Our Team

Robert Baca
Executive Director

Robert Baca is Executive Director of the Sacramento Cannabis Industry Association, an organization that brings together the cannabis industry in Sacramento to highlight the benefits the industry provides to the community it serves through tax revenue, thousands of living wage jobs and charitable giving.  Robert has extensive experience working with cannabis businesses and operators including cultivators, distributors, manufacturers, and retailers and advises California decision makers on the cannabis industry and responsible cannabis related policies.  He served as a member of the Banking and Finance subcommittee of the National Cannabis Industry Association and is an experienced speaker for cannabis panels and forums throughout the country.

A corporate attorney licensed in New York, Robert has almost a decade of Private Equity M&A and Corporate Finance experience from top Wall Street institutions including Kirkland & Ellis LLP, Paul Hastings LLP, and Goldman Sachs.

He has represented U.S. and foreign financial institutions including JP Morgan Chase, Bank of America, Morgan Stanley, Barclays, UBS, and RBC, private equity sponsors including KKR, Warburg Pincus, Blackstone, and Saw Mill Capital, and public and private companies in connection with mergers and acquisitions, securities offerings, and commercial financings including secured and unsecured credit facilities, acquisition financings, syndicated loans, first/second lien and mezzanine debt facilities, and other general corporate matters.

Robert is committed to sensible cannabis related policies and regulations for business owners, decision makers, consumers, and our communities.  He is a champion of equity and inclusion efforts in the industry and seeks to advance efforts made by local jurisdictions to promote an equitable and diverse industry.  He has extensive experience navigating highly regulated industries and guiding clients through complex transactions.  He is a graduate of Dartmouth College and the University of Chicago Law School.  Robert serves as an Advisory Board member of the Dominican Republic Education and Mentoring (DREAM) Project.

Dana Caylor
Director of Experiential Training & Education

Dana is the Director of Experiential Training and Education. She created and launched the initial SCIA training program – developing the coursework content and conducting training workshops which feature practical application and realistic simulations that enable new employees and managers to become confident successful performers.

As a former decade-long Business Manager and executive trainer for AAA, she received recognition for sales and membership growth – leading her teams in providing stellar customer experiences in a retail environment. She began her managerial career at VSP (Vision Service Plan) where she received several Legendary Leader awards for recognition of projects and effective leadership.

She entered the pre-recreational cannabis industry in 2017 as Executive Sales Director for bSeen  (a wholesale sales and distribution company). Her corporate organizational expertise brought leadership and structure to develop business normalization.

Dana personifies passion in all her personal and professional endeavors quoting herself: “Follow your heart – it will always lead you in the right direction.” As a professional vocalist in a performing band, she naturally sings from her heart. With her larger-than-life voice and personality, don’t let her small size fool you.

Dana Caylor
Director of Experiential Training & Education

Dana is the Director of Experiential Training and Education. She created and launched the initial SCIA training program – developing the coursework content and conducting training workshops which feature practical application and realistic simulations that enable new employees and managers to become confident successful performers.

As a former decade-long Business Manager and executive trainer for AAA, she received recognition for sales and membership growth – leading her teams in providing stellar customer experiences in a retail environment. She began her managerial career at VSP (Vision Service Plan) where she received several Legendary Leader awards for recognition of projects and effective leadership.

She entered the pre-recreational cannabis industry in 2017 as Executive Sales Director for bSeen  (a wholesale sales and distribution company). Her corporate organizational expertise brought leadership and structure to develop business normalization.

Dana personifies passion in all her personal and professional endeavors quoting herself: “Follow your heart – it will always lead you in the right direction.” As a professional vocalist in a performing band, she naturally sings from her heart. With her larger-than-life voice and personality, don’t let her small size fool you.

Eric Luchini
Director of Experiential Training & Communication

Eric is the Director of Experiential Training and Communication. He joined SCIA to model customer engagement, simulation training and developing effective communication skills.

He founded his multi-decade communications career in the media industry, most notably as Regional Advertising Manager with The Sacramento Bee (McClatchy Co.) for 20+ years. The Sac Ad Club voted him Ad Person of the Year in 2011. The culmination of his career was graduating from the inaugural Maynard Media Academy – a high-participatory leadership program hosted by Harvard University.

“He has had the opportunity to serve on the boards of several Sacramento non-profits.”

He phased into the medicinal cannabis industry in 2011 by launching a mainstream cannabis initiative while at the Sac Bee. He entered in 2016 to join the formative years of bSeen (a wholesale sales and distribution company) as VP of Marketing/Communications bringing leadership and community outreach to the fledgling company.

Being of shorter stature, Eric quotes leadership by stating: “It’s not how tall you are. It’s how tall you walk.” He loves to perform on stage and speak in front of groups where his “animated” fast-paced communication style elevates him above the ground.

Lana Osokina
Project Manager

Inspired by the cannabis industry’s rapid growth, Lana joined the SCIA in early 2019 in order to help others find their path to success in a sector that promises thousands of new jobs. At the SCIA, she is committed to promoting industry practices here in Sacramento that could one day serve as the model for industry clusters elsewhere looking to implement inclusive business practices.

In 2017, Lana graduated from Sacramento State with a Bachelor’s degree in Government. While at Sac State, she participated in the Sacramento Semester Program, which allowed her to gain first-hand experience in California politics through work at the State Capitol. Her time at the Capitol instilled in her a passion for local social issues including homelessness, the disproportionality of non-violent drug incarcerations, and gender inequality.

