who’s just been named chief marketing officer at Columbus, Ohio-based cannabis retailer Green Growth Brands, the "sex sells" trope that has infested much of today’s cannabis marketing is something she’s determined to change in her new role.

Jann Parish, new chief marketing officer at Green Growth Brands

Courtesy of Green Growth Brands

“I take personal offense at what I see,” says Parish, ex-CMO at Victoria's Secret, the iconic lingerie brand. “I don’t find cannabis to be a male thing. Thinking differently is what attracts consumers today. It does not take a girl in a bikini to do that.” And, with GGB employing women-centric advertising for some of their brands, “there’s no better way to counteract the effects of sexism,” she added.

Like other executives who have made the leap from the traditional retail world into the booming albeit fragmented and still federally illegal cannabis economy, Parish, whose impressive resume also includes positions at clothing retail giants Tommy Hilfiger and Calvin Klein, has experienced her share of misapprehension. But the long-term gains outweigh the short-term qualms.

“Does it challenge me and make me uncomfortable that I’m going to go out with a not so established business?” Parish asks rhetorically. “Absolutely 100 percent. But there’s all of this opportunity and energy to make it what I think it might be.”

When asked what drove Parish toward the space, she referenced its singular, unmined potential. Another catalyst is the growing acceptance of cannabis in mainstream society. That is no fallacy: A recent Gallup post found that a majority of Americans (66 percent) support legalization.

“I liked the chance to be brave,” said Parish. “You’re living your life. You have a chance to live out of the box. Looking at how the movement toward legalization is going and having these conversations with friends, the underlying acceptance is there, it’s just the acceptance on the top level that’s going to take time. This is going to be a great place to use the marketing skills I’ve picked up in 20 years.”

On Parish's to-do list is broadening awareness of the GGB's dispensary business for both local consumers and tourists, whether they're in Florida, Nevada or another market where the company has a presence.

She expressed similar excitement over the company’s CBD products. However, as Parish related, her praise is not just the semantics of public relations. But rather, there's a personal attachment to her fervor. Over a year ago, she experienced an unspecified injury and has been taking GGB's CBD products to relieve the discomfort. The outcome has delighted her, proving the efficacy of CBD as well as  lending additional impetus to Parish's new-found mission at GGB.

“When I work in the CBD side, to me there’s such an untapped potential there,” said Parish. “You’re contending with a large beauty space. The difference there is going to lie in the formulation we have for it."

According to the press release announcing Parish’s hire, her appointment comes on the heels of several milestones for GGB. They include deals with retailers DSW and Abercrombie & Fitch “as well as partnerships with Simon Property Group and Brookfield to bring its Seventh Sense Botanical Therapy CBD products to malls across America.”

 

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For Jann Parish, who’s simply been named chief advertising officer at Columbus, Ohio-based cannabis retailer Inexperienced Development Manufacturers, the “intercourse sells” trope that has infested a lot of right now’s cannabis advertising is one thing she’s decided to alter in her new position.

Jann Parish, new chief advertising officer at Inexperienced Development Manufacturers

Courtesy of Inexperienced Development Manufacturers

“I take private offense at what I see,” says Parish, ex-CMO at Victoria’s Secret, the enduring lingerie model. “I don’t discover cannabis to be a male factor. Pondering in a different way is what attracts shoppers right now. It doesn’t take a woman in a bikini to do this.” And, with GGB using women-centric promoting for a few of their manufacturers, “there’s no higher strategy to counteract the results of sexism,” she added.

Like different executives who’ve made the leap from the normal retail world into the booming albeit fragmented and nonetheless federally unlawful cannabis financial system, Parish, whose spectacular resume additionally consists of positions at clothes retail giants Tommy Hilfiger and Calvin Klein, has skilled her share of misapprehension. However the long-term positive aspects outweigh the short-term qualms.

“Does it problem me and make me uncomfortable that I’m going to exit with a not so established enterprise?” Parish asks rhetorically. “Completely 100 %. However there’s all of this chance and power to make it what I believe it could be.”

When requested what drove Parish towards the house, she referenced its singular, unmined potential. One other catalyst is the rising acceptance of cannabis in mainstream society. That’s no fallacy: A current Gallup submit discovered {that a} majority of People (66 %) assist legalization.

“I appreciated the prospect to be courageous,” stated Parish. “You’re residing your life. You might have an opportunity to stay out of the field. Taking a look at how the motion towards legalization goes and having these conversations with associates, the underlying acceptance is there, it’s simply the acceptance on the highest degree that’s going to take time. That is going to be an amazing place to make use of the advertising abilities I’ve picked up in 20 years.”

On Parish’s to-do checklist is broadening consciousness of the GGB’s dispensary enterprise for each native shoppers and vacationers, whether or not they’re in Florida, Nevada or one other market the place the corporate has a presence.

She expressed comparable pleasure over the corporate’s CBD merchandise. Nevertheless, as Parish associated, her reward isn’t just the semantics of public relations. However relatively, there is a private attachment to her fervor. Over a 12 months in the past, she skilled an unspecified damage and has been taking GGB’s CBD merchandise to alleviate the discomfort. The result has delighted her, proving the efficacy of CBD in addition to  lending extra impetus to Parish’s new-found mission at GGB.

“After I work within the CBD aspect, to me there’s such an untapped potential there,” stated Parish. “You’re contending with a big magnificence house. The distinction there may be going to lie within the formulation we’ve for it.”

In response to the press launch saying Parish’s rent, her appointment comes on the heels of a number of milestones for GGB. They embrace offers with retailers DSW and Abercrombie & Fitch “in addition to partnerships with Simon Property Group and Brookfield to carry its Seventh Sense Botanical Remedy CBD merchandise to malls throughout America.”