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Advice For Aspiring Female Cannabis Professionals: Industry Leaders Weigh In
3/27/24
In celebration of Women’s History Month, we partnered with Cannabis NewsHub to chat with successful female leaders in the cannabis sector who shared insight and advice for aspiring industry professionals. You can check out the full collection on Cannabis NewsHub here.
Phoebe DePree, Founder & CEO, Goddess Growers
There has never been a better time for women to join the industry. Women are over half of cannabis consumers and make over 80% of health and wellness purchase decisions for their households. Further, they disproportionately care for aging parents. If a woman likes a product, she tells her friends about it.
This powerhouse of a consumer is not one to miss, yet the sector is lacking in female leadership. By participating early in the industry, women have an opportunity to challenge traditional gender norms and redefine societal perceptions of the traditional cannabis consumer. They can also promote wellness advocacy - women's health is constantly put on the back burner, but by joining the space, we can prioritize the development of products specifically designed with our well being in mind.
Being part of the cannabis industry is also personally rewarding, providing a sense of purpose and passion in life! Run, don't walk, to find your place in this special industry that is poised for explosive growth over the next decade.
Jahmila Edwards, Co-Founder, Stash Queens
Women love cannabis just as much as men and we have the sales to prove it. There are too few of us in the space to be consumed with competition. When we work together in allyship, we have an opportunity to reshape the trajectory of women in ownership and leadership within the cannabis industry. Don't be a wallflower: introduce yourself, make connections, follow-up, lean in and build your network. Aaliyah and Lisa will help you just as much, if not more, than any Brad or Chad.
Kristina Adduci, Founder & CEO, House of Puff
Make sure you are sitting at the table. It isn't just about showing up, it's about making your presence felt. It's about coming prepared, claiming your spot, and not just waiting for a turn but actively jumping into the conversation. If you're there, be all there—not just physically, but with your ideas, your voice, and your energy. It might feel a bit intimidating, especially when you're the new face in the room in an industry still finding its legs. But remember, it's not just about filling a seat. It's about being part of the story being written in that room, contributing your chapter. It's how we grow, make an impact, and, honestly, it's how we change the game.
Janet Yee, Co-Founder, IssaVibe
Lean into your unique strengths and YOUR VOICE. The cannabis industry demands passion, resilience, and a willingness to face unique challenges, especially for us women. Dive deep into understanding the field and embrace your distinct perspective – it's invaluable. Build a strong network; the camaraderie among women in cannabis is empowering and enlightening. Stay updated on changes and innovations; this knowledge is your armor. This journey is bigger than ourselves and is inspirational. Embrace the new highs and new lows with grace and determination. Have faith in your vision, and remember your voice can transform perceptions and pave the way for the future of cannabis.
Kim Jage, Co-Founder & CMO, Jage Media & MJ Unpacked
Build a strong network within the industry and actively engage with other women in the community. Make it a point to attend both local and national events and conferences to meet other professionals, potential mentors, and partners. Women in cannabis communicate openly – we share the pitfalls we've encountered, the predators to be wary of, the successes we've celebrated, and the strategies we used to achieve them. Be part of those intimate conversations that stem from forming solid relationships.
Dharsh Casinathen, Co-Founder & President, Joyleaf
Always cultivate a sense of community. My journey into the cannabis industry began at a "Women in Weed" event, which I attended at a colleague's invitation. Little did I know, this gathering had many educators and entrepreneurs within the cannabis space, paving the way for me to forge invaluable connections. Over the past two and a half years, these relationships with remarkable women have become the cornerstone of my experience in the industry. The mutual support, whether it's in answering questions or simply celebrating each other's achievements, has been a gift. The gratitude and encouragement I've received has underscored the importance of nurturing a community where we can share, contribute, and grow together.
Secondly, I would emphasize the significance of holding onto your confidence and trusting your intuition. The cannabis industry, like many others, demands preparedness. Delving deep into your craft not only prepares you for the challenges ahead but also bolsters your confidence. This becomes especially crucial in environments dominated by men, where asserting your voice and maintaining your confidence can make all the difference. Remember, expertise comes from dedication and mastery of your topic, which in turn creates space for you as a professional to be reckoned with. Even in moments when you find yourself the sole woman in the room, let the strength of your community and your preparedness be the backbone of your confidence.
