Meet Our Team
At Grasslands, our colleagues are our most important stakeholders—period. Our talented team of PR and marketing professionals drives our agency’s award-winning culture and our success in wellness CPG, including cannabis and psychedelics. With a passion for crafting bold, industry-driving campaigns and fostering meaningful client relationships, our team is the backbone of Grasslands’ reputation as a leading agency in the cannabis and psychedelics industries and Colorado's Agency of Record.
A proud Colorado native and one of Denver Business Journal’s Most Admired CEOs, Ricardo Baca is a serial entrepreneur, three-time Marketer of the Year, 24-year veteran journalist, two-time TEDx speaker, and drug policy architect.
Ricardo launched Clio-winning PR and marketing firm Grasslands: A Journalism-Minded Agency® in 2016 to super-charge businesses throughout the U.S., Latin America and Europe. Grasslands was awarded a Clio Award for its public relations program, two Emjays Awards for Public Relations Agency of the Year, and a Small Business Award from the Denver Business Journal.
In 2023, Colorado Gov. Jared Polis appointed Ricardo to the state’s first-ever Natural Medicine Advisory Board to contribute to policy development around the state’s psychedelics framework. In 2025, Ricardo launched Buy Colorado Day in partnership with the State Legislature, creating a new holiday—and powerful economic driver—that celebrates innovative Colorado brands of all kinds via consumers all over the world.
Capping off a wide-spanning career in journalism, Ricardo made international headlines as The Denver Post’s first-ever Cannabis Editor in 2013, as seen in the feature-length documentary film Rolling Papers. Numerous accolades followed, including Ricardo being named one of Fortune magazine’s 7 Most Powerful People in America’s Marijuana Industry, one of Brookings Institution's 12 Key People to Watch in Marijuana Policy, and one of Time magazine’s 140 best Twitter feeds.
In 2022, Ricardo co-founded Colorado fine art biennial Biome with the mission of celebrating fine art via community, inclusivity and biennial exhibition. Before that, Ricardo co-founded Denver music festival The Underground Music Showcase, which celebrates its 25th anniversary in 2025.
Ricardo is proud to sit on the Board of Directors for Colorado Public Radio, where he serves as Treasurer, and on the Board of Advisors for the reMind Psychedelics Business Forum.
A regular speaker at SXSW, Ricardo still contributes columns and op-eds to top publications, including Rolling Stone, Nosh, the New Hope Network and MJBizDaily. He has also been interviewed by The New York Times, The View, The New Yorker, This Week With George Stephanopoulos, The Colbert Report and NPR’s All Things Considered.
Ricardo lives in Denver with his wife, two dogs and two cats.
Geoff Renstrom is vice president of public relations at Grasslands, where he leads strategy, storytelling, and media relations across the agency’s growing roster of clients in cannabis, wellness, natural and organic products and other culturally significant sectors. A thoughtful communicator and seasoned strategist, Geoff helps brands make harmonious connections through passionate storytelling and purpose-driven brand management.
With nearly two decades of experience in earned media and reputation leadership, Geoff brings deep expertise in communications strategy, media relations, crisis response, issues management, media training, and digital storytelling. His work spans industries including energy, B2B technology, natural foods, and consumer lifestyle—and he’s helped brands of all sizes find their voice in high-stakes, high-noise moments.
Known for his calm leadership, team-first mindset, and ability to transform complex narratives into clear and compelling coverage, Geoff brings a deep understanding of what makes a story land—in the places that make a big impact. Prior to joining Grasslands, he served in leadership roles at multiple award-winning agencies and in-house for mission-driven organizations, bringing a blend of newsroom instinct and strategic discipline to every partnership.
Three media outlets I check every single day: The New York Times (hello daily crossword), Cannabis Business Times, Colorado Public Radio
Super inspired by: Anyone who creates art, sharp minds, my passionate tribe of people and those doing hard things with heart. See also: Anthony Bourdain, Joe Strummer, Laura Jane Grace, Henry Rollins and Kendrick Lamar.
My monthly #GrasslandsGives donation: Anchor Center for Blind Children
When I’m off the clock (in five words): Cooking. Music. Sunsets. Fresh Air.
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.
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.
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.