This week’s Trailblazer, Alexandria Nuttal, is the Founder of Canna Professionals Consulting, a business consulting and sales coaching company committed to delivering high-quality and reliable services to meet the needs of its clients in the Canadian recreational cannabis industry.

They specialize in:

  • Process optimization and efficiency.
  • People management and company culture.
  • Systems and structures such as key account strategies, data analytics and reporting.
  • Brand, product development and marketing.
  • Sales Fundamental training and coaching.

Founder Alexandria Nuttal’s journey from retail sales manager to sales rep, provincial then later national sales manager, inspired Canna Professionals Consulting. With 5 years of industry insights, we offer tailored business consultation, process development, 1×1 coaching, and team training for cannabis sales. 

Questions with a Cannabis Industry Trailblazer

When did you first become involved in the cannabis industry and why?

I first joined the cannabis industry in the summer of 2020 when on my first day I trained a staff of 12 brand new cannabis retail employees for a Spiritleaf corporate store opening in Ottawa in 1 week. I joined the industry during the pandemic because like a lot of people, I had to pivot when the world shutdown. While helping to manage and open this store was a great opportunity for me to still work while practically everything else was shutdown, my partner and I also turned to cannabis during the pandemic to help us get through. In some ways, we wouldn’t have managed the anxieties, stress and isolation of the pandemic without cannabis.

What has been the biggest challenge you have faced when working with cannabis companies/brands?

Marketing in the Canadian cannabis industry is incredibly difficult and often we are left with a “ask forgiveness, not permission” mindset because as an industry we are so handicapped by the marketing laws. My biggest challenge with marketing is the sheer volume of marketing that needs to be created on a daily basis because products change so often and what’s available in one province is entirely different than another.

Canna Professionals

If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?

I would change the ability to market openly the effects and benefits of cannabis. While I agree that we shouldn’t be talking about medical conditions when we are not medical professionals, there is still a lot of other opportunities for us to educate the consumer. The fact that we can’t keep an instagram post up that includes the THC/ CBD content of a product or what kind of activities we think a particular strain is good for, makes for ill-informed consumers.

In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?

From my perspective as someone who has gone from retail, to outside sales rep, sales manager and now a consultant and sales coach, the most effective marketing I’ve seen is in-store marketing. When it comes to connecting with consumers, online is incredibly limiting but I’ve seen many retailers in partnership with brands, reach their customers more effectives once the customer has entered the store. The power of in-store marketing paired with budtender engagement and education, cannot be understated.

Alexandria Nuttal

Are there any other trailblazers in the cannabis industry that you follow?

Absolutely there are a ton! What I’m really excited about is seeing more and more minorities in positions of power and influence. Women, people of colour, queer folks and those with disabilities are starting to get a seat at the table in what has been a very cis, white, male dominated industry: “the boys club” if you will. What I dream of for the cannabis industry is decision-makers across retail, LP’s, sales agencies and more that reflects the diversity of the consumers.

What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?

My piece of advice for marketers or more likely those in the industry that wear multiple hats, including marketing, is to be creative but also remember who your target consumer/ audience is. So often I’ve seen marketing campaigns targeting the wrong people for the brand or product because they are trying to be creative and witty. Don’t lose sight of who your brand is for and use creativity to engage with those consumers rather than try to appeal to every single adult in Canada. My go to saying is: “There’s a product for every consumer but not every consumer wants your product”.

Cannabis Marketing Trailblazers

A big thank you to Alexandria Nuttal from Canna Professionals Consulting for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.

Camrawn Cox

Camrawn Cox

Camrawn Cox thrives in the realms of cannabis sales, marketing, and communication. With a knack for building meaningful connections, fostering engaging brand experiences and compelling strategies that drive the cannabis industry's growth.