Change MakeHERS: Spotlighting Daniela Furtado
Why Women in Cannabis Matter
As the cannabis industry continues its rapid expansion, an increasing number of dynamic women are emerging as influential leaders within the field. These women not only shape the trajectory of their businesses but also pave the way for future generations of female leaders. At White Ash Group, we believe in celebrating the triumphs of women in the cannabis sector by highlighting their accomplishments. That's why we initiated the Change MakeHERs series – a collection of interviews and spotlight articles where women who embody strength, integrity, and hard work share their insights and advice on navigating the cannabis landscape.
Daniela Furtado, Founder & CEO, Findable Digital Marketing and Cannabis Marketing School
Introducing Daniela Furtado, this month's Change MakeHER, Founder & CEO of Findable Digital Marketing and Cannabis Marketing School.
Daniela is a powerhouse in the digital marketing world, dedicated to making businesses easy to find online. Through her expertise in Search Engine Optimization (SEO), Daniela has propelled numerous cannabis retailers to the top of Google Maps, amplifying their online visibility and driving significant growth—5X website traffic and 2X foot traffic.
As the leader of Findable Digital Marketing, Daniela specializes in helping businesses within the design-build and cannabis industries grow their online presence. Her innovative strategies and keen understanding of SEO have made her a sought-after consultant, writer, and speaker in the digital marketing sphere.
In addition to her professional achievements, Daniela is passionate about teaching. Whether she's in a meeting room, a classroom, or on stage, she brings technical and often dry topics to life with spice and humour. Her diverse linguistic abilities—fluent in English, Portuguese, and Spanish, and conversational in Mandarin—enhance her ability to connect with a wide range of audiences.
Outside of her professional life, Daniela enjoys life drawing, salsa dancing, and cooking, bringing creativity and joy to all she does. Join us in celebrating Daniela Furtado, a true innovator and educator, making significant strides in the digital marketing and cannabis industries.
Direct Advice For Women In Cannabis
Q: What inspired you to start your agency, and later, Cannabis Marketing School? Was there a particular moment or experience that catalyzed this entrepreneurial path?
There wasn’t one particular moment but a series of “why not?” moments.
Although I had worked in marketing for years, my employers at the time were resistant to experimenting with digital marketing. I spent more time educating executives and getting their buy-in than actually marketing. At one point, I believed in a project so much I did it behind my manager’s back. Luckily, that project made the company almost $100K in sales. It was like being a rebellious teenager all over again. That was the first moment I thought, “I’ve got the skills. Why not use them to make $100k for myself?”
Once I leapt into entrepreneurship, my mom helped me get my first three clients. All of them were in the cannabis industry and they all understood the value of being online. Eventually, I found a niche in SEO for cannabis dispensaries. We can get most dispensaries on the top of Google Maps within 6 months and double their foot traffic. We created a rinse-and-repeat process to do just that, and last year we turned our process into a training course. Alas Cannabis Marketing School was born.
Q: How does Cannabis Marketing School empower cannabis entrepreneurs and marketers to succeed in a highly competitive and regulated industry? Can you share any success stories from your students or clients?Marketing a dispensary isn’t easy. Google prohibits them from advertising, social media platforms often shadowbans them and governments have strict advertising laws like frosted windows that make it even more difficult.
What we do know is that consumers are typically looking for dispensaries based on location. A research study by the University of Waterloo found that consumers travel about a 3 KM radius for cannabis. Another study by Brightfield suggests consumers go online to find which dispensaries are nearby.
Think about how you look for weed, pizza or a new nail lady. You probably use Google Maps on your phone and search “nail salon near me”. Cannabis consumers do the same – which makes Google Maps one of the most effective channels for dispensaries to market themselves within their neighbourhoods.
Cannabis Marketing School provides resources and training to help dispensaries market themselves online. Our signature course, Ranking Higher, gives students step-by-step instructions to rank on Google Maps every time customers search “dispensary near me”. We see that when our students or clients rank top 3 on Google Maps, website traffic increases about 5 times and foot traffic nearly doubles.
Q: How does your perspective as a woman influence your understanding of the needs and preferences of female cannabis consumers? How do you integrate this insight into marketing strategies and product development?
In my case, it affects how I create content and communicate products. We’ve executed several different campaigns around cannabis and women’s health on behalf of our clients, and I’ve been impressed by how the women on our team provided out-of-the-box ideas and nuanced approaches to the campaigns because of their own experiences learning about, and struggling with, their health.
Q: What advice do you have for aspiring entrepreneurs looking to enter the cannabis industry, particularly in terms of leveraging digital marketing and SEO to establish their brand presence?
Take the time to test and reflect on what makes you unique. I’m a strong believer that clear positioning makes everything else in business easier. It makes it easier to take a customer-centric approach to business, marketing and sales but it also makes it easier to focus. And focus is one of the hardest things about being an entrepreneur.
Q: Have you had mentors or role models who have guided you in your journey as a female leader in cannabis? How do you pay it forward by mentoring other aspiring women in the industry?
There used to be a community called Pot Girl Shit. It’s not around anymore but they organized monthly events and had a WhatsApp group. The women in that community helped me navigate the ins and outs of the industry. Another organization is Grass on the Hills. They advocate for cannabis tax reforms and I’ve learned tremendously from both the organizers and other participants.
Q: Lastly, to share the spotlight with other female leaders in the cannabis space, who would you nominate for our next Change MakeHER feature
Amy Deneson, Chief Marketing Officer, House of Puff
Brytany Melville, Founder, Cannabis Retail Strategist
Krista Raymer, Founder, Vetrina Group
