Change MakeHERS: Spotlighting Kathryn Long from Vetrina Group
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.
Kathryn Long, Director of Marketing, Vetrina Group
Explore this month's Change MakeHER featuring Kathryn Long, Vetrina Group's Director of Marketing, as we delve into her distinctive perspectives and insights shaping the Canadian cannabis industry.
Kathryn Long brings more than two decades of versatile expertise to the realm of marketing, seamlessly blending experience from both client-side and agency-side roles in traditional and digital advertising. Renowned as a strategic brand builder, Kathryn excels in crafting compelling narratives that define and elevate unique brand identities.
About Vetrina Group
Vetrina Group is a dynamic company specializing in data-driven solutions for businesses, drawing upon an impressive 75+ years of retail experience and exclusive data partnerships. With a commitment to solving problems through insightful data analysis, Vetrina Group excels in guiding businesses towards profitability. Their team of seasoned professionals focuses on uncovering efficiencies, saving costs, and forecasting future trends, providing clients with actionable strategies.
Direct Advice For Women In Cannabis
What advice would you give to Marketing professionals in the cannabis space, and how do you stay informed about the latest developments and industry trends?
For me, it's a tie between my morning newsletters and a scroll-through LinkedIn (LI). My daily routine commences with a few quiet moments before the hustle begins. I seize this time to indulge in coffee and immerse myself in the latest updates from both North America and globally. While I often engage in a quick skim, I am particularly attuned to identifying topics that hold relevance for the Vetrina team or align with our social content strategy. Given the ever-evolving nature of the cannabis industry, staying agile and responsive is paramount. Things change every day in this industry.
I also aim for a 40-minute walk each day. I'll pop on a podcast a few times a week to keep me current about trends, strategies and tactics in marketing overall. It's usually a 50/50 split between these 'work-type' podcasts and murder mystery audiobooks. Balance is key.
Can you share any personal experiences or stories related to your career in cannabis that have been particularly meaningful to you?
I got into this business through a good friend of mine right after mat-leave. I wasn't looking for a change at the time but he literally said, "Just come meet these people. You'll like them." And that's what this industry feels like to me. I haven't always had a positive relationship with the plant, but I can look back now and realize there was so much misinformation out there. Cannabis has become a part of my overall wellness routine now. Similar to staying active, I now appreciate its benefits when I need a good night's sleep or just want to relax.
As a woman in the cannabis industry, what advice would you give to others who aspire to enter this field or community?
Getting into this industry can be daunting, especially considering the limited presence of women in leadership roles and the insufficient representation of those who identify as black, indigenous, or people of colour. Over the next 12-18 months, we anticipate significant changes, with an increase in mergers, acquisitions, and bankruptcies as markets mature. Similar to the experiences in the Canadian market, we expect to witness comparable challenges in newly legalized states.
Despite these challenges, the key remains in getting out there and establishing authentic connections within the industry. I know I'm not alone in being open to meeting someone for coffee or virtual coffee for any professional looking to enter the field. I think it's something we all have to do to keep elevating this industry.
Are there any specific cannabis events, conferences, or gatherings that you recommend attending for networking and education?
Hall of Flowers for obvious reasons. Vetrina partnered with them two years ago in bringing the tradeshow to Canada and I still believe it offers an unparalleled experience for buyers and brands to connect and make incredibly important inventory and assortment decisions.
Kind Events, by our friend Shahbaaz and his team, also put on amazing cannabis events. I think they offer a unique experience for brands and budtenders.
