Nastasia Mora, Executive Director of the International Cannabis Bar Association – Interview Series

The professional journey from one specific sector of the hospitality industry to another equally specific sector of the cannabis industry isn’t uncommon; however, transitioning from the hospitality industry to serving as Executive Director for an organization that caters to cannabis lawyers is quite uncommon. Although Nastasia Mora, Executive Director of the International Cannabis Bar Association, walked this very path. For a better understanding, mycannabis.com had the pleasure of speaking with Mora.

From your experience, what would you say are the most stark differences between effective marketing in restaurants and hospitality versus effective marketing in the finance industry? Conversely, what are some similarities and transferable skills?

As Executive Director of the International Cannabis Bar Association (INCBA), I’ve had the opportunity to lead marketing and engagement efforts in a highly regulated, professional environment, more closely aligned with the finance and legal industries than hospitality. That said, I’ve worked in both creative and compliance-driven spaces, and the contrasts are clear.
One of the most striking differences is the emotional versus informational appeal. In hospitality, effective marketing is centered on creating an immediate emotional response, whether through ambiance, visuals, or sensory experience. The goal is to drive quick decisions and return visits.

By contrast, in the legal and finance sectors, like those we engage at INCBA, marketing is about building trust, authority, and long-term value along with community in an organization like INCBA. Messaging must be precise, compliant, and educational. The sales cycle is longer, and decisions are made based on perceived credibility and benefit over time.

However, the similarities and transferable skills are substantial as well.

In one instance, relationship building: whether you’re inviting someone to a table or to a legal conference, knowing your audience and what drives them is essential. At INCBA, we’ve used that same hospitality instinct to make our events and membership feel personal and welcoming, even in a technical field. Next, I think of, brand consistency; just as hospitality relies on creating memorable experiences, we’ve focused on building a consistent and trustworthy brand across all of INCBA’s touch points – from conferences to CLE programming to our member community and voice. Lastly, multichannel strategy – In both industries, success comes from knowing how to meet your audience where they are, whether that’s through social media, email, in-person events, or strategic partnerships.

At the end of the day, whether you’re in hospitality or finance or the legal sector, marketing is about building connection and delivering value. The context changes, but the mission stays the same.

What inspired you to start the Branding by Nastasia company, and what have been the most important lessons in entrepreneurship and business operations that you’ve learned while owning that company?

Branding by Nastasia was born out of a passion for visual storytelling and a desire to help entrepreneurs, creatives, and small business owners present themselves confidently and professionally. I noticed that so many talented individuals were doing incredible work, but their online presence didn’t reflect their value. I wanted to bridge that gap by using photography and brand strategy to help them look as good as they are and show up authentically while amplifying their true voice!

As an entrepreneur, some of the most valuable lessons I’ve learned center around sustainability, communication, and boundaries. First, I learned that creativity has to be supported by structure, everything from contracts to workflows to client education. Second, clear, proactive communication is key, not just in managing client expectations, but in building lasting relationships. And finally, I learned the importance of setting boundaries around my time, energy, and value.

Branding by Nastasia has been a way for me to blend creativity with strategy and it’s taught me to treat every client not just as a subject, but as a brand with a story worth telling. I’ve been so fortunate to meet so many incredible and inspiring entrepreneurs throughout that journey.

This experience directly complements my work as Executive Director of INCBA. Whether I’m developing sponsorship materials, managing campaigns, or curating event experiences, I bring a branding-first mindset to everything I do. The visual and strategic thinking I developed through Branding by Nastasia helps me elevate INCBA’s presence in a crowded legal and cannabis industry, making sure our value is not only delivered, but clearly seen and felt.

Because it’s so different from your previous fields of work, what professionally interested you in working with the International Cannabis Bar Association? Did you have any professional experience in the cannabis industry and law prior to working for INCBA?

While my background wasn’t originally in cannabis or law, what drew me to the International Cannabis Bar Association was the opportunity to apply my skills in branding, marketing, and strategic operations to a mission-driven organization in a rapidly evolving space. The intersection of law, policy, and an emerging industry like cannabis was not only challenging, but also intellectually engaging and full of opportunity. I recognized a clear need for thoughtful, creative leadership to help amplify INCBA’s voice and impact.

As the cannabis industry continues to evolve, it demands adaptability, innovation, and a strong entrepreneurial spirit, all qualities that aligned with my professional approach. I saw the chance to contribute meaningfully to a space where flexibility and vision are essential.

Although I didn’t come from a background in cannabis or law, I brought a solid foundation in business operations, marketing, and community building. These skills translated seamlessly into the work of growing a professional association, especially one in a field where trust, credibility, and education are paramount. Over time, I’ve developed a deep understanding of the legal and regulatory landscape and have built strong relationships with attorneys, policymakers, and advocates across the industry. It’s been an incredibly rewarding journey, and I’m proud to bring a fresh perspective to a space that is still shaping its identity.

What does being Executive Director of INCBA entail, and how would you describe the importance of the work of INCBA? How does it strengthen cannabis lawyers and clients alike?

