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About Us

For nearly a decade, PufCreativ has supported some of the most recognizable brands in cannabis. We are a team of creative thinkers, marketers, designers, and industry lifers with a deep passion for moving this space forward. Every project we take on is rooted in real purpose. We support the brands we believe in, the communities we care about, and the plant that connects us all.

Creative Services for Dispensaries, Brands, and MSOs

Our services span strategy, branding, content creation, digital marketing, and beyond. We work closely with B2B, B2C, and MSO clients across the country to develop campaigns that are thoughtful, compliant, and built to perform. Whether you are launching a new product, scaling your presence, or refining your message, we bring a sharp mix of creativity and strategy to the table.

Our Team

John Shute

CEO & Co-Founder

Shamus Lahman

Creative Director & Co-Founder

Ben Stewart

Director of Web

Cam Rizai

Head of Sales & Business Development

Caroline Simon

Business Development Associate

Chelsea Bates

Director of Social Media Management

Andrey Krymchansky

Editor-In-Chief

Anna Fae Henderson

Project & Account Manager

Patrick Cathcart

Web Developer

Piper Lee

Project & Account Manager

Grady Moore

Director of SEO & AI Visibility

Benny Cummings

Project & Account Manager

Morgan Fiorino

Project & Account Manager

Andrew Flees

Director of Animation

Andrew Ward

Director of Strategy & Operations

Helena Lam

Senior SEO & AI Visibility Specialist

Dan Stovall

Graphic Designer

Benjamin Mehalik

Project Manager

Brandon Trainer

Marketing Data Strategist

Andres Hernandez

Website Developer

Andrew Hibben

Graphic Designer

Amanda Smith

Graphic Designer

Allison Nickels-Shute

Legal Advisor

Ben Grzybowski

Website Developer

Nicole Johnson

SEO & AI Visibility Associate

Marco-Alexis Chaira

Business Development Intern

Anfernee Bonds

SEO & AI Visibility Specialist

Josh Kasoff

Freelance Copywriter

Jessica Reilly

Freelance Copywriter

Awards & Nominations

John Shute

CEO & Co-Founder

John Shute is everyone’s number one fan. As CEO and Co-Founder of PufCreativ, he leads with purpose, creativity, and a deep commitment to making a difference through cannabis marketing. A graduate of Norwich University’s MBA Project Management program, John blends business acumen with a passion for social impact. He founded PufCreativ to shift perceptions around cannabis while delivering world-class marketing strategies across B2B, B2C, and client communications.

Under his leadership, PufCreativ has earned top industry honors, including the EMJAY International Cannabis Marketing “Branding and Marketing Agency of the Year” award in 2023, two CLIO Awards that same year, and ADCANN’s “Agency of the Year” title twice. John himself has been named “Marketer of the Year” by ADCANN and “CEO of the Year” by CEO Monthly in both 2020 and 2022.

John lives in Colorado with his wife, two kids, a dog named Rosie, and a cat named Kirra. When he’s not running the agency, you’ll find him snowboarding, skateboarding, surfing, drumming, or catching snacks in his mouth like a pro.

Shamus Lahman

Creative Director & Co-Founder

Shamus Lahman has his head in the clouds and his feet firmly planted on the ground. As the Co-Founder and Creative Director of PufCreativ, he brings a sharp eye for design and a deep love for cannabis culture to every project. Specializing in branding, photography, video, and visual storytelling, Shamus helps shape the agency’s creative direction and guides a multidisciplinary team in building meaningful, authentic brand experiences.

Shamus thrives in collaborative, high-energy environments, whether he’s behind the camera or working alongside clients and teammates to bring a brand to life. His work reflects a passion for connection, creativity, and pushing visual boundaries to craft brands that leave a lasting impression and serve a larger purpose.

Based in New Jersey, Shamus draws inspiration from the ocean, his surroundings, and the ever-evolving cannabis space. When he’s not working, you can find him surfing, exploring, or diving into creative passion projects. A true jack-of-all-trades, he brings the same curiosity and intention to his personal life that he does to his professional work.

Ben Stewart

Director of Web

You can always count on Ben Stewart to get the job done right, no matter the circumstances. He is the Director of Web at PufCreativ and the founder of both the web and SEO departments. With a background in graphic communications and computer science, Ben naturally gravitated toward web development and SEO early in his career. Over the years, he has helped build a rock-solid web team known for crafting websites that are as beautiful as they are bulletproof. While he has since passed the SEO torch to others, his deep knowledge continues to guide the work.

