Canadian marijuana industry targets alcohol, CPG execs to steer growth

Cannabis firms in Canada are ramping up their drive to rent executives from the alcohol, tobacco and shopper packaged items (CPG) sectors to assist steer aggressive growth methods.

Personnel in these sectors have expertise getting manufacturers on cabinets and into the arms of shoppers, so they’re extremely engaging to leaders within the burgeoning hashish industry as they put together to get extra diversified merchandise to market – together with edibles later this yr.

Alison McMahon, founder and CEO of Calgary, Alberta-based Cannabis at Work, a marijuana staffing company, stated recruitment efforts have been targeted on executives and management-level positions.

“This summer we saw a lot of interest in bringing in director of sales and those types of roles into (licensed producers) because they know the system,” she stated.

Some current examples embrace:

When looking for gross sales administrators, McMahon stated, marijuana corporations are on the lookout for individuals who have already got talent units and relationships which are convertible to the hashish industry.

“Cannabis is a recreational substance that is sold through a very similar distribution process as alcohol,” McMahon stated. “They know the gaming and liquor commission process. It makes sense to bring those people in because they have the skill set and relationships.”

Lisa Campbell, CEO of Toronto-based Lifford Cannabis Solutions, stated marijuana corporations need individuals who can create provincial gross sales methods, set key efficiency indicators and negotiate pricing with the management boards.

“Beverage alcohol executives are familiar working with regulated products, so they are able to navigate restrictions and come up with creative solutions,” she stated. “These executives are additionally open to outsourcing (the) gross sales pressure because it’s the identical route to market as alcohol.

“As cannabis beverages are on the horizon in Canada in 2019, many of these executives see cannabis as another category similar to alcohol.”

Matt Lamers could be reached at [email protected]

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