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