SHF Holdings Inc., dba Safe Harbor Financial (Nasdaq: SHFS), has hired two executives for its leadership team: Jeffrey Kay as senior vice president of marketing and the return of Dominic Marella as vice president of business development.
Kay and Marella will focus on expanding Safe Harbor’s national footprint, enhancing client services and increasing brand visibility. The Golden-based company aims to deliver compliant, scalable and technology-driven financial solutions to cannabis-related businesses.
“Safe Harbor is entering a new phase of accelerated growth, innovation and market leadership,” said Terry Mendez, CEO of Safe Harbor Financial. “The appointments of Jeff and Dom represent a strategic investment in both our brand and business development engine. Jeff’s marketing acumen and Dominic’s deep relationships and experience across the cannabis sector give us an unmatched edge in serving the evolving needs of cannabis operators and financial institutions.”
Jeffrey Kay has more than 30 years of marketing experience, previously serving as chief marketing officer at AMMA Investments, a multi-state cannabis operator. In his new role, Kay will lead integrated marketing strategy, brand development and go-to-market execution.
Dominic Marella rejoins Safe Harbor after nearly two years in fintech leadership outside the organization. With a background in the commodities and derivatives sector, Marella previously led the cannabis vertical at Paro, a digital accounting platform. He was also vice president of business development at Abaca, a company acquired by Safe Harbor in 2022.
Key initiatives under Kay’s leadership will include a brand refresh, a demand-generation strategy, and a new partnership marketing program. Marella will focus on expanding business development operations, emphasizing strategic client acquisition and tailored financial solutions for cannabis operators.
Both Kay and Marella have joined the company with equity-based incentives, aligning their long-term interests with those of shareholders.