Marketing in the cannabis industry is extremely competitive, and has quickly led to industry leadership and consumer loyalty. This panel will review some of the strategies brands are using to authentically connect with consumers, and shed light into what we can expect from top brands in the future.
Marketing Sustainable Cannabis
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
As Co-chair of Social Venture Circle, one of the country’s most prestigious impact investor and social business communities, he leads the way to a next economy that is regenerative, just and prosperous for all. As a current board member to his prolific teacher Ram Dass’ Love Serve Remember Foundation, he has been instrumental in strategizing how to connect the greatest wisdom keepers of our time to a new generation. He is a visionary bridge between the business and spiritual worlds.
Gagan has gained industry-wide recognition as the Founder and Chief Creative Director of the award-winning creative agency We Are Guru which serves some of the world’s most impactful purpose-driven movements, brands and organizations: Patagonia, World Bank, Obama 08’, One Percent for the Planet, Seva, The Nature Conservancy, NASA, and Robert Wood Johnson Foundation to name a few of his heroes for whom he’s helped build a legacy.
Gagan’s success blooms from the inside out as a certified and registered yoga teacher with a deeply dedicated meditation and mindfulness practice. He is a sought-after speaker/yogi/philosopher/entrepreneur who weaves inspiring stories and experiences at the nexus of spirituality, purpose and business as a force for good. His mission is to increase joy and reduce suffering on this planet. Join him.
He is based in Sausalito in Guru's west coast office and lives in Marin county with his wife Jocelyn, their daughter Jaya Grace and ever-present dog Beans.
After a 10-year legacy at his award-winning creative agency, The Hybrid Creative, his business was acquired by KushCo Holdings, a publicly traded cannabis packaging and ancillary services company. After completing a run with KushCo as the Director of Corporate Responsibility, Zack was swooped up by his oldest and most cherished client, CannaCraft.
As the Vice President of Marketing, Zack can finally take his unparalleled knowledge of cannabis brand strategy and marketing as well as his long history in event and festival production, and apply it to a single house of brands. The opportunity to evolve the customer experience by fulfilling the brand promise through retail, digital and experiential marketing is a dream that Zack's career has prepared him to explore deeply.
As a lifelong entrepreneur, Zack brings 20+ years of experience in brand development, design, marketing and event production. Having been raised by cannabis farmers in the Emerald Triangle, he is truly “second generation.” Zack started his first agency, Greenfield Graphics in 1997 where he branded some of the industry’s first hydroponics brands. Since those early days, he has played an active role in defining the emerging cannabis industry as we know it today.
Zack’s passion for building the industry’s most successful brands is evident in The Hybrid Creative’s past client list and portfolio of work. His innovative method for creating purpose-driven, sustainable and radically differentiated brands is the subject of many of his keynote and panel presentations. By embracing a value-driven approach to every working relationship, he has been effective at bringing thought leaders together to collaborate and co-create. The success of this can be seen in his world-class team and vast professional network.