“My vision and mission is be a leading cannabis PR agency and influencer community with a focus on women.”
Describe yourself and what you do.
I am a proud Canadian mom running three businesses: Marigold PR, Cannabis Communications and Canndora (launched Oct 17, 2017). I am passionate about growing brands through what I call Digital PR, creating authentic connections and communities. I have a pro business partner, Bridget Hoffer, and we lead a women-run team, building profiles for the brands we work with.
What is your vision for your professional cannabis endeavors?
In 2016, we launched Marigold PR and started working early on with cannabis-based clients. Cannabis is an evolving and interesting industry. We launched Cannabis Communications to better service the growing needs of this emerging market. We’re seeing success navigating these waters for our clients through PR, including influencer relations and social media community building. It’s what we love to do for cannabis startups and international brands.
Although we already felt it, our research confirmed: women who enjoy cannabis feel stigmatized and excluded from the consumer experience. From there, Canndora was born, a discreet subscription box experience for elevated women and a place to connect with amazing cannabis-loving women across the world.
My vision and mission is be a leading cannabis PR agency and influencer community with a focus on women. I am so inspired by the entrepreneurial nature behind the many women we have connected with through cannabis.
The women in the canna-biz have been welcoming, inspiring, and supportive of our businesses.
What is your personal cannabis origin story?
I’ve been around cannabis my entire teen through adult life. Many of my friends, family and co-workers partake at parties, or smoke more regularly. I did not realize how normalized cannabis has been for me until I started learning more about other perspectives through client work.
After a stint in retail marketing, I worked in television brand management with a team of smart women on brands that target women. We understood how to represent discerning, multi-faceted women and deliver what they wanted. We used research and intuition to make decisions. I loved that work.
Cumulative successes leveraging research and intuition gave me the opportunity to lead social media and PR for major brands, charities and startups.
Cannabis businesses face unique and challenging obstacles. I’m excited by the challenge of navigating legalization and consumer communications for the cannabis industry.
I’m looking forward to supporting more inspiring women who are also working in the canna-biz.
What is your Superpower?
Building profiles through intuition, research and knowledge for cannabis brands that target women.
What has been your greatest obstacle in this industry or with your business to date?
That work/life balance thing continues to be a struggle even though I often work from home, have an office two kilometers away, and walk my son home from school. So it’s way better than the corporate grind, but now it’s an entrepreneurial drive. I didn’t expect it to be so all consuming. I love it.
What is your advice for women in the cannabis industry?
My vision for women in the cannabis industry is coming to life. Through connections – like Her Canna Life – women are really making an incredible impact. More connections, more conversations and partnerships will be the thing that women will make happen in this industry. It’s going to be amazing.
Connect with Katie