2 Minutes With ... Mary King-Moore, Marketing Manager at Lift Events & Experiences

On expanding branding for Lift and building her craft cannabis farm

Mary King-Moore is the marketing manager for Lift Events & Experiences, North America's cannabis industry conferences and trade shows, produced by MCI USA. She is also an accomplished writer, contributing regularly to Park Cities Lifestyle magazine while brainstorming the third book in her series of novels set in the world of luxury fashion.

Dedicated to giving back to the community, Mary is the engagement editor for Dallas Doing Good and the outreach and opportunity liaison for Bryan's House. When it's time for a getaway, this Dallas resident escapes to the family farm in Oklahoma with her husband, four kids, five Barred Rock chickens (fashionably named The Fall Collection) and Gru, the giant Sheepadoodle.

We spent two minutes with Mary to learn more about her background, her creative inspirations and recent work she's admired.

Mary, tell us...

Where you grew up, and where you live now. 

I grew up in Arkansas, nestled in Dallas, for the past 15 years, and am settling in Oklahoma this summer.

How you first got interested in cannabis.

Two words. 20-20. When the pandemic hit the nation, my family spent the summer at our little farm in Oklahoma. Our farm has been mainly used for wheat, soybeans and cattle in the past but with legalization of medical cannabis in 2018 we decided to give it a go. We had applied for our grow and processor licenses in the fall of 2019, and it was like we were all supposed to be there to start this project. It has been a long learning curve and while the farm continues to grow, I'm lucky to be on the MCI USA team with Lift Events & Experiences and fortunate to have access to so much cannabis industry information.

One of your favorite projects you've ever worked on. 

One of my favorite projects has been developing a craft cannabis farm. I've done things so far out of my comfort zone and wheelhouse, which have created the best memories. During the summer of 2020 my husband and I built a 30x100 hoop house. I sourced a contractor to drill a well to enable more water for our plants. I helped construct a security fence covering 15 acres, in the hot summer months in Oklahoma. These are all projects I knew nothing about. Coming from a long career in luxury retail where my days were spent in Manolo's and air-conditioning to purchasing my first pair of overalls and work boots, it was quite a shift.  

A recent project you're proud of. 

Marketing for Lift San Francisco—as we make our debut in the U.S.—is a recent project I'm proud of. It's exciting to help the Lift team brainstorm new ideas to remain a top player in the cannabis event space. We have so many new things planned for August, including an entire day aptly named Taste at Lift, an investment summit and our popular Lift Cannabis Business Conference. I've also really enjoyed expanding our branding used in Vancouver and Toronto to incorporate San Francisco.  

August 3- 4 2023

Lift San Francisco

The biggest challenge cannabis marketers face today, and how to approach it.

Like any industry, the challenge is to continue to be seen in any chosen media form. There is so much information available at the push of a button, swipe or turning a page. The challenge is how to stand out. I believe consistency is key and knowing or creating your target audience. It's important to develop user profiles, then choose your niche. Make sure to assess and reassess periodically the market size, and of course, be authentic. 

One thing about how the cannabis industry is evolving that you're excited about.

Changing the stereotypes and stigmas brought about by the war on drugs. I love telling people my former career was in high-end luxury retail working with premier designers, and now I have a cannabis farm and create marketing for one of the top cannabis conferences and trade shows in North America. I get a double take. Every. Single. Time.  

Someone else's work, in cannabis or beyond, that you admired lately.

Chef Jordan Wagman's new cookbook Will: How I Found My Health Through Food is a much-anticipated read. It's an autobiography of sorts exploring his journey of finding physical and mental health through clean eating and the addition of cannabis. As a self-published author myself, I know the passion and hard work that goes into producing a book. 

A book, movie, TV show or podcast you recently found inspiring.

The Biggest Little Farm

A visual artist or band/musician you admire.

Dolly Parton

Your favorite fictional character.

It changes, but currently Vianne and her sister Isabelle, from The Nightingale by Kristen Hannah. "Men tell stories, women get on with it. For us it was a shadow war. There were no parades for us when it was over, no medals or mentions in history books. We did what we had to during the war, and when it was over, we picked up the pieces and started our lives over."—Vianne

Someone worth following in social media. 

@goodnews_movement and @humansofny 

Your main strength as a marketer/creative.

I've been told I'm a great listener. Being a good listener in marketing helps to understand customer needs, build strong relationships and identify opportunities. I also believe by listening attentively one can gain valuable insights allowing for more informed decisions. 

Your biggest weakness.

Mint chocolate chip ice cream ;) 

Something people would find surprising about you.

I'm adopted and I adopted my son. 

One thing that always makes you happy.

Friendships and Saturdays.

One thing that always makes you sad.

People without housing.

What you'd be doing if you weren't in the cannabis industry.

MCI is a global engagement company servicing many different industries so I would continue in marketing just in a different capacity. And I plan to expand the craft farm to include a variety of sustainable crops, developing a "you-pick" farm, with peach and pecan orchards, and blueberry and blackberry fields. 

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.

Jessica MacAulay
Jessica MacAulay is a contributor for Muse by Clio. She's also a recent graduate of the University of Colorado Boulder's College of Media, Communication, and Information.

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