BXP - Vol 4 No 6 August/September 2020 - 11

11

AS THE NEW CHIEF MARKETING OFFICER AT WANA BRANDS,
Joe Hodas brings a wealth of marketing, operations and communica-

upset. As a parent though, I needed to hear
them out, but remember that I was the adult
and not take career advice from an 11-year-

tions experience to the cannabis company. Prior to joining Wana

old. Now that they're 18 and 16, respectively,

in March, Hodas has served as chief operating officer of General

they fully understand what I was doing, why I

Cannabis Corporation, chief marketing officer at Dixie Elixirs, and

was doing it, and they understand it well beyond just the product capacity, but they un-

senior director of corporate communications and investor relations

derstand the social change. That's something

at Frontier Airlines, in addition to roles at Ogilvy Public Relations,

we'll need to talk about later, the necessary

Consumer Capital Partners and more.

movement away from the war on drugs."

EVOLUTION OF CANNABIS DATA
EMBRACING RISK

to take more risks, but as one of the early

"There was a lack of real consumer data in

During his wide-reaching and influen-

pioneers in the legalized cannabis industry,

the cannabis space," Hodas explains, "but

tial career, Hodas has earned real-world

he clearly isn't risk-averse. Part of Hodas'

that's changing." Shortly after Hodas started

insights on how to be a better marketer.

ability to take on risks comes from the

at Dixie in 2014, BDS Analytics (BDSA) pre-

"When I moved from PR into marketing,"

strong partnership Hodas has with his wife.

viewed its data platform to the Dixie team.

Hodas recalls, "I saw how data was start-

"We have a very good relationship," Hodas

Hodas recalls, "Fast forward to today, and

ing to represent a stronger opportunity for

explains. "When I feel strongly about some-

BDSA is one of the top data providers that

marketers to understand their markets and

thing like I did with moving to the legalized

covers multiple markets. It's a great tool that

people were learning how to use data to

cannabis industry, she would want to learn

I use to look at historic data because it's a

make better decisions. Linda, you asked me

more. Once my wife understood my rea-

month delayed. I know the data I am viewing

if I could go into a time machine and share

sons, she was supportive. I know that I can

is recent when I look for what the top selling

insights I've learned as a cannabis marketer

depend on my wife for her trust and support.

product was and what the top-selling cate-

to myself in my earlier roles. I would advise

The family members who were upset about

gories were." The platform, which is devel-

myself to jump on the data train and learn

the idea were my boys. At the time, I had

oped specifically for the cannabinoids mar-

how to leverage data on a deep level-to

an 11-year-old boy, a 9-year-old boy and my

ket, includes Retail Sales Tracking, Consumer

really understand data, how to access it

daughter was either three or four. My boys

Insights and Industry Intelligence, all powered

and what it means. I also would give myself

were beside themselves because they had

by BDSA's GreenEdge technology.

permission to take more risks."

learned that drugs are bad for people. It was

Hodas might advise his younger self

heart-wrenching for me to see my kids so

"Right now, the cannabis industry is
experiencing its second renaissance of data

CXO is a thought leadership series in print and online, where, through the
generous suppor t of our sponsors, we speak with branding, design and
marketing leaders tasked with delivering superior brand experiences.

BXPMAGAZINE.COM


https://www.bxpmagazine.com/

BXP - Vol 4 No 6 August/September 2020

Table of Contents for the Digital Edition of BXP - Vol 4 No 6 August/September 2020

BXP - Vol 4 No 6 August/september 2020
Editor’s Letter
The Scene
Chief Experience Officer Series: Joe Hodas
Innovative Startup Leverages a Knack for Partnerships and Wicked Designs to Disrupt the Candle Market
A Look at Branding and Package Design for the Legalized Cannabis Market
A Multi-Part Series About Marketing to Modern Families
The Toolbox: Product Focus on Packaging for Cannabis
Index of Advertisers
BXP - Vol 4 No 6 August/September 2020 - Intro
BXP - Vol 4 No 6 August/September 2020 - BB1
BXP - Vol 4 No 6 August/September 2020 - BB2
BXP - Vol 4 No 6 August/September 2020 - BXP - Vol 4 No 6 August/september 2020
BXP - Vol 4 No 6 August/September 2020 - Cover2
BXP - Vol 4 No 6 August/September 2020 - 1
BXP - Vol 4 No 6 August/September 2020 - 2
BXP - Vol 4 No 6 August/September 2020 - 3
BXP - Vol 4 No 6 August/September 2020 - 4
BXP - Vol 4 No 6 August/September 2020 - 5
BXP - Vol 4 No 6 August/September 2020 - Editor’s Letter
BXP - Vol 4 No 6 August/September 2020 - 7
BXP - Vol 4 No 6 August/September 2020 - The Scene
BXP - Vol 4 No 6 August/September 2020 - 9
BXP - Vol 4 No 6 August/September 2020 - Chief Experience Officer Series: Joe Hodas
BXP - Vol 4 No 6 August/September 2020 - 11
BXP - Vol 4 No 6 August/September 2020 - 12
BXP - Vol 4 No 6 August/September 2020 - Innovative Startup Leverages a Knack for Partnerships and Wicked Designs to Disrupt the Candle Market
BXP - Vol 4 No 6 August/September 2020 - 14
BXP - Vol 4 No 6 August/September 2020 - 15
BXP - Vol 4 No 6 August/September 2020 - A Look at Branding and Package Design for the Legalized Cannabis Market
BXP - Vol 4 No 6 August/September 2020 - 17
BXP - Vol 4 No 6 August/September 2020 - 18
BXP - Vol 4 No 6 August/September 2020 - A Multi-Part Series About Marketing to Modern Families
BXP - Vol 4 No 6 August/September 2020 - 20
BXP - Vol 4 No 6 August/September 2020 - 21
BXP - Vol 4 No 6 August/September 2020 - 22
BXP - Vol 4 No 6 August/September 2020 - 23
BXP - Vol 4 No 6 August/September 2020 - 24
BXP - Vol 4 No 6 August/September 2020 - 25
BXP - Vol 4 No 6 August/September 2020 - The Toolbox: Product Focus on Packaging for Cannabis
BXP - Vol 4 No 6 August/September 2020 - 27
BXP - Vol 4 No 6 August/September 2020 - Index of Advertisers
BXP - Vol 4 No 6 August/September 2020 - Cover3
BXP - Vol 4 No 6 August/September 2020 - Cover4
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