COVID Conversations: Jason White, CMO of cannabis brand Curaleaf – Warc

Black Lives Matter

This article is part of an ongoing WARC series focused on educating brand marketers on diversity and activism, in light of the recent progressive steps made with the Black Lives Matter movement.

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Marketing in the COVID-19 crisis

This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

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For many brands and categories in the US, the last six months have brought dual shocks to long-held ways of doing business, as they juggle realigning their businesses around the impact of a worldwide pandemic and social unrest on a global scale.

Against these backdrops, Curaleaf – perhaps the biggest cannabis company in the world – and its new CMO, Jason White, have been working to build the company and its brands, which includes Select, and most recently, Grassroots – while wrestling with crises that didn’t appear to be on the horizon when he took on the role in February.

In this Q&A – part of WARC’s series with the Global CMO Growth Council – White, who has also served as Global Head of Marketing for Beats by Dre and managed the Nike account globally for Wieden + Kennedy – talks with US Commissioning Editor Cathy Taylor about pursuing long-term and short-term goals simultaneously, the need to support Black and brown entrepreneurs, launching products in the middle of a pandemic, and the challenges of a product with so many different facets. Curaleaf operates in 23 states across the US, inclusive of both adult-use and medical markets, with over 250 SKUs sold in Curaleaf’s 61 operating dispensaries, as well as over 1,000 independent dispensaries across the US. Curaleaf and its brands have a high

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