Meet Our Team

Pam Lipshitz is chief communications officer at Grasslands, where she leads PR and marketing strategy informed by over 20 years of experience in integrated communications. Pam plays a critical role in agency leadership and strategic oversight and has built her reputation on driving high-impact storytelling across diverse markets, particularly health and wellness CPG—including cannabis and psychedelics—as well as food and beverage and hospitality. 

Pam, who initially joined Grasslands as executive public relations director, is a results-driven expert in driving PR program elevation and spearheading best-in-class media strategies. Under her leadership, Grasslands has been named PR Agency of the Year twice consecutively in The Emjays International Cannabis Awards. 

A firm believer in purpose-driven communications, Pam is also a valuable mentor for the next generation of publicists and account directors in the evolving role of PR in brand narratives and highly complex industries. Prior to Grasslands, Pam served as director of public relations at Natural Grocers, the country’s leading natural grocery retailer. Throughout her career, she has consistently identified bold, impactful ideas, poignant stories and PR-able moments for iconic brands including Ketel One Vodka, Marriott International, Katz’s Deli, Boulevard Brewing Co., Al Green, Songwriters Hall of Fame, The Plaza Hotel and more.

Three newsletters I check every single day: Fast Company, The New York Times, New York Magazine

Super inspired by: All of the people I surround myself with

My monthly #GrasslandsGives donation: Colorado Freedom Fund

When I’m off the clock (in five words): Outdoors. Fantastic Food. Music. Reading.

Lindsay Hoffman is PR Director at Grasslands, where she brings 20 years of experience in marketing, communications, strategy and event production to the agency’s integrated PR and marketing team. Lindsay provides strategic oversight across agency accounts while coaching and supporting colleagues with her expertise in big ideas, production, execution and experiential marketing. An insightful and incisive relationship builder and mentor, Lindsay has been an instrumental contributor to Grasslands' approach to brand activations and new media, as well as the agency’s unique culture.

Before joining Grasslands, Lindsay's career path has been unconventional but purpose-driven. Lindsay has served as executive director of Grounded in Music and managed Festival Marketing for C3 Presents, where she created and executed year-round marketing campaigns for Lollapalooza and the Austin City Limits Music Festival. Lindsay also launched and developed the Austin Food + Wine Festival and Music City Eats Festival brands, among other accomplishments. Her ability to learn in real-time and adapt to new challenges has made her an invaluable asset in elevating client work with creative vision and tactical expertise.

Three media outlets I check every day: The New York Times, VICE, The 19th

Super inspired by: Rumi

My monthly #GrasslandsGives donation: LifeSet Network

When I’m off the clock (in five words): Family. Food. Music. Travel. Love.

Dawn Holden is a people operations leader with over 20 years of global experience driving strategic initiatives across diverse industries from cannabis to construction. She was a member of one of the first professional employer organizations in the nation to open its doors to cannabis in 2015, and supported many of the cannabis collectives in Colorado in their early stages of development. Dawn has held numerous executive HR roles while serving as a trusted advisor to organizations worldwide and designing transformative solutions that align people strategies with business objectives. Prior to joining Grasslands, she was the head of people for Slang Worldwide, where she oversaw people operations in the U.S. and Canada.

With a commitment to continuous learning and personal growth, Dawn is a current board member at SOAR and the Colorado Consumer Health Initiative. She earned a master’s degree in organizational leadership from the University of Denver, where she specialized with PHR and SHRM-CP certifications, and additional study in HR analytics and diversity management. Dawn is also co-founder of the former music website For the Love of Punk and traveled around the country with various punk bands for many years as the “band mom & photographer.”

Three media outlets I check every single day: Fast Company, Denver Business Journal, Rolling Stone

Super inspired by: Dolly Parton

My monthly #GrasslandsGives donation: Colorado Trout Unlimited

When I’m off the clock (in five words): Fly fishing. Reading. Camping. @woodyanddottie

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Alexa Oliphant is a PR and writing veteran since 2011, who brings deep experience in publishing and an enthusiastic and democratic leadership style to Grasslands. Originally from Anaheim, California, Alexa holds a master’s degree in English and served as an editor for numerous fiction and poetry journals before transitioning to PR. 

Beginning first in book PR at the largest publisher on the West Coast before expanding to entertainment and hospitality, Alexa found her forever industry in cannabis during the pandemic. She has secured client placements with Reuters, The New York Times, Los Angeles Times, Forbes, Business Insider, Daily Mail, Us Weekly, People Magazine, Rolling Stone, Maxim and beyond. In 2021, her work was shortlisted by the Clio Awards in the category of Social Good for a campaign focusing on veterans and PTSD. 

Committed to working closely with clients to exceed their goals, Alexa believes in coming out of left field and bringing real creativity to her work while remaining upbeat and approachable. 

