Yes We Cannabis: Curaleaf CMO Jason White
On today's episode, I am joined by the Chief Marketing Officer of Curaleaf, Jason White. Curaleaf is a leading vertically integrated cannabis operator in the United States.
This conversation was recorded in-person in Baltimore during the first week of Jason's tenure, and covers a broad variety of topics within cannabis and Jason's vision in the newly-created role.
Today, you'll learn:
What it was about cannabis that pulled Jason away from juggernaut brands and into a brand new space
The differences and similarities between the ways the cannabis industry and other, more legacy, industries are marketed and grown
How the purpose of Curaleaf is essential and foundational to the brand, not secondary, plus how it blends with the business
How Jason glues together the 50 "countries" within the US to create a cohesive brand, given the unique regulations and laws within each individual state
How Curaleaf takes advantage of consumers' views, both medicinally and recreationally, to address all need states
Jason's vision for Curaleaf's future
Advice on how to build a brand which is rooted in purpose, not adjacent to it
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Music: "Streetview" by Jahzzar is licensed under a Attribution-ShareAlike License (CC BY-SA 4.0)