MedMen’s CMO Is Creating a Safe and Welcoming Space in the Growing Cannabis Market

David Dancer talks about his marketing strategies in a sphere that is still not accepted by many

As CMO of MedMen, David Dancer aims to create a comfortable and welcoming space within the cannabis industry. MedMen
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How do you market a category that has almost no historical consumer behavior data, no precedent on best practices, an outdated stigmatism of shame and is still illegal in many states and federally? Well, that’s exactly what David Dancer, CMO of MedMen, is on a mission to do.
Founded 10 years ago and valued at $2 billion annually, MedMen is one of the largest cannabis retailers globally, but only recently opened retail stores after California legalized cannabis for adult use. David is creating a robust CRM system, leveraging incoming retail customer data and newly-launched qualitative studies and navigating the complexities of media outlets and publishers while growing his team.
David’s diverse background in financial services, regulatory, retail, ecommerce and HR are all assets in this role. He is also uniquely qualified to lead the psychological transformation of this market, inviting its consumers to come out of the dark shadows and find a warm, welcoming environment. He’s extremely familiar with battling negative stigmas in his personal life and now serves on the board of GLSEN (Gay Lesbian Straight Education Network) to help create safe schools that are free of bullying and harassment for LGBTQ students.
Tune in to CMO Moves below to hear more from David on this fascinating sect of the industry and the unique marketing challenges he is conquering.
This story first appeared on Marketer Moves, an Adweek publication. Nadine Dietz is chief community officer at Adweek and host of the CMO Moves podcast.