Ben’s proudest accomplishment is not just one site or project, but the collective quality and reliability of everything the team has produced. Based in Montana, Ben lives for fresh air, quiet mountains, and wild rivers. He spends his free time fly fishing, snowboarding, hunting, and adventuring with his wife two high-energy dogs, Charlie and Roo. He is equally at home writing code or rewiring a light fixture, bringing both precision and versatility to every part of his life and work.

Cam Rizai

Head of Sales & Business Development

Cam Rizai always has everyone’s best interest at heart. He is the Head of Business Development and Sales at PufCreativ, where he plays a key role in shaping the agency’s growth and impact within the cannabis industry. Starting as an intern, Cam has grown alongside the company and helped secure partnerships with some of the biggest brands in the space. His work has contributed substantial revenue to the agency, a testament to his strategic mindset and deep understanding of the market.

Based in Colorado, Cam holds a bachelor’s degree in Business Management and Entrepreneurship and a Master’s Degree in Marketing, both from the University of Denver. He combines this academic foundation with real-world experience to guide cannabis businesses through the ever-changing landscape of compliance, branding, and consumer engagement. Outside of PufCreativ, you can find Cam traveling, snowboarding, attending music festivals, and hanging out with his adorable Bernese Mountain Dog, Nugget.

Caroline Simon

Business Development Associate

Caroline Simon’s enthusiasm has the power to take her wherever she wants to go. As a Business Development Associate at PufCreativ, she brings fresh perspective, curiosity, and a passion for consumer insights to the team. With her M.S. in Marketing from the University of Denver and a background in content creation, she focuses on translating data into actionable business strategies and refining her skills in sales and market research.

Based in Colorado, she thrives on the mix of city energy and outdoor adventure. On the weekends, you’ll find her at vintage markets, snowboarding (especially on powder days), hiking, or planning her next travel escape. She has a few tricks up her sleeve too, from drawing anime characters to having once been nationally ranked in tennis.

Chelsea Bates

Director of Social Media Management

Chelsea Bates has a way about her that makes you feel truly seen. She is the Director of Social Media at PufCreativ, where she leads with clarity, creativity, and a deep understanding of how to connect brands with their audiences. Starting as one of Puf’s very first interns in 2020, Chelsea has grown alongside the company and helped shape the structure and strategy behind its social team. One of her most rewarding projects has been rebuilding the team’s internal workflow, creating systems that brought a new level of alignment and ease to the department.

Chelsea thrives at the intersection of community, strategy, and content. She is passionate about building connections through social media and loves using it as a tool to tell stories that matter. Outside of work, she is based in Colorado, where she enjoys the vibrant energy of the city and the easy access to nature. In her free time, she snowboards, journals, listens to podcasts, and mentors women through her own coaching practice. She is also a skilled astrologer with a nearly photographic memory for birth charts.

Andrey Krymchanskiy

Editor-In-Chief

With his expansive knowledge of culture and arts and his love to learn new things, Andrey Krymchanskiy is the kind of guy you can talk to about anything. He is the Editor-in-Chief at PufCreativ and a dedicated advocate for the power of cannabis to create real change. A lifelong believer in the plant’s potential, Andrey was drawn to Puf from the start because of the company’s alignment with those values. He leads the copywriting department with a sharp eye for detail, a deep understanding of cannabis, and a commitment to storytelling that resonates.

One of his most meaningful projects has been working with Gentlemen Smugglers. Their story and long-standing partnership with Puf reflect the kind of authentic, purpose-driven work Andrey is most proud of. Outside the office, he finds inspiration in film and spends his free time listening to jazz or enjoying the outdoors. Based in Florida, he soaks up the sunshine while staying sharp with a good trivia challenge and a curious mind tuned into the culture.

Anna Fae Henderson

Project & Account Manager

Anna Fae Henderson’s empathy is a breath of fresh air. She’s a Project Account Manager at PufCreativ, where she brings a unique blend of strategic thinking and relationship building to every client interaction. She oversees projects across social media, SEO, copywriting, loyalty, and web support, making sure each service works in harmony to bring creative campaigns to life. Her background in startup marketing and long-standing relationship with the Puf team made joining the company a natural fit when the timing was right.

