Yes We Cannabis: Curaleaf CMO Jason White


Manage episode 252986595 series 2457275
By Adam Conner. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

On today's episode, I am joined by the Chief Marketing Officer of Curaleaf, Jason White. Curaleaf is a leading vertically integrated cannabis operator in the United States.

This conversation was recorded in-person in Baltimore during the first week of Jason's tenure, and covers a broad variety of topics within cannabis and Jason's vision in the newly-created role.

Today, you'll learn:

  • What it was about cannabis that pulled Jason away from juggernaut brands and into a brand new space
  • The differences and similarities between the ways the cannabis industry and other, more legacy, industries are marketed and grown
  • How the purpose of Curaleaf is essential and foundational to the brand, not secondary, plus how it blends with the business
  • How Jason glues together the 50 "countries" within the US to create a cohesive brand, given the unique regulations and laws within each individual state
  • How Curaleaf takes advantage of consumers' views, both medicinally and recreationally, to address all need states
  • Jason's vision for Curaleaf's future
  • Advice on how to build a brand which is rooted in purpose, not adjacent to it

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Music: "Streetview" by Jahzzar is licensed under a Attribution-ShareAlike License (CC BY-SA 4.0)

75 episodes