Med vs. Rec vs. CBD: How to Differentiate in Your Marketing and Reach the Wellness Consumer
Raina Jackson is an Oakland/San Francisco-based hemp CBD & cannabis brand strategist/product developer, working in the cannabis industry in manufacturing, sales/distribution, and field marketing since 2015. A self-proclaimed Black “urban hippie” born and raised in San Francisco’s Haight Ashbury, Raina earned a BA in anthropology and linguistics with honors from Stanford University as a first-generation graduate and a marketing MBA from the NYU Stern Business School.
Raina became a verified SF Cannabis Equity applicant in 2018 and more recently a cannabis industry advocate and a member of the NCIA DEI Committee. Prior to entering the cannabis industry, she worked in marketing for top NYC beauty companies Maybelline, L’Oréal Professional, and taught cosmetology at The Aveda Institute in SOHO.
PURPLE RAINA Self Care is the culmination of her passion for self-care products, the color Purple, and the artist Prince. PURPLE RAINA is an infused self-care brand offering products that moisturize and soothe skin and sore muscles, while pampering the senses with aromatherapy. All products are created to be used from head to toe, invoking the 7 Chakras inherent to Yoga, Meditation, and Massage. PURPLE RAINA promotes “mindful self-care” and is essentially a topical multivitamin for the skin, the body’s largest organ. All PURPLE RAINA products are dermatologist-tested, vegan, non-GMO, and Leaping Bunny cruelty-free.
In June 2021 Raina launched the hemp CBD-infused Balm Wand on PurpleRaina.com and recently at The Joy Reserve inside the San Francisco West Field Mall. The THC-infused Balm Wand will be launched into CA dispensaries by late 2022.
Diane Downey grew up on a 3000-acre cattle and hay ranch in northern California. Skilled in management, team building, and financial wizardry, Downey founded Rebel Spirit with partner Chris Bechler in 2015. Rebel Spirit employs sustainable organic practices to breed and grow award-winning proprietary strains. Their iconic branding inspires customer loyalty and results in consistently strong revenues. Rebel Spirit is a top-selling pre-roll brand in Oregon and is becoming popular in California, where it is beginning distribution. Expansion plans include introducing new products and bringing Rebel Spirit’s popular pre-roll packages to dispensaries across the nation. Rebel Spirit honors their namesake, Uncle Mark, by profit-sharing with and supporting the mission of Last Prisoner Project.
Anna Schwabe (aka Dr. Annabis) is an expert in Cannabis Science and Education and currently serving as the Director of Research & Development at 420 Organics in New Jersey. Her interest in Cannabis science began in the mid-’90s when she was studying at Colorado State University but was reignited in 2012 when Colorado legalized adult use, and in 2015 she began a Ph.D. program investigating the genetic identities of Cannabis strains at the University of Northern Colorado. She was awarded both the Dean's Citation of Excellence and The Dean's Award for Outstanding Dissertation for her research evaluating genotypic, phenotypic and chemotypic variation in Cannabis sativa.
She is an established presenter, grant writer, and has published primary research spanning several disciplines, including genetics, conservation, and education. Her research has been featured in multiple media articles and she has been interviewed in several podcasts and webcasts. She is a board member for Agricultural Genomics Foundation and through the foundation co-developed “Modern Cannabis Science”, which she co-teaches at the University of Colorado.
She is passionate about Cannabis science, education, and facilitating consistency in the Cannabis Industry, and is fostering her interests through the development of a comprehensive online Cannabis Education Series which she intends to grow and expand for the foreseeable future.
Antonio Gandara-Martinez is a serial entrepreneur with a long history in marketing for technology startups. Most recently, Antonio served as Marketing Director for Bouncechat App and Boomtime Marketing before co-founding and serving as President and Chief Marketing Officer of budboard, LLC. budboard, LLC provides interactive educational technology for retail cannabis locations and machine learning data solutions for manufacturers and researchers.