Marijuana Business Magazine - May-June 2018

“So they can get a bit of a picture from other people that are currently working in the space,” Bradford said. Outside of the cannabis industry, the American Marketing Association offers training, events and classes. Damashek strives to educate his new hires as much as he can about his company’s culture, holdings, assets and strategy. Acreage Holdings has cultivation, processing and retail operations across 11 states with plans to expand. The company is aggressive yet mea- sured in its expansion strategy. “So that everybody kind of under- stands and is aligned to what we’re planning, where we’re going, and how we’re getting there,” he said. HOW TO MANAGE Managing is really about commu- nications, according to Wells. NanoSphere holds weekly sta- tus meetings to go through a list of initiatives. Those include email blasts, social media campaigns and upcom- ing promotional events. Wells doesn’t tend to micromanage. “It’s really about finding that person, and once you do, it’s letting them have the autonomy to really fulfill their role and their job,” she said. “I do give them a lot of space creatively.” Bradford also advised against micromanaging your marketer. “I’ve seen way too many found- ers who micromanage their market- ing team because marketing is their bread and butter,” she said. “That can lead to a lot of tension and the mar- keting professional feeling like they can’t do their best work.” But be very clear and specific in setting goals, including revenue tar- gets and market share benchmarks. “Being very clear about what those metrics and expectations are is very important,” Bradford added. Once the training is over, Dam- ashek likes to set the marketer free to get to work. “Our management philosophy is collaborative,” he said. “Allowing free rein, but being there to provide guidance, resources and expertise. Frankly, I don’t have time to micro- manage what everyone’s doing.” ◆ www.starview.net/blister.html Starview manufactures standard and custom blister packaging systems. Visit with Starview at MJBizCon INT’L 2018 - Booth #729 Toronto, Ontario, Canada August 14-16, 2018