Executive Leadership

Craig Snyder
Chief Executive Officer

In his role as CEO, Craig is responsible for ensuring the company executes on its mission of elevating all elements of the consumption experience. He oversees the organization’s senior management team and is integral in making critical strategic, operational, and financial decisions. Craig regularly meets with key stakeholders including customers, vendors, shareholders, analysts, investors, and media outlets.

Craig is a senior leader with over 20 years of success in driving growth and development of high tech and emerging technology organizations. He has significant experience leading disruptive strategies in new markets and building corporate reputation on a national scale. He has held senior leadership positions at two Fortune 100 companies (Pepsi Cola & Citibank) combined with executive leadership experience in two successful startup to Nasdaq IPO success stories (Go2Net & Marchex). He has deep experience in M&A and P&L Management with experience in over 20+ acquisitions and most recently had direct responsibility for two successful company sales as CEO (SnapNames & Moniker). He is a graduate of the United States Naval Academy and a former Naval Officer.

Nick Kovacevich
Chief Corporate Development Officer

In his role, Nick is responsible for supporting the company’s key corporate development initiatives, including execution of the Company’s previously disclosed liquidity plan, full time.

Prior to Greenlane, Nick was the co-founder, CEO and Chairman of publicly traded KushCo Holdings, another industry pioneer, which merged with Greenlane in September 2021. Under Nick’s leadership, KushCo grew from under $2 million in annual revenue to achieving nearly $115 million in fiscal 2020, with operations in multiple states and countries, and employing over 100 team members.

Kovacevich graduated summa cum laude from Southwest Baptist University, where he was also the captain of the men’s NCAA II basketball team. After college, Kovacevich began an entrepreneurial career which led to founding several successful businesses including KushCo and BigRentz, a leading online equipment rental company, where he still sits on the company’s Board of Directors.  In April 2020, he was appointed to California’s 32nd DAA Orange County Fair Board by Governor Newsom.

Lana Reeve
Chief Financial and Legal Officer

In her role, Lana is responsible for supporting the company’s finance and legal departments. This includes overseeing Greenlane quarterly earnings, accounts receivables/payables, along with heading up all legal affairs.

Lana brings over 25 years of experience in senior legal and finance roles at both large and small and public and private companies. Among her recent roles, Lana served as President and Chief Legal Officer at Authentys, Inc., Senior Vice President, Legal M&A at RealPage, Inc. (NASDAQ:RP), and Executive Vice President, Finance and Legal, and Chief Legal Officer at NWP Services Corporation. In addition to leading strong legal and finance organizations, Reeve’s extensive experience includes, leading the successful charge on multiple industry changing pieces of legislation; successfully and consequentially refinancing debt obligations; restructuring financial strategy and budgeting processes; and leading and managing multiple successful mergers and acquisitions with a strong focus on integration strategy and planning.