SAM ROCKWELL-SHEAR

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Sam Rockwell-Shear is the Chief Executive Officer of Mission Mountain Holdings (MMH), one of Montana’s largest vertically integrated cannabis organizations, overseeing a portfolio of cultivation, manufacturing, retail, and ancillary service companies. With more than a decade of operational and financial leadership in regulated cannabis, Sam has developed a comprehensive understanding of the industry’s commercial, regulatory, and capital-market dynamics—experience that positions him as a valuable contributor to the National Cannabis Industry Association’s Board of Directors.

Under Sam’s leadership, MMH has expanded into a multi-brand, multi-facility enterprise with operations in cultivation, extraction, infused-product manufacturing, wholesale distribution, and retail. He has directed the development of more than 50,000 square feet of greenhouse capacity and 37,000 square feet of indoor cultivation, implemented high-throughput manufacturing programs, and scaled retail operations supported by integrated technology, compliance, and logistics systems. Sam recently led MMH through one of the most complex cannabis acquisitions in Montana, guiding valuation, diligence, operational transition, and regulatory integration.

Sam brings a uniquely cross-disciplinary background to the cannabis sector. He holds an MBA and an MS in Economics from the University of Montana, along with degrees in Economics and Journalism. His career includes experience in private equity, corporate finance, marketing, and large-scale commercial development. He has managed multimillion-dollar capital projects, overseen corporate restructurings, and led strategic growth initiatives across multiple regulated environments. As an operator in both hemp and marijuana, Sam is deeply familiar with federal regulatory gaps and the economic disparities created by 280E, hemp-derived intoxicants, and inconsistent state frameworks.

Beyond his executive role, Sam is active in Montana public policy, currently serving as Chairman of the Lake County Planning Board. He works closely with local governments, regulators, and community stakeholders on land-use, compliance, and development matters. This regulatory experience strengthens his commitment to ensuring that federal cannabis policy reflects the realities of state-regulated markets and protects the integrity of licensed marijuana operators against unfair competitive pressures.

Sam Rockwell-Shear brings disciplined leadership, hands-on operational expertise, and a clear vision for a sustainable, equitable national cannabis industry. He is committed to supporting NCIA’s mission and contributing constructively to the association’s policy, regulatory, and industry-development efforts.