Samuel Brill is the CEO of Ascend Wellness Holdings, where he first served as Lead Independent Director and now leads the charge at one of the country’s largest multi-state operators.  He is a veteran of capital markets, private equity, and corporate transformation – with nearly three decades of experience guiding businesses through high-stakes moments.

Before stepping into the cannabis space, Sam led private equity efforts at Seventh Avenue Investments, managing the portfolio for a multibillion-dollar single-family office focused on turning around underperforming businesses. He’s also served as CIO at Weismann Capital, overseeing investments across credit, real estate, and structured deals.

Sam’s fingerprints are on a range of industries – from medical devices to distressed debt – and he currently chairs the board of Invacare Holdings while advising companies through his consultancy, S Brill LLC. Across it all, he’s been the steady hand in the boardroom, the turnaround strategist behind the scenes, and the one asked to lead when stakes are highest.

In this episode, Sam and I discuss his transition to CEO of Ascend Wellness Holdings, focusing on applying private equity and CPG principles to the cannabis industry, particularly in enhancing branding and packaging. We also explore the development of new product lines, the importance of understanding diverse consumer needs, and strategies for achieving success in a rapidly evolving market.