The Visionary Leadership of Jonathan Ross: Shaping Wyld’s CSR and DEI Future

Jonathan Ross’s journey from the disciplined ranks of the U.S. Marine Corps to the dynamic world of corporate social responsibility (CSR) is a testament to resilience, adaptability, and visionary leadership. As the Corporate Social Responsibility Manager at Wyld, Ross has seamlessly integrated his diverse experiences to champion initiatives that promote diversity, equity, and inclusion (DEI), environmental sustainability, and community engagement. His leadership reflects a deep commitment to driving social change, fostering inclusive workplaces, and ensuring businesses operate with a strong ethical foundation.

With a career spanning military service, diplomatic security, and corporate leadership, Ross has cultivated a rare blend of strategic thinking and hands-on experience. He understands that true leadership is about service—whether protecting national interests, supporting marginalized communities, or developing sustainable business practices.

Early Life and Military Service

Born and raised in Portland, Oregon, Jonathan Ross exhibited a strong sense of duty and leadership from a young age. At 18, he enlisted in the United States Marine Corps as a Motor Vehicle Operator (MOS 3531), where he embraced the core values of honor, courage, and commitment. These principles became the foundation of his character and professional ethos.

During his early military career, Ross was deployed to Afghanistan, undertaking critical missions that included removing excess equipment from the battlefield—a task that resulted in significant cost savings for the Marine Corps. This experience honed his logistical skills and reinforced the importance of efficiency and resource management.

Transition to Diplomatic Security

At 22, Ross transitioned to a prestigious role within the Marine Corps as a Diplomatic Security (Marine Security Guard, MSG) with a new Military Occupational Specialty (MOS 8156). This position required safeguarding U.S. embassies and consulates abroad, demanding a high level of discretion, cultural sensitivity, and strategic thinking.

His tenure in diplomatic security broadened his worldview and deepened his appreciation for diverse cultures and perspectives. Working in high-pressure environments, he developed the ability to assess risks swiftly and implement security protocols to protect diplomats and classified information. These experiences instilled in him a deep sense of responsibility, which would later shape his leadership style in the corporate world.

Leadership Beyond the Military

While serving as Vice Chairman at the United States Employee Association (USEA) at 24, Ross focused on promoting internal controls and enhancing asset management. This role allowed him to influence organizational policies and advocate for employee welfare, further developing his leadership and administrative capabilities.

His time at USEA also gave him firsthand experience in managing financial oversight, ensuring transparency, and fostering an ethical workplace culture. Through his leadership, he worked on improving operational efficiency and empowering employees, setting a strong precedent for his future CSR initiatives.

Educational Pursuits and Entrepreneurial Ventures

Upon completing his military service, Ross pursued higher education in communications and advertising. His academic journey refined his understanding of storytelling and human connection, skills that are invaluable in both marketing and leadership. Driven by a passion for amplifying marginalized voices, he launched Everwild Studios, a venture dedicated to creating narratives that matter and fostering inclusivity in media.

His goal was to bridge the gap between representation and reality, ensuring that diverse communities had a platform to share their stories. This venture also allowed him to blend his leadership skills with creativity, crafting powerful messages that resonate with audiences across different industries.

Joining Wyld: A New Chapter in CSR

Ross’s commitment to social responsibility led him to Wyld, where he initially served as Community Relations Manager. Collaborating closely with CEO Aaron Morris and the leadership team, he co-developed a comprehensive DEI strategy rooted in the company’s core values. This strategy culminated in Wyld’s “Theory of Change,” founded on four essential pillars:

• Social and Racial Justice: Addressing systemic inequalities and advocating for marginalized communities. Ross has worked to establish partnerships with organizations that support underrepresented groups, ensuring Wyld’s initiatives have a meaningful impact.
• Combating the Failed War on Drugs: Supporting initiatives that rectify the injustices of past drug policies. Ross has been instrumental in pushing for policy reforms and working with advocacy groups to provide resources to communities most affected.
• Environmental Sustainability: Implementing practices that minimize environmental impact and promote ecological balance. Under Ross’s leadership, Wyld has adopted eco-friendly production methods and sustainable packaging alternatives to reduce its carbon footprint.
• Health and Wellness: Promoting holistic well-being for employees and the communities Wyld serves. Ross has helped develop employee wellness programs and collaborated with local organizations to enhance mental health and nutrition awareness.

Establishing the CSR Department

One of Ross’s significant achievements at Wyld was launching the foundational DEI training program, which paved the way for the inception of the Corporate Social Responsibility Department. This department consolidated Wyld’s efforts in sustainability and community engagement, ensuring a cohesive approach to social responsibility.

