A proven performer with more than 10 years of experience of beverage industry sales and marketing, Lucia Cifonelli knew she needed to continue her growth and passion in the cannabis space by co-founding Cannabis USA with Tim Haughinberry. Capitalizing upon her ability to quickly pivot and problem solve, along with her knowledge of and demonstrated success in new and emerging markets, Lucia will lead Cannabis USA’s sales division.
Telling a great story is where Lucia’s passion lies, whether that be with a brand, best friend, client, or anyone who will listen. Her drive to connect people and her understanding of the history and innovation of cannabis have been the guiding forces that have led her to where she is today as co-founder of Cannabis USA. Lucia forged her path in hospitality and beverage management as the only female with this specialization in her graduating class at the University of Nevada, Las Vegas. Lucia excelled in her first role as Brand Ambassador for Montecristo Rum, deepening her relationship with the alcohol beverage industry and growing her focus on brand identity, educating the masses, and building lasting relationships in Las Vegas, NV, one of the most competitive markets for alcohol sales and distribution in the country.
What followed for Lucia were the roles of On-Premises Sales and Marketing to national accounts with Back Bar USA, Brand Developer with MillerCoors (now MolsonCoors), and Key Account Manager for emerging brands and accounts with Breakthru Beverage. Her ability to successfully navigate diverse markets and bring spirits industry best practices to the cannabis industry led her to be named the top performer by Kush Supply Co. in 2019, handling multi-state operators such as MedMen, Moxie, and LTRMN (including brands such as MX, PurePenn, Sticks, Cabanas, and Korova). Seeing the potential for CBD in new retailers, Lucia joined the KushCo. retail services team to complete a 350-store partnership with a national retailer that spanned four states and seven different brands, including Social, Willie’s, PureKana, and Just CBD.
A forward-focused, innovative thinker and recognized expert in her field, Lucia is proud to live by her mission to share the values and opportunities cannabis can bring to the world.