Cannabis Crisis Communications During COVID-19
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Cannabis businesses are having to shift in real time during this unprecedented crisis. Deemed “essential businesses” by San Francisco and New York, brands are facing a myriad of unknowns and need to respond to increased demands amidst great uncertainty.
Topics to be covered:
- How does crisis comms needs to change in the midst of COVID-19? Particularly on the heels of the vape crisis?
- How do you deal with the crisis first and then evaluate marketing spend?
- What is the messaging to customers? Partners? Suppliers? Investors?
- How do you respond and react authentically in real time?
Webinar Date: Tuesday, March 31st from 12:00 – 1:00 pm MST https://thecannabismarketingassociation.com/
Moderator: Lisa Buffo, CEO, Cannabis Marketing Association
- Ricardo Baca, CEO, Grasslands
- Marji Chimes, CMO, Coda Signature
- Dan Gardenswartz, CFO, Spherex
- Jeanine Moss, Founder & CEO, J Moss & CO
A recording of the webinar will be available to all members via the online CMA Member Portal and to non-members through a protected link.
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Ricardo Baca is a 20-year veteran journalist, keynote speaker, TEDx veteran and thought leader in modern media and drug-policy circles. He served as The Denver Post’s first-ever marijuana editor and founded news vertical The Cannabist, where he extensively covered the advent of adult-use cannabis and related issues across the country and around the world, as seen in the feature documentary Rolling Papers (Netflix).
In 2016, Ricardo launched Grasslands: A Journalism-Minded Agency to work directly with business leaders in highly regulated industries, including cannabis, energy and traditional healthcare. Named Marketer of the Year by AdCann in 2019, Ricardo has received numerous accolades for his trailblazing work covering drug policy, cannabis business and culture, and continues to columnize and host podcasts for a number of top publications.
Jeanine Moss is a product and brand development specialist who has shepherded numerous organizations and brands through worldwide crises. She works closely with start-ups, innovators and agencies and advises corporations like Accenture, Booz Allen Hamilton and Hewlett Packard on product development, brand positioning, messaging and go-to-market strategies. Moss has addressed some of the most significant disruptions of our time including repositioning New York City’s tourism industry, propelling the technology revolution, and acting as Chief Communications officer for The September 11th Fund after the terrorist attacks. In addition, she has supported international non-profits like the American Red Cross and United Way of America and crisis response efforts for organizations like the U.S. Travel Association, New York City and the Department of Defense Personnel & Readiness Directorate. As Chair of the National Cannabis Industry Association’s Marketing & Advertising Committee, Moss leads a team of the nation’s most influential marketers and led the team that created the industry’s first crisis communications manual. Learn more: www.JMossCo.com, and Connect: https://www.linkedin.com/in/jeaninemoss/
Marji Chimes is Chief Marketing Officer for Coda Signature, an award-winning maker of premium infused edibles, topicals and concentrates. She oversees branding, product development, marketing strategy, and customer-experience initiatives focused on education and outreach.
Ms. Chimes gained her marketing expertise through decades of designing and delivering premium brand experiences for both B2B and B2C brands. Prior to joining the Coda team, she led global marketing at TTEC, an international technology and services company that designs and implements transformative customer experience (CX) for some of the world’s most iconic and disruptive brands. At TTEC, Ms. Chimes oversaw branding, creative, public relations, analyst relations, digital marketing, social media, content marketing, demand generation and sales enablement initiatives. Ms. Chimes joined TTEC after the company acquired CX consultancy Peppers & Rogers Group (PRG), where she served as senior vice president, and was responsible for developing and implementing multi-channel marketing strategy for 10 years.
Ms. Chimes honed her expertise in building premium brands by working side-by-side with fashion designer Ralph Lauren at Polo Ralph Lauren, where she managed brand communications. She also led e-commerce for vertically integrated manufacturer and retailer Ethan Allen.
She is a proud member of a third-generation confections family: Her grandfather started Harold W. Young, Inc. in 1929, a national candy brokerage firm that is today run by her two siblings. Ms. Chimes earned a Bachelor of Arts in Psychology from Brown University.
Daniel Gardenswartz is Chief Financial Officer of Spherex, an innovative cannabis extraction company and producer of top-shelf vape cartridges, dablicators and infused products. He oversees all financial aspects of the company; assists in operational management, including global supply chain activities; and directs brand-guided growth strategies.
With 25 years of experience in private equity and investment banking for a variety of industries, Mr. Gardenswartz has been involved in the execution of corporate finance transactions with an aggregate value of over $8 billion. He is a seasoned expert in helping companies successfully navigate phases of hyper-growth, and advises clients on mergers and acquisitions, restructurings, capital raising and private equity, among other concerns.
As Founder and Managing Director of Montane Advisors, LLC, Mr. Gardenswartz has worked with dynamic, entrepreneurial companies since the firm’s inception in 2015, providing Wall Street-class advice and analysis, strategic board-level guidance, and a broad array of corporate finance services. Prior to forming Montane, he co-founded and served as Managing Director and Senior Advisor of The Sage Group, LLC, a premier independent investment banking firm focused on premium branded consumer and retail companies. He also worked in Citigroup’s Global Mergers and Acquisitions Group in New York, and served as a regional Vice President for ING Barings, a Dutch multinational banking and financial services corporation with operations in Los Angeles.
As a recognized thought leader in the finance industry, Mr. Gardenswartz is often tapped by media outlets for expert insight and analysis. He additionally serves as a longtime guest lecturer on venture finance at Pepperdine University, and frequently gives speeches at industry conferences and private events. He holds Series 7 and Series 63 licenses, and received his bachelor’s degree in Finance & Multinational Management from The Wharton School at the University of Pennsylvania.