‘It requires more scrappy thinking’: How cannabis brand Charlotte’s Web approaches media buying and execution

The cannabis industry continues to morph into a legitimate and possibly lucrative vertical for media agencies to pursue, as cannabis brands raise their marketing game to new heights.

Jenny Shi, associate director of media for cannabis brand Charlotte’s Web, explained her company’s approach to harnessing media in multiple forms to grow market share and find new users.

The following conversation has been condensed and edited for clarity.