In Insight, Marketing, People

Finding and keeping good talent is an ongoing challenge for brands, but know there is new competition for talent—the weed industry. Let’s face it: cannabis is sexy, it’s growing fast (projected to be $57 billion by 2027), and it’s an industry with no preconceived ideas on how things should be done. The clean slate with fast growth is tantalizing for many traditional marketers. The need for talent had given rise to new recruiting companies focused on finding talent for the cannabis industry: Vangst, THC Staffing Group, and Viridian Staffing.

Marketers who have left traditional brands for the weed industry:

Former Senior Director of Stores at Nike Chris Melillo, now SVP of Retail for Curaleaf: “This marketplace is going to experience a lot of changes over a short period of time, and I think it’s fun to navigate through that. I love the pace and energy of the industry. And I love what it represents, which is helping people.”

Williams Sonoma and Bed Bath & Beyond vet Richard Degnan became CMO 4Front Holdings: “After spending so many years in more traditional retail, it was very inspiring to feel like I could be part of something that is first of all a growing industry but that was also helping people.”

With the funding flowing into cannabis businesses, these marketers are not having to sacrifice pay, benefits, or stock options. There’s a lot of upside for the right marketing talent in this new category.

Read more on Digiday.

Photo: Rick Proctor via Unsplash

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