2 Minutes With ... Maggie Connors, VP of Marketing at Garden Society
Maggie Connors is the VP of marketing at Garden Society and a seasoned cannabis executive. She has spent seven years in legal cannabis, founding Besito and serving as chief brand officer for a top MSO, Ascend Wellness Holdings. Earlier, Maggie worked in management and product design at Starbucks, PepsiCo and Apple. She holds an MBA from Stanford University and a BA from Northwestern University.
We spent two minutes with Maggie to learn more about her background, her creative inspirations and recent work she's admired.
Maggie, tell us...
Where you grew up, and where you live now.
I grew up in Connecticut and now live in L.A.
How you first got interested in cannabis.
I was energized by the medical industry when I moved to California in 2014. I had always loved cannabis and consumer products. The more I learned about Prohibition and the history of mass incarceration, the more I felt called to be part of shaping an industry with values.
One of your favorite projects you've ever worked on, and why.
My old Besito team won a 2020 Clio for our campaign "A Record Shouldn't Last a Lifetime," which is some of my favorite work. We all need to be working towards this mission. Made with Radical Womxn, we used the brand as a platform to tell stories of some local folks affected by the war on drugs while advocating for widespread automated expungement.
A recent project you're proud of, and why.
I've been loving the minor cannabinoid products at Garden Society, especially smoking the THCV mini joints.
The biggest challenge cannabis marketers face today, and how to approach it.
Building brand loyalty across markets. I think making great products with mass appeal and building an authentic, dynamic brand is key.
One thing about how the cannabis industry is evolving that you’re excited about.
I've loved seeing younger people come in recently and build new movements, products and services based on the legal-industry foundation we've developed over the years.
Someone else's work, in cannabis or beyond, that you admired lately.
I've been loving the Vacation sunscreen brand. The website, social, products and partnerships are all fresh, while also being nostalgic. They really stand out.
A book, movie, TV show or podcast you recently found inspiring.
Beef on Netflix. Powerful, surprising and silly—good TV.
A visual artist or band/musician you admire.
Eny Lee Parker designs beautiful furniture. I love her ceramic lamps.
Your favorite fictional character.
Someone worth following in social media.
I just met the folks at Hi, a cannabis collection for womxn. Love what they're about!
Your main strength as a marketer/creative.
I'm market-centric through and through, always thinking about consumers, buyers and budtenders.
Your biggest weakness.
Overthinking
Something people would find surprising about you.
My go-to fun fact is that my full name is Margarita, which has been passed down from my maternal lineage for generations.
One thing that always makes you happy.
My puppy Butter (and probably your puppy, too).
One thing that always makes you sad.
Human suffering
What you'd be doing if you weren't in the cannabis industry.
Living like a gnome in the mountains.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