Lastly, I always find a moment of pride when I compliment fellow women on their work and their contributions to the industry. It's about creating and adding value for each other, reinforcing the notion that together, we are not just part of the cannabis industry; we are shaping its future. Next time you see your cannabis women colleague I encourage you to let her know that you admire her work!
Lisa Meyer, Chief Financial Officer, Treasurer & Secretary, NewLake Capital Partners
The cannabis industry is an exciting and challenging field. To succeed in the industry as a female professional, you must stay informed about the industry, including regulations, trends, and innovations. Also, building a solid network is crucial; connect with other women in the industry, join industry groups and associations, and attend networking events to build relationships and learn from others’ experiences.
Durée Ross, President & CEO, Durée & Company
For women looking to start or advance their careers in the cannabis industry, my advice would be to stay educated and diversify your skills, knowledge base and professional network. Knowledge is power and it's important to stay informed in an ever-changing field. By immersing myself in the industry through attending events, trade shows and other various networking opportunities, I not only acquire firsthand experience but also establish valuable connections and friendships. Networking, whether it’s face-to-face at events or online via LinkedIn, plays a huge role in broadening our agency’s network and has created a sense of community. By interacting with colleagues in the industry, engaging in conversations and sharing insights I feel that I have deepened my knowledge and contributed to valuable conversations in the space. This proactive approach keeps our agency informed and helps us position our clients as thought leaders in the cannabis industry.
Kim Sanchez Rael, CEO & cofounder of Azuca
Women in cannabis face similar challenges to women in the other male-dominated industries I have worked extensively in – namely tech and finance. Women must make a conscious effort to help other women succeed – we have to support each other. Advocate for your colleagues, mentor women climbing the ladder, and actively source women candidates when you’re hiring. Also, put your money where your mouth is: always, always check your supply chain for the opportunity to source goods and services from women-led companies. Speak out when you see gender discrimination and other bad behavior that can impact a woman’s ability to perform at her highest potential. There are many amazing women trailblazers in this industry, and we need to continue to aggressively add both social and financial fuel to empower the women in our ecosystem!
Matha Figaro, CEO of ButACake
My advice to you is based on three pillars: Passion, Persistence and Partnership. Keep your passion alive, fuel that fire and educate yourself consistently. Partnerships keep things going in the right direction, and remember that when advocating for change, there is power in numbers. Persistence in advocacy for women, equity and inclusion is crucial, don't give up.
Joyce Cenali, Amy Deneson & Lulu Tsui, Cannabis Media Council
The cannabis plant offers immense potential across various professional avenues, providing a unique array of opportunities accompanied by unparalleled challenges. Success in this industry requires a deep passion for the plant itself. Each day involves advocating and promoting its benefits. You'll wake up everyday an advocate and if you're driven to uphold your values and champion the potential of cannabis, you'll find fulfillment here. Financial success in the cannabis industry relies on collaboration among other professionals. Building strong community and supporting one another within the industry is essential for sustainable growth, prosperity, and personal sanity.
Paula Savchenko, Esq., Founder, Cannacore Group
In my opinion, there are two vital pieces of advice I would offer to other aspiring female professionals looking to enter and/or excel in the cannabis industry. First, is to discover an area of the industry that not only excites you, but also offers a benefit to what you intend to achieve in this industry. Second, take the time to learn all the intricacies of this industry, and further network with as many people as you can from each facet of the cannabis industry. I cannot stress enough how important it is to put yourself out there, while also being strategic about the networking events you attend. Since the cannabis industry is such a small world, you never truly know how important of a role someone can play in your life when you first meet them.
Stevie Palmateer, VP of Engineering, LeafLink
This is a challenging question because the cannabis industry spans other sectors, such as Tech and Finance, which are historically more male-dominated. In addition, whether you are coming in as an employee or founder, access to capital and business literacy remain in-equitable for women and have been barriers to success in starting a company. Being in CannaTech or starting a cannabis business is extremely challenging for any gender. Therefore, these factors become even more of a setback for women and non-binary folks compared to their male counterparts, and even more so if BIPOC identifying. My advice is simple, though, as it can be applied to any sector and any role: remove imposter syndrome, take risks to build confidence, trust your competencies and genius, and lean on your network.
