Shauna Fitzgerald

Founder + CEO

With over 35 years of working in a highly regulated industry, Shauna has excelled in many aspects of business including strategy development and execution, team building and brand development.  With her career in sales, marketing and management in the alcohol industry, Shauna brings a solid depth of business experience to the nascent cannabis industry.  In her four plus years in the Massachusetts cannabis space, she has observed first hand the struggles that cannabis companies have in this chaotic industry.  Borrowing proven processes from the alcohol industry coupled with her first hand knowledge of the challenges new companies face, FitzCanna, Inc was born!  Shauna is passionate about partnering with cannabis companies to support their critical processes helping them to keep more hard earned profits.

Peter Belsito

Director of Operations

Peter serves as the Director of Operations at Fitzcanna, where he plays a pivotal role in managing and optimizing the day-to-day operations of the company. With a keen eye for detail and a dedication to efficiency, Peter ensures that all processes run smoothly and effectively.

In his capacity, Peter not only oversees operational activities but also actively facilitates the sales process. His comprehensive approach to operations and sales integration ensures that Fitzcanna maintains its high standards of service and operational excellence.

Alyssa Dunham

Sales and Marketing Manager

With a decade of experience in the fast-paced hospitality industry, and four years of involvement across many positions in the Cannabis sector, Alyssa expresses a passion for all facets of cannabis. Her expertise in Budtender and customer education, while showcasing a unique ability to align client needs with industry trends helps to foster enduring client relationships that reflect a keen understanding of evolving industry dynamics. Alyssa leads and cultivates a cohesive, productive, and innovative working environment that reflects professionalism and hospitality in a progressive, diverse, and inclusive company culture.

Emily Luongo

Account Executive

Emily brings over eight years of high-impact sales and partnership experience across EdTech, SaaS, and nonprofit sectors, making her a strategic asset to the FitzCanna sales team. Her background includes building multimillion-dollar pipelines, leading territory expansions, and launching programs with major educational institutions, experience that now fuels how FitzCanna supports and scales with our retail partners.

Since joining FitzCanna, Emily has helped retool our sales workflows for speed and clarity, refining territory segmentation, improving CRM visibility, and ensuring follow-ups turn into forward motion. She’s built internal systems that support stronger communication between brands and buyers, and elevated the way we track, plan, and prioritize opportunities.

Emily’s ability to turn big-picture strategy into real-world execution is what sets her apart. Whether she’s coaching a team member, onboarding a new account, or identifying where we can be more efficient, she brings both structure and momentum to the table, driving smarter growth at every level of the business.