Foundational Leadership: Q&A With Trulieve Chief Marketing Officer Valda Coryat

Foundational Leadership: Q&A With Trulieve Chief Marketing Officer Valda Coryat
Cannabtimes

<![CDATA[Understanding the nuances of various customer journeys in the cannabis space has become increasingly pivotal among companies trying to gain a bigger share of a burgeoning market through brand recognition, exclusive partnerships and product offerings.But understanding trends and habits of potential customers is one thing. Launching a marketing strategy to acquire those customers is another. Since Valda Coryat took the reins in December 2019 as chief marketing officer at Florida-based Trulieve—one of the fastest-growing and most profitable multistate operators in the U.S., with an 11-state footprint and more than 160 dispensaries—the company has continued to thrive in ways big and small. Specifically, Trulieve acquired Harvest Health & Recreation in a deal that had a $2.1-billion all-stock price tag when the agreement was first announced in May 2021. In addition, the company has launched brands like the Cultivar Collection, Muse, Sweet Talk, and Momenta, and struck exclusive partnerships with celebrities like Wiz Khalifa and Survivor: Africa winner Ethan Zohn as part of its strategic expansion.   Trulieve also set in motion a nationwide Supplier Diversity Initiative earlier this month that focuses on providing education and professional development resources while creating mutually beneficial business partnerships with a supplier base reflective of the customers and communities the company serves. Those moves and more have been driven, in part, by key company insights that have helped shaped marketing plans that resonate with targeted demographics, Coryat told Cannabis Business Times. As one of two women on a nine-member executive leadership team at Trulieve (in addition to CEO Kim Rivers), Coryat said her confidence in her professional life stems from her upbringing. And, regardless of title, building credibility is essential to gaining respect from work peers, she said. But Coryat is somewhat of an outlier as a woman executive in the space. For example, a recent demographic…

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