By establishing clear goals and measurable outcomes, Ross has ensured that Wyld’s CSR initiatives remain impactful and scalable. His leadership has helped foster a company culture that embraces ethical business practices while driving positive societal change. Through this, Wyld has positioned itself as an industry leader in social responsibility, setting a standard for others to follow.

Innovative Initiatives and Community Engagement

Ross’s favorite initiative at Wyld is the NuProject loan program, which stands out as one of the team’s most intricate and impactful efforts. Unlike traditional funding methods, this program embraces an innovative approach by collaborating with Wyld’s partners to provide resources tailored to the unique needs of cannabis entrepreneurs.

As the cannabis industry expands into new states and with the prospect of federal legalization on the horizon, Ross believes this program will be essential in helping these entrepreneurs establish a solid foothold to succeed in a competitive market. Beyond financial assistance, the program offers mentorship opportunities, business development support, and advocacy for policy changes that promote equitable participation in the industry. Ross’s hands-on approach ensures that these entrepreneurs receive not only funding but also strategic guidance to build sustainable businesses.

Navigating Industry Challenges

The cannabis industry presents unique challenges, particularly regarding its carbon footprint from packaging and labeling regulations as well as its energy-intensive processes. Wyld aims to be a leader in this by adhering to the best practices established by local green business networks, measuring greenhouse gas emissions, and implementing reduction action plans to meet science-aligned targets.

Ross has spearheaded research into biodegradable packaging solutions and waste reduction strategies to ensure Wyld remains at the forefront of sustainable innovation. His work extends beyond company operations, as he collaborates with industry leaders and policymakers to advocate for greener regulatory practices.

Adapting to Evolving Consumer Preferences and Market Regulations

The team at Wyld is dedicated to meeting evolving consumer preferences by constantly launching customized products and brands that cater to a wide range of tastes. Their innovative cannabinoid ratio products, such as the Boysenberry with THC, CBD, and CBN, as well as the Good Tide brand, showcase their commitment to providing something for everyone.

Additionally, Wyld prioritizes market regulations. The dedicated Compliance and Legal team works diligently to ensure that all products and packaging adhere to state regulations. Ross has also been involved in consumer education efforts, helping customers make informed choices about cannabis consumption and responsible usage.

Leadership Philosophy and Vision

Ross’s leadership philosophy is deeply rooted in the values he cultivated during his military service—honor, courage, and commitment. He believes in leading by example, fostering an environment where employees feel valued and empowered to contribute their unique perspectives.

His vision for Wyld encompasses not only business success but also a positive societal impact, reflecting a holistic approach to corporate leadership. Ross actively mentors emerging leaders within the company, ensuring that the next generation of corporate social responsibility professionals continues to build upon his work. He also encourages cross-industry collaboration, believing that true progress happens when businesses share knowledge and work together to address global challenges.

Empowering the Next Generation of Leaders

Beyond his immediate role at Wyld, Ross is deeply committed to mentoring and empowering future leaders in the fields of corporate social responsibility and diversity, equity, and inclusion. He frequently engages in speaking engagements, industry panels, and mentorship programs aimed at guiding young professionals who are passionate about creating meaningful social impact.

By sharing his experiences—from military service to corporate leadership—Ross provides invaluable insights into resilience, adaptability, and purpose-driven leadership. His goal is to inspire the next generation to approach business with a sense of responsibility, ensuring that ethical and sustainable practices remain at the heart of future enterprises.

The Future of CSR at Wyld

Looking ahead, Ross envisions Wyld’s Corporate Social Responsibility (CSR) and Diversity, Equity, and Inclusion (DEI) initiatives evolving in tandem with the company’s growth and the broader societal landscape. As cannabis becomes more accepted, the potential for Wyld’s CSR and DEI initiatives will grow. However, this growth is not simply about scaling upward; it involves a deeper understanding of human experiences—recognizing shared struggles, aspirations, and histories.

Much like a tree or river that extends outward while staying rooted, Wyld aims to expand its impact while remaining true to its commitments of justice, equity, sustainability, and community. In the next five years, new challenges are expected to rise, but these challenges will also present opportunities for the Wyld team to innovate and drive meaningful change.

Jonathan Ross’s leadership at Wyld is not just about corporate growth; it’s about making a lasting impact. Through his dedication to CSR and DEI, he continues to shape a more inclusive, sustainable, and socially responsible business landscape.