Long gone are the days when the cannabis industry consisted of a simply growing marijuana in fields. Increasing demand and regulation has corporatized the process and there are now a multitude of serious career opportunities in cannabis for those with the right business knowledge and skills.
In fact, many professional roles in cannabis are strikingly similar to those in the fashion business. Skills and experience in fashion marketing, retail, and distribution have always been adaptable across a broad spectrum of industries, and this is especially true in the rapidly expanding cannabis industry.
Here are just few areas where fashion and cannabis share career paths and positions:
A brand manager is the go-to person for increasing brand awareness, value, and market share. This includes engaging in print, web, social media, and broadcast campaigns. Brand Managers also build relationships with local vendors, suppliers, and retailers to assess their needs and evaluate the success of branding programs.
The person in this position is responsible for identifying, organizing, and facilitating participation in live, local events, including trade shows, store/dispensary activations, and relevant cultural events, such as concerts or art shows. Whether you are selling handbags or CBD-infused face cream, events can be an effective way to build brand awareness and loyalty.
Digital Marketing Manager
Digital marketing managers are tasked with growing a company’s online presence. Utilizing SEO, geotagging, and other methods, the person in this role works with the marketing team to increase brand awareness and drive consumer traffic to online or retail stores.
The e-commerce manager is responsible for developing and executing sales strategies and goals within the e-commerce team. They may also cultivate and maintain customer relationships.
Social Media Manager
A social media manager works to create, execute, strategize, and grow online brand presence on all social media outlets, including Facebook, Twitter, Instagram, etc. The person in this role is responsible for maintaining the brand’s voice in its interactions with consumers, as well as analyzing data to formulate and drive social media campaigns.
A store/dispensary manager is responsible for managing daily operations, from customer and vendor transactions to implementation of retail processes and managing employees. Store/dispensary managers also both provide corporate management teams with a front-line sales and marketing perspective.
The merchandising director is a leadership role that provides strategic direction to retail and distribution teams in areas including assortment, inventory, pricing, and planning. They also work closely with marketing teams to implement marketing campaigns.
An inventory manager is responsible for ensuring that production schedules are properly created and completed in order to keep product in stock. The person in this role works with internal production coordinators and outside vendors.
Supply Chain Manager
A supply chain manager coordinates, organizes, and oversees all activities involved in the identification, acquisition, production, and distribution of a company’s products.
The list goes on, but you get the idea. Many fashion business skills can also be applied in the cannabis industry. As we like to say at LIM, “Fashion is bigger than you think!” and cannabis is no exception.
LIM's BBA program in The Business of Cannabis is currently accepting first-year applications for the class entering in Fall 2022.