Three media outlets I check every single day: Los Angeles Times, The New York Times, Thrillist

Super inspired by: Julia Child, Maya Angelou and Joan Didion 

My monthly #GrasslandsGives donation: Kitty Bungalow 

‍When I’m off the clock (in five words): Books. Baking. Cats. Yoga. Sashay.

Erin Curry is a public relations professional specializing in relationship building, account oversight, media relations, strategy and design. As an Account Manager at Grasslands, she merges purpose, passion and fresh energy to deliver seamless, world-class service to every client account.

Prior to joining Grasslands, Erin began her career and honed her exacting organizational and interpersonal skills in the beauty and fashion industries in London, as well as the music industry in Columbia, Missouri. Erin has also served as a Public Relations Account Coordinator at Webb Strategic Communications where she provided public relations and account management support. She earned a Bachelor of Journalism degree from the University of Missouri (MIZ!)

Three media outlets I check every single day: The Daily (podcast), The Colorado Sun, Marijuana Business Daily

Super inspired by: Michelle Obama, Ruth Bader Ginsberg and my mom

My monthly #GrasslandsGives donation: Colorado Coalition for the Homeless

When I’m off the clock (in five words): Enjoying / embracing the little things.

Casey Echols is an impactful leader in public relations with nearly a decade of experience repping clients and brands in a variety of sectors: music, film, television, live TV, hospitality and lifestyle. She has a consistent track record of securing coverage in local, national and international media outlets and has worked on campaigns for a wide range of clients, including Paramount Pictures, Hulu, Miss Universe 2019, Netflix, Sony Pictures Classics, Cirque du Soleil, Coca-Cola, The Fox Theatre and Dreamworks Animation, among others.

Casey is adept at managing multichannel campaigns—from influencer marketing and red-carpet events to broadcast, print and online media—and is recognized for her skill at fostering positive long-term working relationships with clients and colleagues. She is driven to surpass client expectations and has secured interviews and coverage in tier-one media such as The Associated Press, Reuters, The Wall Street Journal, The Washington Post, USA Today, Entrepreneur, The Daily Beast, CNBC, CNN and CBS MoneyWatch. Casey earned her Bachelor of Arts in Journalism from the University of Georgia, with a minor in Music Business.

Three media outlets I check every single day: Morning Brew, Rolling Stone, The New York Times

Super inspired by: Gram Parsons, Dolly Parton, my mom

My monthly #GrasslandsGives donation: Leukemia & Lymphoma Society, Colorado Chapter

When I’m off the clock (in five words): Snowboarding. Concerts. Outdoors. Music. Dawgs.

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Leland is a public relations and marketing communications pro with a decade of experience in cannabis across social justice, behavioral change, advocacy, governmental relations and CPG campaigns that have won CLIO and Stevie awards and a finalist for a Bronze Anvil award. 

Leland has supported local, state and national cannabis campaigns, including decriminalizing cannabis in New York City by closing NYPD’s “in public view” arrest loophole in 2014, passing New York’s medical marijuana program in 2015, the 2016 national campaign to legalize cannabis in several states across the country and the 2017 Proposition M ballot initiative in Los Angeles which passed with 79.4% voter approval.

Before Grasslands, Leland led marketing-communication efforts for nearly every vertical of the cannabis industry—supporting IPOs, launches for brands and products, investor fundraising, M&A activity, public awareness campaigns and more. His clients have been featured in top-tier national publications, including The New York Times, Forbes, Bloomberg, Esquire, Entrepreneur and CNN, among many others. In his free time, he enjoys long walks to brainstorm and ponder the next World’s Largest Pot Brownie stunt idea. 

‍Three media outlets I check every single day: Game Rant, Green Market Report, Jalopnik

‍Super inspired by: The badass women who are, or have been, in my life.

‍My monthly #GrasslandsGives donation: Vet Tix

‍When I’m off the clock (in five words): Video Games. Horticulture. D&D. Daydreaming. 

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Geoff Caldwell is a writer, researcher and marketing specialist with experience in everything from cannabis and crisis management to academia, sports marketing, publishing and the music industry. Before joining Grasslands, he wrote extensively about cannabis history, legislation and products for Where’s Weed. He also co-founded Yardarm Media, which provided editing, writing and consulting services for academic institutions and first-time authors. His professional background gives him unique insight into the ways impactful storytelling can elevate media relations and business growth. Among his diverse roles: he served as a trusted aide to the president of Duke University; was a key figure in the rapid growth of Chicago-based independent record label Thrill Jockey; a sports marketing television broadcast expert; a courier for the U.S. Army; and an intern at NPR. A native of Alexandria, Virginia, he received a bachelor’s in History and Latin American Studies from Oberlin College.

Three media outlets I check every single day: The Guardian, The Denver Post, The Athletic

Super inspired by: Lilian Thuram

My monthly #GrasslandsGives donation: SOME (So Others Might Eat)

When I’m off the clock (in five words): Kids. Soccer. Music. Food. Travel.

