Women in cannabis are hopeful that this industry will see females at the top. While most large industries are run by men, the cannabis space is looking promising to women who want to claim their stake as leaders.
But, what is it really like to be a woman navigating her way through the cannabis industry? We were curious, so we spoke to Elisabeth Baron, CMO of Shryne Group, the parent company of STIIIZY, one of the leading vape pen companies in the U.S.
Here’s what she had to say about her career, marketing in the cannabis space, and being a woman in this up-and-coming industry.
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Can you talk about your career journey and how you transitioned from your last job?
“I’ve spent 20 years in marketing, spending most of my career in the wine and spirits space. Some of the brands I’ve worked on include big names like Crown Royal, Grand Marnier, Johnnie Walker, and the luxury cannabis flower brand, Canndescent.
I ventured into the consulting world for a few different beverage and cannabis brands, and I’m now the CMO at Shryne Group. Going from one regulated industry to another has made it a smoother transition but there’s nothing like the cannabis world.”
What lessons or strategies did you learn in the high-end spirits market that you feel apply to the cannabis industry?
“Working in the high-end spirits market taught me about the precious nature of building a brand. My experience has taught me how to maintain brand equity with consistent communication. I’ve launched brands from scratch while also dealing with a highly regulated environment, which are experiences that have proven useful in the cannabis space.
My strategy has been focused on marketing cannabis to the core legacy consumers, the people who’ve been using it for decades, while also making our brand appealing to the canna-curious. Bridging this gap is difficult, but it’s about staying true to yourself and building an authentic story.”
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What are the biggest hurdles you face being a woman in this industry?
“Overall, people in the cannabis space have been very welcoming. However, there is a sense of ‘brotherhood’ at the top, and as a woman, trying to enter this can be challenging. In the past three months, there have only been three women included in our leadership meetings, but more women are making moves and doing important things in this space.”
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In what ways do you feel that being female in this industry has given you an advantage?
“In some ways, being a woman is an advantage because it’s a newer industry that is also very open-minded. It’s more welcoming to people of color and women. The cannabis space is a little bit more open than established industries, which allows for more diversification. Leadership is always the tough part though, and the majority of the investors are men.”
What kind of opportunities do you see the cannabis industry opening up for professional women?
“There’s a lot of women in certain areas of the business, especially in marketing. This could be a great way for more women to get into the cannabis space. There are all sorts of opportunities from being an attorney to a cultivator, or a founder. I’m encouraged by the opportunities for women at every level.”
Have you noticed any trends that really seem to work when marketing to women in the cannabis space?
“The consumer base is pretty evenly split, so we market to both women and men. An important factor is to be in tune with what women care about. We make sure that we are celebrating women who reflect all communities. We’re trying to reflect diversity, as well as putting women in a positive light so that they can see themselves in the brand. We are very conscious of how we depict women, and find it important to always reflect the people we are serving.”
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Why do you personally feel it’s important to have more female representation in the cannabis industry?
“The plant itself is a female. It has always felt like as a woman in business that you’re limited to your opportunities to speak up and share in decision making. The more women we can get at every level feeling empowered to have a seat at the table will produce better work and allow for more spirited conversations. It’s important to have a room full of women making these decisions.”
What advice would you give younger women, or those just embarking on their career in the cannabis industry?
“It’s such an entrepreneurial category still. A formal education is not always essential. This should be encouraging to many people to enter the industry. The ability to learn quickly, adapt, and really be able to be creative in your approach is crucial. Intern, take on something that could be risky, because this is a great time to enter into it.
If you’re coming in now, the runway ahead of you is quite long. You can be on the cutting edge; a part of a new frontier. How many new industries can you enter into right now? Very few. You can actually set yourself apart from others five or ten years down the road.”
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Are you currently working on any projects or campaigns that you’re particularly excited about?
“We are working to shine a light on the community and those who reflect the STIIIZY mantra of ‘’being cannabis for the culture.” We’ll shine a light on the founders, the people within the organization, and those in the community. We want to embrace people in the street art, music, and action sports scene. Cannabis of the culture is part of connecting the core culture to the new culture.
This is helping to destigmatize and mainstream the plant while showcasing how it can be an enhancement to your everyday life. It is all of our duties moving forward to ensure people understand that this healing plant can be a great addition to a healthy, happy lifestyle and a great alternative to pharma drugs and alcohol.
All of that is a big responsibility. To be true to the brand and maintain that authenticity while connecting in a meaningful way. To inspire, innovate, and influence. We’re also taking an active part in social justice through our breast cancer awareness program and our most recent veterans program, which pledges 20% of proceeds from our special, ‘camo vape battery’ to the Battle Brothers Foundation. It’s one thing to be selling a great product but we want this brand to communicate heart and soul.”
Want to know more about what’s happening with women in cannabis? Follow our Instagram stories to find out when new interviews with women in the cannabis industry are released.
Shannon Ullman is a writer who focuses on cannabis culture, lifestyle, and business.