Episode 22: Ethics, Innovation, and Empowerment: Kaila Strong's Vision for Cannabis
Episode Summary:
Join hosts Jen and Gordon as they sit down with the remarkable Kaila Strong, Marketing Director at Curaleaf, for an engaging episode brimming with insights and laughter. Take a look into Kaila's journey, from her unforgettable first cannabis experience to her pivotal role in shaping Curaleaf's brand. Discover Kaila's secrets to finding balance in a hyperconnected world, offering practical tips gleaned from her dynamic career. As the conversation unfolds, gain exclusive insights into Curaleaf's innovative marketing strategies and the driving force behind its success. With Kaila's infectious energy and expertise, this episode promises to captivate cannabis enthusiasts and marketing aficionados alike. Tune in for an enlightening discussion that celebrates Kaila's achievements and offers invaluable lessons for navigating the ever-evolving landscape of cannabis marketing. Don't miss out on this opportunity to learn from one of the industry's brightest stars on The Plant.Body Soul. Podcast.
Show Notes:
Segment 1: Introductions
Timestamp: [00:01:10 - 00:02:00]
Jen and Gordon welcome Kaila Strong, Marketing Director at Curaleaf, along with highlighting her recent graduation from Cornell Law School.
Excitement surrounds Kaila's journey, combining legal education with marketing expertise.
Segment 2: Background and Education
Timestamp: [00:02:01 - 00:03:50]
Kaila shares her upbringing in Montana and Idaho, studying political science at the University of Montana before pursuing a law degree at Cornell.
Her non-linear path, enriched by diverse experiences, shapes her professional journey.
Segment 3: Professional Journey
Timestamp: [00:03:50 - 00:07:30]
Transitioning from a small marketing agency to Lavidge, Kaila hones her skills across digital and traditional marketing.
Joining Jupiter Research in the cannabis industry, Kaila witnesses exponential growth, culminating in the company's sale to Tilt Holdings.
Segment 4: Career at Curaleaf
Timestamp: [00:07:30 - 00:09:50]
Recruited by Curaleaf during Arizona's recreational cannabis legalization, Kaila joins as Marketing Director, balancing a demanding role with graduate studies at Cornell.
Her dedication and adaptability exemplify her professional journey.
Segment 5: Personal Inspiration
Timestamp: [00:09:50 - 00:12:12]
Kaila attributes her perseverance and grit to her mother's resilience in facing multiple sclerosis and cancer, shaping her outlook and professional journey.
The influence of her mother's positive attitude and determination shapes Kaila's personal and professional growth.
Segment 6: Closing Reflections
Timestamp: [00:12:12]
Jen reflects on the qualities of Kaila's mother mirrored in her tenacity and self-belief, highlighting the importance of support networks in achieving goals.
The discussion underscores the significance of self-belief and supportive environments in personal and professional success.
Segment 7: Evolution of Marketing Landscape
Timestamp: [00:12:31 - 00:15:59]
Kaila reflects on the evolution of marketing from the early days of social media to the current diverse landscape.
Emphasis on technological advancements and shifts in consumer behavior shaping marketing strategies.
Integration of automation and programmatic campaigns revolutionizing marketing approaches, including the emergence of OTT ads.
Segment 8: Implications of AI in Marketing
Timestamp: [00:16:02 - 00:20:14]
Discussion on AI's role in marketing, including behavior targeting and customer service management.
Cautionary considerations regarding privacy and legal implications of AI-generated content.
Examples illustrating both positive and negative impacts of AI, highlighting challenges in combating misuse and maintaining reputation.
Segment 9: Innovation in Cannabis Marketing
Timestamp: [00:21:18 - 00:25:46]
Kaila outlines Curaleaf's commitment to innovation in the cannabis industry.
Introduction of innovative marketing strategies, such as the strain wall in stores, enhancing customer experience.
Discussion on the integration of technology and traditional retail to elevate brand positioning and consumer engagement.
Segment 10: Cannabis Integration in Events
Timestamp: [00:25:47 - 00:27:06]
Discussion on the integration of cannabis into various events and activities.
The enjoyable aspect of incorporating cannabis into different experiences.
Observations on the innovative ways brands are integrating cannabis into events and weddings.
Segment 11: Programmatic Advertising and Marketing
Timestamp: [00:27:06 - 00:28:22]
Importance of programmatic advertising for revenue growth and measuring marketing channels.
Leveraging data to tailor messaging to consumer profiles and their position in the sales funnel.
The role of collaboration and innovation in marketing strategies, particularly in programmatic advertising.
