Executive
Alex Scherer
CEO / Co-Founder
Our Chief Executive Officer and founder, Alex Scherer, is a San Diegan who brings a decade of experience in commercial cannabis operations in California. Passionate about the development of a legal ca...More
Executive
Pearl Ayon
Coo / Co-Founder
Our Chief Operations Officer and co-founder, Pearl Ayon, also brings significant cannabis industry experience to our team. Pearl has over 8 years’ experience in the industry provides direction and div...More
Future Stars
Dan Rocha
Regional Partner
Dan Rocha is a native Artesia resident and our regional partner where he oversees our government and community engagement programs. Prior to his joint venture with Sage & Fire, Dan founded and con...More
Executive
Cassia Furman
CCO / General Counsel
Our Chief Compliance Officer, Cassia Furman, brings significant cannabis compliance and legal experience to our team. Cassia is a partner at Vicente Sederberg LLP, where she serves as the managing att...More
Lone Pine
Alexis Ayon
General Manager
As General Manager of our Lone Pine dispensary, Alexis Ayon oversees the day-to-day operations, finance, inventory, and personnel of that storefront. She has three years of experience in the cannabis ...More
Executive
Abraham Finberg
Chief Financial Officer
Our Chief Financial Officer, Abraham Finberg, is an MBA, CPA, and Managing Partner at AB FinWright LLP, who brings extensive experience in healthcare and other highly regulated industries to our opera...More
Executive
Alex Scherer
CEO / Co-Founder
Our Chief Executive Officer and founder, Alex Scherer, is a San Diegan who brings a decade of experience in commercial cannabis operations in California. Passionate about the development of a legal cannabis framework and providing patients with access to needed care, Alex began his endeavors in the cannabis industry as a home-based cultivator before opening his first store in 2010. Having founded three licensed dispensaries, Alex has extensive experience managing all facets of retail brick & mortar operations and delivery services, especially in communities that have been disproportionality impacted by past drug policies and consequently disenfranchised from economic opportunity. As a Latino, Alex maintains an essential perspective that lends value into how we operate Sage & Fire for the betterment of the communities in which we operate.
Executive
Pearl Ayon
Coo / Co-Founder
Our Chief Operations Officer and co-founder, Pearl Ayon, also brings significant cannabis industry experience to our team. Pearl has over 8 years’ experience in the industry provides direction and divisional oversight of our retail operations. In her executive roles, she has championed customer-centric systems and developed cultures of team building, empowerment, and smart growth. She is responsible for implementing personnel management strategies that enable us to recruit, develop, and retain a high performing and motivated workforce. For nearly a decade, Pearl has directly managed several retail dispensaries and delivery operations. Her direct experience dealing with municipal policies, regulatory compliance, and community education has imparted a requisite understanding unique to the cannabis industry that she uses to protect, improve, and promote the industry and the services we provide to our communities.
Future Stars
Dan Rocha
Regional Partner
Dan Rocha is a native Artesia resident and our regional partner where he oversees our government and community engagement programs. Prior to his joint venture with Sage & Fire, Dan founded and continues to manage a cannabis brand development company. He has led large teams of creatives, developers, and project managers while successfully executing over 500 projects, including numerous educational campaigns regarding cannabis. His depth of experience implementing systems to standardize workflow and improve management efficiency has been instrumental to our ability to leverage business intelligence and data to better serve our target market audiences. As a long time resident of Artesia, we hope to manifest his long time dream and efforts of opening a dispensary in his home city.
Executive
Cassia Furman
CCO / General Counsel
Our Chief Compliance Officer, Cassia Furman, brings significant cannabis compliance and legal experience to our team. Cassia is a partner at Vicente Sederberg LLP, where she serves as the managing attorney of the firm’s California Practice Group based in Los Angeles. In addition to supporting the firm’s policy and local government work in California and around the country, she counsels clients on a wide range of transactional, regulatory, and land use issues related to the licensing and operation of California commercial cannabis ventures. Cassia is considered an expert on cannabis regulation in the State of California with a dedicated, proactive approach to compliance. Before the cannabis industry, Cassia worked with a noted public finance firm where she oversaw the organization and operations of dozens of special districts in connection with complex public infrastructure projects, including the issuance of multimillion-dollar debt issuances. Her extensive experience in managing regulated businesses ensures our operations remain compliant and efficiently operational as regulations evolve.
Lone Pine
Alexis Ayon
General Manager
As General Manager of our Lone Pine dispensary, Alexis Ayon oversees the day-to-day operations, finance, inventory, and personnel of that storefront. She has three years of experience in the cannabis industry and is accustomed to the evolving regulatory environment and passionate about our brand values and our role in the cannabis experience for our consumers and community. Prior to joining Sage & Fire she worked for two leading dispensaries in the City of San Diego where she developed her diverse work experience and management skills. She has a natural affinity for the importance of details and compliance with regulations, policies, and procedures and has demonstrated tremendous leadership capabilities as our first GM.
Executive
Abraham Finberg
Chief Financial Officer
Our Chief Financial Officer, Abraham Finberg, is an MBA, CPA, and Managing Partner at AB FinWright LLP, who brings extensive experience in healthcare and other highly regulated industries to our operations. Abraham is an expert in cannabis related tax strategies and financial management. He is responsible for training employees on financial accounting procedures and works with the executive team to continually update and refine accounting procedures to provide our operations with a clear and accurate picture of our funding goals and needs. He is especially well-versed in retail, distribution, manufacturing and related excise taxes; real estate, commercial and residential; retail pharmacies; medical and dental offices; complementary health offices; law offices; and cannabis-related tax issues. He currently serves as Auditor for the 63D RD U.S. Army Reserves, where he leads the Army Audit Readiness Program and supervises preparation of monthly financial and variance reports for internal and General Officer review. Abraham’s expertise in highly regulated environments and business economics ensures the financial success of our enterprise.
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