Luna Stower, Chief Impact Officer, Ispire Technology
To all the women looking to dive into or climb higher in the cannabis industry, the journey ahead is exciting and challenging. Yes, stepping into this arena can feel like stepping into a male-dominated lion's den, but your presence is a game-changer. Sisterhood is key. Connect with other fierce femmes, build each other up, stand strong together, because having that circle of support is vital when the going gets tough, especially when facing outdated attitudes, sexism, misogyny, gatekeeping, bullying or unfair treatment.
In the midst of all the hustle, it's important to highlight the guys who are backing us up. There are plenty of men in this field who appreciate, respect and champion the brilliance of women professionals. Look for those allies, work alongside them, and embrace the teamwork that breaks gender barriers (and helps fight impostor syndrome that plagues female entrepreneurs).
Self-care is non-negotiable; the canna industry is a wild ride, emotionally and financially, so take care of yourself. Find that balance between work and play, prioritize your mental and physical well-being, and recharge when things get overwhelming.
Your journey in the cannabis world is not just about making a mark; it's about shaping a more inclusive, diverse future for everyone. So, lean into your strength, connect with kindred spirits, and seize every opportunity with confidence. You're not just opening doors for yourself but for a whole generation of trailblazing women ahead! It's time to own your brilliance, embrace the challenges, and illuminate the industry with your unique light. The cannabis world is ready for your magic and passion. Let's take this journey together, hand in hand, and create a space where every ambitious woman can thrive, and survive. Because love is lucrative.
Kathryn Radovan, Senior Vice President, Business Operations, Terra Vera
I would give this advice to anyone looking to enter and excel in the cannabis industry, which is that the industry is so multi-faceted, so there’s so many different ways to participate. One can get involved by being a financial professional, specializing in tech that services the industry, becoming a marketer and much more. Figure out your skills and passions first, and use that as your roadmap to approach the cannabis industry.
Shanice Brown, Store Manager & Buyer, Verdi
Being a female in this industry isn't easy. There is so much required that is unseen and rarely discussed outside of the spaces we create. The lane won't always be carved out. Most of the time you will have to carve it out yourself. Recognize all that you bring to the table, use your voice, and lean on your community! Take up space in unfamiliar places and don't forget to clock in for yourself. I encourage female entrepreneurs to ask for equity in their quest for entrepreneurship.
Anne Forkutza, Head of Social Impact & Industry Partnerships, Dutchie
If you do things for the right reasons, with the right people, at just the right time…the business and goodwill always comes back to you.
Phoebe DePree, Founder & CEO, Goddess Growers
There has never been a better time for women to join the industry. Women are over half of cannabis consumers and make over 80% of health and wellness purchase decisions for their households. Further, they disproportionately care for aging parents. If a woman likes a product, she tells her friends about it.
This powerhouse of a consumer is not one to miss, yet the sector is lacking in female leadership. By participating early in the industry, women have an opportunity to challenge traditional gender norms and redefine societal perceptions of the traditional cannabis consumer. They can also promote wellness advocacy - women's health is constantly put on the back burner, but by joining the space, we can prioritize the development of products specifically designed with our well being in mind.
Being part of the cannabis industry is also personally rewarding, providing a sense of purpose and passion in life! Run, don't walk, to find your place in this special industry that is poised for explosive growth over the next decade.
Jahmila Edwards, Co-Founder, Stash Queens
Women love cannabis just as much as men and we have the sales to prove it. There are too few of us in the space to be consumed with competition. When we work together in allyship, we have an opportunity to reshape the trajectory of women in ownership and leadership within the cannabis industry. Don't be a wallflower: introduce yourself, make connections, follow-up, lean in and build your network. Aaliyah and Lisa will help you just as much, if not more, than any Brad or Chad.
Kristina Adduci, Founder & CEO, House of Puff
Make sure you are sitting at the table. It isn't just about showing up, it's about making your presence felt. It's about coming prepared, claiming your spot, and not just waiting for a turn but actively jumping into the conversation. If you're there, be all there—not just physically, but with your ideas, your voice, and your energy. It might feel a bit intimidating, especially when you're the new face in the room in an industry still finding its legs. But remember, it's not just about filling a seat. It's about being part of the story being written in that room, contributing your chapter. It's how we grow, make an impact, and, honestly, it's how we change the game.
