Welcome to Branding Like a Boss, episode seventeen—where we take you behind the scenes of the most influential brands in the cannabis industry and explore the talented minds shaping the future of this dynamic space. I’m your host, Angela Pai, and today I’m excited to introduce you to Lisa Weser, founder and CEO of Trailblaze, a creative communications agency that has been elevating cannabis and lifestyle brands since 2018.
Introducing Lisa Weser: A Trailblazer in Cannabis Communications
Lisa Weser is widely recognized as one of the industry’s most accomplished publicists, known for her impressive track record of launching and elevating cannabis brands on a national stage. Her portfolio includes ushering Martha Stewart into the cannabis world, representing icons like Snoop Dogg, and working with brands such as Steezy, Good Day Farms, and I Like Growing Marijuana. Her story is one of bold transitions, strategic thinking, and a deep passion for storytelling and brand building.
From Beer to Bud: A Surprising Journey
Lisa’s career began in a different universe—she was the head of marketing communications at AB InBev, the global brewing giant behind Budweiser, Bud Light, Stella Artois, and more. Her role involved managing marketing for the US portfolio of beers, overseeing major sports, entertainment partnerships, and cultural events from the Super Bowl to Sundance. It was a masterclass in high-level marketing, working with top talent and agencies worldwide.
However, after years of working in the beer industry, Lisa felt it was time for a change. She recounts her realization after her sixth Super Bowl—she had accomplished a lot and was ready for something new. The explosion of the cannabis industry around 2017 caught her attention, especially when Constellation Brands invested in Canopy Growth, signaling a significant shift: alcohol and cannabis were beginning to collaborate rather than compete.
Her “spidey sense” told her this was a white space ripe for innovation. With her background in alcohol marketing, which faced similar regulatory hurdles, Lisa saw an opportunity to bring a more sophisticated, strategic approach to cannabis marketing—something that the industry was desperately lacking at the time.
The Birth of Trailblaze
Trailblaze was born out of a desire to help brands navigate the nascent cannabis landscape with professionalism and insight. Lisa identified a gap: established alcohol brands had expertise in branding, regulation, and consumer engagement that many emerging cannabis brands lacked. She saw her role as a guide to help these brands craft compelling narratives, build visibility, and grow sustainably.
Initially, Lisa operated as an independent consultant, leveraging her beverage marketing experience. She signed her first clients through direct outreach—calling, meeting, and building relationships. Her big break came when Canopy Growth, her largest client today, signed on after she helped them launch Martha Stewart’s CBD brand. That campaign, during COVID, was a cultural moment that catapulted her into industry prominence.
Building a Team and Scaling Up
While Lisa started solo, her growing client roster soon required a team. She brought in seasoned professionals—people from outside cannabis with expertise in marketing and communications, including a former EVP from Anheuser-Busch with experience leading Stella Artois. Her team’s blend of industry passion and deep marketing expertise sets Trailblaze apart.
Lisa emphasizes that success in cannabis branding requires more than love for the plant; it demands a nuanced understanding of building profitable brands, navigating regulation, and connecting authentically with consumers. Her approach focuses on storytelling, identifying white space, and positioning brands to stand out in a crowded marketplace.
Crafting a Consistent, Impactful Narrative
One of Lisa’s core strategies is helping brands develop a clear, compelling narrative that resonates with consumers and industry stakeholders alike. She points out that many cannabis brands struggle to articulate their unique identity and what differentiates them.
Her approach involves a three-pronged strategy:
- Parent/Corporate Brand: Define what the company stands for and where it fits in the larger landscape.
- Product Brands: Create distinct lanes for different products, clarifying their target audiences and positioning.
- Thought Leadership: Build the personal brands of founders and executives, positioning them as industry voices and influencers.
Lisa notes that within this framework, understanding internal stakeholders—including leadership and board members—is crucial. Effective communication and alignment inside the organization often determine external success.
Breaking Through the Media Clutter
Achieving national headlines remains a challenge, but Lisa’s approach combines relationship-building with strategic storytelling. She has cultivated deep relationships with journalists and media outlets, which helps her secure high-impact coverage. She recalls a recent success with a Forbes cover story on Steezy, a brand she helped position as the “Nike of weed,” which was a monumental achievement.
Lisa believes in the power of storytelling that moves the needle—whether that’s a viral stunt, a cultural moment, or an in-depth feature. For example, her team created a viral campaign for a THC-infused brownie, leveraging National Brownie Day to generate massive media attention with just a $3,000 budget. The stunt led to extensive coverage, increased sales, and boosted investor interest—proof that bold ideas, executed well, can deliver outsized results.
When Is a Brand Ready for PR?
Lisa advises that brands should have their foundational elements in place before investing heavily in PR. This includes a clear go-to-market strategy, an operational e-commerce platform, and retail partnerships. PR is a long-term investment that amplifies existing momentum, not a quick fix. She emphasizes that consistent, well-funded campaigns over at least a year are necessary to build genuine industry credibility and consumer trust.
Navigating Crisis and Reputation Management
In the volatile cannabis space, crisis management is vital. Lisa draws from her extensive experience in consumer brands to highlight that proactive, ongoing reputation management can prevent crises from escalating. She advocates for “offense and defense”: understanding potential threats early, having strategies to counter misinformation, and responding quickly—ideally within 24 minutes instead of 24 hours.
She warns that digital attacks, bots, and misinformation campaigns are increasingly sophisticated and can be weaponized to manipulate brand perception. Being prepared with a strong crisis response plan and a trusted team is essential, especially as the industry matures and faces new challenges.
The Future of Cannabis Branding
Looking ahead to 2026, Lisa sees an industry shifting toward greater professionalism, transparency, and storytelling grounded in plant science. She notes that the focus will increasingly be on product quality, consistency, and scientific advancements—like how modified atmospheric packaging can preserve terpenes and cannabinoids during storage and transit.
She emphasizes that brands need to be future-proof, leveraging AI, earned media, and strategic narratives to stay ahead of misinformation and regulatory hurdles. Relationships and authentic storytelling will remain key to standing out.
Final Thoughts
Lisa Weser’s journey from beer marketing to cannabis public relations exemplifies resilience, innovation, and strategic vision. Her work demonstrates that with the right storytelling, relationships, and long-term planning, cannabis brands can elevate their presence, influence, and impact.
To connect with Lisa and learn more about Trailblaze, visit trailblaze.co or follow her on social media. Her expertise and bold approach continue to shape the future of cannabis branding—making her a true industry trailblazer.