Anna’s favorite project to date has been co-creating Puf’s 2024 MJBizCon events, especially leading a breathwork session at the Breathe and Heal gathering in Las Vegas. She’s also proud to have worked with Brotherly Bud on a billboard that now lives on the Walt Whitman Bridge. Based in sunny California, Anna finds her inspiration outdoors, whether she is walking in nature with her dog Sequoia, running, or practicing breathwork. She’s passionate about the cannabis industry’s creativity and community focus and is always thinking about new ways to elevate brands with heart and purpose.

Patrick Cathcart

Web Developer

Patrick Cathcart is as easy-going as they come. He is a Web Developer and SEO Specialist at PufCreativ, where he brings a hands-on, detail-oriented approach to digital design and optimization. With a BFA from Northern Michigan University and a background in print shops, Patrick transitioned into web development by building a wide range of skills across design and tech. His connection with longtime friend Ben Stewart helped open the door to Puf, where he quickly found his stride in the company’s collaborative and creative environment.

Patrick’s favorite project so far has been working with Gentlemen Smugglers, a brand whose story and creativity make every stage of the work engaging. Based in Michigan, he spends his free time outdoors with his dog Elliot, a goofy and lovable German Shorthaired Pointer. He also enjoys improving his home and soaking in the beauty of Lake Superior.

Piper Lee

Project & Account Manager

Piper Lee knows how to find joy in the everyday. She is a Project Account Manager at PufCreativ, specializing in web and creative project management with a strong foundation in design, organization, and cross-functional communication. With a background in design from her time at a creative agency in Oakland, Piper has worked her way up through the industry, from junior designer to CPM. She thrives when bridging the gap between creative vision and operational clarity, and she brings that same energy to every client relationship.

One of her most memorable projects has been the STIIIZY Drink website, which combined intricate challenges with a deep sense of local pride. Piper is based in California, where she enjoys pilates, ballet, reading in the sunshine, and weekend walks around the lake. If you ever need a hiking buddy who can identify edible plants, she’s the one to call.

Grady Moore

Director of SEO

Grady Moore is our team’s lucky Southern charm. He is the Director of SEO at PufCreativ, where he combines over a decade of experience in SEO, digital marketing, and public relations with his passion for cannabis literacy and education. With a Master’s in Medical Cannabis Science and Therapeutics, Grady specializes in applying heuristics to align brand messaging with search intent, essentially bridging the gap between what engages users and what ranks with search engines.

Outside of work, Grady’s creative energy is fueled by music, time-lapse photography, and hands-on landscaping projects. He also enjoys playing the cello and unwinding at the gym, which he considers a meditative escape that helps spark fresh ideas. Based in South Carolina, he loves being just minutes from the Appalachian Mountains, where there’s always something new to explore. Grady’s home life is filled with laughter and joy thanks to his two inseparable dogs, Doobie, a Golden Retriever, and Pappy, a Silken Windhound.

Benny Cummings

Project & Account Manager

Benny Cummings is a beaming light of positivity. He is a Project Account Manager at PufCreativ with a knack for making things happen. A lifelong entrepreneur with a background in digital marketing, Benny brings a strong mix of leadership, creativity, and systems thinking to the management team. He has built and sold businesses, managed people and projects, and now helps cannabis brands level up through smart, strategic execution.

Benny has played a key role in launching the PufPlug WordPress e-commerce plugin, which allows clients to integrate POS systems and improve SEO with native menus. He is also proud of his work on Aura Canna Co’s website, where he helped bring a fresh design vision to life. Based in Colorado, Benny lives for live music, outdoor adventures, craft beer, and working with his hands. Whether he is on a paddleboard or behind a drum kit, he stays in tune with the energy that drives his creativity.

Mo Fiorino

Project & Account Manager

Mo Fiorino has a perpetual smile, lettingyou know you’re in good company. She is a Project Account Manager at PufCreativ, where she blends strategy, design knowledge, and deep community insight to guide projects from kickoff to launch. With a background in hospitality consulting, Mo taught herself web design and social strategy while helping small businesses find their voice. Her love for cannabis began through making tinctures at home, a practice that revealed the plant’s healing potential and inspired her to bring her skills into the industry.

Since joining Puf, one of her most impactful projects has been helping launch a Latin American partnership between Rebel Spirit and Futura Farms. It gave her a rare look into the global cannabis landscape and reinforced her belief in the power of thoughtful collaboration. Based in Colorado, Mo lives at the intersection of adventure and purpose. She runs trails from her doorstep, attends local farm events, and dreams of one day owning land where community, creativity, and sustainability thrive.

