SEP 24, 2020 10:30 AM CDT

New Brands in New Markets

Speakers
  • SVP of Commercial Development, BDSA
    Biography
      Jessica Lukas is the SVP of Commercial Development at BDSA, the premiere market research firm serving the global cannabinoid industry. Jessica is one of the most sought-after market research experts serving the cannabis market, priding herself in making data come to life with storytelling and actionable insights. Together with her team, she works with manufacturers, retailers, and investors to deliver unmatched insights and analytics to drive their businesses forward. Prior to joining BDSA and the wild world of cannabis data, Jessica Lukas spent over 10 years working with and for top global CPG and beverage alcohol companies in insights, analytics, and marketing leadership roles.
    • Chief Strategy Officer, Green Thumb Industries
      Biography

        Jennifer Dooley brings a decade of experience building consumer brands, driven by her uniquely creative and analytical approach to identifying and capitalizing on market opportunities to Green Thumb. Prior to joining Green Thumb, Jennifer led strategic Brand Development and Innovation at Storck USA, a top 10 global confectioner, known for brands Werther’s Original, Toffifay, Mamba, merci and RIESEN. There, she managed a $100M brand portfolio P&L and brought to market dozens of new products, including the first non-confection product to come out of the century-old Werther’s Original brand: a Caramel Popcorn that knocked out incumbents, earning #1 ranks in the market, and the 2015 Snack Category Product of the Year. She also ran brand operations for the Werther’s Original Caramel Shoppe in the Germany Pavilion at Walt Disney World’s Epcot. In 2019, Jennifer was named to Marijuana Venture’s “40 Under 40” list and High Times “Female 50.” She earned her MBA from Northwestern University Kellogg School of Management with a focus on Marketing, Entrepreneurship and Innovation. Jennifer graduated summa cum laude from the College of Charleston with a Bachelor of Science in Business Administration and English while a member of The College’s NCAA Division I Cross Country and Track + Field teams. She currently resides in Chicago, loves a nice rye, a good pen, puns and boxing.

      • CFO & COO, Spherex
        Biography

          Daniel Gardenswartz is Chief Financial Officer and Chief Operating Officer of Spherex, an innovative cannabis extraction company and producer of top-shelf vape cartridges, dablicators and infused products. He oversees all financial aspects of the company; assists in operational management, including global supply chain activities; and directs brand-guided growth strategies. With 25 years of experience in private equity and investment banking for a variety of industries, Mr. Gardenswartz has been involved in the execution of corporate finance transactions with an aggregate value of over $8 billion. He is a seasoned expert in helping companies successfully navigate phases of hyper-growth, and advises clients on mergers and acquisitions, restructurings, capital raising and private equity, among other concerns.

        • CEO, The BeLeaf Company
          Biography

            Backed by an impressive resume of achievements in the marketing field, Mitch Meyers brings a fresh perspective to the cannabis and hemp industry. After spending several years in the accounting and audit field, Mitch realized that marketing and product development was her true calling. She was hired to introduce Bud Light for Anheuser-Busch, which is now the largest selling beer in the world. AB subsequently put her in charge of leading their new products group for 6 years. She was named AdWeek’s Advertising Woman of the Year in 1996. After leaving there, she formed a marketing and brand development agency, The Zipatoni Company, that worked with many Fortune 100 companies delivering strategic insights and business development programs. She and her partners built the agency to 350 employees, offices in 5 states and $42 MM in revenue annually. They were acquired by IPG, the Interpublic Group in 2003. Since that time she has entered the cannabis industry receiving a dispensary license in the highly competitive Illinois medical market in 2014. The following year, she received a cultivation, production and dispensing license in Missouri for CBD to treat Epilepsy. She continues to consult with companies around the country on cannabis business. Mitch’s seasoned marketing expertise, coupled with her passion for the plant, products and the ultimate patients, makes her one of the leading faces of the cannabis industry.


          Abstract

          Early-stage markets provide a unique opportunity for new and innovative brands to get a foothold in an expected $50B cannabis CPG category while MSOs are building portfolios for a national approach. Packaging design, supply chain, product consistency, serving size, advertising, and more, are critical to creating an emotional connection between your product and your targeted consumer. Listen to this panel of diverse approaches to launching a brand in the cannabis space and their recipes for success.


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