How It Started: Living Higher with Nic Shafer, VP of Marketing at Cloud Cannabis

As part of our “How It Started” interview series, we had the pleasure of chatting with Nic Shafer, VP of Marketing at Cloud Cannabis, a single-state operator and leading vertically integrated cannabis business in Michigan centered on education, assortment, community and service.
Thanks for joining us! What was it about cannabis that first piqued your interest, and when did that happen?

I’ve been an avid consumer since I was a teenager, but aside from just enjoying cannabis, I’ve always been curious about the science behind the plant. When Michigan first legalized medical marijuana in 2008, it changed everything in the state. I started to pay attention to how the industry was growing, but at that point, I was still early in my career. I spent almost seven years in the automotive industry prior to working in cannabis, but as recreational-use measures began to pass in other states, first in Washington and then Colorado, my focus started to shift toward the cannabis industry and how I could get involved full-time.

How did Cloud come to life? What is its origin story?

Our company roots began in real estate, truly just as investors in the Michigan market, not as operators. As the cannabis landscape started to evolve in the state, attention shifted to building an operating team to open licensed assets under a consolidated brand: Cloud Cannabis.

The company officially launched in 2020 with a mission to help Michigan consumers live higher. Since opening our first retail location in Muskegon, we have become a fully vertically integrated operation, successfully launching nine retail stores throughout the state and operating a robust manufacturing and distribution business delivering into the majority of retail stores in Michigan.

What is it about the company that makes it stand out?

Cannabis companies often look to hire people with CPG experience to fill out their executive team. Cloud is unique in that many of our executives come from the caregiver program and have experience navigating the Michigan cannabis market from the early days of medical use. It’s a huge differentiating factor, because having a team with such a deep understanding of the cannabis market has led to greater growth and success for Cloud.

What does your typical day look like and what do you enjoy most about your work?

I don’t think any marketer in the cannabis industry has a typical day. There are a lot of hurdles that come with working in cannabis, especially when it comes to marketing, so flexibility and agility are key. At Cloud, we are always looking for new ways to cater to different market segments, so I spend a lot of time researching.

Beyond just getting to work in an industry that I’m passionate about, our team is the one thing I love most about Cloud. I sincerely enjoy working with every single one of my co-workers. We are a tight-knit group of people who all show up to work daily, motivated to do our best. We have one of the strongest teams in the Michigan market because of how supportive and helpful we are toward one another.

What has been the highlight of your cannabis career to date?

I’m really proud of the work we accomplished in bringing Wonderbrett, a leading California-based cultivation company, to Michigan. The Wonderbrett team have been true partners, helping us run operations in Michigan and providing management oversight for our cultivation facility in Kalamazoo. Wonderbrett is one of the only brands in the state that is consistently selling out month over month, even in these tough times when people are tightening their budgets. They have built a brand that stands for quality and consistency at an affordable price, and people genuinely like their products, which is proven time and again through our sell-through rates.

Can you give us one cannabis trend that excites you?

I’ve started to see brands in other states, especially in California, switch their marketing tactics away from potency levels and toward the terpene profiles of the plant. For years, the Michigan market has shopped solely based on potency, but as we know, having the most potent cannabis doesn’t mean you have the highest quality weed. It all comes down to the terpenes in the plant and the specific health benefits they provide. The educational process that is happening is really exciting to me, and the more people that understand the plant, the better.

Is there a product or service you hope someone creates to serve the cannabis community?

There isn’t necessarily one specific product or service I’m hoping for, but it would make the lives of every single person in the cannabis industry a lot easier if Congress passed the SAFE Banking Act. Having the ability to accept credit cards will be an incredible game-changer for the entire industry.

What is the biggest change you want to see in the sector?

In addition to an increase in efforts toward marketing products based on terpenes versus potency, I’d like to see more consistent information and studies done on cannabis. Hopefully, President Biden’s call for the HHS to review cannabis’ listing as a Schedule I drug will initiate new research on the plant.

Any advice you would give to someone looking to enter the cannabis industry?

1. Throw out your marketing playbook because if you enter this industry thinking you have it all figured out, you don’t. There are a lot of complexities that come with working in the cannabis space, particularly when it comes to marketing, so you have to be open and willing to navigate those on a daily basis.

2. Always keep your head on a swivel because what’s popular today might not be tomorrow. Changes are constantly happening in the industry, and you must be ready to pivot at a moment’s notice to keep up with new city, state and federal regulations.

3. Never stop learning. I spend two to three hours a day reading articles to educate myself and stay up to date on new laws, technological and scientific advancements, recent investments in cannabis, marketing best practices, and more. I read more about cannabis than I ever have about any prior industries I’ve worked in because it constantly evolves.

What’s next for you? What should we be on the lookout for?

We recently launched Mitten +PLUS Disposable Vape Cartridges, developed by our wholesale brand, Mitten Extracts. The disposable vapes come in ten new strains and deliver a convenient and enjoyable experience for all consumers. We have several other products launching over the next few months, so stay tuned for more.

We’re also rapidly working on expanding our footprint in Michigan, strategically picking locations to ensure we are reaching a broad majority of consumers in the state. We want to be a household name in Michigan and look forward to helping more people elevate their health and happiness.