Andrew Flees

Director of Animation

Andrew Flees is a man of few words and many talents. He is our Director of Visual Content and a dedicated landscape photographer based in Michigan whose creative journey began with a deep love for nature and a camera in hand. What started as a passion project on Instagram has evolved into a full-fledged career in content creation. Today, Andrew blends his skills in photography, graphic design, animation, and social media management to craft content that is both visually striking and strategically impactful.

Known for his attention to detail and unique perspective, Andrew brings an outside-the-box mindset to every project he touches. Behind the lens or behind a screen, his work reflects a commitment to creativity, quality, and connection.

Andrew Ward

Director of Strategy & Operations

Andrew Ward perfectly toes the line between an avid planner and rolling with the punches. With a passion for storytelling and a knack for connecting the dots, Andrew Ward brings a sharp, versatile lens to everything he touches. What began in 2015 as a short SEO role became the backbone of a freelance writing career that ultimately led him to the cannabis space, including writing two non-fiction books, Cannabis Jobs: How to Make a Living and Have a Career in the World of Legalized Marijuana and The Art of Marijuana Etiquette: A Sophisticated Guide to the High Life. As PufCreativ’s Director of Strategy, he merges a decade of experience across SEO, journalism, copywriting, branding, and marketing into thoughtful, results-driven game plans.

Outside of work, Andrew lives in New York City, where he collects sneakers, sweaters, and tattoos. He also spends a little too much time watching pro wrestling, horror films, and documentaries. He shares his life with Delly, his seven-year-old Beagle-Jack Russell mix who overcame paralysis and inspired a High Times feature. He’s also known for making custom dog sneakers, a killer chimichurri, and pretty smart investment moves (sometimes).

Helena Lam

Senior SEO Specialist

Helena Lam is a seeker of adventures and knowledge. She is a Senior Search Engine Optimization Specialist at PufCreativ, where she focuses on organic search strategies to help cannabis brands grow and thrive. After seeing how cannabis helped a loved one, she knew she wanted to be part of a mission-driven company in the space. Her most memorable project so far has been working on Pro Gro, a standout campaign that allowed her to blend strategic thinking with creativity.

Outside of work, Helena finds joy in EDM shows, hitting the gym, and spending time with her family. She draws creative inspiration from meditation and travel, and if she could hop on a plane tomorrow, she’d head to Amsterdam, the city where she first learned to ride a bike. Based in Texas, she loves the energy of her city and the balance it provides. Helena has an adorable Frenchie named Mien, whose name fittingly means “Sleepy Head.”

Dan Stovall

Graphic Designer

If you want to have a belly laugh, you’ll want to call Dan Stovall. He is a Senior Brand Designer at PufCreativ, where he brings years of experience in branding, packaging, and web design to the creative department. After earning his BFA in Graphic Design from VCU, Dan honed his skills at startups before making a name for himself in the cannabis space. His work with dispensary clients helped shape a strong portfolio rooted in bold visuals and thoughtful strategy.

At Puf, Dan has contributed to standout projects like Pro Gro and Claravita, and he’s currently spearheading the redesign of Puf’s own website (which you’re looking at right now!). He finds inspiration in music, nature, and his son Sylas, and spends free time biking, hiking, skiing, and creating art. Dan lives in Colorado with his wife and son, two dogs, Max and Naeba, and wild tuxedo cat Biscuit. He is also surprisingly handy with woodworking and concert poster design.

Benjamin Mehalik

Project Manager

Benjamin Mehalik is the human form of “work hard, play hard.” He is a contractor at PufCreativ whose deep-rooted knowledge of cannabis spans from seed to sale. Armed with a BBA in The Business of Cannabis from LIM College, Benjamin leaned into the marketing side of the industry early on and found his perfect fit in the fast-paced, collaborative world of agency life. His versatility allows him to bounce between departments, offering a well-rounded perspective and strong support wherever needed.

One of his most memorable projects was the Name Your Blend campaign for Lowell Farms. It was a high-energy, community-driven experience that gave consumers a voice and boosted engagement in a major way. Benjamin is based in Ohio, where he stays active at the gym and spends time with his mini goldendoodle Luna, a ball-catching prodigy. Whether he’s watching a killer series or rolling a flawless joint, Benjamin brings passion and precision to everything he does.

