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What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?
The biggest challenge is that we’re still operating in a federally illegal, highly fragmented market—and that trickles down into everything: banking, taxation, advertising, even basic communications. Every time we build a campaign, we’re navigating a patchwork of inconsistent regulations and a whole lot of misinformation. At Marino, we’ve leaned into that challenge. We don’t just “do PR”—we’ve become a strategic partner to brands, dispensaries, tech platforms, and advocacy groups across the country. We know how to tell compliant stories that still break through the noise, and we’ve built a track record of launching dispensaries, driving policy narratives, and elevating operators doing it the right way.
Where do you see the most exciting opportunity for growth and innovation in cannabis?
The most exciting growth right now is happening at the intersection of cannabis and culture—especially on the East Coast. New York is still chaotic, yes, but it’s also full of creative energy, legacy operators turning licensed, and entrepreneurs bringing real community ties into retail. I’m also watching how brands build trust through education, wellness, and lifestyle—because if you can’t advertise like Big Alcohol, you better connect with your audience in smarter, more authentic ways. That’s where comms becomes a growth engine.
What’s one piece of advice you would give to someone looking to break into the cannabis industry?
Don’t assume this industry plays by the same rules as others—it doesn’t. Learn the policy. Learn the plant. Learn why equity matters here more than almost any other space. And above all: show up. Go to events, meet the people who’ve been doing this work long before it was cool, and be ready to build trust slowly. Cannabis is still small enough that relationships matter more than résumés.
What is the most important thing you have learned from your experiences in the cannabis industry?
That progress in cannabis is never linear. Just when you think things are moving forward—boom, a new lawsuit, a shifting regulation, or a delayed rollout. But I’ve also learned that there’s an incredible amount of resilience in this space. Every brand, dispensary, or founder I’ve worked with has had to fight through setbacks, and I’ve seen how strategic storytelling can turn obstacles into opportunity. That’s been the biggest lesson: your story matters, especially when things get hard.
What do you want your legacy to be as it relates to the cannabis industry?
I want to be remembered as someone who helped build this industry the right way. Someone who used comms as a tool for impact—opening over 30 dispensaries, helping equity applicants find their voice, and showing national players how to lead with authenticity. I’ve loved this plant since before I knew what PR was. Now I get to help shape the narrative of a once-in-a-generation industry. That’s the legacy I’m working toward.