Chief Revenue Officer, NCC Brands
At THC Design, we believe the people behind the brand matter just as much as the product itself. The operators, builders, and leaders shaping the future of cannabis are what push this industry forward.
That is what makes Brennan Monconduit’s arrival as Chief Revenue Officer at NCC Brands a natural fit.
A Los Angeles native now based in the Bay Area, Brennan came up in cannabis during the early Prop 215 era, working within co-ops, collectives, and the early foundations of legal retail. It is a perspective shaped not just by business, but by proximity to the culture itself.
“I never really left,” he says. “I just grew with the industry.”
Over the past decade, that growth has taken him across operations, business development, and national sales leadership. Most recently, he spent six years at PAX, working across major U.S. markets and helping bring cannabis products to scale.
Now at NCC Brands, Brennan oversees sales, marketing, and product across THC Design, Lolo, and Panacea. His role touches every part of how the brands show up in the market, from strategy to execution.
“The title is CRO,” he says, “but the work is everything that touches how these brands grow and show up.”
A Portfolio Built to Compete
What stood out to Brennan about NCC was not just one brand, but the strength of the portfolio as a whole.
“THC Design is a legitimate legacy brand. Award-winning, deeply respected. The kind of brand serious flower consumers already know and trust.”
Alongside it, he sees Lolo as accessible, high-quality indoor at a price point that meets the everyday consumer, and Panacea as a brand built around a more intentional experience.
“When you put those three together, you have a company that can compete at every level of the market. That’s not easy to build.”
The Work Ahead
Brennan’s focus is grounded in clarity.
Grow the brands. Strengthen their position in the market. Build a commercial strategy that lasts.
But just as important is how that work gets done.
“I lead like a coach,” he says. “I put people in positions to succeed and back them up completely. I push hard, hold people accountable, and I’m in it with them every step of the way.”
It is a leadership style built on trust, with an emphasis on execution over theory.
“Clarity and trust,” he adds. “If you get those two things right, everything else is workable.”
A Changing Market
Ask Brennan what’s reshaping cannabis, and he doesn’t lead with SKUs or categories. He leads with people.
“Our retailers are our partners, full stop. Their success is our priority — every door, every size, every market.”
That philosophy shapes how THC Design goes to market: thoughtful onboarding, programs designed to drive foot traffic and build loyal customers, and a commitment to being the brand buyers can count on. Brennan sees the retailer relationship as the engine of growth — and the quality and consistency THC Design is known for as the fuel.
“When our partners win, we win. It’s that simple.”
Q&A
What drew you to NCC Brands?
“The foundation. These are real brands with real equity in the market. That’s not easy to build, and it’s not something you can fake.”
What’s something people misunderstand about building cannabis brands right now?
“How hard it is to stay consistent. Anyone can have a moment. Very few brands show up the same way every time.”
What are you paying closest attention to in the market?
“Retail. The groups that are scaling and controlling shelf space. That’s where a lot of the real decisions are being made.”
What kind of work excites you most?
“The messy stuff. When there’s no clear answer and you have to build something from the ground up.”
What keeps you motivated day to day?
“Not letting people down. The team, the people counting on the work. That’s always been enough.”
Looking Forward
At THC Design, the mission remains unchanged.
A commitment to quality. Terpene-forward genetics. A focus on the consumer that goes beyond trends.
“The best brands make people feel something and they do it consistently. Every time, every touchpoint.”
With Brennan stepping into this role, the path forward is clear.
Build with intention. Execute with discipline. Continue to raise the standard.
Grounded in culture and focused on execution, Brennan brings a clear vision to what comes next for THC Design. And outside of work, you can likely find him in the Bay Area with his English bulldog Lou, windows down, music up.