Brandon Trainor

Marketing Data Strategist

Brandon Trainor is the ultimate team player. He is a Marketing Data Analyst at PufCreativ, where he blends strategic thinking with a deep love for cannabis culture to help brands stay ahead of the curve. Before joining Puf, Brandon worked in a dispensary handling day-to-day operations and social media, which gave him firsthand insight into the cannabis consumer experience. Since coming on board at Puf, he has been instrumental in aligning data-driven strategies with creative marketing campaigns.

He’s especially proud of working on the Blazy Susan shoot and a fantasy football campaign for Brotherly Bud, where he got to bring his passions for cannabis and sports together. Based in New Jersey, Brandon appreciates living somewhere that offers beaches, cities, and seasons all in one place. When he’s not diving into the latest trends or tracking performance metrics, he’s coaching his son’s basketball team, making music, sim racing, or playing ball himself. He also plays piano, sings, and can spin a basketball on his finger for longer than it took you to read this bio.

Andres Hernandez

Website Developer

Andres Hernandez brings a positive attitude to everything he does. He is a WordPress Developer on the PufCreativ web team, where he brings technical expertise and a lifelong passion for software development to the cannabis space. He has been immersed in IT since childhood and saw the opportunity to combine his love for technology and cannabis as the perfect fit. When the chance to join Puf came up, he did not hesitate.

One of his most memorable projects has been working on PufPlug, which allowed him to apply his skills, deepen his industry knowledge, and stay on the edge of innovation. Andres lives in Argentina, where he enjoys being close to the mountains. In his free time, he plays guitar, records music, and works on side projects to explore new technologies. He shares life with his family and three dogs named Mota, Otto, and Frida. He also used to grow his own plants and brew his own beer, making him a creative both in and out of code.

Andrew Hibben

Graphic Designer

Andrew Hibben’s greatest strengths are his versatility and his eye for the edgy. He is a Graphic Designer at PufCreativ known for his bold visuals and instinctive approach to branding, web UI, and illustration. His creative journey began at 13 with a pirated copy of Photoshop and a passion that never let up. Now, Andrew brings that same curiosity and edge to every project he touches, pushing himself creatively with each new challenge.

His most memorable work at Puf has been on Gentlemen Smugglers, where he was given the space to own the project and elevate every detail. Based in Colorado, Andrew draws inspiration from live music, tattoos, and time spent outdoors. He is not one to follow trends. He is more interested in setting the pace and evolving through the work itself.

Amanda Smith

Graphic Designer

Amanda Smith is the definition of a free spirit. She is a Graphic Designer at PufCreativ with a passion for illustration, branding, and bringing bold ideas to life. Whether she is crafting eye-catching social content or designing merch, Amanda’s style is rooted in authenticity and artistic freedom. She always knew she wanted to be an artist, and Puf felt like the right place to fully embrace that vision.

One of her favorite projects so far has been creating Puf merch. Seeing people wear her artwork out in the world is one of the most rewarding parts of her job. She especially loves seeing how art is used to amplify other art, like posters for music festivals, which made the project extra special. Amanda pulls inspiration from music, nature, and the places she visits while traveling full-time in her van. When she is not designing, she is highlining, practicing tattooing, or hanging with her dog Rocky.

Allison Nickels Shute

Legal Advisor

Allison is an experienced attorney with a demonstrated history of growing and developing strong relationships across industries. She helps businesses stay informed and legally compliant as the regulated cannabis industry continues to evolve.

She is skilled in civil litigation with a particular focus on business, real estate, contract, licensing and cannabis law. Allison is passionate about setting her clients up for success by providing secure legal consultations in the realm of licensing, contracts, legal strategies, business formations, expansions and acquisitions.

Ben Grzybowski

Web Developer

Ben Grzybowski is a senior web developer based in Oregon who builds clean, reliable websites with the aim to make life easier for the people who use them. Ben has a background in computer science and years of hands-on experience in custom WordPress development creating themes, plugins, and performance-focused solutions for all kinds of clients. Ben enjoys working through complex problems and finding solutions to turn them into something simple, stable, and easy to maintain.

When he’s not problem solving, Ben is usually in the mountains with his dog Bean, a Lab and Husky mix, spending time snowboarding or playing guitar or exploring the Pacific Northwest!