Lana’s interest in addressing these social concerns brought her to the McGeorge School of Law where she is currently working on her JD. Her curiosity and passion for innovation have motivated her to start exploring various aspects of the legal cannabis market, ranging from the effects of local regulation to the greater challenges arising from the lingering stigma associated with cannabis. Through her legal education, she hopes to develop the skill set necessary to help shape the future of cannabusiness writ-large and, in so doing, create jobs and provide educational resources for those members of our community most impacted by social stigma, discrimination, and economic disparity.

Lana Osokina
Project Manager

Inspired by the cannabis industry’s rapid growth, Lana joined the SCIA in early 2019 in order to help others find their path to success in a sector that promises thousands of new jobs. At the SCIA, she is committed to promoting industry practices here in Sacramento that could one day serve as the model for industry clusters elsewhere looking to implement inclusive business practices.

In 2017, Lana graduated from Sacramento State with a Bachelor’s degree in Government. While at Sac State, she participated in the Sacramento Semester Program, which allowed her to gain first-hand experience in California politics through work at the State Capitol. Her time at the Capitol instilled in her a passion for local social issues including homelessness, the disproportionality of non-violent drug incarcerations, and gender inequality.

Lana’s interest in addressing these social concerns brought her to the McGeorge School of Law where she is currently working on her JD. Her curiosity and passion for innovation have motivated her to start exploring various aspects of the legal cannabis market, ranging from the effects of local regulation to the greater challenges arising from the lingering stigma associated with cannabis. Through her legal education, she hopes to develop the skill set necessary to help shape the future of cannabusiness writ-large and, in so doing, create jobs and provide educational resources for those members of our community most impacted by social stigma, discrimination, and economic disparity.

Conor Zanze
Program Coordinator

Conor, a lifelong resident of Sacramento, earned his undergraduate degree in History and Legal Studies with a pre-law emphasis from La Sierra University.  This educational tract brought Conor to McGeorge School of Law where he is entering his second year with a concentration in Capital Lawyering.

During his undergraduate studies Conor played for the La Sierra University Golden Eagles Baseball Team earning CalPac Scholar-Athlete Honors and Dean’s List Honors each season.  He also served as Captain during his Junior Season until career ending shoulder injury.  This trying time and ensuing surgery introduced Conor to the holistic properties of CBD, for other medicines made it incredibly difficult to focus in class.  Though sport was lost, the athletic and competitive spirit were not, only repurposed toward study and career.

When concluding at La Sierra Conor’s final thesis argued the influence of the Soviet Union on the creation of the modern terrorist state.  The piece was noted as the most organically original paper presented at the university in recent years.  This research helped inspire a lifelong desire to study history, as history is the best way to understand the present and change the future.

At McGeorge Conor’s legal education will incorporate a concentration in Capital Lawyering originally influenced by an early internship experience with then Sacramento City Council Member Kevin McCarty.  This interest developed over time through the study of history, exploring the failures and successes of societies through the ages.  Conor believes that through his studies and experiences he will be able to help guide the Sacramento Cannabis Industry into the future

Jessica Richardson
Membership Coordinator

Jessica is the Director of Membership. She joined SCIA to initiate, nurture and enhance charitable and business relationships – connecting and collaborating with community influencers and altruistic companies. These joint entities are working to elevate the community through responsible cannabis initiatives and practices.

She brings expertise in B2B sales, networking and “people” connecting. Utilizing her sales and marketing skills, she has represented a diverse pool of business sectors from a electronic components distributorship to small/medium businesses and services.

She is a beacon of entrepreneurship from a young age: her “open up doors” mindset helped her launch her own companies: a Strategic Advertising firm, printing website and a suite of eight consumer magazines called Family Value$.

While an account manager at The Sacramento Bee, she connected with the medicinal cannabis industry by building advertising relationships with over a dozen Sacramento-area dispensaries and vendors. Diligently serving their business needs led her to a new endeavor.

As a born risk-taker and single mother of two, she opted to take charge of her own future to better provide for her young family. In early 2016, her entrepreneurial spirit took her from the security of corporate media into the emerging pre-recreational cannabis industry. She became the co-founder of bSeen (a woman-founded vendor sales and distribution company) – overseeing its expansion through a merger and industry connections.

Her expertise and experience with small, start-up and corporate organizations has equipped her to launch effective membership campaigns for SCIA.

Jessica’s relationship with cannabis intensified in 2018 when she was diagnosed with Stage 4 cancer. Body-ravaging chemotherapy coupled with daily cannabis use for comfort has rendered her cancer-free in just over six months – an amazing statistic.  Serendipitous that entrenched in an industry which has assisted in the healing and now the complete recovery. She believes strongly that the big win would not have come as quickly without the help of cannabis.

She now feels it’s time to share her story and leap out with a favorite quote:

“Courage starts with showing up and letting ourselves be seen.”

Sam Manning
Program Coordinator

Sam is a native of Colorado, who moved to Sacramento in 2017 to attend McGeorge Law School. After seeing the rapid growth of the cannabis industry in Colorado, Sam became interested in taking part in the new and emerging cannabis industry in California. At McGeorge, Sam is pursuing concentrations in both business and tax law, which he hopes to utilize in order to help the cannabis industry in Sacramento and the state of California grow. Sam is a third-year student at McGeorge who is graduating in December.

Before moving to Sacramento, Sam lived in Boulder, Colorado, where he attended the University of Colorado graduating with a Bachelor of Arts Degree in psychology and philosophy in 2015. During his time at the University of Colorado, Sam was a member of the Phi Alpha Delta pre-law fraternity and took the philosophy in law track in getting his philosophy degree. Both degrees and his participation in Phi Alpha Delta influenced Sam to pursue a career in the legal field. Sam is looking forward to using the experience he has gained in both law school and undergrad in order to help expand the cannabis industry.