Rob Morrell

Rob is an accomplished leader who has built his reputation on providing leading brands with his commercial acumen and expertise in the Beverage Alcohol and Cannabis sectors. For more than 20 years, he has led teams and companies along their business growth journeys. His extensive cross-functional experience—including high-growth, sustaining and turn-around licensed product contract management, global brand strategy, product innovation, and omni-channel—has enabled him to see both the forest and the trees at each level he has served.

After graduating from the University of New Brunswick with a BBA, Rob started his career in beer as a brand marketer. This foundation formed his passion for brands and consumer insights in the fast moving beverage sector, and helped him go on to become a senior leader with Molson Coors across key divisions in: Marketing, Sales, Innovation, and Strategy. Rob then took a risk and entered the emerging Canadian cannabis market in 2018 as employee #1 in a start-up, where he was instrumental in building it into the leading premium cannabis sales agency in Canada.

Joining PMA in 2021 as the General Manager, Rob has set an ambitious vision for where the company is headed. Leading the national team and working with world class partners and category-leading brands Rob is helping to build an organization that delivers growth for its partners, customers and shareholders. .

In his spare time, Rob loves being with his wife and children, coaching youth sports, and being active in the great outdoors. His heart remains with the East Coast where he grew up; he tries to get back there regularly on holiday.