Nicole Johnson

SEO Associate

Nicole brings a grounded curiosity and a bubbly positivity to the PufCreativ team. Born and raised in Michigan’s Upper Peninsula, she grew up connected to the seasons, the outdoors, and the quiet creativity that comes from northern living. A lifelong writer, Nicole has been crafting poetry, lifestyle pieces, fiction, and visual stories since childhood, a foundation that naturally led her into a decade-long career in content creation and digital storytelling.

With a degree in marketing and international business, Nicole built her path across the world, falling in love with cultural experiences and the ways people connect across language, place, and perspective. Her career has spanned remote work throughout New Zealand, China, Ecuador, Costa Rica, and Portugal, where she strengthened her commitment to storytelling rooted in awareness, integrity, and impact.

At PufCreativ, Nicole is excited to bring her SEO experience and creative background to an industry she believes in. She’s passionate about helping cannabis brands communicate with intention, using search strategy and meaningful language to bridge the gap between what people need and the stories that help guide them.

Outside of work, Nicole loves to craft intentional meals, teaches yoga and meditation, plays with her mirrorless camera, spends time outdoors, is fascinated by astrology, and connects with the people she loves. She brings the same curiosity that shapes her life into every project she touches.

Marco-Alexis Chaira

Business Development Intern

Marco-Alexis has always been drawn to creativity as a way to connect with and understand the world around him. He brings a multidisciplinary background in photography, videography, and design, paired with a growing focus on marketing strategy and brand development.

Currently pursuing his MBA at the University of Denver, Marco-Alexis is expanding his skills in marketing strategy and business development while continuing to build on his creative foundation. Based in Colorado, he finds inspiration in both creative expression and community. Outside of work, you can find him creating content, exploring new ideas, or building spaces where people feel comfortable, supported, and seen.

Anfernee Bonds

SEO

Anfernee is an SEOer who enjoys the mix of analytical and creative work that comes with digital marketing, especially when it comes to improving content and making websites easier for people to find and use.

Outside of work, he likes spending time outdoors, especially hiking and exploring new trails when possible. He’s also a big fan of film and enjoys watching and discussing movies in my free time.

Josh Kasoff

FREELANCE COPYWRITER

Josh Kasoff has spent nearly a decade covering the cannabis industry from all angles, including policy, reform, and the people behind a $30 billion market. Before moving to Washington, DC, he worked in Nevada’s cannabis industry in distribution, post-harvest, and lab inventory while continuing his coverage of advocacy and growth. As a Copywriter for PufCreativ, he uses his journalism background to tell the stories of clients and their products, highlighting the unique perspectives shaping the evolving cannabis space.

Jessica Reilly

FREELANCE COPYWRITER

Jessica Reilly-Chevalier is a writer, cannabis aficionado, and poetry lover. She is the editor-in-chief of Fat Nugs Magazine, the premier independent cannabis magazine. Jessica also runs Jessica Reilly, Writer, a copy and content company that provides educational content for cannabis and psychedelic businesses.

When she’s not writing, editing, or reading, Jessica can be found hiking in Taos, New Mexico with her dog and husband or exploring the country in her van, all while enjoying a joint of local sungrown cannabis.

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Drew Rosemond

SEO Specialist

Drew Rosemond brings a wealth of positivity and curiosity. He’s held several types of roles in the digital marketing space focusing on social media, data analysis, and content creation. As an SEO Specialist for Puf, he brings his variety of experience from his many roles into a position he feels is the perfect blend to match his background. In his role, Drew uses data-driven SEO strategies to bring viable results for his clients. Drew believes in putting in the hard work with a focus on high-quality content, pristine on-and-off page optimization, and intricate data interpretation.

Outside of work, Drew is an avid reader, writer, and film enthusiast. He also loves spending time with his family and friends whenever possible.

James Lastowski

Chief Business Officer

Running this ship like the navy is Golden Paddle Champion James Lastowski. He is the Chief Business Officer at PufCreativ, where he oversees operations with a strategic mindset and a steady hand. With a background in business from both college and graduate school, James brings a wide-ranging skill set shaped by experience across multiple industries. He plays a key role in streamlining internal systems and creating the infrastructure that keeps the agency running smoothly.

One of his most significant contributions has been leading the consolidation of Puf’s CRM, project management, and time tracking platforms. The scope and impact of that project are a testament to his ability to manage complexity and drive long-term value. Based in Massachusetts, James enjoys the region’s mix of urban energy and natural beauty. Outside of work, he spends his time hiking, playing pickleball, going to live shows, and hanging with his family and rescue dog Ralph. He also throws a mean curveball.

