Marketing Budgets: How to Advocate For, Negotiate For, and Manage During Times of Prosperity and Crisis
Senior marketing and communications strategist leading the marketing, content, and corporate affairs work at Leafly, a cannabis marketplace that helps millions of people each month learn about and order the cannabis products they want from licensed retailers and brands around North America.
It's time to end the war on drugs. Together we can create a more just and equitable world and end the stigma of cannabis use. Learn more at Leafly.com.
Sandra Bergman is the director of retail marketing for Schwazze, a super-regional, vertically integrated cannabis operator with 33 Star Buds, Emerald Fields, and R.Greenleaf dispensaries across Colorado and New Mexico. She is responsible for the oversight of advertising, digital marketing, ecommerce, SEO, customer loyalty, event activations and sales promotions. Previously, she was the digital communications strategist for LivWell Enlightened Health where she launched the company’s first ecommerce website, led the customer loyalty program and customer communications. To the cannabis industry she brings more than 25 years of marketing experience in higher education, telecommunications, and state government. Sandra has a passion for creating great online user experiences that meet the consumer where they are in their journey.
Lisa Buffo is a marketer and entrepreneur with a passion for launching companies with experience in both the cannabis and technology industries. Lisa is the Founder & CEO of the Cannabis Marketing Association, a membership based organization focused on education and best practices for industry marketers with the vision of rebranding cannabis at the national level. She was named one of 2019’s 40 Under 40 Rising Stars in Cannabis by Marijuana Venture Magazine in 2019.
CMA has hosted over 50 educational events nationwide bringing together over 3,500 professionals in the cannabis marketing community. Lisa has been quoted in Forbes, The Guardian, VICE, Le Parisien (France), Contagious Magazine (UK), Denver Business Journal, The Boulder Daily Camera, Marijuana News Network, Cannabis Culture Magazine and other national, local, and trade publications.
Lisa has worked in the cannabis industry since 2014. She started working in commercial cultivation where she grasped the important role compliance plays for cannabis companies. Lisa helped launch 10 cannabis startups for CanopyBoulder, the industry’s first business accelerator in 2015. Lisa also launched the industry’s first online wholesale brokerage as their CMO, garnering national coverage in VICE and INC Magazine and becoming the first cannabis-related company to present at SXSW in Austin, TX. Lisa is the Founder & Co-Chair of the National Cannabis Industry Association’s Marketing & Advertising Committee where she co-authored the Public Relations Crisis Manual and the Short Guide to Colorado’s Marketing & Advertising Regulations. Lisa is an active speaker and has spoken at industry conferences domestically and abroad. She currently sits on the Diversity, Inclusion, and Social Equity Committee of the California Cannabis Industry Association and she is an Advisory Board Member of Cannabis Doing Good