Marijuana Business Magazine - May-June 2018

EMPLOYMENT TIPS W hen hiring a marketing pro- fessional, keep in mind that person is responsible for showcasing your brand to consumers. So it’s imperative to look for someone who understands what your custom- ers really want, whether you’re a can- nabis grower, edibles manufacturer, retailer or another type of business. In today’s increasingly competi- tive marijuana industry – with new companies and products proliferat- ing daily – customers can find it tough to determine which companies and brands are credible. You want a marketer who can help you establish business bona fides that differentiate you from the competition. A marketing professional can help guide the face of your business in several important ways. “It’s not just about a logo or a slogan,” said Kate Wells, chief mar- keting officer at NanoSphere Health Sciences, a Denver biotech com- pany that manufactures nano-sized infused medical cannabis products. “It’s how that brand lives throughout every aspect of that product. Cus- tomer service. Social media. Every touchpoint with the customer is your brand experience.” WHAT TO LOOK FOR A key characteristic for Wells is a candidate’s sense of aesthetics and understanding of your brand. If a candidate doesn’t have a clear understanding of your company’s brand, or if their artistic sensibilities don’t match up with yours, you risk sending the wrong – or at least a mixed message – to consumers. “Branding is such an essential part of marketing,” she said, referring to How to Hire and Train a Marketing Pro for Your Cannabis Business Hire Learning By Bart Schaneman the practice of generating a name, symbol or design that identifies and distinguishes your product or service. During the vetting process, Wells determines if the candidate can take the company to the next level. She’s trying to decide: “Will they be able to convey our story in a way that really elevates the sophistication of our brand?” The new hire needs to understand the wants and needs of today’s mari- juana consumer. 124 • Marijuana Business Magazine • May-June 2018