Aleta joined Grasslands after a 19-year career with The Denver Post, the largest news organization in Colorado. During her time at the Post, Aleta worked as a copy editor, page designer and digital producer in several departments, including local and national news, business, features and sports. In 2014, she joined Grasslands founder Ricardo Baca as he launched The Cannabist, the Post’s award-winning online vertical covering the historic legalization and implementation of adult-use cannabis in Colorado. Together they helped establish The Cannabist as a go-to national resource for serious cannabis journalism, a platform that ultimately overtook High Times and Marijuana.com in digital traffic.

Three media outlets I check every single day: The New York Times, The Denver Post, Montrose Press (support local journalism!)

Super inspired by: The plant kingdom—amazingly adaptable and resilient.

When I’m off the clock (in five words): Outdoors. Horticulture. Craft. Cook. Explore.

Molly Sposato is a communications professional with a strong journalism background who is passionate about sharing and boosting compelling and vital stories. As an Account Executive at Grasslands, she brings a unique 360 perspective to PR, and is heavily motivated to support clients and journalists in all change-making capacities. With a focus on policy and advocacy, Molly’s dialed-in approach to PR has led to several client wins with major audience exposure, including raising awareness on the critical importance of local food systems at events like South by Southwest (SXSW), supporting the launch of the nation’s first FDA-approved psilocin drug candidate for mental health studies and building industry-advancing coalitions like Financial Stability for California Cannabis (FSCC). 

Prior to her work at Grasslands, Molly worked on the journalism side of media, with experiences as diverse as a lifestyle reporter in Maine, an investigative reporter in Hawaii, an immigration reporter in Ireland and a social justice reporter in North Carolina. She holds a BA in journalism from Elon University.

Three media outlets I check every single day: PBS, National Geographic, NPR

Super inspired by: Katharine Graham

My monthly #GrasslandsGives donation: Stop Ecocide International

When I’m off the clock (in five words): Chairlift-networking enthusiast & high spirits

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Clarissa Colondo is a dynamic PR and strategic communications expert with a deep-rooted passion for the cannabis industry. Armed with an agency background, she brings adaptability and storytelling prowess to the Grasslands team.

Clarissa graduated from Temple University in 2021, where she majored in Public Relations. As part of her degree program, she served in an internship with The Calm, Cool & Collected, supporting the cannabis company’s B2C communications and education initiatives while gaining hands-on experience working within state medical cannabis regulations. 

With several years of experience in tech PR, Clarissa's career has been a testament to her ability to quickly adapt to shifting strategies and her talent for cultivating strong client relationships. She brings a fresh perspective to the cannabis industry, blending her tech insights with a positive attitude and an unwavering passion for people.

With her expertise, drive and enthusiasm, Clarissa strives to support the growth and success of the cannabis industry, one story at a time. She currently resides in Woodbury, New Jersey. 

‍Three media outlets I check every single day: The Verge, High Times, MJBiz Daily

‍Super inspired by: Taylor Swift, my family and friends, and all of the cannabis advocates before me

My monthly #GrasslandsGives donation: Herren Project

‍When I’m off the clock (in five words): Music. Cannabis. Sunshine. Cats. Food.

Juliana Curtin is a public relations specialist with a deep knowledge of cannabis consumer products and a love of developing creative messaging. A former budtender, she excels equally at working with cannabis brands on the agency side as she did behind the counter, and her acute understanding of consumer preferences drives impactful and tactical brand strategy development. A graduate of the Grasslands Diversity-in-Marketing Internship program, Juliana’s daily goal is to utilize her academic and professional experiences to improve the future of the cannabis industry. Beyond her client work, she is an esteemed member of the company’s Culture Club and organizes in-house events. Originally from Rhode Island, Juliana graduated summa cum laude with a bachelor’s degree in Strategic Communication with a concentration in Public Relations from the University of Colorado Boulder.

Three media outlets I check every single day: The New York Times, AdAge, Westword

Super inspired by: Family. Film. Friends.

My monthly #GrasslandsGives donation: Best Friends Animal Society

When I’m off the clock (in five words): Dogs. Cannabis. Raves. Documentaries. Thrifting.

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Mafer Alvarado is an administrative professional who is passionate about building relationships and helping others personally and professionally. Prior to joining Grasslands, Mafer started her career in HR in Tegucigalpa, Honduras, where she earned her bachelor’s in Psychology from the Central American Technological University (UNITEC) in 2023.

Mafer’s desire to excel and push her career to new heights spurred her to start working remotely as a way to expand her connections and try out completely new work environments. She has now joined Grasslands as an Executive Assistant, where she’s eager to grow as a professional and introduce herself in the cannabis world. Mafer aims to bring value and harmony to the Grasslands team with her positive vibes, sense of purpose, dedication and a touch of Latina energy and Honduran culture.

Three media outlets I check every single day: Daily Mail, Business Insider, Alerta Mundial

Super inspired by: My friends and loved ones!

‍When I’m off the clock (in five words): Friends. Drinks. Drums. Sports. Dogs.