• Adam Conner

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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Reach out to Adam Conner on LinkedIn at https://www.linkedin.com/in/adamjconner/ or via email at adam.conner@govivoom.com with suggestions for guests, content, or general interest/feedback.


Find more at https://www.podcast.vivoom.co/.


Enjoy!


Music: "Streetview" by Jahzzar is licensed under a Attribution-ShareAlike License (CC BY-SA 4.0)