Change MakeHERS: Spotlighting Oli Bell

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.

Oli Bell, VP of Marketing & Brand, BZAM

Marketing in cannabis isn’t for the faint of heart—but Oli Bell has never been one to back down from a challenge. As VP of Marketing & Brand at BZAM, she’s redefining what it means to build standout brands in an industry that’s constantly shifting.

With a sharp creative vision and a deep understanding of consumer behavior, regulations, and retail trends, Oli is leading the charge in shaping marketing trends and iniatives in cannabis. From navigating tight restrictions to launching bold, culture-driven campaigns, she’s proving that great marketing isn’t just about selling a product—it’s about building a community.

Prior to joining BZAM, Oli made significant contributions at lululemon, where she was instrumental in initiatives that blended community engagement with brand ethos. Notably, she played a key role in the "[mo]re than a run" campaign, a movement powered by lululemon aimed at uniting runners across Australia and New Zealand to support men's mental health and suicide prevention. This initiative not only raised substantial funds for Movember but also fostered a sense of community and open dialogue around mental health.

This month, Oli shares her journey, insights, and what it takes to keep a brand fresh and relevant in a space where change is the only constant.

Q: Before stepping into the cannabis industry, you held Community roles at lululemon, Foodee, and Performance Kitchen. How did that experience shape the leader you are today?

Oh man, those jobs were like a bootcamp in brand, community, and just figuring things out as you go. One of the biggest influences on me was getting to work alongside Christine Day—former CEO of lululemon and an exec at Starbucks before that. She changed the way I think about leadership. No job was ever too big or too small for her—one minute, she’s making sales calls, the next she’s responding to Facebook comments, then boom, she’s off to speak on a SXSW panel or meet with Martha Stewart. I remember thinking, that’s the kind of leader I want to be. At all three of those companies, I basically did every job that existed at some point, which gave me a full 360° view of the business. The biggest lesson I took away was that word of mouth is still the most powerful form of marketing. If people love your brand, they’ll do your marketing for you. From that moment, I made that my mission—creating community at every single touchpoint, inside the workplace and out in the world, turning employees, customers, and partners into brand supporters at every step. When people feel like they belong, they talk about it—that’s how brands win.

Q: How do you balance creativity with compliance in the cannabis industry?

It’s like trying to paint a masterpiece while someone holds a giant “No Fun Allowed” sign over your shoulder. But honestly, I love the challenge. Compliance gives us the framework, but creativity is how we play within it. We can’t use lifestyle marketing? Cool, let’s build a whole brand world that feels like a vibe. Can’t make health claims? No problem, we’ll focus on education and storytelling that gets people talking. Compliance isn’t a roadblock—it’s a creative challenge. The best brands use it as a launchpad, not a checklist.

Q: What’s been one of your most rewarding moments as VP of Marketing & Brand at BZAM?

There have been a lot, but honestly, anytime we launch something that gets people talking, I feel like we’ve done our job right. Whether it’s a campaign that pushes the boundaries or a product that actually gets people excited in a crowded market—it’s the best feeling. I’ll never forget the time a budtender loved our -ness brand so much that they went and made their own sweater. That’s the kind of brand love you can’t buy.

And beyond that, seeing our growers and the entire team at our greenhouse thrive is what makes it all worth it. Nothing beats watching a product come to life—from the care our growers put into cultivation to the moment it hits shelves as part of a campaign that started as a wild idea in a brainstorm. It’s a full-team effort, and that’s what makes it so rewarding.

Q: As someone working in a hybrid model, how have you adapted to leading teams effectively across remote and in-person environments?

The biggest shift I made as a leader was because of my boss, Jordan Winnett—I stopped managing people’s time and started managing their energy. In a hyper-connected, always-on world, no one wants to be micromanaged. What people do need is trust, clarity, and support so they can do their best.

Hybrid leadership is all about being intentional—balancing structure with flexibility, making room for strategy and those casual check-ins that keep teams connected. And above all, recognize the work, reward the effort, and remind people they matter. When people feel seen and valued, they bring their best—every time.

Q: What advice would you give someone looking to step into a leadership role in their career?

Two things: Lead before you have the title, and don’t try to be someone you’re not.  Leadership isn’t about waiting for a title—it’s about stepping up, bringing ideas, and making things happen. The best leaders I know weren’t the ones waiting for permission; they just started leading in whatever way they could. And don’t be afraid to have your own style. The leaders people actually want to follow are the ones who bring something unique to the table. So, figure out what makes you different, and lean into it.

Q: How do you stay ahead in such a rapidly evolving industry?

I stay curious. The second you think you’ve got it all figured out, the industry changes. So I listen—to consumers, to budtenders, to what’s actually happening in retail, not just the market reports. I watch trends outside of cannabis—CPG, fashion, tech—and look at how they could apply here. And I stay adaptable. The brands that win aren’t the ones who play it safe, they’re the ones who evolve, experiment, and aren’t afraid to shake things up.