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Speaker Spotlight: Johnathan McFarlane

by | Dec 16, 2022 | Event News

The Future of Cannabis Marketing Event Speaker Spotlight: Johnathan McFarlane


On February 7, 2023, the Cannabis Marketing Association is hosting our third annual Future of Cannabis Marketing event. This forward-thinking, half-day virtual Ted-style event will discuss the cannabis future we want and what cannabis mar-com leaders need to do to shape this future.

Meet Johnathan McFarlane, Senior Director of Marketing at Roll Pros, and get a sneak peek at his presentation:


What topic will you be speaking about at the Future of Cannabis Marketing?

The power of the budtender in steering the success or failure of both retailers and brands is more significant than anything cannabis marketers can do at the consumer level. Based on never-before-released survey data, Johnathan will explain why it’s critical that marketers shift their focus to budtenders, and how that change could mean the difference between success and failure.


Why is what you are discussing at the event interesting and important?

Budtender-targeted marketing hasn’t been a big part of our efforts as marketers in this industry. But it should be! Continue to ignore or undervalue these critical lynchpins and you risk failure as competition heats up.

What is your background in the cannabis marketing industry?

Johnathan is the Director of Strategy at Hybrid Marketing Co, one of the industry’s premier marketing agencies. Prior to his entry into the cannabis industry, Johnathan built his marketing chops in the fitness world, working with big brands and superstar athletes like NFL star Rob Gronkowski and UFC legend George St. Pierre. At Hybrid, Johnathan builds creative branding, marketing and advertising solutions that are tied to business outcomes. B2B, B2C, dispensaries, brands, you name it, he’s done it. His passion lies in helping cannabis-focused businesses grow and to avoid the many, many mistakes he’s made across his career in this industry.


What do you bring to the cannabis marketing industry that sets you apart?

My experience is unique: I’ve worked with businesses that represent every corner of the industry, from retailers to brands to B2B businesses to ancillary businesses, in both the United States and Canada.


Why do you think the future of cannabis marketing is important and why should people be educated about it?

As cannabis marketers, we are writing the playbook as we go! We don’t have a game plan like marketers in more mature industries. It’s exciting, but it also means sometimes we miss things. Even big things. It’s easy to fall into a purely tactical mindset. But good marketers aren’t always looking at their feet, they’re looking down the road to what’s ahead.



Buy your ticket to hear Johnathan speak at the Future of Cannabis Marketing event here!

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