Segment 12: Navigating Ethical Dilemmas in Cannabis
Timestamp: [00:28:22 - 00:34:02]
Approach to ethical decision-making in cannabis marketing and business operations.
Importance of collaboration and seeking multiple perspectives, including compliance and legal teams.
Examples of navigating ethical considerations, such as referencing brands or pop culture in marketing campaigns, with a focus on sustainability efforts.
Segment 13: Cannabis Industry's Contribution to Society
Timestamp: [00:34:05 - 00:40:54]
Exploration of how the cannabis industry can positively impact society beyond commercial success.
Focus on sustainability efforts within the industry, including waste reduction and recycling initiatives.
Collaboration with partners to innovate solutions for sustainability challenges, reflecting on the potential for broader societal influence through industry leadership.
Segment 14: Being a Woman in a Male-Dominated Industry
Timestamp: [00:40:56 - 00:45:58]
Experience navigating a male-dominated industry
Importance of diversity and inclusion initiatives
Positive experiences at Curaleaf with strong female leadership
Segment 15: Federal Legalization: Challenges and Opportunities
Timestamp: [00:53:39 - 00:55:22]
Current challenges due to federal illegality
State-by-state operations and tax burdens
Impact of federal legalization on revenue and research opportunities
Potential benefits of federal legalization
Efficiency in supply chain and cost reduction
Expansion into international markets, especially in Europe
Hope for increased research and innovation
Financial constraints under current regulations
Role of international markets in advancing cannabis research
Segment 16: International Cannabis Landscape
Timestamp: [00:55:22 - 00:57:54]
Discussion on the diversity of cannabis regulations and markets in different countries.
Mention of Thailand's evolving cannabis regulations, including recent reforms restricting public usage.
Reference to a recommended source, Thaiger News, for updates on Thai cannabis laws and industry developments.
Segment 17: Challenges of Cannabis Business
Timestamp: [00:57:54 - 01:01:06]
Challenges faced by cannabis businesses, even those not directly involved in plant touching.
Personal anecdote about a CEO's bank account being shut down due to association with a cannabis-related company.
Discussion on the complexities of banking and financial services for cannabis businesses, even in states where cannabis is legal.
Segment 18: Traveling with Cannabis
Timestamp: [01:01:06 - 01:05:42]
Discussion on the legal discrepancies between states regarding cannabis laws.
Personal anecdotes about navigating cannabis laws while traveling, highlighting the stark contrast between legal statuses in neighboring states.
Cautionary advice against traveling with cannabis due to legal uncertainties and potential consequences.
Segment 19: Personal Vision and Professional Development in the Cannabis Industry
Timestamp: [01:01:06 - 01:05:42]
Discussion on personal aspirations within the cannabis industry, emphasizing continuous learning and innovation.
Mention of participation in a professional development program with Curaleaf, focusing on mentorship and self-investment.
Reflections on personal values and openness to opportunities in career development and life.
Segment 20: Dream Travel Destinations and Impactful Reads
Timestamp: [01:05:42 - 01:06:30]
Expression of desire to travel to Tanzania, Kenya, and Zanzibar to explore the culture and language.
Mention of reading "Good to Great" by Jim Collins and its relevance to understanding the characteristics of great companies.
Recommendation of "Checklist Manifesto" for its insights into effective methodologies and checklists across different industries.
Segment 21: First High Experience
Timestamp: [01:06:30]
Jen and Kaila reminisce about their first experiences with cannabis.
Kaila shares her initial reluctance due to legal concerns but eventually trying it in college and enjoying the experience.
Segment 22: Favorite Cannabis Terms
Timestamp: [01:08:07]
Gordon asks about favorite cannabis terms.
Kaila mentions "dope" and "Bogart" as her favorites, emphasizing their nostalgic and OG appeal.
The conversation reflects on how the meaning of "dope" has evolved over time.
Segment 23: Creating Balance in Life
Timestamp: [01:09:22]
Jen inquires about Kaila's methods for achieving balance in her life.
Kaila discusses the challenge of finding balance amidst the overstimulation of modern life.
She shares her strategies, including mindfulness activities like watching movies with subtitles and gratitude walks.
Segment 24: Wrapping Up with Gratitude
Timestamp: [01:11:51]
Jen expresses gratitude for Kaila's presence and contributions.
Kaila acknowledges the importance of teamwork at Curaleaf and expresses appreciation for the opportunity.
Information about where to find Curaleaf and Kaila online is provided, along with a teaser for upcoming events with Curaleaf and Plant Body.Soul.
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