Cannabis Executive Salaries in 2025: How Much Do CEOs, COOs, and CFOs Really Make?
- Cann Strategy
- Jun 11
- 2 min read
As the cannabis industry matures, so too does its executive compensation structure. With more multi-state operators (MSOs), private equity-backed ventures, and publicly traded companies in play, the pay scale for cannabis executives is beginning to mirror that of other high-growth, regulated industries. But what do these salaries actually look like in 2025?
Below is a breakdown of cannabis executive compensation based on the latest data, insights from national salary surveys, and real-world trends from top-performing cannabis companies.
Cannabis Industry Executive Compensation : 2025 Snapshot
Role | Average Base Salary | Total Compensation (with bonuses/equity) |
CEO (Public MSO) | $300,000 – $750,000 | $1M – $5M+ (equity, bonuses) |
CEO (Private Single-State) | $150,000 – $300,000 | $200K – $600K |
COO | $200,000 – $400,000 | $300K – $800K+ |
CFO | $200,000 – $375,000 | $250K – $900K |
Chief Marketing Officer (CMO) | $150,000 – $300,000 | $200K – $500K+ |
General Counsel / Chief Legal | $200,000 – $400,000 | $250K – $700K |
VP of Retail / Sales | $130,000 – $250,000 | $180K – $400K |
Sources: GreenGrowth CPAs 2024 Cannabis Salary Guide, Vangst Cannabis Jobs Report, ExecuNet Cannabis Sector Data
Key Factors Influencing Executive Pay
Company Type
Public MSOs like Curaleaf, Trulieve, and Green Thumb tend to pay significantly higher salaries with stock-based compensation.
Private companies or single-state operators pay less in cash but may offer profit sharing or equity.
Location & Cost of Living
Executives in California, New York, and Illinois tend to earn higher due to market maturity and higher living costs.
Markets like Missouri or Michigan pay less on average.
License Type & Vertical Integration
Vertically integrated companies (dispensary, cultivation, manufacturing under one roof) tend to offer higher salaries due to the complexity of operations.
Performance Metrics & Incentives
Bonus structures are often tied to KPIs like revenue growth, EBITDA, license acquisition, or market expansion.
Equity & Long-Term Incentives
Equity is a critical component of executive compensation. This approach aligns leadership incentives with long-term company performance and investor goals. As most cannabis companies face tight margins and regulatory hurdles, many executives accept lower base salaries in exchange for:
Restricted stock units (RSUs)
Stock options
Phantom equity
Profit-sharing agreements
Trends in Executive Hiring & Pay
Crossover Talent: More cannabis companies are hiring execs from CPG, pharma, and retail—bringing with them higher salary expectations.
Compensation Standardization: As the industry grows, pay structures are becoming more formalized and benchmarked.
Compensation Reviews: Investors are increasingly requiring formal executive compensation reviews to ensure alignment with shareholder value.
What to Expect in the Next 2–3 Years
More Equity-Based Compensation as companies preserve cash and focus on long-term value creation.
Growing Demand for Experienced Operators who can scale across states compliantly and profitably.
Increased Transparency as public companies disclose more detailed pay packages in filings.
Final Thoughts
Executive compensation in the cannabis industry is no longer the Wild West. It's increasingly sophisticated, competitive, and performance-based. Whether you’re negotiating an offer or building your leadership team, understanding the evolving pay landscape is key to making strategic decisions.
Need help structuring compensation for your cannabis leadership team or planning executive hiring for your next stage of growth?💼 Contact Cann Strategy — your trusted cannabis business operations and strategy consultants.
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