the most recent acquisition Sweet Grass. Also overseeing the development of FADED Glass Co, a line of merchandise sold online and at retail. Specializing in development of new brands/products, events, promotions, websites, and brand marketing activities by providing market data, sales analysis and conducting competitive evaluation. Rebecca has been integral to launch a multitude of products across all cannabis uptake methods and modalities. In addition, she consults with ancillary ventures including Learn Brands, a vendor-sponsored, online, mobile-friendly learning and development platform. In addition to her passion for cannabis she has actively participated in music festival promotions including South Park Music Festival- a three-day music and camping festival that took place in Park County, CO over 4th of July weekend 2014. Encompassing over 100 performers including Slightly Stoopid, Tech N9ne, Steel Pulse, Matisyahu, Collie Buddz, The Flobots, Kottonmouth Kings, Blackalicious, Souls of Mischief, Alien Ant Farm and many others. The festival also featured The Underground Cup, designed to reach out to the Colorado cannabis community and enable talented independent growers and extract artists to be recognized by mainstream cannabis. The goal was to bridge the gap between BIG cannabis and "the little guys". A first of its kind in history, cannabis was legal for everyone 21+ to consume, and medically available for patients 18+.
Since then, Rebecca has translated her desire to combine cannabis and music together by forging alliances between the industry and musicians who have an affinity for the plant. Working with Leafs by Snoop (Snoop Dogg), Cypress Hill, Redman/ Method Man, Kymani Marley, to name a few. Rebecca created the first celebrity endorsed edible with Sublime w/ Rome, Orange Dynamite – a milk chocolate + orange bar flavor profile that was crowd sourced and launched in CO in 2016.
She attended Boston University for interdisciplinary core curriculum and graduated Magna Cum Laude with a BS in Hospitality and Tourism Management with an emphasis in Casino Management from UMASS-Amherst.