ADCANN Trailblazer is Spencer Gooderham, VP of Sales & Operations at Coterie, the brand that won both the 2024 ADCANN Marketing Campaign of the Year and the 2024 ADCANN Craft Cannabis Brand of the Year. With a passion for premium products and standout design, Spencer is helping shape the future of craft cannabis.
Questions with a Cannabis Industry Trailblazer
When did you first become involved in the cannabis industry and why?
Despite a lifelong love affair with cannabis, I didn’t get involved in the legal industry until 2019, when I launched my first company. We built condo-size designer grow cabinets retrofitted with the latest cultivation tech. I absolutely fell in love with growing and developed an insatiable fascination with the plant. It was incredibly rewarding teaching my customers how to grow, but unfortunately the business was crippled in 2020 by a showroom that we built but never opened because of the pandemic lockdowns.
After the business was shuttered, I linked up with the group behind Dutch Love and had the opportunity to open and manage dispensaries. Learning the industry from the retail level was essential for success once I made the transition to the LP-side. During my first year in retail, I connected with the two incredible entrepreneurs who were launching Coterie Brands. One conversation with them and the vision was clear – to stack best-in-class marketing on top of premium, craft cannabis. A few months later I was partnered on the venture and have never looked back.
What has been the biggest challenge you have faced when working with cannabis companies/brands?
It’s tough to land on just one. I’m lucky to be involved in every aspect of the business, and with that I see the challenges from every level of the organization. From label design, packaging considerations, product naming, content creation, social media, retail partnerships, marketing campaigns, and QA at the facilities themselves, there is certainly no shortage of red tape. That said, we’re always looking for ways to advance the cannabis industry with good intentions and in the best light possible.
If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?
Again, it’s tough to pick one. In general, I believe the restrictions should be a little more in line with the alcohol industry. I come from a career in the whisky business, and I will never make sense of the regulatory disparity between these two industries.
In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?
Experiential marketing, hands down. We do it all – Instagram, LinkedIn, Retail, Print, Digital, and more. But nothing has proven more impactful than creating unforgettable experiences for our guests. Community building and collaboration are at the core of everything that we do. Whether it’s consumers, budtenders, retail partners, or even other brands – nothing has resonated more than bringing together communities.
Are there any other trailblazers in the cannabis industry that you follow?
Lots! I don’t want to name any individuals as I’m a big believer that collaboration is the foundation of all great marketing. That said, I have a lot of friends in this industry from whom I’ve garnered inspiration in their own unique ways. I like people who genuinely love the plant, push the envelope, and don’t accept the status quo in this business. They know who they are.
What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?
Fall in love with the plant and the community. It’s no secret this is a tough industry, but it has some of the best people I’ve ever done business with. Make sure to find them and align with them. A genuine passion for the plant and a community that lifts you up will keep you going through the difficult days. The cannabis industry is not for the faint of heart, but once you find your footing, it’s the most exciting and rewarding work I’ve ever done.
A big thank you to Spencer Gooderham of Coterie for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.
Last Updated on March 27, 2025 by ADCANN