Janet Yee, Co-Founder, IssaVibe
Lean into your unique strengths and YOUR VOICE. The cannabis industry demands passion, resilience, and a willingness to face unique challenges, especially for us women. Dive deep into understanding the field and embrace your distinct perspective – it's invaluable. Build a strong network; the camaraderie among women in cannabis is empowering and enlightening. Stay updated on changes and innovations; this knowledge is your armor. This journey is bigger than ourselves and is inspirational. Embrace the new highs and new lows with grace and determination. Have faith in your vision, and remember your voice can transform perceptions and pave the way for the future of cannabis.
Kim Jage, Co-Founder & CMO, Jage Media & MJ Unpacked
Build a strong network within the industry and actively engage with other women in the community. Make it a point to attend both local and national events and conferences to meet other professionals, potential mentors, and partners. Women in cannabis communicate openly – we share the pitfalls we've encountered, the predators to be wary of, the successes we've celebrated, and the strategies we used to achieve them. Be part of those intimate conversations that stem from forming solid relationships.
Dharsh Casinathen, Co-Founder & President, Joyleaf
Always cultivate a sense of community. My journey into the cannabis industry began at a "Women in Weed" event, which I attended at a colleague's invitation. Little did I know, this gathering had many educators and entrepreneurs within the cannabis space, paving the way for me to forge invaluable connections. Over the past two and a half years, these relationships with remarkable women have become the cornerstone of my experience in the industry. The mutual support, whether it's in answering questions or simply celebrating each other's achievements, has been a gift. The gratitude and encouragement I've received has underscored the importance of nurturing a community where we can share, contribute, and grow together.
Secondly, I would emphasize the significance of holding onto your confidence and trusting your intuition. The cannabis industry, like many others, demands preparedness. Delving deep into your craft not only prepares you for the challenges ahead but also bolsters your confidence. This becomes especially crucial in environments dominated by men, where asserting your voice and maintaining your confidence can make all the difference. Remember, expertise comes from dedication and mastery of your topic, which in turn creates space for you as a professional to be reckoned with. Even in moments when you find yourself the sole woman in the room, let the strength of your community and your preparedness be the backbone of your confidence.
Lastly, I always find a moment of pride when I compliment fellow women on their work and their contributions to the industry. It's about creating and adding value for each other, reinforcing the notion that together, we are not just part of the cannabis industry; we are shaping its future. Next time you see your cannabis women colleague I encourage you to let her know that you admire her work!
Lisa Meyer, Chief Financial Officer, Treasurer & Secretary, NewLake Capital Partners
The cannabis industry is an exciting and challenging field. To succeed in the industry as a female professional, you must stay informed about the industry, including regulations, trends, and innovations. Also, building a solid network is crucial; connect with other women in the industry, join industry groups and associations, and attend networking events to build relationships and learn from others’ experiences.
Durée Ross, President & CEO, Durée & Company
For women looking to start or advance their careers in the cannabis industry, my advice would be to stay educated and diversify your skills, knowledge base and professional network. Knowledge is power and it's important to stay informed in an ever-changing field. By immersing myself in the industry through attending events, trade shows and other various networking opportunities, I not only acquire firsthand experience but also establish valuable connections and friendships. Networking, whether it’s face-to-face at events or online via LinkedIn, plays a huge role in broadening our agency’s network and has created a sense of community. By interacting with colleagues in the industry, engaging in conversations and sharing insights I feel that I have deepened my knowledge and contributed to valuable conversations in the space. This proactive approach keeps our agency informed and helps us position our clients as thought leaders in the cannabis industry.
Kim Sanchez Rael, CEO & cofounder of Azuca
Women in cannabis face similar challenges to women in the other male-dominated industries I have worked extensively in – namely tech and finance. Women must make a conscious effort to help other women succeed – we have to support each other. Advocate for your colleagues, mentor women climbing the ladder, and actively source women candidates when you’re hiring. Also, put your money where your mouth is: always, always check your supply chain for the opportunity to source goods and services from women-led companies. Speak out when you see gender discrimination and other bad behavior that can impact a woman’s ability to perform at her highest potential. There are many amazing women trailblazers in this industry, and we need to continue to aggressively add both social and financial fuel to empower the women in our ecosystem!
Matha Figaro, CEO of ButACake
My advice to you is based on three pillars: Passion, Persistence and Partnership. Keep your passion alive, fuel that fire and educate yourself consistently. Partnerships keep things going in the right direction, and remember that when advocating for change, there is power in numbers. Persistence in advocacy for women, equity and inclusion is crucial, don't give up.
