What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?
One of the biggest challenges is customer retention. There’s a lot of focus on getting people through the door with discounts, but that doesn’t build real loyalty. If customers are only coming back because of a deal, they’ll leave as soon as someone else offers a better one.
Another major issue is marketing restrictions. Most businesses can advertise freely, but in cannabis, you have to get creative. The platforms available are limited, and the rules are always shifting. It makes it tough to engage customers consistently, let alone build a lasting brand.
Where do you see the most exciting opportunity for growth and innovation in cannabis?
Cannabis has been stuck in a “one-size-fits-all” approach for too long. Every customer is different, why are we still marketing to them the same way? There’s a huge opportunity to use data to create better shopping experiences, things like personalized product recommendations, thoughtful loyalty programs, and smarter communication.
Beyond that, I think budtender education is a major area for growth. The more informed they are, the better experiences customers will have, and that’s what keeps people coming back.
What’s one piece of advice you would give to someone looking to break into the cannabis industry?
Understand compliance before anything else. Marketing, sales, operations, every part of this industry is shaped by regulations. If you don’t know the rules, you can’t play the game.
Also, be specific about the value you bring. Everyone wants to work in cannabis, but brands need people who actually solve problems. Figure out what you’re good at, lean into it, and be ready to adapt, because this industry changes fast.
And lastly, network. Cannabis is built on relationships, and your next opportunity is probably going to come from a conversation, not a job posting.
What is the most important thing you have learned from your experiences in the cannabis industry?
Short-term thinking doesn’t work in the long run.
So many businesses are focused on quick wins, whether it’s deep discounts, aggressive expansion, or cutting corners to save money. But the ones that actually last in the space invest in customer relationships, education, and long-term strategy.
I’ve also learned that data is everything. If you’re not tracking what works and adjusting accordingly, you’re just guessing. And in this industry, guessing is expensive.
What do you want your legacy to be as it relates to the cannabis industry?
I want to be someone who helped shift the industry toward sustainable, thoughtful growth.
Cannabis businesses have been in survival mode for a long time, constantly reacting to new regulations, pricing pressures, and market instability. But there’s a better way forward, one that prioritizes long-term relationships over short-term sales.
If I can help move the industry in that direction, even in a small way, that’s something I’d be proud of.