“To any women thinking about joining the (cannabis) industry, I implore you to discover your ‘why’ before you jump in.” — Tia Metropulos, Senior Director of Marketing, Verano Holdings, LLC
How would you describe yourself and what you do?
I think of myself as a creative problem solver with a tireless, can-do attitude. As a team lead, my approach is deeply rooted in maintaining positivity, focus and demonstrating compassion, especially during more challenging times.
When did you get started working with cannabis? What is your vision and mission for your professional cannabis endeavors?
My start into the cannabis industry began last June (2019). From my vantage point, my charge is first and foremost to help educate people, to contribute to the industry-wide effort of undoing the negative stigmas around cannabis, and to make our products as intuitive and accessible as possible to the people that want or need them – which applies to both medical and adult-use markets. At the same time, our brands are precious to me and our work in developing them will always be a top priority.
What is your personal cannabis origin journey?
I worked in start-ups my entire career, one of the things that came with that is an undeniable amount of stress and pressure. I started trying to find solutions and outlets to help better balance my work life. Along with some healthy lifestyle changes, cannabis was the solution that impacted me the most. From then on, I was an avid user and advocate. After seeing such a positive change in my own personal life, I wanted to help educate others on
What is your Superpower?
I’ll say it’s my disposition. What I mean by that – the cannabis industry, despite what I can best describe as slight delusions of grandeur among the general public, can be extremely challenging. I hope that doesn’t come off as overly presumptive, I’ve just gathered, through my own experiences, that people tend to assume our business is “chill” because we work with cannabis.
As first-movers in a relatively brand-new industry, we’re often figuring things out as we go. The environment comes with added pressure which can definitely wear people down. For the good of my team, my company and myself, I’m resolute in maintaining an optimistic attitude and a clear focus on meeting our objectives; while creating growth opportunities across our entire organization.
What has been your greatest obstacle in business to date – and how have you overcome it – or are you still working on tackling it?
As a marketer in the cannabis industry, there are a lot of hoops you have to jump through. With it not being federally legal, each market has its own regulations and restrictions which makes it imperative to have a deep understanding of local and state laws to ensure that we are being compliant. All of the traditional marketing tactics like, paid advertising on Facebook, Instagram, or google are still prohibited.
When I first started in the industry it was almost as though I had to learn how to be a marketer again. It is a challenge that has pushed me to be more creative in my approach and push myself to come up with initiatives that will make an impact and grow our brand awareness organically.
What would you like women to know about entering the Cannabis industry or exploring Cannabis?
My vision for all of the women in cannabis – to keep kicking ass. To any women thinking about joining the industry, I implore you to discover your “why” before you jump in. In other words, identify your moral reasoning for wanting to be a part of it. If you know your “why” it’ll unlock capabilities and thought processes that you perhaps didn’t know you had within you.
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