Adam Coates

Adam Coates is a seasoned executive in the cannabis industry, currently serving as the Chief Revenue Officer at Decibel Cannabis Company, a publicly traded, consumer-focused cannabis company listed on the TSX Venture Exchange (TSX-V: dB).1

Career Highlights

Current Role: As Chief Revenue Officer at Decibel Cannabis Company since February 2020, Adam leads:

• Commercial strategy
• Revenue generation
• Business development for domestic and international markets
• The company's award-winning retail business, Prairie Records

Under his leadership, Decibel has achieved significant growth:

• Scaled net revenue from $0 to a run rate of over $200 million
• Attained industry-leading gross margins, EBITDA, and cashflow
• Became a top 2 licensed producer in Canada by market share1

Previous Positions:

• Chief Commercial Officer at Decibel Cannabis Company (2018-2020)
• Chief Operating Officer at Modern Leaf
• Senior Manager, Finance at Labatt Breweries of Canada (part of Anheuser-Busch InBev)1

Expertise and Approach

Adam is known for:

• Brand building and innovation in the cannabis industry
• Deep understanding of consumer preferences and market trends
• Hands-on approach to customer service and problem-solving2

His strategy focuses on:

• Creating products that align with consumer demands for potency, convenience, and flavor
• Continuous innovation to stay ahead in the competitive cannabis market
• Maintaining a high-touch customer service approach23

Notable Achievements

• Led the development and launch of General Admission, which became Canada's number one cannabis brand by market share2
• Pioneered the infused pre-roll category in Canada, overcoming initial setbacks to become a market leader23
• Expanded Decibel's global footprint through international agreements, including entry into the German medical cannabis market4

Adam Coates' leadership and consumer-centric approach have been instrumental in Decibel Cannabis Company's success and growth in the competitive Canadian cannabis industry.