Steven Avalos – Verano

Steven Avalos has spent his career at the intersection of law, labor relations, and business strategy. As the vice president and associate general counsel for labor and employee relations at Verano Holdings Corp., he plays a crucial part in shaping the company’s labor and employment policies, managing complex negotiations with unions, and ensuring its long-term goals align with its workforce strategy.

Steven Avalos | Verano | Vice President and Associate General Counsel – Labor and Employee Relations

With a broad skill set beyond labor and employment law, Avalos’ work spans contract negotiations, litigation, human resources and strategic corporate initiatives, making him a dynamic legal leader in the ever-evolving corporate world.

“I view my in-house role as not simply a legal advisor but also a strategic partner to the business. I must understand my company’s goals and provide proactive, business-oriented legal counsel,” Avalos tells Vanguard.

Verano Holdings Corp. is one of the leading companies in the U.S. cannabis industry. It operates in 13 states, has over 1.1 million square feet of cultivation capacity and offers a diverse portfolio of cannabis brands.

Avalos’ path to the legal profession was not a traditional one. He initially pursued a political career driven by a passion for social justice and a desire to create positive change. Growing up in Chicago’s Belmont Cragin neighborhood, he witnessed firsthand the challenges faced by working-class families, experiences that shaped his career ambitions. His mother’s determination to provide a better life for her children was a driving force behind his professional journey.

After earning a degree in political science and East Asian languages from the University of Illinois Urbana-Champaign and a JD from the University of Illinois College of Law, Avalos spent his first seven years in private practice. His early legal career at firms such as Chico & Nunes and Del Galdo Law Group (where he served as general counsel to several school districts and colleges) provided him with intensive labor law experience, which he later leveraged in key in-house roles at Service Corporation International, MillerCoors and CVS Health. His tenure at these companies solidified his reputation as a skilled negotiator and strategic thinker.

Beyond his legal acumen, Avalos honed his leadership skills in these roles. At MillerCoors, he helped the company navigate the aftermath of a tragic brewery shooting in Milwaukee, concurrent with the company’s response to a global pandemic, assisting with crisis management and employee relations. At CVS Health, he trained managers at union facilities to understand key contract terms and how to foster trust between labor and management. He also trained managers at non-union facilities in management best practices and how to build trust with employees.

Building from scratch

In December 2023, Avalos took on his current role at Verano. The cannabis industry’s rapidly evolving regulatory landscape presents unique challenges. Avalos has embraced the opportunity to craft legal strategies in an environment where many cases are being litigated for the first time.

One of Avalos’ primary responsibilities has been developing and implementing Verano’s long-term labor and employee relations strategy. As the sole attorney overseeing labor and employment matters, he has had the autonomy to build the department from the ground up.

“This experience has given me valuable insights into Verano’s broader corporate strategy, litigation management, HR-related matters and cross-functional collaboration with other departments,” Avalos explains.

His leadership exemplifies his ability to manage complex labor negotiations. In 2024 alone, he handled 15 labor contracts. With unions newly entering the cannabis space and multiple contracts coming up simultaneously, Avalos served as the chief negotiator, overseeing a diverse team of stakeholders. His approach to these negotiations underscores his leadership philosophy: listening first, understanding the motivations of all parties and crafting solutions that serve both business and employee interests. He has also helped develop his bargaining teams’ skill sets (transferable to future leadership roles), many of whom had zero experience with labor negotiations.

Additionally, he has played a key role in post-negotiation training, ensuring managers understand how to operate within a unionized environment. His hands-on approach to education and engagement helps prevent labor disputes before they arise, strengthening relationships between management and the workforce and lowering litigation costs for the business.

A wider view

Beyond his labor and employment law expertise, Avalos has demonstrated his capacity to contribute to broader business initiatives. His role extends to mergers and acquisitions, ensuring that labor relations considerations are integrated into corporate strategy. Verano is a publicly traded company, so Avalos also considers shareholder concerns, showcasing his ability to navigate the intersection of law, business, and corporate governance.

His experience at CVS Health further illustrates his ability to operate in complex, highly regulated industries. From Department of Transportation regulations impacting CVS’s drivers to the Controlled Substances Act, Avalos helped navigate CVS through a complex web of regulatory hurdles to clear the path for business growth. His hands-on approach to training managers on regulatory compliance highlights his commitment to fostering strong labor-management relationships.

Moreover, he has expanded his scope at Verano by collaborating with government affairs teams, staying ahead of regulatory changes, and contributing to policy discussions at the state and federal levels. As cannabis laws evolve, his expertise navigating legislative landscapes adds significant value to Verano’s legal strategy.

“As in-house counsel, I must anticipate and adapt to rapidly changing regulations, technologies, and global events to identify potential risks and opportunities for the business,” Avalos explains.  

Transcending labor and employment

Avalos says he recognizes that his labor and employment expertise is a niche specialization many corporate leaders may not fully understand. However, he is keen to highlight how the skills honed in this field are highly transferable to a broader in-house legal role. Managing negotiations, leading cross-functional teams, navigating complex regulatory landscapes, and developing long-term strategic plans are all competencies that extend beyond labor law.

His leadership style, shaped by early community organizing and political advocacy training, is rooted in listening, engagement, and strategic influence. His ability to unite diverse stakeholders and align their interests is invaluable in any executive role.

“My work at Verano has further reinforced my ability to manage legal risk while supporting business growth, a vital attribute for a future general counsel,” he says.

As the cannabis industry continues to evolve, Avalos remains at the forefront, helping to shape Verano’s legal strategy and the broader legal landscape for labor relations in the sector. His ability to navigate complex negotiations, develop long-term strategies and build strong relationships with internal and union partners makes him a standout legal leader.

For Avalos, the future is about more than just labor and employment—it’s about using his skills to drive organizational success at the highest levels.

“I firmly believe that the future of corporate leadership must be rooted in a core set of values that elevates the corporate culture and contributes to a tangible improvement in the quality of life for our employees, customers, and the broader community. Success will be measured in profits and our positive impact on the world. I want to be a part of this future and welcome others to join me in shaping it,” he says.