In her role with Emblem, a fully integrated cannabis production, patient healthcare and cannabinoid-based pharmaceutical company in Canada, Irie explores market potential to identify next-level strategies and cutting-edge ideas. Irie is also director of outreach for Tokyo Smoke, a cannabis lifestyle brand based in Toronto. She has been a cannabis educator, patient advocate and caregiver for more than 10 years and sits on the advisory board for NICHE Canada.