Dream Team, Trusted Collaborators

While I personally lead strategy and creative direction, I often collaborate with my Dream Team, a curated network of cannabis specialists with whom I’ve partnered for years. This group of women has expertise in operations, design, digital marketing, compliance, and more. Think of us as your flexible alternative to a traditional agency; you get access to the right experts when you need them, without agency overhead.

Kalina Fernandez

RETAIL STRATEGIST, OPERATIONS,
PROCUREMENT & PRODUCT DEVELOPMENT

Kalina has been working with Ruthie on dispensary operations and retail strategy since 2018. She specializes in purchasing, vendor negotiations, quality assurance, and inventory systems that keep cannabis storefronts running efficiently and profitably.

Her approach blends data analysis, smart budgeting, and loss prevention with real-world retail expertise. She develops menus that meet consumer demand, establishes purchasing systems from scratch, and trains staff to maintain high operational standards.

With a background in global sales and education in the cosmetics industry, Kalina is especially valuable for dispensary owners entering new or unfamiliar markets.

Linda Morachis

DIGITAL MARKETING SPECIALIST

Linda has been collaborating with Ruthie since 2021, bringing creativity, strategy, and storytelling to social media and digital marketing campaigns. She’s passionate about helping brands express their voice through compelling content and meaningful community engagement.

Her experience spans multiple industries, but her work in cannabis is rooted in authenticity, results, and a deep understanding of how to connect with customers.

Whether crafting a campaign or developing a digital strategy, Linda ensures every brand touchpoint feels intentional and human.

Shelby Huffaker, MPH

SPEAKER, WRITER & EDUCATION

Shelby Huffaker is a public health research coordinator at the University of California, San Diego, with a focus on substance use and implementation science. She serves as Chair of the San Diego chapter of Americans for Safe Access and as Treasurer of the Cannabis Education Project. Shelby brings a deep passion for cannabis, harm reduction, and the sociology of health to her work, drawing on expertise in qualitative research methods, public speaking, and community organizing. Outside of work, she enjoys running, practicing yoga, traveling, reading, and crafting.