As Executive Director of INCBA, I help oversee the day-to-day operations and big-picture strategy of the organization, from member engagement, sponsorships, and programming to planning events, building partnerships, and running our continuing legal education (CLE) initiatives. We also prioritize efforts like expungement clinics and social equity programming to make sure we’re not just serving attorneys, but supporting meaningful change in the industry.

That said, INCBA is very much a team effort. Our dedicated volunteers, board members, committee chairs, and member contributors, play a huge role in running the organization. They help shape our programming, support our outreach, and bring new ideas to the table that keep us evolving with the industry.

INCBA plays a really important role in strengthening the legal foundation of cannabis. We’re one of the only organizations focused exclusively on cannabis attorneys, offering cannabis-specific CLE, a strong community of peers, and a space to collaborate across jurisdictions. That helps attorneys stay on top of a complex, fast-moving legal landscape while also staying grounded in ethical best practices.

And when cannabis lawyers are better supported, so are their clients businesses, entrepreneurs, and consumers who need reliable legal guidance in a still-evolving regulatory environment. INCBA helps build that bridge between law, policy, and real-world practice.

How did the Cannabis Law Institute come into existence, and what fields of law and legal issues are most commonly discussed? What are the legal specialties of the attorneys and legal professionals who attended the Institute?

The Cannabis Law Institute (CLI) was created to provide a central, high-level forum for attorneys and legal professionals focused on the evolving cannabis industry. As the legal landscape around cannabis began to rapidly shift, there was a growing need for a dedicated space where legal minds could gather, share knowledge, and stay current on the challenges and nuances unique to this area of law. INCBA launched CLI to fill that gap, bringing together top legal professionals, academics, and policymakers for in-depth education and collaborative dialogue.

The Institute covers a wide range of legal issues and fields of law. Common topics include regulatory compliance, business and corporate structuring, tax law (such as 280E), intellectual property, administrative law, constitutional issues, social equity, environmental law, employment law, and ethics. Because cannabis intersects with so many different legal disciplines, the discussions tend to be dynamic and multidisciplinary.

Attorneys and legal professionals who attend CLI come from a variety of specialties, including regulatory and licensing law, litigation, criminal defense, corporate transactions, intellectual property, labor and employment, environmental compliance, and more. Some attendees work in-house for cannabis companies, others are in private practice or government roles. What they all share is a commitment to advancing a thoughtful, informed, and ethical cannabis industry through the law.

What were some completed plans for The Cannabis Law Institute this year, and what legal subjects were featured and discussed?

This year marked a major milestone; INCBA’s 10-Year Anniversary and we celebrated it at the 2025 Cannabis Law Institute (CLI), taking place June 12–13 at Sturm College of Law in Denver, Colorado. In recognition of a decade of advancing cannabis law, we’re not only reflecting on where we’ve been, but also imagining what the future of cannabis law and policy could look like.

We kicked off the celebration on June 11th with a joint mixer co-hosted with CANNRA, bringing together attorneys and cannabis regulators for an evening of meaningful connection. From there, we moved into two full days of continuing legal education (CLE), featuring leading experts across the cannabis legal landscape. A networking reception followed Thursday’s programming, giving attendees the opportunity to build relationships and connect informally with peers.

This year’s programming featured topics such as:

• The evolution of state cannabis programs across the U.S.
• The future of medical cannabis amidst growing adult-use legalization
• Social equity, expungement efforts, and restorative justice
• The impact of AI on the cannabis and legal industries
• Navigating financial uncertainty in the absence of federal reform
• Ethics, professional responsibility, and legal risk in cannabis law

CLI 2025 was both a celebration and a critical moment for education, collaboration, and vision-setting for the next decade of cannabis law.

If a federal rescheduling from Schedule I to Schedule III were to occur, how would that impact the operations of the INCBA? Would a widespread federal reform such as that increase the need for cannabis lawyers or not so much?

If cannabis is rescheduled from Schedule I to Schedule III at the federal level, it would be a historic shift and one that would significantly impact both the cannabis industry and the work of cannabis attorneys. For INCBA, it would likely increase demand for our services and support, rather than reduce it.

Rescheduling would introduce new layers of complexity as cannabis businesses begin to navigate FDA oversight, DEA regulation, and shifting state-federal dynamics. Attorneys will be critical in helping clients interpret and comply with the new regulatory framework, especially in areas like pharmaceutical standards, advertising restrictions, intellectual property, tax compliance and interstate commerce.

For INCBA specifically, we would see increased demand for education, guidance, and collaboration among legal professionals adapting to the changes. Our CLE programming, member forums, and policy engagement would become even more essential as the legal landscape rapidly evolves.

While some may assume federal reform simplifies things, in practice, it would introduce a new era of legal intricacy, making cannabis-specialized legal expertise more important than ever. So yes, rescheduling would likely increase the need for cannabis lawyers, and INCBA would play a key role in guiding the legal community through that transition.

Thank you for joining us, Nastasia! For more information on the INCBA, please visit its website.