Joyce Cenali, Amy Deneson & Lulu Tsui, Cannabis Media Council
The cannabis plant offers immense potential across various professional avenues, providing a unique array of opportunities accompanied by unparalleled challenges. Success in this industry requires a deep passion for the plant itself. Each day involves advocating and promoting its benefits. You'll wake up everyday an advocate and if you're driven to uphold your values and champion the potential of cannabis, you'll find fulfillment here. Financial success in the cannabis industry relies on collaboration among other professionals. Building strong community and supporting one another within the industry is essential for sustainable growth, prosperity, and personal sanity.
Paula Savchenko, Esq., Founder, Cannacore Group
In my opinion, there are two vital pieces of advice I would offer to other aspiring female professionals looking to enter and/or excel in the cannabis industry. First, is to discover an area of the industry that not only excites you, but also offers a benefit to what you intend to achieve in this industry. Second, take the time to learn all the intricacies of this industry, and further network with as many people as you can from each facet of the cannabis industry. I cannot stress enough how important it is to put yourself out there, while also being strategic about the networking events you attend. Since the cannabis industry is such a small world, you never truly know how important of a role someone can play in your life when you first meet them.
Stevie Palmateer, VP of Engineering, LeafLink
This is a challenging question because the cannabis industry spans other sectors, such as Tech and Finance, which are historically more male-dominated. In addition, whether you are coming in as an employee or founder, access to capital and business literacy remain in-equitable for women and have been barriers to success in starting a company. Being in CannaTech or starting a cannabis business is extremely challenging for any gender. Therefore, these factors become even more of a setback for women and non-binary folks compared to their male counterparts, and even more so if BIPOC identifying. My advice is simple, though, as it can be applied to any sector and any role: remove imposter syndrome, take risks to build confidence, trust your competencies and genius, and lean on your network.
Luna Stower, Chief Impact Officer, Ispire Technology
To all the women looking to dive into or climb higher in the cannabis industry, the journey ahead is exciting and challenging. Yes, stepping into this arena can feel like stepping into a male-dominated lion's den, but your presence is a game-changer. Sisterhood is key. Connect with other fierce femmes, build each other up, stand strong together, because having that circle of support is vital when the going gets tough, especially when facing outdated attitudes, sexism, misogyny, gatekeeping, bullying or unfair treatment.
In the midst of all the hustle, it's important to highlight the guys who are backing us up. There are plenty of men in this field who appreciate, respect and champion the brilliance of women professionals. Look for those allies, work alongside them, and embrace the teamwork that breaks gender barriers (and helps fight impostor syndrome that plagues female entrepreneurs).
Self-care is non-negotiable; the canna industry is a wild ride, emotionally and financially, so take care of yourself. Find that balance between work and play, prioritize your mental and physical well-being, and recharge when things get overwhelming.
Your journey in the cannabis world is not just about making a mark; it's about shaping a more inclusive, diverse future for everyone. So, lean into your strength, connect with kindred spirits, and seize every opportunity with confidence. You're not just opening doors for yourself but for a whole generation of trailblazing women ahead! It's time to own your brilliance, embrace the challenges, and illuminate the industry with your unique light. The cannabis world is ready for your magic and passion. Let's take this journey together, hand in hand, and create a space where every ambitious woman can thrive, and survive. Because love is lucrative.
Kathryn Radovan, Senior Vice President, Business Operations, Terra Vera
I would give this advice to anyone looking to enter and excel in the cannabis industry, which is that the industry is so multi-faceted, so there’s so many different ways to participate. One can get involved by being a financial professional, specializing in tech that services the industry, becoming a marketer and much more. Figure out your skills and passions first, and use that as your roadmap to approach the cannabis industry.
Shanice Brown, Store Manager & Buyer, Verdi
Being a female in this industry isn't easy. There is so much required that is unseen and rarely discussed outside of the spaces we create. The lane won't always be carved out. Most of the time you will have to carve it out yourself. Recognize all that you bring to the table, use your voice, and lean on your community! Take up space in unfamiliar places and don't forget to clock in for yourself. I encourage female entrepreneurs to ask for equity in their quest for entrepreneurship.
Anne Forkutza, Head of Social Impact & Industry Partnerships, Dutchie
If you do things for the right reasons, with the right people, at just the right time…the business and goodwill always comes back to you.
Written by BudsFeed Staff