Lyssa Surface, a highly experienced marketing and business professional, has a proven track record of managing extensive consumer insights initiatives, brand strategy, and product innovation. With an MBA in Marketing from Rockhurst University, Lyssa has worked with large brands such as John Deere, Cracker Barrel, JC Penney, and Pfizer, among others. She has also worked with start-ups and founded her own company, LillyBit, which has grown successfully with local, national, and international recognition. Furthermore, Lyssa has overseen every step of product development from concept to distribution and has extensive knowledge of the retail industry. Her skills in communication, leadership, and strategy have played a key role in propelling businesses forward. Currently, she serves as Vice President of Marketing and Strategic Partnerships at High West Cannabis.