CA Cannabis Opps: Pure Beauty parts ways with CMO (Score 55)

Sales Lead: Pure Beauty (PB) kicked off a CMO search in March 2022, when Esther Song departed after only a few months in the role.

  • Song now serves in the same role at The Parent Company.
  • The company is likely to:
    • Need additional marketing support in the absence of a marketing chief
    • Conduct agency reviews once it finds a CMO
  • Target demographic
    • Smoking-age (21+) Gen-Z and millennials in CA

Additional recent DM shifts:

  • ​​​​​PB's recent hires include marketing director Gavin Logan (February), marketing and product development director Emma Barnard (February), and sales and marketing coordinator Alex McKay (September).

Spending insights:

  • Like many cannabis brands, PB doesn't yet utilize much national advertising due to legality restrictions.
  • Therefore, it primarily advertises locally around the retailers that carry its products.
  • To offer the most relevant localized ad space possible, view these locations, all of which are in CA, here.

Additional agency insights:

  • Opportunity: Reach out sooner rather than later to remain top-of-mind when PC selects a new CMO.
    • An advantage will likely go to those whose PR/communications services can build brand awareness.
  • Current agency roster:
    • ​​​​​​​No current agency relationships yet confirmed