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Jonathan Ross’s story is about resilience, adaptability, and exceptional leadership. Based in Portland, Oregon, Ross has built a career encompassing international diplomacy, Marine Corps service, design, and marketing. His achievements reflect the dedication and determination of someone who has navigated both corporate challenges and Marine Corps duties with equal passion. As Corporate Social Responsibility Manager at Wyld, Ross exemplifies what it means to lead with efficiency, adaptability, and a visionary approach.
First Steps in the Professional Journey
Ross’s professional journey began at 18, in a formative way, when he enlisted in the United States Marine Corps as a Motor Vehicle Operator (MOS 3531). During this time, Ross learned the fundamental values of honor, courage, and commitment. These principles served as the foundation of his career, guiding his actions in every subsequent professional chapter.
Shortly after enlisting, he was deployed to Afghanistan. As a young man in a critical environment, one of his responsibilities was to remove excess equipment from the battlefield—a mission that saved the Marine Corps over $12 million.
At 22, Ross transitioned into a new role within the Corps, taking on the prestigious position of Diplomatic Security (Marine Security Guard, MSG) with a new MOS (8156). This transition marked a significant shift in his responsibilities and his outlook.
At 24, Ross assumed a leadership role as Vice Chairman at the United States Employee Association (USEA), where he focused on promoting internal controls and enhancing asset management.
After completing his service with the Marines, Ross moved into private security work overseas. Upon his return, Ross enrolled in higher education focusing on communications and advertising. His academic pursuit refined his understanding of storytelling and human connection, ultimately leading him to launch his first venture, Everwild Studios. His mission was to amplify marginalized voices and create narratives that matter.
A Flourishing Career in Diversity, Equity, and Inclusion (DEI)
The next chapter of Ross’s story began with Wyld, where he initially served as Community Relations Manager. Partnering closely with CEO Aaron Morris and the leadership team, he helped craft a comprehensive Diversity, Equity, and Inclusion (DEI) strategy, designed to be adaptable and rooted in the company’s core values. This strategy ultimately led to Wyld’s “Theory of Change,” founded on four essential pillars: Social and Racial Justice, Combating the Failed War on Drugs, Environmental Sustainability, and Health and Wellness.
One of the pivotal moments in Ross’s role at Wyld was launching the foundational DEI training program. This eventually paved the inception of the Corporate Social Responsibility Department. This department consolidated Wyld’s efforts in sustainability and community engagement. Following this, Ross transitioned into the role of Corporate Social Responsibility Manager, where he leads initiatives in Community Affairs and DEI, further advancing Wyld’s commitment to impactful, responsible practices.
The Intersection of the CSR Manager Role with Wyld’s Leadership Value
Ross explains, “The commitment to sustainability was established early in Wyld’s growth. It has always been clear that Wyld aimed to be a leader in this area. After George Floyd, my role gained significant importance for CEO Aaron Morris. We spent countless hours together discussing the integration of business and social responsibility, whether during late nights at the office or on four-day hikes through the mountains of Oregon.”
Fostering Innovation and Inclusivity at Wyld
Fostering innovation and inclusivity at Wyld involves understanding the importance of time. It is quite rare for Wyld to fund one-off partnerships that are only loosely connected to their larger goals. Instead, the team often focuses on actively engaging with the community with intent before developing substantial ideas. While they may have solutions, building the capacity of the partners to achieve their goals is crucial for success. Interestingly, they sometimes invest in the less glamorous aspect of an organization or business, only to be pleasantly surprised by the positive outcomes that result from these decisions.
The Key Milestones Along the Journey
Ross’s favorite initiative at Wyld is the NuProject loan program, which stands out as one of the team’s most intricate and impactful efforts. Unlike traditional funding methods, this program embraces an innovative approach by collaborating with Wyld’s partners to provide resources tailored to the unique needs of cannabis entrepreneurs. As the cannabis industry expands into new states and with the prospect of federal legalization on the horizon, Ross believes this program will be essential in helping these entrepreneurs establish a solid foothold to succeed in a competitive market.
Distinctive CSR-Related Challenges
Ross feels creating a product that is legal at the State level but still prohibited federally has always posed challenges for Wyld. Due to the misconceptions regarding cannabis, some organizations were afraid to receive support from a federally illegal business, because they don’t want other things taken away on a federal level.
While Ross and his team work diligently to ensure government regulations are adhered to, they always take additional steps to navigate the complexities of federal regulations. They aim to minimize the uncertainties surrounding cannabis legislation, ensuring these challenges do not hinder their CSR objectives for themselves, their partners, and the community they serve.
Addressing the Evolving Consumer Preferences and Market Regulations
The team at Wyld is dedicated to meeting evolving consumer preferences by constantly launching customized products and brands that cater to a wide range of tastes. Their innovative cannabinoid ratio products such as the Boysenberry with THC, CBD, and CBN, as well as the Good Tide brand, showcase their commitment to providing something for everyone.
Additionally, Wyld prioritizes market regulations. The dedicated Compliance and Legal team works diligently to ensure that all products and packaging adhere to state regulations.
Environmental and Social Issues in the Cannabis Industry
Ross feels one of the most critical social issues is the legacy of cannabis criminalization. Despite significant legal reforms, many individuals remain incarcerated for cannabis-related charges, disproportionately affecting marginalized communities. This ongoing inequity is a consequence of the social injustices caused by decades of the war on drugs. Wyld had made it a priority to address this injustice head-on. Through partnerships with organizations that specialize in criminal record expungement and legal aid services, the company is actively working to create pathways for individuals impacted by these unjust laws.
On the environmental front, the cannabis industry faces unique challenges, particularly regarding its carbon footprint from packaging and labeling regulations as well as its energy-intensive processes. Wyld aims to be a leader in this by adhering to the best practices established by local green business networks, measuring greenhouse gas emissions, and implementing reduction action plans to meet science-aligned targets.
Evolution in Wyld’s CSR and DEI strategies
Ross believes that as cannabis becomes more accepted, the potential for Wyld’s Corporate Social Responsibility (CSR) and Diversity, Equity, and Inclusion (DEI) initiatives will grow. However, this growth is not simply about scaling upward; it involves a deeper understanding of human experiences—recognizing shared struggles, aspirations, and histories.
Much like a tree or river that extends outward while staying rooted, Wyld aims to expand its impact while remaining true to its commitments of; justice, equity, sustainability, and community. In the next five years, new challenges are expected to rise, but these challenges will also present opportunities for the Wyld team to engage in meaningful discussions about what it truly means to build an inclusive and responsible company. “Our adaptability will be our strength, and our ability to embrace uncertainty will enable us to evolve in ways we cannot yet foresee,” asserts Ross.
The Future Roadmap to Stay Ahead
The future strategies of Wyld’s focus on embodying core values by actively listening, evolving thoughtfully, and ensuring that today’s actions lay the groundwork for a better tomorrow. Ultimately, the company’s ethos is straightforward: do good and leave the world a little better than it found it.
