We are a group of cannabis enthusiasts, entrepreneurs, CPG professionals, researchers and scientists with a shared belief in quality, executional excellence, continual innovation and building authentic connections with consumers.

Management Team

Hugo Alves

Chief Executive Officer

Mike Lickver


Travis Wong

Chief Financial Officer

Andrew MacMillan

Senior Vice President, Commercial

Ron Fichter

General Counsel and Corporate Secretary

Vladimir Klacar

Senior Vice President, Regulatory Affairs and Planning

Board of Directors

Genevieve Young

Genevieve Young is the President and Chief Operating Officer of Global Public Affairs, Canada’s leading privately held strategic communications and government advocacy consultancy representing some of Canada’s largest and most dynamic organizations. Genevieve has two decades of experience in public affairs, leading national mandates and campaigns across jurisdictions and managing multiple stakeholders, government(s) and media. Genevieve’s focus has expanded to the emerging cannabis industry as the executive champion of Global Public Affairs’ Cannabis team guiding the practice as they rapidly scale to meet market and service evolution demand. Genevieve is responsible for all Global Public Affairs’ corporate functions, driving an aggressive growth trajectory across all existing and potential markets, practice and service lines. She holds a Bachelor of Arts in Canadian Politics and an MBA from the Smith School of Business at Queen’s University.

Vikram Bawa
Independent Director

Vikram is a senior global marketing leader with an extensive record of delivering results with first-hand experience in both mature and emerging markets. Having most recently served as the Vice President and Head of Marketing for Logitech S.A. based out of China and Switzerland, he has lived and worked across North America, Asia and Europe with top-tier fast-moving consumer goods, electronics and advertising companies. Mr. Bawa has led multifunctional and diverse organizations across categories (Health and Beauty, Food and Consumer Electronics) and has developed long term business strategy at both the local and global levels, helping execute with excellence.

Troy Grant
Independent Director

Since 2000, Troy has held senior positions in the financial service sector, including head of corporate finance at a Canadian broker dealer, focusing on the resource sector and more recently head of institutional European sales. He has also been instrumental in venture formation, financing and development of a number of resource, technology and agriculture companies operating globally. Troy is currently the CEO of Elcora Advanced Materials, a TSX Venture Exchange-listed graphene materials company. He holds a BBA, economics, from Saint Francis Xavier University.

Conrad Tate
Independent Director

Since 1998, Conrad has held a number of senior legal and commercial roles in Imperial Brands and was appointed Corporate Development Director in 2010. Conrad has played a key role in a number of significant transactions over the years, including the acquisition of Altadis, Commonwealth Brands, assets purchased by Imperial as part of the Reynolds American takeover of Lorillard and Nerudia. He has led Imperial Brands’ investigation, analysis and entry into the legal cannabis sector and is currently leading a major divestment program for Imperial Brands, which will realize proceeds of up to £2 billion.

Hugo Alves
CEO and Director

Hugo is the Co-Founder and Chief Executive Officer of Auxly Cannabis Group. Driven by a passionate belief that cannabis can help people live happier lives, he is responsible for overseeing all aspects of the Company’s strategy, operations and culture. A seasoned strategist and dealmaker, Hugo has over 20 years’ experience in highly regulated, fast-moving emerging industries and has been at the forefront of the regulated cannabis industry in Canada for over a decade. A sought-after speaker and thought leader on regulated cannabis, he has been a Lift Lifetime Achievement Award nominee and was recognized by High Times as one of the 100 most influential people in global cannabis. Hugo also acts as the Chair of the Cannabis Industry Forum, the cannabis industry economic advisory panel to the Canadian federal government which was established by the Government of Canada and is managed by the Canadian Ministry of Innovation, Science and Economic Development. Prior to Auxly, Hugo was a senior partner at Bennett Jones LLP, a leading international law firm, where he helped establish the firm’s climate change and cannabis practices and build them into global leaders. Hugo earned a BA from Carleton University and a law degree (J.D.) from the University of Toronto Faculty of Law.

A culture of insights driven innovation.

Behind the scenes is a team of consumer insights and data analysts, brand experts, creatives and scientists pushing in unison to bring concepts to life and create new products that enhance the lives of our consumers.

Auxly Charlottetown. The centre for innovation and cannabis 2.0 manufacturing excellence is based in Charlottetown, PEI. Auxly Charlottetown houses Auxly’s product formulation, R&D and quality testing. We can conduct broad in-house testing, incorporating consumer input on taste, smell and feel on all of our product formulations. This means we can leverage proprietary techniques to create exciting, never-seen-before cannabis products. And find out what people think of them, in real time.

Auxly Ottawa. Auxly’s manufacturing, processing and distribution of dried-flower and pre-roll product offerings based in Leamington, Ontario. Utilizing industry-leading technology, Auxly Ottawa is committed to delivering innovative, consistent, high-quality cannabis to consumers across the country.

Auxly Leamington. Auxly’s centre for large-scale cultivation is based in Leamington, Ontario. 1.1 million square feet, with state-of-the-art automation and built for the sole purpose of cultivating high-quality cannabis at scale. With a proprietary genetics library of more than 150 unique cultivars, Sunens can dial-in cultivation to meet evolving consumer needs.

Strategic Partners

Imperial Brand logo
PEI BioAlliance Brand logo