Cannabis Marketing Association

presents

cannabis marketing summit

Virtual Conference

june 8 – 10, 2021

 

 

Cannabis Marketing Association is proud to present the second annual virtual Cannabis Marketing Summit.

 

The Cannabis Marketing Summit is the premier online event for senior-level marketers responsible for the marketing budgets of licensed brands in the cannabis industry.

The goal of the Summit is to evaluate the current state of cannabis marketing and learn about the practical tools, tactics, and data that produce effective strategies and campaigns for cannabis brands across the country.

This event is for marketing leadership — CEOs, CMOs, VPs of Marketing, Directors of Marketing, and marketing professionals who work in-house or on the agency side for licensed cannabis companies.

All are welcome.

Virtual Conference Agenda

 

Day 1

1:1 Speed Networking
9:30 – 10:30 am MT
Meet the guests Icebreaker!  Join us for 1-on-1 speed networking with cannabis professionals attending the Summit. Make meaningful connections through short, guided conversation games.

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TBA 

Opening Remarks

10:45 – 11:00 am MT
Lisa Buffo, Founder & CEO, Cannabis Marketing Association 

Lisa Buffo

CEO, Cannabis Marketing Association
Marketing Across State Lines: How to Effectively Market Cannabis in a Heavily Regulated Landscape
11:00 am – 12:00 pm MT
Shannon Reed, VP Marketing, Omura
Mikaela McLaughlin, VP Business Development, springbig
Christine Hockaday, Head of Experiental Marketing, Cookies

Shannon Reed

VP Marketing, Omura

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TBA

Mikaela McLauglin

VP Business Development, springbig

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Christine Hockaday

Head of Experiental Marketing, Cookies

Advertising Cannabis on Mainstream Media: What Brands Need to Know About Doing It Safely and Effectively
12:00 – 1:00 pm MT
TBA

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MEMBERS-ONLY TRACK
Sponsored by Surfside

Building and Leading Creative Teams: Diversity and Compassion as a Gateway to Creativity

This session is open to active CMA Members only.

1:30 – 2:30 pm MT
Derek Espinoza, Creative Director, Baked Bros
Nadeem Al-Hassan, Co-Founder & CMO, Baked Bros
     Due to the chaotic and fast-paced nature of marketing, we often miss the forest for the trees. As marketers, we tend to focus heavily on strategy, branding, PR, media, etc., and rightfully so as these are central components, or rather the trees, of our profession. So what’s the forest? Our creative teams. Now, more than ever, we are facing unparalleled competition, social change, and economic fluctuations that produce a need for continual adaptation. An innovative marketing team is the key to keeping up with and succeeding in times of extreme change. The building and leading of a creative team is not only frequently overlooked but also poorly misunderstood. In this workshop, attendees will uncover why diversity is a precursor to creativity, how to build a dynamic and sustainable team culture, and what the power of compassionate leadership can do to unlock peak performance, to name a few. Throughout the workshop, attendees will be provided concrete tools they can use to double down on their greatest competitive advantage, their people. This workshop draws insights from real-world experience and the fields of neuroscience, psychology, and communication. This session’s goal will be for attendees to leave with a path to building and leading a creative team that can deal with any organizational goal or global shift.

Derek Espinoza

Creative Director,
Baked Bros

Nadeem Al-Hassan

Co-Founder & CMO, Baked Bros

Day 2

1:1 Speed Networking

9:30 – 10:30 am MT
Meet the guests Icebreaker!  Join us for 1-on-1 speed networking with cannabis professionals attending the Summit. Make meaningful connections through short, guided conversation games.

???

TBA
Cookies and IDFA Regulations: What Cannabis Marketers Need to Know Now
11:00 am – 12:00 pm MT
Sam Hollander, Chief Digital Officer, Enlighten

    Consumers expect a degree of personalization and engagement with the marketing they interact with. The tools and methodologies marketers leverage to track and measure campaigns are becoming extremely complex and quickly transforming. How can markers leverage data compliantly to deliver targeted and engaging messaging that resonates? How do the upcoming changes to tracking capabilities (the IDFA and cookie) change the marketing landscape? How do marketers need to adapt to prepare for these changes while still remaining authentic and educating consumers? This session aims to outline the powerful use of data for personalized and engaging targeting while also bringing awareness to privacy and security matters surrounding data collection and tracking. Cannabis marketers will hear about the impending changes in ad tracking while discussing data privacy and maintaining an authentic and personalized approach to speaking with consumers. In this session, attendees will learn:

  • How marketers collect (IDFA, Cookie, First Party Data, etc.) use data to understand customers to deliver personalized messaging that resonates? What does it all mean?
  • What are the changes taking place in the next 6 months? 
  • How cannabis marketers can prepare and stay ahead of these changes
  • Now that marketers have prepared, what is the most compliant way to leverage that data for earned and paid media while delivering messaging to brands that still resonates and drives ROI?

