Insights from a Marketing Professional in the European Cannabis Industry
Looking to get involved in the cannabis industry can be overwhelming and difficult. Where do you start and how do you get going?
If you’ve ever been curious about what it’s like to work in this space — or wondered how you can leverage your existing professional knowledge into a career in cannabis then keep on reading! In order to shed some light on these questions, we spoke with Kristina Spionjak.
Kristina was Blume’s first placement in the industry and so it only feels right to start our series by asking her about her experience on getting her foot in and working in the space. She is working at London Canna Group as the Marketing Director.
- How long have you been in the industry for?
I joined in November 2018 so just over one and a half years.
- What were you doing before you joined?
Before I joined I was a freelance publicist and marketeer for over 7 years working with UFC and independent fashion, beauty, and lifestyle brands.
- What were your assumptions or expectations before joining this industry?
I really didn’t have any assumptions nor expectations before joining this industry. As they say; assumptions are the mother of all fuckups. A marketer should always have an open mind.
- Where did you get your information and research?
I’ve got my initial information and research on the cannabis industry from the vetted experts that spoke at the events I attended. From scientists, clinicians, and researchers on the benefits of the plant to growers and entrepreneurs on distribution, sale, and consumer insight. All the way to the advocates, struggling with access. Then a year on, I’ve created measuring and research tools to gather consumer and trade insight through our events, Europe Canna Expos, and retail.
- Based on your previous experience — what skills and experiences have you bought forward with you that have been useful?
Marketing and PR are almost the same across industries. The only things that change are the stories/key messages and audiences you’re telling those stories to, and through different channels. In this industry due to the advertising restrictions, a marketer needs to be a lot more creative. Having worked with brands with small or no advertising budgets, being resourceful, is a useful skill that played a big role in getting media placements for the clients and certainly helps now.
- What is it really like now that you’re in the industry? What are the actual challenges?
For me, being in the cannabis industry doesn’t feel much different from being in other industries. I’ve faced two challenges only — one is making sure that our and client’s campaigns help to remove the stigma surrounding the industry and second is to avoid “cowboys” branding by being transparent, open, clear, educational, and honest with everyone we work within and outside the industry.
- Without giving away too many insider secrets, what is it that you’re doing with London Canna Group?
I’m in charge of expanding London Canna Group’s global footprint by driving awareness of the brand’s fresh thinking, disruptive ideas, transparency, and transformative client work, through a variety of levers including content, public relations, affiliate marketing, events, and partnerships.
- What does your ‘normal’ week look like?
Working for a fast-moving startup means that there are no two days alike. I spend most of my time researching, analysing data, strategising, forming partnerships, promoting our events, projects or clients, managing teams, working with clients, or pitching to the media. I try to schedule all my calls and meetings in one day so that I can focus on delivering the work for the rest of the time.
- What advice would you give to anyone looking to get involved in the industry?
If you’re serious about joining the cannabis industry, you should be reading/listening as much as you can, every single day. Sign up for every cannabis industry website, blog, listen to podcasts (LCGTalks, The Cannabis Conversation) newsletters (Cannabis Law Report, Business or Cannabis), and mailing lists. You can join LinkedIn groups. Attend Europe Canna Expo, First Wednesdays, Cannabis Europa, and European Cannabis Week (once they resume in person) or join in online.
Get an understanding of the industry and its needs, then either, get an internship/job at one of the companies you follow/resonate with or set up on your own and offer services to the industry based on your experience and competence. Or if you are fresh out of school and looking for the further education direction to take — speak with people in the positions you find appealing and see if that’s the route you want to take. Good luck!
Who is London Canna Group?
London Canna Group is a comprehensive consultancy that helps entrepreneurs start, run, grow their cannabis businesses through brand consulting, trade shows, events, retail, wholesale, e-commerce. Check out their website for further information https://www.londoncannagroup.co.uk/