Marcel Smith

Graphic Designer

Marcel Smith is a visionary who is always on his grind. He is a Contract Designer at PufCreativ, where his creative versatility shines across social media content, packaging, illustration, motion graphics, and AI-assisted design. Originally drawn to game design, Marcel found his calling in graphic design and has since made his mark in the cannabis industry. His experience with other cannabis companies led him to Puf, where he continues to grow and push boundaries with every project.

Two standout moments in his Puf journey have been the branding and packaging for Moo Miles and Udderly Dank. These projects helped solidify his place on the team and showcased his ability to bring fresh ideas to life. Marcel is based in Michigan, where he stays creative through gaming, working out, and sketching anime characters. He is also fluent in French and Japanese, can cook a solid French meal, and has a knack for world-building through art.

Keeton Hayes

Director of SEO

No matter what the task is, Keeton Hayes is going to tackle it head-on. As the Director of SEO at PufCreativ, he leads search strategy with a blend of technical know-how and creative instinct. His path into the world of SEO was anything but traditional. After landing in a startup sales role, he quickly realized his real strength was in writing emails, crafting web content, and building strategy. That discovery led him to dive into SEO, and he has been carving out organic success ever since.

Based in northern Colorado, Keeton appreciates the slower pace while still having access to all the outdoor adventures the state has to offer. He spends his free time snowboarding, lifting, and skijoring with his two dogs, Zeke and Ruby. Zeke is a gentle husky mix who flunked out of avalanche rescue school and embraced the good life, while Ruby is a tiny Great Pyrenees with endless energy. Keeton is also a skilled home cook who takes pride in his kitchen game.

Isabella DeChard

Copywriter & Marketing Specialist

Isabella DeChard lives and breathes cannabis and kindness. She is a contract writer at PufCreativ as well as a marketing strategist, Certified Ganjier, cannabis wellness consultant, and herbalist committed to intentional, plant-based wellness and education. With nearly a decade of experience in digital marketing, she specializes in educating cannabis and hemp consumers through storytelling, strategy, and community engagement. Her work spans copywriting, content creation, SEO strategy, and email/SMS loyalty marketing for dispensaries and cannabis businesses.

Her wellness brand, Herbal Affinity, offers personalized consulting and hosts immersive cannabis beverage bar cart experiences, making cannabis experiences more accessible, intuitive, and personalized. She’s also the creator behind @btchyhippie, a bold and funky art brand on a mission to destigmatize holistic wellness and celebrate the magic of plants through bold and vibrant designs.

Cali Novak

Graphic Designer

Cali Novak has a sunny, laidback attitude and the style to match. She is a Contract Graphic Designer at PufCreativ who brings a thoughtful mix of grit, creativity, and cannabis passion to the design team. With a BFA in hand and a career shaped by the challenges of graduating during the pandemic, she carved her own path by growing cannabis for a family friend with cancer and diving headfirst into cannabis marketing. After reaching out to Puf with the hope of lending a hand, she quickly found a creative home and a company culture that matched her values.

Cali mostly works on social media content but also lends her talent to digital ads, print, and branding projects. One of her most memorable moments at Puf was creating videos for Blazy Susan, a project that pushed her creatively and helped her grow. Outside of work, Cali stays inspired by music, nature, and the realness of the cannabis industry. She lives in Michigan with her loyal pug Theo, and spends her time camping, gardening, festival-hopping, and working on DIY projects. She also knows how to weld, which comes in handy more often than you’d think.

Ali Lopez

Deputy Editor

Ali Lopez makes friends wherever she goes. She brings a thoughtful and intentional voice to the cannabis space as PufCreativ’s Director of Written Content. She first got into writing through a college humor blog and never stopped, eventually trading her role as a speech-language pathologist for a full-time writing position at Puf. Today, she leads our copywriting across blogs and email with creativity and a deep appreciation for the power of language.

Ali’s favorite projects are the ones that center people and purpose. She’s especially proud of supporting the team at Puf’s MJBizCon events, where she got to meet coworkers and clients face-to-face. Outside of writing, Ali spends her time crocheting, winning pop culture trivia nights, exploring new restaurants, and working on her book. She loves a cheesy pun, a crisp, cold Diet Coke, being from New Jersey, her wife, and her cats.

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