MAY 12, 2020 11:00 AM MT

PANEL: Reaching the Consumer

Speakers
  • CEO, Grasslands
    Biography
      Ricardo Baca is a 20-year veteran journalist, keynote speaker, two-time TEDx veteran and thought leader in modern media and drug-policy circles. He served as The Denver Post's first-ever marijuana editor and founded news vertical The Cannabist, where he extensively covered the advent of adult-use cannabis and related issues across the country and around the world, as seen in the feature documentary Rolling Papers (Netflix).

      In 2016, Ricardo launched Grasslands: A Journalism-Minded Agency to work directly with business leaders in highly regulated industries, including cannabis, energy and traditional healthcare. Named Marketer of the Year by AdCann in 2019, Ricardo has received numerous accolades for his trailblazing work covering drug policy, cannabis business and culture, and continues to columnize and host podcasts for a number of top publications.
    • CMO, Coda Signature
      Biography
        Marji is Chief Marketing Officer at Coda Signature, a manufacturer of premium cannabis infused products. Prior to joining Coda Signature, Marji led global marketing at TTEC a $1.5 billion customer experience technology and services company. Marji developed her expertise building premium brands working side-by-side with Ralph Lauren at Polo/Ralph Lauren. She gained her digital marketing experience at Ethan Allen Home Furnishings where she led e-commerce for the vertically-integrated manufacturer and retailer. And her passion for quality confections is rooted in her family's business, Harold W. Young, Inc., a third generation national candy brokerage firm.
      • CMO, Wana Brands
        Biography
          Joe Hodas serves as Chief Marketing Officer for Wana Brands where he is responsible for generating revenue by creating innovative and refined marketing campaigns for the organization while helping to grow Wana's brand, market share and customer loyalty. An early professional marketer in the cannabis industry, Hodas drove the marketing strategy for Dixie Elixirs as its first CMO, helping build it into one of the most recognized national marijuana brands. Prior to joining Wana, Hodas was CEO at Gofire, an innovator of hardware and software IP designed to change the face of plant-based medicine and mainstream healthcare. As CEO, he guided Gofire's marketing, product development, software and sales, helping to bring the company's first metered dose inhaler to market, while developing the company's next generation products intended to redefine how mainstream medicine could be delivered and monitored for adherence and efficacy. Previously, Hodas served as COO for General Cannabis Corporation, a publicly traded company consisting of several ancillary businesses. Hodas' experience also includes positions as Sr. Director of Corporate Communications for Frontier Airlines, as well as agency experience at Vladimir Jones where he was a partner and Ogilvy Public Relations. Hodas has also taught as an adjunct marketing professor at the University of Denver Daniels College of Business. He graduated from the University of Denver, receiving his master's degree in mass communications and public relations after earning a bachelor's degree from the University of Texas.
        • Executive Director of Marketing, Medically Correct
          Biography
            Elizabeth Bishop Tindall is the Executive Director of Marketing for Medically Correct. Managing the incredibles brand and launching "Quiq", "Clear Creek", and "Nove", Elizabeth oversees all aspects of branding and marketing for the organization. Before moving to Colorado to pursue a career in cannabis, Elizabeth acted as the VP of Creative Marketing at Universal Pictures in Hollywood, focused on shopper marketing and creating consumer connections. Elizabeth says, "I am a big believer in the power of cannabis! incredibles was my first experience with Colorado edibles and I sought them out for the job. It's chaotic and crazy - and I love every minute of it!" (and...she's been growing since the age of 15)
          • SVP Marketing, Curaleaf
            Biography
              Katrina Yolen is a seasoned marketing executive with over 20 years of experience working in mid-sized and large consumer packaged goods companies, as well as in startups. She joined Curaleaf in January 2018 as SVP of Marketing, and has been enjoying the wild ride of the cannabis industry ever since. Prior to Curaleaf, Ms. Yolen served as Vice President of Marketing at Dancing Deer Baking Co., Director of Marketing at Weetabix North America, and held senior marketing roles at GlaxoSmithKline and Kraft Foods.

            Abstract

            How are top multi-state cannabis brands and retailers reaching upstream to engage consumers, attract new users and retain existing customers? Digital marketing - covering advertising, content marketing, thought leadership, influencer marketing, social media and public relations - is more important than ever, but navigating the space involves more roadblocks than green lights. In this high-level panel discussion, we will explore forward-looking best practices and share real-world examples for increasing customer acquisition (and retention) without breaking the bank.


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