Photo by Shannon Dorn.
Tina Ulman
Director of Brands, The Source
As the director of brands for Nevada-based multi-state operator The Source, Tina Ulman oversees corporate social responsibility, wholesale efforts, community marketing and branding for the company’s suite of brands, including the top-selling CAMP line, Leaf Peeps, 8 Fold, High Heads and Onederful.
“My job is to bring the brand to life in the market,” Ulman says.
But she also oversees the company’s four annual community impact events in which the company partners with nonprofit organizations and donates money raised by customers willing to “round up” their purchases.
“We essentially are making change with change,” she says. “And we usually raise around $10,000 and are able to give that to an organization in need.”
Ulman is particularly proud of the community efforts as she is originally from Detroit, which she describes as “completely ravaged by the War on Drugs.” Her family was also personally affected, with two of her family members serving close to 30 years total for drug offenses, something she calls “the spark that led me to where I am today.”
She also co-founded the Chamber of Cannabis, a trade organization of more than 400 members that works with the Nevada state government and was pivotal in the state’s recent consumption lounge legislation, particularly through her role on the Cannabis Compliance Board’s Social Equity, Diversity and Inclusion subcommittee.
She plans to next turn her attention to growing the Las Vegas Arts District, including The Source’s planned consumption lounge and she says she may someday move into the public policy arena.
“I love where I’m at right now I feel I am exactly where I should be with the people I should be with,” she says. “But I also know that you’ve got to create the opportunity, and someone’s got to build it. And I am excited to be leading that charge.”