Change MakeHERS: A Continuing Series
Written by: Aly K. Benson
AKB is a biracial indigenous media personality & digital strategy consultant in the Canadian cannabis industry based out of Abbotsford, BC.
Entering the cannabis space can be intimidating, and many don't know where to begin when looking to build their career - especially for young women. Thankfully, the accessibility to female mentorship, networking, and career building alongside SHE-EO powerhouses is building traction in the cannabis industry. In 2017, according to "Women & Minorities in the Marijuana Industry," published by Marijuana Business Daily, women occupied 37% of executive-level positions. However, since then, the number of women occupying these high-ranking jobs has dropped by a shocking 15%.
White Ash Group strives to make women in the cannabis industry feel welcome and encouraged to thrive in cannabis, which is why we began the ChangeMakeHERs series - an interview article series that openly shares the stories and advice from successful cannabis industry ChangMakeHERs in various niches. Our team interviewed three executive-level business owners and industry leaders to discover further details on the intrigue of working in cannabis for the female population and their guidance to future generations.
Michaela Freedman, Global Cannabis Business Consultant, MF Cannabis Consulting
MF Cannabis Consulting helps businesses perform successfully in the global cannabis industry. With her vast industry experience, Michaela advises brands and new entrants on market entry strategies while developing new revenue opportunities for established cannabis companies.
Question: What would you advise our industry to attract and retain more women?
Answer: There are a lot of limitations on marketing and advertising, but there are many more brands directed towards men than women. Most of the female-directed brands are 2.0 products, which does still leave out a lot of women who smoke regularly. This is not to say that you have to be a consumer to work in cannabis, but if more brands recognized female users, I'm sure corporate women would be more interested in joining the industry. Regarding retention, companies need to put more effort into including women in company culture, at social events, and after parties for conferences. It honestly comes down to awareness. Men in all industries need to be more mindful that not all women feel comfortable going to a bar or strip club but feel inclined to go because they don't want to be excluded from the team. Perhaps opting to go to a restaurant or have a karaoke night, something lighter could be more inclusive.
Question: Is there any guidance you can share for the women looking to enter the cannabis space?
Answer: In some corporate environments, it's said that women can be competitive with each other, but this is not the case for women in the cannabis industry. The best way to enter a new industry is to network and talk to people. Because cannabis is so male-dominated, social groups are composed solely of women who get together and provide mentorship. If you're looking to enter the industry, use LinkedIn or Twitter to reach out to women in cannabis (we are easy to find online!). We want more women in this industry and are happy to help.
Steph Martens, President, Flamingo Consulting Ltd.
Steph is an ever-curious, agile entrepreneur with a vision for variety and a particular passion for connection, community, and cannabis.
She moved to Vancouver in Fall 2017 to join the cannabis industry and started her career working with extraction technology startups, brands, cultivators, and retailers. Steph supported cannabis companies in marketing strategy, communications, event management, sales, product commercialization, investor relations, etc., balancing multiple roles as foundations and systems were laid in several startup environments.
Steph has spoken on panels at events like Lift & Co and O'Cannabiz on topics about concentrates, sales, packaging, and labeling. Recently, she commenced her role as the VP of Investor Relations & Communications with irlabs, a dynamic investor relations firm that goes beyond the press release. Steph acts as the client lead for cannabis and related business from within irlabs, and regularly supports cannabis community friends and colleagues on trade show floors, speaking engagements, and networking events.
Question: What would you advise our industry to do to attract and retain more women?
Answer: Offer or develop them into decision-making, management, and leadership roles. Often marketing, communications, PR, events, admin, and sales are undertaken by women, sometimes this is due to their own areas of expertise and interest - being offered opportunities to develop into leadership is a start. This is where I found the most growth for myself. As with any other, I advise women desiring roles in the cannabis industry to be clear and ask for what they want. Speak with your managers and superiors and state your goals to develop and grow. If none become available, network, expand your skill set and move on to something that is the right fit.
Question: Is there any guidance you can share for the women looking to enter the cannabis space?
Answer: Surround yourself with the right people. People you can learn from, receive introductions to mentors, develop opportunities, etc. Network. My career would not be what it is today without networking. I would add to that - be on the lookout for opportunities of interest and get involved by participating in or organizing events or initiatives. After a long day of work and other commitments, sometimes the last thing you want to do is attend a networking event. It takes sacrifice, and it always pays off. In 2018 / 2019, I was going to three to four networking events a week, both in and outside of cannabis, and I endured that busy schedule to build my success. Don't be afraid to ask for advice or have coffee with someone you admire. Often they're open to it. Network, develop, and seek mentors. Do this regularly.
Kendra Vair-Haley, Operations Manager, AHLOT
I joined the industry in 2019 and am the Operations Manager for AHLOT, THINKER, and Cannabis Co-Pack.
AHLOT was the first multipack in Canada featuring multiple LPs and strains in each collection. I joined AHLOT's small and scrappy team as a PM to bring complex cannabis products to market without a license in an ever-changing landscape. This armed me with extensive knowledge of bringing products to market and the pain points of doing so. Cannabis Co-Pack was built to provide a solution to some of those pain points and a co-packing service for LP's or brands in the industry. I had an incredible experience building that company from the ground up with a very small team and few resources. The companies and people I work for have been champions of my success, inviting me to sit at every table and encouraged opportunities to learn.
I love seeing all sides of the industry and bringing products to life. It's a challenging process that I thrive in.
Question: What would you advise our industry to do to attract and retain more women?
Answer: Pay us what we are worth and intelligent women will find their place in the industry. Women want and need space to grow, and the cannabis industry can provide that but it is such a hustle. Women will step up, but if we make the sacrifices required, we need compensation to balance it out.
I'd like to see more companies offer better work-life balance by hiring more people to fill out teams rather than consolidating roles and overloading the individuals that can handle them. I want to work in this industry long-term, but I'll need a more sustainable pace to operate now that I'm a new mother.
Question: Is there any guidance you can share for the women looking to enter the cannabis space?
Answer: I fought hard to get into the cannabis industry, spending many evenings attending cannabis networking events and educational series. I started meeting people and understanding how the industry worked and all the different businesses and players involved. That foundation positioned me to interview more confidently and helped me secure my position in the industry. I figured out exactly where I wanted to be and went after it with unwavering relentlessness. I've been in the industry for four years, and the companies and people I work for (AHLOT, THINKER, and Cannabis Co-Pack) have changed my life by allowing me space to maximize my professional potential and support my continual growth.
Because those events helped me get to where I am today, I've co-founded a collective called Pot Girl Society to create a safe place for others to share a similar experience.