This week’s ADCANN Trailblazer is Michelle Litvack, owner of Dom Jackson Craft Cannabis, a woman-owned brand bringing fierceness, quality and integrity to the industry.
Questions with a Cannabis Industry Trailblazer
When did you first become involved in the cannabis industry and why?
I transitioned into the cannabis space after 18 years in fashion sales. I’ve always had a thing for building brands, and the opportunity came up to bring authenticity and edge to this industry. I also like to be challenged, and cannabis is an industry that pushes you to think differently, adapt quickly, and find creative ways to succeed within a complex and ever-changing landscape.
What has been the biggest challenge you have faced when working with cannabis companies/brands?
The biggest challenge is balancing high-quality product and packaging with competitive pricing. It’s a constant focus for our organization. We are always striving to elevate our quality while maintaining a number one competitive position in the marketplace.
If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?
If I could change one restriction it would be the block on lifestyle marketing. Cannabis still can’t really show the culture behind the plant. No collaborations, no events, no creative ways to connect outside the store. Meanwhile alcohol is throwing festivals, sponsoring sports and building entire vibes around their brands.
Cannabis has always been more than a product. It’s music, art, fashion and community. The current rules keep it boxed in when it deserves to stand shoulder to shoulder with industries that get to celebrate their culture openly.
Lifting that restriction would finally give cannabis its rightful space. Brands could inspire, connect and actually represent the people who love this plant.
In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?
In-person events and budtender engagement are by far the most effective. Nothing replaces the impact of face-to-face connection in this industry. Budtenders are the direct link between brands and consumers, so investing in their education and support is essential. On top of that, brands that embrace storytelling and use social media in creative, compliant ways are the ones truly winning consumer loyalty.
Are there any other trailblazers in the cannabis industry that you follow?
I keep an eye on people who can fight through the tornado of change, pivot when needed, and still stay fully aligned with their brand’s integrity. I also have a lot of respect for women in this space who continue to carve out their place.
What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?
Be ready to adapt. What works in other industries doesn’t always translate here, and the rules can change overnight. Creativity, resilience, high-quality and competitively priced products, and strong relationships are everything. And if you’re not passionate about your mission or the people, it will show.
A big thank you to Michelle Litvack of Dom Jackson Craft Cannabis for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.