Sam Hollander

Chief Digital Officer, Enlighten

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TBA

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7 Tips for Infusing Your Cannabis B2B Marketing With Diversity 
12:00 – 1:00 pm MT 
Kristi Price, Founder & CEO, Black CannaBusiness Magazine
Ernest Toney, Founder, BIPOCANN
Ru Johnson, Owner, Roux Black Consulting
     The workshop will be populated with BIPOC cannabis marketing leaders sharing best practices for infusing B2B marketing with diversity. The panelists will discuss the 7 strategies that produce the best results for brands looking to expand their marketing diversity footprint in authentic and measurable ways. We will share quantitative and qualitative data that will compel attendees and challenge the way they think about marketing as social responsibility.

 

Kristi Price

Founder & CEO, Black CannaBusiness Magazine

Ernest toney

Founder, BIPOCANN

Ru Johnson

Owner, Roux Black Consulting

MEMBERS-ONLY TRACK
Sponsored by Surfside
We Don’t Bite: The New Cannabis Influencer

This session is open to active CMA Members only.

1:30 – 2:30 pm MT
Lauren Carter, Head of Marketing, The Clinic Colorado
Jordyn Pollock, Co-Founder, Ziggy’s Naturals
Victoria Baek, CEO, Confluence Agency (a subsidiary of MATTIO Communications)
     So you tried implementing an influencer campaign and didn’t get the ROI you were looking for, what went wrong? Join us for a 45-min discussion on… 
  • Setting expectations on both sides: what can influencers deliver vs what is the brand’s expectation 
  • Getting un-stuck from IG: content creators/influencers are creating more unique content on non-IG platforms than ever, discuss how brands utilize that for a 360-advantage 
  • Knowing value: compensation isn’t as clear as followers = value, we’ll discuss why rates vary so greatly and how marketers can better identify who will meet their KPIs
  • Leveraging influencers: the repost is dead, we’ll discuss better ways to continue leveraging influencer/content creator campaigns for more ROI

Lauren Carter

Head of Marketing, The Clinic Colorado

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TBA

Jordyn Pollock

Co-Founder, Ziggy’s Naturals

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TBA

Victoria Baek

CEO, Confluence Agency (a subsidiary of MATTIO)

Day 3

1:1 Speed Networking

9:30 – 10:30 am MT
Meet the guests Icebreaker!  Join us for 1-on-1 speed networking with cannabis professionals attending the Summit. Make meaningful connections through short, guided conversation games.

???

TBA
Competitive Advantage Through Chemical Differentiation: Translating the Scientific Explanation to the Marketing Message
11:00 am – 12:00 pm MT
Dasheeda Dawson, Founder & Author, The WeedHead™ & Company

Dasheeda Dawson

Founder & Author, The WeedHead™ & Company

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I Was Told There’d Be No Math.. Examining Brand Loyalty Measures
12:00 – 1:00 pm MT
Liz Connors, VP Data & Analytics, Headset
Jewel Loree, Senior Product Manager, Headset
    Marketing is becoming an ever more quantitative sport with an abundance of key performance indicators and critical metrics. In this session we explore some of the common brand loyalty metrics and establish their importance in your day to day decision making. Rather than working through equations we will break down the measures including how to interpret each and take action. We will bring common brand loyalty measures from the CPG space into cannabis and help brands understand what to do next. For example, the average Flower brand in California sees a repeat purchase rate below 50%. However, not all brands are equal and some brands have found ways to differentiate themselves from the commodity view of consumers. In this session we examine measures like repeat purchase rate including learning what it is, what it’s for, and how to use it to change our products’ futures.

Liz Connors

VP Data & Analytics, Headset

Jewel Loree

Senior Product Manager, Headset

MEMBERS-ONLY TRACK
Sponsored by Surfside
Acquisition Workshop: Evaluating a Cannabis Brand

This session is open to active CMA Members only.

1:30 – 2:30 pm MT
Sponsored by Surfside
Claire Kaufmann, Director of Client Services, Brightfield Group
Alyssa Jank, Consulting Services Manager, Brightfield Group
     The most attractive cannabis brands are becoming acquisition targets. With M&A on the rise, stakeholders should understand how to evaluate brand attractiveness. In this presentation, we’ll use a data-driven framework to evaluate a mock brand in the context of the real cannabis brand landscape.

Claire Kaufmann

Director of Client Services, Brightfield Group

Alyssa Jank

Consulting Services Manager, Brightfield Group

Cannabis Marketing Summit Host Committee

The Cannabis Marketing Summit’s Host Committee is a group of top cannabis marketing professionals who are experts in the cannabis industry and talented in their craft.  These individuals represent different verticals across the North American supply chain and they have thoughtfully assisted Cannabis Marketing Association in its early stage. The Host Committee has curated the Cannabis Marketing Summit experience to provide maximum value for the industry’s top marketing professionals who will be in attendance.

LISA BUFFO
Founder & CEO, Cannabis Marketing Association

SAM HOLLANDER
Chief Digital Officer, Enlighten 

EVAN NISON
Founder & CEO, NisonCo

GINA LARSON
Creative Director, Mattio Communications

LAUREN HERBERT
Marketing Director, Curaleaf

CAROLYN MATTHIES
Chief Marketing Officer, The Arcview Group

PATRICK HASKE
Director of Marketing, Clear Cannabis

MICHELE RINGELBERG
CEO, ThrivePOP

CHRISSY COX
Vice President, Durée & Company

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