Barbara Caldwell, Regional Marketing Manager, Wyld
“Digital marketing in cannabis is a constant game of adaptation. Beyond compliance restrictions, we’re often contending with scrubbed landing pages, shadow bans on social media, and the challenge of finding quality ad partners or platforms willing to work with us. Constant algorithm changes make it difficult to maintain consistency, while we’re simultaneously balancing brand voice, avoiding over saturation, and cutting through the noise. One pivot that’s worked has been leaning into community-focused content and owned channels. These are spaces where education, storytelling, and authentic engagement aren’t at the mercy of disappearing posts or shifting rules. Unfortunately, even those approaches aren’t always enough, yet the beautiful thing about cannabis is the space it gives us to constantly test, learn, and refine.” - Caldwell
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