Herbal Profiles Newsletter

Number 51! This week marks the 51st edition of Herbal Profiles Newsletter which means, next week will be the official 1 year mark! I'll share some more insights around that next week. But in the meantime! Let's get into this week's newsletter. Some breaking news in the news roundup. I had the opportunity to sit down with Leah Kollross, Founder or Sprout Cannabis and we got into her journey into the industry. Then in this week's Creator Spotlight an inspiring story of Sage flores who began as a Youtuber for fun at age 12 and now at 22, he's been running his own video production agency for almost 6 years at Sunburst Films. Fresh jobs from BRĒZ, Snoozy, and more. Check it out and let me know what you think!

Booking your first paid music video shoot at age 13. Yesterday I spoke with Sage flores the founder of Sunburst Films for the Creator Spotlight of Herbal Profiles Newsletter. He booked his first paid video gig when he was 13 and parlayed that into a thriving agency. I can't wait to share the full interview on Friday with y'all. Be sure to subscribe to the newsletter from the link in my comments to make sure you don't miss the interview.

Small Budget = Major Impact When I was speaking with Harris Damashek about having a large marketing budget and small budgets, he said something really interesting. "I actually love being put into a box" Whether that be budget or with the restrictions that come from working in the cannabis industry. From those constraints you have the opportunity to really break free from the box in super creative ways. And that's where great marketing comes from.

I’ve been saying for awhile now that I believe low dose cannabis beverage is the path to mainstream acceptance of the overall industry. It reduces stigma, it’s clean, it’s recyclable, and it’s approachable. Thank you for the conversation Harris Damashek it was great hearing more about your journey!

Reducing human suffering and maximizing human potential. This is the mission of Aaron Nosbisch and BRĒZ. In this week's Founder spotlight for Herbal Profiles Newsletter I spoke with Aaron and we talked his habitual entrepreneurship, Brēz's mission, and the future of the space. It was truly an enlightening conversation. I also got the opportunity to speak with Harris Damashek, an award winning marketer and currently the fractional CMO for Harmony Craft Beverages. Harris takes me through his career from working with AB-Inbev and helping elevate leaders in the regulated cannabis space such as Acreage Holdings and Lowell Farms Inc. The featured story this week is Crafting Cannabis Marketing Around Mood and Emotional Connection and how no one cares about the strain or THC%. And as always, there are fresh job listings and the latest news and events!

Today I get to share some incredible stories. This week’s Herbal Profiles Newsletter delivers insights that matter: 🌿News Roundup: Catch up on the latest headlines shaping the industry. From market shifts to regulatory updates, get the scoop on what’s impacting your business. 📖 Featured Story: Dive into a thought-provoking piece on the evolving relationship between cannabis and wellness. It’s more than just a trend; it’s a movement. 🎙️ Founder Spotlight: Get inspired by the journey of a Jason Reposa the founder of Good Feels who's pushing the boundaries of what cannabis brands can achieve. 🎨 Creator Spotlight: Meet Lauren Mundell, founder of Hi-Curious who’s redefining how cannabis is portrayed online. Learn how her unique approach is changing perceptions. 📅 Events: Stay in the loop with must-attend events that will help you connect with industry leaders and expand your network. 💼 Fresh Job Listings: Looking for a new opportunity or know someone who is? Don’t miss out on the latest openings in the cannabis sector. This isn’t just another newsletter—it’s your guide to what’s next in cannabis. Check out the full edition in the comments.

I don't understand how beverage brands are still going to market without deeply understanding their customer. This is something that Kim Gamez and I spoke about recently. This is something she teaches her students at MSU Research Foundation, part of Michigan State University, and something she embodies daily while running Sober(ish). At Sober(ish) they have named their ideal customer "Betty" All of their marketing is done by speaking directly to Betty. What is she into? What things are trending in Betty's world right now? What will make her laugh? What does this look like in practice though? - Kim has grown her personal brand on IG to over 54k followers - most viral video has garnered over 31 MILLION views with several others into the millions - On pace to do over 7 figures in revenue in first 12 months. So, have you spent the time to define your company's customer personas? And more importantly, are you speaking directly to them in your marketing efforts?

This was such a fun conversation!

It’s crazy to me how much people overcomplicate growth. Here’s 5 tips you can spend 60 minutes or less on daily to grow. • Engage with people. • Network in DMs, videos, meetings • Write daily • Optimize profile • Engage some more It’s not complicated, so don’t make it harder than it is and start today.

If you're building anything or you're in any creative pursuit, I think we can all agree not every drop is created equal. Every week, I am attempting to get better and refine. So for those who have been with me since day 1 shout out to you! This week, you'll notice that things are starting to look a little different. Perhaps even a bit elevated. Moving forward, schedules allowing, I am going to be sharing my Creator and Founder spotlights as full video conversations. You'll still be able to read them in the newsletter but you can also watch them on Youtube. I am not a natural on camera, but with more reps hopefully you'll hear me say "um" a lot less haha Without further adieu though let's talk about this week's newsletter. I sat down with Kim Gamez, CEO & Founder of Sober(ish) to discuss her journey from a couple successful exits into the Cannabis industry. I also got to hangout with Spencer Ploessl to discuss branding, marketing and more. The main story this week breaks down consumer trends and perceptions. As always, there's fresh job listings in the newsletter as well as the full job board on my website. Leave a comment - who would make a great guest for either Founder's or Creator spotlight.