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Meet
the Team

With years of experience, valuable expertise, and an exceptional product, Poda is poised to dominate the heat-not-burn industry.

Poda Lifestyle & Wellness
RYAN SELBY
Co-founder & CEO
Ryan Selby originated the Poda concept and has led the Company since its inception in 2015. A multi-patented inventor, Ryan brings expertise gained from over 15 years of industry experience designing, developing, patenting, commercializing, and distributing innovative products and accessories for the smoking industry. A passionate believer in the massive potential for reduced-risk smoking products, Ryan is committed to growing Poda on a global scale. Ryan holds a Bachelor of Commerce degree from the University of Victoria.
Poda Lifestyle & Wellness
RYAN KARKAIRAN
Co-founder & VP Design
Ryan Karkairan co-developed the initial Poda concept and is actively leading the ongoing R&D efforts as Poda continues to develop innovative reduced-risk smoking products and accessories. Ryan has worked in the smoking industry for over 10 years and has held senior management positions in both Sales and R&D. Ryan brings extensive knowledge of the reduced-risk industry, helping to guide the development activities of Poda now and into the future. Ryan holds a Bachelor of Arts degree from the University of Victoria.
Poda Lifestyle & Wellness
PAUL CIULLO
CFO
Paul Ciullo has a diverse professional background and specialized in financial reporting and project management during his time spent working in senior corporate finance and accounting positions for various Fortune 500 companies. His most recent roles include serving as the CFO of a cryptocurrency mining company and of CannAmerica Brands Corporation. Paul is a CPA who obtained a Bachelor of Science in Accounting from SUNY Geneseo and an MBA from Pennsylvania State University.
Poda Lifestyle & Wellness
KAREN MERRIFIELD
Head of Creative
Karen Merrifield specializes in developing visual storytelling for publicly traded companies. With over 8 years of industry experience, Karen has worked closely with Poda since the company’s inception, leading the creative team to provide in-house branding, graphic design, and web development. Karen is the founder of 2 companies which she runs as CEO and Creative Director. She graduated with a degree in Fine Arts.
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Dr Jagdeep Gupta BSC CCFP MD
Chief Medical Officer
Dr. Gupta received his medical training at the University of British Columbia followed by a residency at the University of Toronto. Initially in family medicine, Dr. Gupta’s scope evolved to focus on interventional pain management and interventional regenerative orthopaedic medicine. With a strong focus on integrating various fields of medicine to better treat pain and addiction and the interrelation of sleep, nutrition, exercise, lifestyle, mood, and mental health, Dr. Gupta has focused on both conventional and newly researched treatments such as those involving cannabis and psilocybin. Dr. Gupta owns and runs his own clinic and additionally has experience in business, consulting in the cannabis space. Future focus will include clinical research in smoking cessation and cannabis.
Poda Lifestyle & Wellness
DANIEL CHEN
Strategic Advisor
Founder of Shenzhen ESON Technology Co. Ltd. in 2010. ESON has successfully licensed its IP and supplied OEM services to ALL of the biggest tobacco companies in the world (JTI, Imperial, BAT, GPI, CNT).
Poda Lifestyle & Wellness
Juan Manuel (Jon) Ruiz
Strategic Advisor
Mr. Ruiz was a key executive for one of the largest tobacco companies in the world, Philip Morris International (PMI), for more than 15 years. In 2004, he was appointed Chief Executive Officer of Tabaqueira, a former Portuguese state monopoly that was acquired by PMI and contributed as one of PMI’s top 10 EBIaTDA (earnings before interest, taxes, depreciation, and amortization) producers worldwide. In 2006, Mr. Ruiz was assigned the integration of Coltabaco in Colombia, one of PMI’s largest single investments to date. After 15 years at PMI and 20 years in the fast-moving consumer goods space, Mr. Ruiz decided to expand his professional experience as CEO of Colombia’s leading media group,
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Michael Nederhoff
Strategic Advisor
Was previously the president of JUUL Labs Canada, a division of JUUL Labs Inc. (Altria Group, the maker of Marlboro cigarettes, invested $12.8 billion into JUUL in December 2018, acquiring a 35 percent stake). Michael was hired by JUUL to launch the product and business unit in Canada and was instrumental in dealing with commercial and regulatory aspects of the e-cigarette market. In addition, Michael was previously responsible for launching Red Bull and CytoSport into the Canadian marketplace, and he is currently the CEO of Shelter.
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Nicholas (Nick) Kadysh
Strategic Advisor
With over a decade of experience as a public affairs and regulatory expert, Mr. Nicholas (“Nick”) Kadysh has led government relations and regulatory departments for a number of large corporations, including acting as Head of Corporate Affairs for JUUL Labs Inc., as Government Affairs & Public Policy Leader for General Electric Canada, and as Director of Public Affairs for Red Bull Canada. Nick is currently the founder and CEO of PharmAla Biotech.
Poda Lifestyle & Wellness

Poda and our flagship Beyond Burn™ Poda Pods are set to revolutionize the heat-not-burn industry

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