Capitalizing on the momentum generated from a record-breaking 2018 second quarter, General Cannabis Corp. (OTCQX: CANN) has bolstered its ranks by adding brand marketing veteran Cindy Gonzales as Marketing Director. She reports directly to Chief Operating Officer Joe Hodas and works closely with other C-level executives.
General Cannabis brings on Ms. Gonzales to build on its outstanding growth in 2018, with its most recent quarterly revenues topping $1 million for the first time in company history.
The role, unique to the Company, is anticipated to be the first in the development of an internal agency supporting all lines of business, strengthening the General Cannabis brand as it continues to expand its reach into new areas and markets. Ms. Gonzales, who has nearly two decades of experience in marketing communications, oversees larger initiatives within General Cannabis and its subsidiary companies that include security, marketing, operational consulting and products, real estate and financing.
“Given the significant expansion General Cannabis has seen across all divisions, we knew we wanted someone with a proven track record of cultivating innovation and stimulating growth. That is Cindy’s background to the letter,” Mr. Hodas said. “This marketing director role specifically required a sharp and flexible thinker on both macro and micro levels, and Cindy has repeatedly demonstrated those qualities throughout her impressive career.”
Ms. Gonzales manages collaborative efforts across all General Cannabis divisions and creates distinct and actionable marketing plans intended to push forward revenue, awareness and engagement. She also leads further development of areas such as sales management, corporate messaging, trade show execution, collateral, social media, marketing communications including advertising and promotions pricing, market research and customer service.
Ms. Gonzales brings a rich history in leadership, management and marketing to General Cannabis, from fields as varied as the retail and hospitality sectors to real estate development and the airline industry. Before joining General Cannabis, Ms. Gonzales was brand marketing manager for Two Roads Hospitality, where she assisted in refining the brand architecture for Destination Hotels, a portfolio of 45 luxury resorts throughout the United States. Delivering digital stratagems and brand marketing plans that have contributed to multimillion-dollar revenue growth are constants throughout her career.
“The newness of the cannabis industry brings unique challenges,” Ms. Gonzales said. “It’s so much more than focusing simply on marketing and brand position. There’s a profound need for education, and providing insight on the many ways consumers can benefit from cannabis and positively impact their health and quality of life.”
“While General Cannabis continues to help entrepreneurs and businesses grow by providing valuable services and operational support, what’s equally important for our business is dispelling stigmas for positive change. There are possibilities and solutions that we don’t even know exist yet. This is why I get excited to go to work every day.”