Alexis Mora is the head of marketing at Harborside Group. Harborside Group was one of the first operating dispensaries in the state of California. They have since grown to be a leader in cannabis in California and beyond, evolving their business model to be vertically integrated.
In this episode, Alexis and I will be discussing vertical integration; What it takes to be a vertically integrated business, and how you can vertically integrate your marketing efforts.
[00:01 – 04:20] Guest Introduction and Luck Summit Event Announcement
[04:21 – 10:51] Harborside Group’s Background and How Alexis Started in Marketing
[10:52 – 23:52] Changing the Narrative of Cannabis
[23:53 – 38:21] The Marketing Trap: Product Innovation vs Rebranding the Same Product
[38:22 – 53:05] Discussing What It Takes To Be a Vertically Integrated Cannabis Business
[53:06 – 66:30] Harborside Group’s Keys and Strategies in Staying a Leader in the Cannabis Space
Alexis Mora is a creative problem-solver and strategist who loves building and scaling brands to a global level. In 2016, her “Dia de los Muertos” Campaign for Nestlé won Top Shop’s Top 100 Award, and her work at BLOOM FARMS, a top ten Cannabis brand from 2018-2021, has been featured in Vogue, Rolling Stone, LA TIMES, SF Weekly, and more.
She specializes in crafting memorable customer experiences while driving ROI through digital, retail, and event platforms. Her work spans internationally in health and wellness, active lifestyle, cause marketing, functional beverage, and cannabis industries.
You can follow Alexis on LinkedIn.
Follow The Harborside Group on Instagram, LinkedIn, Facebook.
Shayda Torabi has been called one of the most influential Women in WordPress and now she’s one of the women leading the cannabis reformation conversation building one of Texas’ premier CBD brands. She's currently the CEO and Co-Founder of RESTART CBD, a female-run education first CBD wellness brand. And has formerly held marketing positions at WP Engine and WebDevStudios. Shayda is the host of a podcast for cannabis marketers called To Be Blunt, where she interviews top cannabis brands on their most successful marketing initiatives. When Shayda's not building her cannabiz in Texas, you can find her on the road exploring the best hikes and spots for vegan ice cream. Follow Shayda at @theshaydatorabi
Tweetable Quotes:
“It started with me saying this narrative is wrong; This perspective we have about what a cannabis consumer is, what a dispensary looks like, and what cannabis product is and what it will do for you is too limited.” - Alexis Mora
Resources Mentioned:
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047 Vertically Integrated Marketing with Alexis Mora of Harborside Group