Commercial Strategy Executive for Consumer Cannabis Products, Laurie Parfitt

Laurie Parfitt is an accomplished executive, leader & coach who inspires companies with her vision for what's possible and her ability to execute and drive results.

She has over two decades of driving innovation & execution across multiple functional areas within companies from start-up to Fortune 500.

Laurie has honed her skills at organizations such as Kraft Foods, Beam Suntory, Topco Associates, Mizkan & Mission Dispensaries.

Through her company,  LKP Impact Consulting, Laurie works with cannabis and consumer products companies on brand strategy/design, consumer insights and commercial go-to-market strategy.

Parfitt’s background includes experience in large-scale, integrated cross-channel marketing and experience campaigns, including a background in traditional marketing, category development and sales strategy in an omni-channel environment.

Parfitt served as the Vice President of Customer Engagement and Marketing for Mission Dispensaries, which currently owns or manages nine retail locations in six states.

In that role, she oversaw consumer experience and marketing/brand strategies for the booming cannabis dispensary operator, as well as developed the concept of joint business planning, which includes strategic sourcing, assortment optimization and activation.

She is also the fractional Chief Experience Officer of Union Cannabis Group which owns the Dabstract Concentrate brand.

In addition, Laurie is a recognized speaker at Cannabis Conference, Cannabis Beverage Expo and The Hatchery.

 

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