Turning Points: Lessons Learned from My Cannabis Marketing Journey
By Shaniece N. Fullove, MPA
Every career has its turning points, and for me, one of the most defining moments came when I transitioned from being a dispensary associate to stepping into brand management.
That shift wasn’t just a promotion—it was a crash course in how strategy, storytelling, and customer connection intersect in an industry that’s still finding its identity.
One moment that stands out was during my time on the retail floor, leading an “education day” for a new product launch. I wasn’t just explaining terpenes and dosage—I was translating the science into everyday language for moms, professionals, and seniors who were curious but cautious. Watching their skepticism turn into trust was the first time I truly understood the power of marketing communications. It wasn’t about selling a product—it was about building relationships.
“The real growth in any career doesn’t come from titles—it comes from the moments that force you to stretch, adapt, and lead.” - Fullove
Tips for Marketers:
Embrace the shift: Don’t fear the uncomfortable moments; they often bring the most growth.
Stay curious: Learn your industry inside and out—your credibility comes from knowledge.
Lead with purpose: Remember that people connect with stories and values, not just products.
Career experts echo this idea. According to the Harvard Business Review, turning points often spark reflection and growth, pushing professionals to evolve from “doing tasks” to “leading with purpose.” That was exactly my experience moving from the retail counter into brand strategy.
“Success in marketing—and in life—comes when you stop waiting for the perfect opportunity and start turning challenges into your own momentum.” - Fullove
