In an in-depth episode of “Branding Like a Boss,” industry leader Mark Hsieh reveals how one of the fastest-growing premium cannabis brands is maintaining its premium positioning across 16 states, navigating industry challenges, and innovating for the future.
In the latest episode of “Branding Like a Boss,” host Angela Pih sits down with Mark Hsieh, Vice President of Sales and Marketing at Rove, a standout name in the fiercely competitive and rapidly expanding cannabis industry. With Rove now operating in 16 states—an impressive feat in a category often characterized by commoditization—Hsieh shares his insights into what it takes to build and sustain a premium brand amid price pressures and market saturation.
A Global Perspective Meets a Frontier Industry
Hsieh’s journey to Rove is as diverse as his experience in industries from lighting and mortgages to aerospace. Raised in Los Angeles and an alumnus of UCLA, he spent nearly a decade abroad working with tech giant Microsoft and aerospace firm Alaris, based in Beijing and Shanghai. His international experience, especially in Asia-Pacific markets, provided him with a sophisticated understanding of supply chains, branding, and operational excellence—tools he now applies to his work in cannabis.
When Hsieh returned to Los Angeles, he brought a global mindset to Rove, which was then only in its second or third year of operation. His goal: to scale the brand across multiple states and eventually establish an international presence. His prior experience with large corporations equipped him with the structure, SOPs, and strategic planning necessary to navigate the industry’s infancy—a period marked by rapid growth but lacking standardized processes.
Building a Premium Brand in a Commoditized Market
One of the key challenges in the cannabis industry is differentiation. With countless brands vying for attention, how does Rove maintain its premium image? Hsieh emphasizes disciplined product positioning and a relentless focus on quality. Even during times of price compression, Rove’s strategy has been to avoid selling at a loss and to prioritize maintaining a clear, consistent brand identity.
“Our goal is always to ensure that our products are of the highest quality and that our brand stands for excellence,” Hsieh explains. “We’re very disciplined about understanding our numbers—down to the SKU and account level—and we avoid blanket discounts or extreme promotions that can erode our premium positioning.”
This disciplined approach extends to their packaging and merchandising, which Hsieh describes as meticulously designed to be both visually appealing and educational. He credits co-founder Phil for obsessing over the tactile and visual elements of Rove’s product presentation, ensuring that each package reflects the brand’s commitment to quality and consistency.
Scaling Across Multiple Markets
Rove’s expansion strategy is deliberate and disciplined. While the brand has already established a presence in 16 markets—ranging from burgeoning states like New York to mature markets like Colorado and Washington—Hsieh underscores the importance of local teams and relationships.
“Having local teams in each market is crucial,” he says. “They understand the community and the unique cannabis culture there. But we also ensure that our brand standards are maintained across all markets, from visual merchandising to how our staff represent the brand.”
As the industry matures, market dynamics shift. Hsieh notes that in more developed markets, the focus shifts from white space to competing with established brands. “You have to show up in force early and be ready to differentiate,” he advises, emphasizing the importance of understanding local consumer behavior and adjusting strategies accordingly.
Innovation and R&D: The Secret to Staying Ahead
Looking ahead, Hsieh reveals that Rove invests heavily in research and development. While many see the brand primarily as a vape company, he emphasizes their focus on infused pre-rolls—particularly triple-infused products with THCA diamonds and hash—that now account for over half of their sales.
“Our R&D team is dedicated to creating new, innovative products that set us apart,” he says. “We constantly iterate and improve, ensuring that our offerings are both unique and of the highest quality.”
He also highlights the importance of hardware design, noting that meticulous attention to detail—down to how a vape feels in your hand or how a product is charged—builds customer loyalty. “We obsess over the tactile experience and constantly test and refine our hardware,” Hsieh explains.
Balancing Sales and Marketing for a Cohesive Brand
Hsieh’s background in sales and marketing informs his philosophy of integrated, collaborative teams. He advocates for sales and marketing to work hand-in-hand, pushing in the same direction, and understanding that everyone contributes to the brand’s growth.
“Sales and marketing should be two sides of the same coin,” he asserts. “When they collaborate closely, the brand becomes stronger, and we can better serve our customers.”
He emphasizes that in cannabis, relationship-building—both with retailers and consumers—is paramount. The brand’s visual merchandising is consistently recognizable across markets, reinforcing their premium image.
Expanding and Entering New Markets
Looking to future growth, Hsieh plans to expand into more states, with a goal of entering 20 markets by the end of the year. He stresses the importance of selecting the right partners and understanding local market conditions before entering.
“Market entry is about more than just analytics,” he notes. “Visiting stores, experiencing the retail environment, and understanding local consumer preferences are critical to success.”
He also points out that in mature markets, brands need to differentiate themselves through innovation and quality, rather than price. “In developed markets like New York, you have to come in strong and offer something new and compelling to capture consumer attention.”
A Brand with a Clear Vision for the Future
Hsieh’s vision for Rove involves continuous innovation, maintaining premium quality, and reinforcing the brand’s core values. He believes that investing in product development and brand building will keep Rove ahead of the competition.
“Our focus is always on delivering a product that we’re proud of,” he says. “If we can do that, then we’re successful—no matter what the market throws at us.”
A Personal Touch
In closing, Hsieh shares a fun personal tidbit: if he could choose a cannabis-themed superhero alter ego, he would be “the Sheriff,” a nod to his reputation for holding everyone accountable and ensuring things are done right. It’s this disciplined yet innovative approach that has helped Rove thrive over the past decade.
With a clear strategy rooted in quality, consistency, and innovation, Rove exemplifies how a premium cannabis brand can thrive in a crowded market. Hsieh’s insights reveal that disciplined brand management, local relationships, and ongoing R&D are the keys to sustained growth—and that the industry’s best brands are those that treat their product and their customers with the same level of care and attention.
